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Expert's Opinions
From "The Winning Fomula"
Your book breaks a new path in understanding market-initiating products and offers insight and detail. |
| Philip Kotler, Ph, D., J.L. kellogg, Graduate School of Management |
I wish all the success with this book. I feel that it will help to improve the effectivness of Indian business houses. |
| K.K. Modi, Presodent.Modi Enterprises and Godfrey Philips (I) Ltd Company |
Successful introduction of new products and making it a long-seller has been and will be a major challenge in business management. There has never been a book which is empirical and practically presents directions as this in Japan, where such success is often refferd to having intuitive "taste" or " a matter of luck". Dr Umezawa sets out the improtance of MIP, but in that respect, this book itself is truly an MIP, which shall be read for generations by marketers as a classic. |
| Yasuhiro Takami, Department Directoe, product Development Department, Meiji Dairies Corporation |
Sunstar's Tonic Shampoo is the first MIP produced by Dr Umezawa when he was young in his twenties. Since then, this product has continuously supported the company, and has been providing evidence of how an MIP becomes successful as a long life product. Considering the number of consumers who have enjoyed their favorable experience through using the product, we owe MIP for all the strong support which we are gaining now from many consumers. I am confident that this book will communicate the true natuire of MIP which contributes to consumers by responding to their unfulfilled strong needs. |
| Hiroo Kaneda, CEO, the Sunster Group and Sunstar Inc. |
We are in the time of major global changes. Dissatisfaction towards conventional products and sevices bring new needs, which are also opportunities for creating new markets. The era in which we are in now allow only those companies who posess the system to continuously provide value faster than anyoone else, so that messages can be commnicates for customers to feel "this is what I was looking for?" and will repeat their purchase. This book compiling the principals is a unique study even from a global perspective, and is a must-read book, not only for product developers but also for planning managers and managers in governmental agencies and organizations. |
| Morio NIshikawa, president and Chief Exective Officer, Johnson Diversy |
"No hit products are produced" or "the product is unusustainable even when it does make a hit " -
These can be referred to
as the everlasting challenge for those involved in corporate reserch and development. I was fortunate to have been able to meet Dr Umezawa and to gain his advice just when I was logically analyzing the customers' (consumers') needs and exploring for a reasonable method to develop Marketeing Initiating Products scientifically .Nowadays, all reserchers in our company study Dr Umezawa's book and are steadily showing results as pupils studying under him. This book is a must-read book, espcially for management of reserch and development, and I would like to recommnend that this be kept at hand at all times as a compass to lead the way during difficult times or when you are at a loss. |
| Hisami Kashitani, Director, General Manager of Human Science Reserch Center, Wacoal Corporation |
