Customer oriented product innovation strategies: A case study of the digital camera industry

In the current competitive consumer product market, a great number of products are considered as innovative products. In other words,product innovation is one of the most important competitive factors in the current market condition. Organizations need to consider type and level of innovation carefully when the new products are developed. In the same time, new product development based on current customer preferences is a key to obtaining a larger market share and faster sales growth for organizations in a high technology product market. In this paper,after the consideration of the innovation types in the current market, three factors are introduced to define the product innovation. After the development of three factors,two series of product innovation strategies for high and low level of innovative products in the current technology product market are defined. The introduced factors are level of change, speed of change, and scope of change. Furthermore, this paper examines that this result can be applied to the product positioning as a product development management in the case of innovative product market. Digital camera industry is selected as the sample market to apply this analysis and strategy.