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Companies have been increasingly opting to utilize project teams to contend with highly turbulent and dynamic conditions while under current uncertainty markets, stakeholders have tremendous influences on the performance of NPD projects. On the other hand, it is normal that the conflicts between different key stakeholders’ interests exists and the new interest may be generated among the NPD progress. Due to these reasons, managing the relationships among the stakeholders in NPD projects is extremely complicated work and thus the key stakeholder-based role-plays may be vital for the NPD performance. In this paper we analyze the dynamic of key stakeholders of the first three stages of the non-industrial robotic NPD in Japan and propose should be performed that the key stakeholder-based role-plays is necessary for the future two NPD stages

NECESSITY OF KEY STAKEHOLDER-BASED ROLE-PLAYS FOR NPD PROJECTS -- A CASE STUDY FOR A PROJECT TEAM OF NON-INDUSTRIAL ROBOTICS IN JAPAN