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目次

  • Introduction
  • Chapter 1 Be Autonomous
    • Nothing is more interesting than work
    • An unexpected assignment is a chance to learn something new
    • Get yourself into the habit of thinking carefully
    • Learn the fundamental technologies of your own company first
    • What do YOU think?
    • When you are young,imprint in your mind the importance of patiently conducting research
    • Train yourself to always think for yourself
    • Develop a business plan
    • Do not become a“convenient”researcher for the company
    • The origin of the spirit of autonomy
    • Be a person who can set your own goals
  • Chapter 2 Create an Autonomous Organization
    • Autonomy for a company in the global era
    • Having someone with a discerning eye for technology and business will help companies grow
    • Delivering consumer values such as cleanliness,beauty,and health
    • Five principles of product development at Kao
    • The R&D system at Kao
    • Marketing holds the key to business growth
    • Fostering a brand is the key to a company’s long‐term prosperity
    • Create innovation with a“reversal”idea
    • Constantly review the organization as well as the working procedures:Kao’s TCR management innovation activities
    • The importance of a compass in running a business
    • Practice autonomy in R&D operations
    • Adopt the“one big room”style for laboratories
    • The person who suggests an idea is responsible for making it a reality
    • Cultivate innovative T‐type middle management
    • Hand over all authority to a middle manager with dreams and ideals
    • Companies need someone with a discerning eye for both technology and business
    • Does the company have someone who can be a good judge of other people’s abilities?
    • Leaders who can manage a company in a way that optimizes the entire organization
  • Chapter 3 Starting a Business from Scratch
    • Floppy disks made by Kao
    • Transferred to the Tochigi office
    • Participating in every single academic conference−interdisciplinary research in physics and chemistry
    • Holding an in‐house symposium−starting up the applied physics laboratory
    • Coming up with ideas and starting experiments
    • Knocking on the door of university laboratories on the cutting edge of technology
    • Beginning as a group of amateurs
    • Incorporating outside technologies,funding,and personnel
    • Thinking on the move
    • First,sell the production goods:selling surface‐treated metal powder
    • Developing floppy disk cookies while learning from the evaluation of samples
    • Halting cookie sales and changing direction
    • Learning from mistakes
    • Statistical sampling:AQL shipping inspections
    • Seeing the potential to dominate
    • Improvements for defense and improvements for offense
    • Launching the sales division and starting domestic sales
    • Our business hits the market and floppy disk sales are developed globally
    • Continuing to build up R&D capabilities
    • Entering the CD−ROM business
    • Moving the headquarters’ functions to the center of the market
  • Chapter 4 Nurturing and Growing a Business
    • Demoted from a directorship
    • Reviewing business from a broad perspective:taking on the challenges of the cooking oil business
    • Making progress on foundation technologies:from luxury soap to R&D for cooking oil
    • Taking a product for industrial use into the home:selling“perfect for cooking”ECONA in retail stores
    • Selling at a premium price:ECONA oil less likely to turn into body fat
    • Observe yourself
    • Evolving R&D:assembling a product range for cooking with ECONA oil
    • Moving forward as one with production and sales
    • The importance of a brand name:taking on the challenge of sales in the United States
    • Development of Healthya healthy green tea
    • Another chance to take on the challenges of the new healthcare business
    • Pricing strategy:deciding on setting a premium price
    • Healthya green tea launched:accepted by distributors and consumers
    • Kao’s system for examining responses to consumer inquiries
    • Risk management to prevent small quality‐related accidents from becoming large quality‐related incidents
    • Everyone must be involved to make quality assurance a reality
    • Secure your ingredients;scrambling for tea catechins
    • Responses to issues unique to FOSHU
  • Chapter 5 Guiding Business Success
    • The“Valley of Death”and“Darwin’s Sea”
    • What is a mission with personality?Overcoming the obstacle of the 30‐year corporate lifespan
    • A view from the U.S.:converting the business to creating added value services for products
    • The manufacturig industry can grow limitlessly
    • R&D capability creates manufacturing industry growth
    • My training to take on the challenge of a new business:withdrawal from the floppy disk business
    • My training to take on the challenge of a new business:tying up loose ends after pulling out of the floppy disk business and re‐assigning employees
    • Comparing strategies and the evolution of two new businesses
    • What are the sufficient and necessary conditions for guiding a new business to success?
    • Essential strategies when starting a new business
    • Enduring bumps and turns will grow a new business from its core business
    • The future of Japanese manufacturing

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