edited by Akira Ishikawa (Aoyama Gakuin University, Japan) & Atsushi Tsujimoto (University of Tokyo, Japan)

Table of Contents (60k)
Foreword (48k)
Chapter 1: Introduction (88k)

New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R&D activities strategically and how to connect them with successful products, services and commercialization. Using interesting, real case studies such as “Healthy Tea™” developed by Japan Coca-Cola, Inc., the recommendation engine “Teach Me Electronic Appliances”, and the development of various robots, the book uncovers the secret of successful marketing and shows how to develop and deploy new products and services on a sustainable basis. It will therefore appeal to both business practitioners as well as researchers and students interested in innovation and marketing issues.

• Strategic Planning and R&D Management
• R&D Project Planning, Selection, and Evaluation
• The New Systematization and Assetization of Information
• How to Advance R&D, New Product
• The Role of Information Search in the Development of “Karada Meguri Cha™” (Body Circulation Tea Based on Traditional Chinese Medicine)
• Development of the “Oshiete! Kaden” (Tell Me! Consumer Electronics”) Website — Recommending Merchandises Through the Deployment of a Web Recommendation Engine
• Robot Development Case Examples — The Intelligential and Functional Approaches
• The Role of Communication and Management Inside and Outside Business Organizations When Manufacturing Accidents Occur — Case Examples of Carbon Monoxide Poisoning Accidents Committed by Company M and Company P