Study on the development of innovative new product using Blue Ocean Strategy and Business TRIZ
Hyung‐Il Kim, Yung Jae Shin · 대한설비관리학회지 · 2019
Due to the lower product price and higher publicity payment, the profit structure of the corporate in food and beverage industry is gradually worsening. In order to achieve continuous growth and development of enterprise, innovative product development is required. In this study, we have developed a model that combines Blue Ocean Strategy and Business TRIZ by developing the new product based on non-customer level. TRIZ is applied for specific and diverse problem solving strategy. In other words, the new model which can maximize the advantage of Blue Ocean Strategy and Business TRIZ is suggested. Also, the model presents a new business model that develops innovative products by complementing disadvantages. The three existing products that have achieved success by developing innovative products among food and beverage industry are applied to the new business model developed in this study. According to the research, it was found that the three products coincide with the new business model. As a result, we believe that companies in the food and beverage industry planning to develop new innovative products will be able to present directions for the development of new products in the future.