Product concept creation in new business development

The conception capability for a new product concept is increasingly more important as the source of competition power for a business firm. Even for business firms which have accumulated industry experience, the development of break through type innovative products is an important task accompanied by many risks. In the case of a diversified business entering market in a different field, the development of break through-type innovative products is much more difficult and challenging. The authors argue that, in order to succeed at the task, securing and/or training of a concept creator becomes the one of the most important tasks