A message from Nobuyoshi Umezawa
Nobuyoshi Umezawa
President of Market Concept House,
a working consultant in marketing,
Doctor of Business Administration

Head of the Umezawa Group Interview College
Full time lecturer at the Management School of the Japan Management Association
Lecturer at the Product Development College of the Central Japan Industries Association
Lecturer at Small and Medium Enterprises (SME) University (Creativity / New Product Development)
Former trustee of the Japan Association of Industrial / Organizational Psychology
[Bacground]  
1940 Born
1966

Graduated from Nihon University Graduate School (Psychology) with a Master of Literature
Employed at Sunstar Co., Ltd, in the Research and Development Department of the Research Laboratories, and later promoted to Research Manager of the Marketing Department

1973 Employed by Johnson Company as a marketing research manager, and later promoted to group leader for new product planning, after which he developed various new products as a marketing service manager and introduced them into the market.? He also developed and improved the Key Needs Method, the “AHA! Game”, a behavior analysis method, the C/P testing method and the Group Interview Method
1984 Established himself as an independent consultant
2001 Graduated from the Aichi Gakuin University Graduate School (Management) with a doctorate in Business Administration

To succeed, avoid failure
and continue succes

Creating products that sell is a crucial issue for any manufacturer and a company will go to great lengths to develop a hit seller. However, the reality is that for every hit seller a company creates, there are also many created which fail, leading to the commonly held belief that product development is a process of “high birth and high death rates". But, does it really need to be this way? I find it puzzling that one does not hear anyone talking of “the success rate of product development". A success rate represents the batting percentage for hits.

Given this assumption, then such a percentage would be expressed as the number of successful products (y) / the number of products launched in the market(x).
Thus, to increase this percentage, it is self-evident that we can either reduce the denominator or increase the numerator of this equation. That is, adopt a “method for the development of successful products”, narrow down the number of development projects and only launch products with a high success rate. This will decrease the denominator and increase the numerator of the success ratio.

xyz-theory

Creating hit sellers is the key to this “success rate”, while maintaining this success over the long term is a key factor to creating value out of this successful name, this is the strong belief upon which I base my approach and the fundamental principle embodied in the science of marketing. MCH can help you find the clear path to understanding what can be done to increase success rates and how to develop a product that will ensure its long-term success. Please turn to us for the “highest level of know-how” based on theory and practical experience.

The Winning Formula
"The Winning Formula" Published in 2001 by Nobuyoshi Umezawa
Expert's Opinion


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