@article{oai:kyukyo.repo.nii.ac.jp:00000125,
 author = {磯野, 誠 and ISONO, Makoto},
 issue = {1},
 journal = {九州共立大学研究紀要, Study journal of Kyushu Kyoritsu University},
 month = {Sep},
 note = {Increasingly products developed to meet consumer unmet needs are readily eliminated from high
turnover retail assortment as ‘dead items’ before they have a chance to establish a presence. This paper
proposes an approach to new product concept development allowing for high turnover assortment. A
multiple-case study was conducted, dealing with Japanese bottled-tea product development projects
from the 1980’s to the early 2000’s, by which time retailers had adopted high turnover assortment
management. The study results show that development of a product concept by understanding potential
consumer reaction to a product in the retail environment is a critical factor in getting purchase
trials and the repeats and increasing the shelf life in such assortment. This implies that, in order to
deliver a product that can obtain an increase in the product’s shelf life in a high turnover assortment
environment, makers need to consider two distinct kinds of consumer needs: ‘Consumer Shopping
Originated Needs’ (consumer needs originating from a shopping context) and ‘Consumer Life Originated
Needs’ (consumer needs originating from their day-to-day lives) and to develop a new product concept
based on them.},
 pages = {25--40},
 title = {「購買起点ニーズ」を仮定する新製品コンセプト開発--サントリー「伊右衛門」開発にみる小売品揃え環境への対応},
 volume = {2},
 year = {2011},
 yomi = {イソノ, マコト}
}