Purpose

This study aims to provide a comprehensive explanation of the linkage between premium segments and product innovation. While previous literature confirms that product innovation triggers premium segment emergence, and vice versa, there is no satisfactory explanation regarding the underlying mechanisms that drive the mutual shaping of premium segments and product innovation. This paper attempts to address this gap in literature.

Design/methodology/approach

This study employs a cognitive model of technology trajectories and empirically examines the Japanese rice cooker market using a mixed-methods approach. The methods used consist of content analyses of newspaper articles and press releases and case analyses of manufacturers' new product development.

Findings

Content analyses show the emergence of a premium segment within the Japanese rice cooker market as well as a simultaneous change in technology trajectories. Case analyses subsequently reveal the mechanisms that link the premium segment emergence and technology trajectory changes. The analyses also explore this linkage in detail; market actors' technological frames and interpretation processes mediate the mutual shaping of the premium segment and product innovations.

Originality/value

This study presents quantitative evidence indicating the emergence of a premium segment and changes in technology trajectories. It provides a qualitative explanation for the linkage between these two phenomena, which may serve as a viable foundation for future research in premium strategy.

中文翻译：

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高端细分市场与产品创新的共同进化：以日本电饭煲市场为例

目的

本研究旨在全面解释高端细分市场与产品创新之间的联系。虽然以往的文献证实了产品创新会触发高端细分市场的涌现，反之亦然，但对于推动高端细分市场与产品创新相互塑造的潜在机制，并没有令人满意的解释。本文试图解决文献中的这一空白。

设计/方法/方法

本研究采用技术轨迹的认知模型，并使用混合方法对日本电饭煲市场进行实证检验。所使用的方法包括报纸文章和新闻稿的内容分析以及制造商新产品开发的案例分析。

发现

内容分析表明，日本电饭煲市场出现了高端细分市场，同时技术轨迹也发生了变化。案例分析随后揭示了将高端细分市场的出现与技术轨迹变化联系起来的机制。分析还详细探讨了这种联系；市场参与者的技术框架和解释过程调节了高端细分市场和产品创新的相互塑造。

原创性/价值

这项研究提供了定量证据，表明高端细分市场的出现和技术轨迹的变化。它为这两种现象之间的联系提供了定性解释，可以作为未来溢价策略研究的可行基础。