This study clarifies the new product development process, in which products with different value dimensions from existing products are continuously developed, through an analysis of the NPD of companies that have developed products that deviate multiple times from the dominant product specifications in the industry. This research focuses on Casio Computer and their work in the digital camera industry. It adopts the qualitative approach, especially case study. This case study focuses on three digital cameras developed by Casio: the “EX-S1,” the “EX-F1,” and the “EX-TR100”. As a result of case study, this research found three theoretical contributions and a practical implication. The first theoretical contribution is the finding of a common NDP process that is confirmed in all three cases. First, difficulty in competition in the existing value dimension caused idea generation, integrating new product concept within the development department with ideas and technologies outside the development department. This generated idea transformed new product application ideas based on the product view of Casio. the development department developed the component and product development based on this idea, and introduced the product into market. As a result of this product development process, Casio could create a new value dimension. The second finding is that Casio flexibly absorbed customer reactions to prototypes and products, and they reflected these in their new product development. Moreover, in this case study, it was observed that the value dimension approved by the customer was shaped emergently by improving product characteristics and changing marketing methods in response to the voice of customer. Third, although the new value dimensions formed as a result of the three new product developments are different, this study analyzed multiple development cases of a single company. This has led to the discovery of a company-specific view of the product, which was revealed as affecting all three product development processes. In addition, as a practical implication, this paper shows that the essence of the development process that continues to transform the value dimension multiple times would help companies that try to build a competitive advantage continuously.