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Volume 11, Issue 6
1 June 1990
Journal of Business Strategy Cover Image for Volume 11, Issue 6
Review Article| June 01 1990

Product Development the Japanese Way

Michael Czinkota;
Michael Czinkota
Faculty of international marketing at Georgetown University
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Masaaki Kotabe
Masaaki Kotabe
Faculty of marketing at the University of Texas at Austin
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1990
Journal of Business Strategy (1990) 11 (6): 31–36.
https://doi.org/10.1108/eb039386

The Japanese approach to product development emphasizes continual technological improvement aimed at making an already successful product even better for customers. Is it time for U.S. companies to take some lessons from Japan?

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© MCB UP Limited
1990
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