Theoretical and Empirical Study of SEDA Model for Value Creation

2023 Fiscal Year Final Research Report

• Project/Area Number: 20K01935
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07080:Business administration-related
• Research Institution: Osaka University
• Principal Investigator: NOBEOKA KENTARO 大阪大学, 大学院経済学研究科, 教授 (90263409)
• Project Period (FY): 2020-04-01 – 2024-03-31
• Keywords: SEDAモデル / 統合的価値 / マツダ / 魂動デザイン / キーエンス

Outline of Final Research Achievements

First, this project accomplished the conceptual model for the SEDA Model (Science, Engineering, Design, Art) featuring the importance of Art thinking. Second, applying the model to consumer goods company, I have published "Product Development using Art-thinking (Nikkei Publishing) using Mazda case" This book has argued that it is important to express design philosophy rather than responding to customer needs.
Thirdly, I did empirical research to apply the SEDA Model to industry products and published "High value-added management at Keyence (Nikkei Publishing)". This book has shown evidence that Keyence provides effective solutions that maximize customer profit. Including the two books, I have made enough accomplishment regarding theorization and evidence supports for the SEDA Model.

Free Research Field

経営学

Academic Significance and Societal Importance of the Research Achievements

イノベーションには、消費財であれば感性に訴える価値、生産財であれば顧客企業にとっての実際のソリューションに結びつく価値に代表される暗黙的な顧客価値が必要になった。それに取り組むために最適な概念的モデルがSEDAモデル（Science, Engineering, Design, Art）である。本研究はSEDAモデル全体の中で、４つを融合するための理論的なフレームワークを開発し、同時にそれを裏付ける実証研究を行なった。学術的に初めての試みである。加えて、本研究で行なったSEDAモデルの発展は、日本のイノベーション政策や企業マネジメントにとって、理論的にも、実務的にも役立つ。