An Investigation into the Role of Customer Interface Process in Product Development : Implications from Japanese Mobile Phone Handset Manufacturers in US

This study attempts to explore how a firm successfully exploits its accumulated technologies and product development capabilities in relationships with more than a few customer firms within and beyond borders. Close relationships with a few specific customer firms enhance the exploration of distinguished/novel product technologies and development capabilities. Yet, growing customer/market diversity in the era of globalization requires firms to develop products effectively assimilating knowledge specific to each of customer firms in both local and offshore markets. Drawing on the case of Japanese mobile handset manufacturers in US, the study argues that customer interface process confined to upstream product development stages helps a firm manage close relationships with more than a few customer firms even across borders. In product development, contrived customer interface process contributes to the effective selection and combination of specifications/technologies according to both domestic and oversea customer firms. These findings are explicated by knowledge/problem-solving perspectives