In general, manufacturers make technology innovations to enhance the evaluation axis which is determined as core in terms of technology characteristics. By improving the performance of core evaluation axis, manufacturers satisfy customers' demands and enhance market competitiveness. On the other hand, a manufacturer can get competitive advantage without emphasizing the performance of evaluation axis, which would become core through innovation. The purpose of this paper is to describe the mechanism underlining that phenomenon. We use the case of developing Fujifilm Computed Radiography. From the case, we find that the evaluation axis recognized as core is different between a manufacturer and customers. Customers determine core axis by considering whether they can use their accumulated knowledge. As a result, the manufacturer should consider both core axes, recognized by the manufacturer and the customer, to survive a competition. As the previous research discussed already, we are in the same boat in respect of reference to the customer's voice and knowledge. However, our paper differs in the way that customer knowledge is not the only factor to define a core evaluation axis. We argue that evaluation axis recognized by the manufacturer technologically and customer knowledge interact and define core in the long run.