Toray on co-creation, Sapporo on experiential value

Dai Nippon Printing conducted a questionnaire survey of approximately 2,000 companies that had been in business for at least 100 years and had sales of ¥10 billion or more, asking about changes in their business areas since founding and management attitudes. Many respondents said they maintained and developed the strengths they had at founding, while a tendency was also seen to review their business in line with the times. The survey consisted of 16 questions, allowing multiple answers, and 20 questions about management attitudes and practices, and responses were received from 314 companies. The person in charge of the survey, who led the research, explained that the growth of long-established companies involves balancing change with the elements that should be preserved.

A common feature of growing companies was described as a willingness to keep changing their businesses without changing their management philosophies. While reviewing their businesses to meet market and customer needs, many companies were said to maintain and develop the strengths they had at founding. Customer bases and trust with customers were cited as the greatest strengths of long-established companies, and some respondents said these gave them a substantial lead over competitors in areas such as technological capabilities, know-how and sales capabilities. Understanding customer needs and customer challenges was considered the most important driver of innovation.

The survey also analyzed performance over the past 5 years. Compared with stagnant companies, growing companies have a culture that places greater importance on dialogue and co-creation with customers and partners, while an environment that values taking on challenges is linked to day-to-day business decisions. Many companies were said to reflect their philosophies and visions in routine operations and to put the experience of failure to use in their next efforts.