Vol.2 No.3 2009

Research paper : Two types of lead users in a model for the transfer of technology into households (Y. Kubo et al.)−192−Synthesiology - English edition Vol.2 No.3 (2009) Appendix BThe interviewed subjects are listed in order of name, company, and interview date.・ Yoshiki Ogino; All Electrification Business Promotion Division, Home Appliance Company, Panasonic Corporation; October 22, 2008.・ Hiroshi Kondo; Group Manager, Sales Planning Group, IH Cooking Heater Business Unit, Home Appliance Company, Panasonic Corporation; November 13, 2008.・ Izumi Hirota; Group Manager, Technical Group, IH Cooking Heater Business Unit, Home Appliance Company, Panasonic Corporation; November 13, 2008.・ Masaru Kita; Communication Group Manager, Sales Division, Sales Headquarter, Tokyo Electric Power Company; May 9, 2008.・ Ken’ich Morijiri; Director, Life Energy Design Center, Sales Division, Sales Headquarter, Tokyo Electric Power Company; May 11, 2008.・ Tomohiro Mizutani; Life Energy Design Center, Sales Division, Sales Headquarter, Tokyo Electric Power Company; July 15, 2008.・ Nobuko Sekikawa; IH Cooking Coordinator, Y.K. SNS Farm; July 15, 2008.・ Masayo Waki; Cookery Researcher, K.K. Trois Soeurs; June 27, 2008.・ Shuji Kato; President, K.K. Trois Soeurs; July 9, 2008.・ Hiromi Kawanishi; Y.K. Kawanishi; July 12, 2008.・ Miki Shimizu; President, Flying Saucer, Toko K.K.; May 1, 2008.・ Chizuko Shimizu; Director and Store Manager, Flying Saucer, Toko K.K.; May 19, 2008.・ Mieko Chiba; Food Stylist, Flying Saucer, Toko K.K.; July 14, 2008.Discussion with Reviewers1 Evidence for the discussionQuestion and Comment (Motoyuki Akamatsu, Institute for Human Science and Biomedical Engineering, AIST)The points that supplementary components is necessary for utilizing the technology, and that persons in certain positions act effectively to introduce advanced technology to households, are important for introducing the technology to society, and thus they match the scope of Synthesiology. However, the main thesis of the paper is somewhat unclear, and I feel there is not enough evidence.Question and comment (Koh Naito, Center for Service Engineering, AIST)Particularly in chapter “4 Time-series analysis…,” please create a specific diffusion curve from the sales data, and draw a figure that shows how it is related to the major events.Answer (Yuka Kubo)I am aware of the insufficiency of evidence. I attempted to obtain cooperation from the appliance manufacturers and the cooking tool manufacturers to gather data for the sales of silicon resin spatula as well as for the actual state of IH cooking, but was unable to obtain those data. The sales data of the select shop were also undisclosed. Therefore, I conducted the analysis of household users from the information transmitted by the media. There was a huge variety of magazines, and while feeling regretful that a comprehensive analysis could not be accomplished, extraction was attempted as appropriately as possible.This paper clarified that the cooking method unique to IH contributed to the introduction of IH to the household, and while the cooking method was diffused by sensible lead users, it was discovered by logical lead users. The logical lead users were able to discover a new cooking method because, while they were users, they were interested in the technology itself. I added revisions to express this point.2 Sensible lead userQuestion and comment (Motoyuki Akamatsu)You mention that the cookery researcher is the logical lead user, while the select shop is the sensible lead user. The argument is clear for the cookery researcher, while it is unclear for the select shop. You wrote that the select shop is independent from the power company, but I don’t think it is independent since it is located inside the TEPCO Building. Also you mention that the activity of the select shop is to respond to the social demand, but I don’t think “participation of men in cooking” and “life surrounded by favorite cooking utensils” are general social demands. Also, it is written that “combining IH and silicon spatula was almost coincidental,” and this means that the TEPCO CM played a significant role. From this point, didn’t the power company function as a core diffuser?Answer (Yuka Kubo)As you commented, whether the action of the sensible lead user is a response to social demand is not clear in this analysis. It can be said that since the products born from the intuitive idea of the sensible lead user have been taken up several times in fashion magazine articles, they match the social trend as a result. I changed the description by using the word “social trend.”The select shop, which is a sensible lead user, has a store in the Ginza TEPCO Building through support of TEPCO, but TEPCO does not cooperate in development or selection of commercial goods. Although the TEPCO CM did show the cooking tools in both hands, it showed wooden spatulas, and I think it is important to note that replacing wooden spatulas with silicon ones was not an ordinary idea.However, I do not think that it is coincidental that TEPCO supported a sensible lead user. In the process of setting up a select shop in the Ginza TEPCO Building, collaboration was done to find ideas that corporations cannot produce and to incorporate ideas from housewives. TEPCO did this intentionally to some degree. I added the point that housewives’ comments were incorporated.3 Contribution of womenQuestion and comment (Motoyuki Akamatsu)The important point of the original manuscript is the “contribution by women,” but in the framework of “logical lead users” and “sensible lead users,” I don’t think it is mandatory that the lead users are women. Of course, the two lead users were women in this case, but I think this was because the subject was cooking utensils whose primary users are women.Question and comment (Koh Naito)The paper discusses the importance of the role of sensible lead users who are sensible to the social demands of women. I think The surveyed television commercial messages are listed in order of advertiser, product name, and on-air period.・ Tokyo Electric Power Company; All Denka; 2005~2008.・ Kansai Electric Power Company; All Denka; 2005~2008.


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