The purpose of this paper is to clarify the transition of technology, product strategy and inter-firm transaction in the phase of market growth for next-generation vehicle with interviewing automotive electric & electronic parts suppliers (Keihin and Denso) in Japan. Particularly, we focused on what the suppliers got interested in about that. In short, what were opportunity and threat for them?
There are 3 conclusions that we found out. The first thing is that both companies considered they would obtain a great chance for their business through the market growth for next-generation vehicle. Therefore they have to enhance their organizational capability immediately. Secondly, they recognize electric manufacturers and foreign gigantic suppliers as tough competitors. And finally, they're concerned about the automobile which has been being “commodity” recently, like household appliances. Thus, not only auto parts suppliers but also all players of auto industry must provide more attractive automobiles into the market to be desired from a lot of consumers.