ビジネス創生におけるエンジニアリング・ブランドの役割:―電子材料メーカーの新規市場創りを分析する―

概要

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From the analysis of creation process of the new electronic materials business, having accomplished the key role to the success in the business was found to be presence of so called "Engineering Brand". The more efficient improvement of corporate management will be achieved by making this brand to explicit knowledge and implementing it to management, though this was tacit knowledge so far. The essence of this brand is thought to be embodiment power that can propose the solution of customer's demands through the technology. The brand is formed into the customer's mind and the market through the mutual trust between supplier's and customer's engineers. It can be said that an important element of the brand formation is to build the mutual trust between supplier's and customer's engineers. The engineers on the supplier sides should have a high level of antenna in information and have an ability finding solutions that propose effective measures. It is important for the corporation to train engineers necessary for this brand formation in the future.