Customer value creation business through learning processes with customers: case studies of venture businesses in Japan Available to Purchase

This article discusses business processes that are capable of creating new value with many new customers and in which enterprises and customers both achieve innovation through the provision of new services by the enterprise. Examples of innovation that venture companies providing IT‐based multimedia services have experienced over the past three years in Japan through mutual learning with customers are taken as case studies. In the last few years, Japan has seen rapid growth in the multipoint connection service market associated with multimedia videoconferencing systems. Behind this trend was the birth and explosive growth of the multipoint video communications market, which was initiated by NTT, Japan’s largest telecommunications carrier, in alliance with a joint venture business (NTT Phoenix Network Communication Inc.: hereafter, NTT Phoenix) comprised of heterogeneous US‐Japanese joint businesses. This article takes up the case of the world’s largest multipoint connection venture business, and considers how an NTT Phoenix’s customer value creation‐type business created a new video network service market in Japan.