DBJ Discussion Paper Series, No.1211

Show Me the Money:
Japan's Most Profitable Companies in the 2000s

Ulrike Schaede(University of California, San Diego)

January

2013

Discussion Papers are a series of preliminary materials in their draft form. No quotations,reproductions or circulations should be made without the written consent of the authors inorder to protect the tentative characters of these papers. Any opinions, findings,
conclusions or recommendations expressed in these papers are those of the authors and do
not reflect the views of the Institute.

白紙

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Show Me the Money:
Japan's Most Profitable Companies in the 2000s
Ulrike Schaede
School of International Relations and Pacific Studies
University of California, San Diego
uschaede@ucsd.edu

Working Paper, February 2011
Abstract:
The most interesting and profitable Japanese companies are no longer those that mass‐produce high‐quality consumer end products. In their stead, leadership in technology and success in terms of
profitability have shifted to companies that excel in input components and materials, but many ofthese companies are largely unknown. This paper explores a set of manufacturing companies that areamong the most profitable in Japan, in order to analyze their management practices and show how
they differ from our stereotypical view of “the Japanese firm”. First, using Japanese data setscompanies were ranked by average profitability for the ten fiscal years ending in March of 2001
through March of 2010. From the resulting list, 13 companies from differing industries andbackgrounds were selected for interviews. These interviews were conducted with CEOs or C‐level
senior executives in the summer of 2010. Following a brief outline of several of these companies,
seven characteristics – here presented as the “7 P” ‐ of highly profitable companies in Japan are
identified: profits, position, paranoia, parsimony, public relations, people and pride. These stand instark contrast with Old Japan management approaches. To properly evaluate Japan, rather thanlooking solely at companies familiar the 1980s we need to turn our attention to these new leaders.

Acknowledgments:
I am grateful to the Research Institute of Capital Formation at the Development Bank of Japan for providing a
superior research setting for this project, and for granting me access to data. I am indebted to the DBJ/RICF
staff for introductions to companies, as well as to Kazuhiko Toyama, Takeshi Isayama, and Hiroshi Kawase.
Alberto Moel has offered invaluable suggestions and brainstorming opportunities, and Chim Lau provided
excellent research assistance. All errors in portraying data or corporate strategies are mine.

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1. Introduction
Business news from Japan have been predominantly negative for more than a decade, and the
public and academic interest has shifted to China. After the economic bubble burst in 1991, our viewof Japanese managers fell from heroes that provided role models for the US, to pitiful dawdlers unable
to make a strategic decision (e.g., Abegglen 1985, Prahalad/Hamel 1990, in contrast to Porter/
Takeuchi/Sakakibara 2000). As a result of the reduced interest, when evaluating Japan many observers
rely on the knowledge garnered in the 1980s, and they look at companies that were relevant then.
Yet, perhaps even more than other countries Japan has changed over the past 20 years. While manymight agree that it would be preposterous to evaluate the U.S. of today based on the performance ofFortune 500 firms as of 1988 (such as GM, Sunbeam/Oster, Texaco, or Digital Equipment), for Japanthey do precisely that. In doing so, they miss out on New Japan’s successful competitors.
While the 1990s are often referred to as Japan’s “lost decade”, a new evaluation is emerging
that it was in fact a decade of transformation, of a “strategic inflection point” that has changed what it
takes to win (e.g., Schaede 2008). The rise of Asian competitors in Japan’s former mainstay, the mass
production of high‐quality consumer end products in Asia, and the erosion of Japan's erstwhile costadvantage in assembly coincided with a deep banking crisis in 1998 that triggered a fundamental
reform of laws, rules, and incentives faced by Japanese managers. It has been estimated that about
75% of Japan's Nikkei 500 firms have refocused, and many have turned into nimble technology leaders
in upstream components and materials, to compete where Asian competitors cannot, and where
margins are highest (Schaede 2008). These reformers have been joined by new companies, such as
Astellas in pharmaceuticals, SUMCO in silicon wavers, or JSR in photo‐resists.
Average profitability indicators of Japan's listed companies continue to be lower than those for
the U.S. For example, Fujitsu's consolidated average operating margin of 2.6% for the years 2000‐2009
easily trumped that of Hitachi (2.1%) and NEC (1.8%).1 These are dismal numbers. However, theimpression changes when one looks at Japan's profitable companies, which include Keyence, Pacific
Metals, Ono Pharmaceuticals, Nippon Electric Glass, Hirose Electronic, and Union Tool, all of whichhave consistently earned well over 15% throughout the tumultuous 2000s. It is these companies thatone should look to for an analysis of the New Japan.
1 Author's calculations based on Nikkei Needs data.

3This paper explores the management characteristics of the “New Japan” leaders. First, I createa ranking of Japan's most profitable manufacturing companies for the 2000s, based on two databases,
one with consolidated data for listed firms, and one with unconsolidated data for listed and unlisted
firms. From this ranking I introduce qualitative information on 13 companies, based on extensive
interviews at the C‐level, mostly with the CEOs themselves. These interviews were conducted in thesummer of 2010. I identify seven characteristics of these companies that stand out in stark contrast
with the stereotypical “Old Japan” management practices of the 1980s, and I label these the “7P” ofnewly competitive Japanese companies: profits, position (strategy), paranoia (a crisis spirit),
parsimony, public relations (disclosure), people (HR practices) and pride (confidence). I conclude thatfor an accurate evaluation of Japanese business in 2011, we must switch our analysis toward these
new leading companies.

2. Background: Changes in Japan in the 1990s
The postwar Japanese political economy of the 1950s through 1980s, as has been extensively
studied, set strong incentives for corporate growth through aggressive diversification, often structured
as affiliated subsidiaries. They benefited from size measured in sales, because industry rankings werebased on sales (e.g., Abegglen 1985), and size afforded access to trade quotas and the best university
graduates. There was implicit insurance in size as well, with “too big to fail” adopted as a government
policy to maintain employment. Because layoffs were difficult, companies found it much easier to add
new businesses than to exit unprofitable ones. Little pruning was done in the growing conglomerates,
as 75% of shareholders at the time were other corporations and banks that were widely known assupportive, stable owners (cf. Figure 1). Banks, too, valued diversification, because regulated interest
rates and the “too big to fail” insurance equated more loans with revenues and power.2
Research on the U.S. has shown that after a certain point, diversification yields diminishingreturns, as resources are spread too thinly into businesses too distant from the core competencies(e.g., Palich et al. 2000). What is more, after 30 years of incentives for growth Japan's bubble economy
of 1987‐1991 encouraged exuberant diversification into completely unrelated businesses. When the

2 The following summarizes the main argument proposed in Schaede (2008). On diversification in Japan, see, e.g., Goto
(1981), Yoshihara et al. (1981), Ushijima (2007), Fukui/Ushijima (2007). Also, see Asaba/Lieberman (1999) oncompanies mimicking competitive behavior in that period.

4stock market collapsed in 1991, the country found itself stuck with excessively large, unprofitablecompanies and a serious non‐performing loan (NPL) crisis. After a long period of “wait‐and‐see”, thegovernment could no longer sustain the “too big to fail” approach in the late 1990s, and banks wereforced to write off NPLs at increasing speed. This meant pushing companies to sell or close down
failing business units. Bargain‐hunting foreign investors picked up Japanese business units or collateral
underlying NPLs at 10 cents to the dollar.
In the meantime, the global competitive environment also changed, as Japan lost its previous
cost advantage in the mass‐manufacturing of consumer end products. Realizing that as unwieldy
behemoths they could not compete globally against emerging Asian competitors, many companies
were forced to restructure and find a new strategic position in the global value chain. They demandedreforms that would facilitate reorganization. This included easier ways to spin out business units, tosell off or close down subsidiaries, and to dismiss employees in efforts towards downsizing.
A further push for change was a steady overall decline in profitability – measured in stock (suchas return on equity or return on assets) or flow (operating margin, ordinary margin). Figure 1 shows
the movement of those four measures between fiscal years 1980 (ending in March 1981) and 2009
(March 2010). While variation is understandably high, especially as caused by exogenous shocks suchas the “2nd Oil Shock” of 1982 or the “Lehman Shock” of 2008, an overall downward trend is apparent.
Beginning in the 1990s, the arrival of hostile takeover rules made this long‐term trend of low
profitability a problem3. Even though unsuccessful cases occupied the news, quietly the number ofdomestic M&A increased dramatically after 1998. Moreover, the simple threat of becoming an
acquisition target forced many CEOs to place more importance on efficiency of operations. The change
in Japan’s ownership structure pushed managers to pay attention to return on investment. Figure 2
shows the shift in shareholders at the Tokyo Stock Exchange between 1985 and 2008. Many of theprevious stable owners ‐ banks and companies – have been replaced by institutional and foreign
investors. The new category of “trust banks” consists mainly of three large “re‐trusts” which areinvestment funds that manage corporate pension accounts and amalgamated mutual funds. They voteon proxy and compete for clients through return on investments. The category “foreign investors” is3

In 2000, Japan introduced new rules regarding acquisitions, in particular a “squeeze‐out” system that enables an acquirer
to force minority shareholders to surrender their shares at a fair price once the raider controls more than 66% ofshares. This obliterated the previous insurance against hostile takeovers provided through cross‐shareholdings, as thesecame in very small stakes only (Nakayama 2010).

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dominated by so‐called “street names”, which are foreign investment accounts managed in New Yorkor London that pool a variety of accounts, including Japanese money. These investors, too, compete
through return on investment. As these two categories came to account for almost 50% of owners, noJapanese CEO can ignore the new reality that a clear strategic compass and efficient operations havebecome the best defense against falling stock prices and acquisitions.
These pressures resulted in all‐encompassing business reforms. The 1998 financial “Big Bang”
brought two main changes regarding corporate reform: compulsory consolidated accounting (i.e.,transparency in financial reporting) and unlimited cross‐border transactions (i.e., foreign investors).
The former reduced the utility and increased the costs of owning many small subsidiaries. The latterbrought the fear of a hostile takeover. In order not to become an obvious and easy target, operations
had to be streamlined: non‐profitable, non‐core businesses had to go if profit indicators such as returnon equity (ROE) or operating margins were to rise.
In addition to downsizing and focus, an important shift in positioning occurred. Combining theneed for increased profits at a time when previous labor cost and mass‐production advantages had
moved elsewhere, to be successful companies had to reposition into higher margin segments, i.e.,
upstream. The profitability of activities along the supply chain is sometimes simplified as the “smiley
curve of profits” (Figure 3), which charts operating margins in upstream, midstream, and downstream
businesses. Many Japanese firms realized they could no longer compete at the bottom of the “smile”,
and therefore have begun to reduce end product assembly to move up the value chain. The leaderscame to dominate various markets for input materials and components. In 2003, a study by the
Economics Ministry looked at the combined global market share of Japanese firms in advanced
household electronics, divided by stage of production. They found that while Japan accounted for only
27% of end products worldwide, it dominated in input materials and parts, ranging from flash memory
or fine electronics chemicals to production equipment for semiconductors and LCD panels (METI et al,
2005; for an account of the value added in the iPod, see Linden et al., 2007). Because these products
are not as visible as end products, the strategic shift has gone almost unnoticed.
This trend is not restricted to the electronics industry. There are many companies in Japan thatoccupy the Number One position in global markets, including Keyence (sensors), Osaka Titanium,
Teikoku Piston Ring (cylinder liners), Nihon Parkerizing (chemical coating for industrial materials),
Mabuchi Motors (mini‐motors), or Shimano (advanced bicycle parts). The combined global market

6share of Japanese companies in fine chemicals for electronics exceed 70%, and for carbon fiber 65%4.
In green technologies, where the jockeying for positioning is still evolving, several Japanese companies
lead the field in power plant technologies, hard grid‐ware, and batteries.
The question of this paper is: Who are these new competitors? As of 2010, Japanese industry is
still in the midst of repositioning. As in all countries, laggards remain, as do companies that are unable
to reposition. Some of these include previous industry leaders and large employers whose fate is often
seen as representative of Japan. Yet, it is enlightening to study profitable New Japan's leading firms.
Because most of the current discourse is on how Japan has lost its prowess in manufacturing, thispaper limits itself to an analysis of manufacturing firms. The remainder of this paper studies the mostsuccessful such companies.

3. Data Analysis: Ranking of Most Profitable Companies
To analyze Japan's new and successful manufacturing firms, a ranking of companies by
profitability, measured in operating margin, was created from Nikkei Needs data. This includes all
listed companies in fiscal years 2000‐2009, except for financial institutions. The number of listed firms(all industries) in the sample changes from year to year, with a low of 1,832 in 2000 and a high of
2,360 in 2009, with an average of 2,147 for the decade. Of these about half are manufacturing firms,
numbering an average of 1,107 companies for the decade.
To identify special trends, the profitability data for Japan were compared with those for theUnited States, based on data drawn from Compustat for 2000‐2009, for all U.S. firms listed (except
financial institutions) on the NYSE, AMEX and NASDAQ. The average number of U.S. firms listed onthese three exchanges for the decade was 3,615, of which 1,758 were manufacturing firms.
Profitability for both countries was calculated as operating income over net sales.
It is possible that non‐listed firms are among the most profitable companies. To explore this, asecond data set was constructed from TDB (Teikoku Data Bank) for FY 2006 and 2007 (i.e., fiscal years
ending in March 2007 and March 2008). The TDB dataset consists of non‐consolidated data forroughly 90,000 companies, but has data on net income and sales only. After reducing the list to
manufacturing firms and controlling for extreme outliers, an analysis of 7,499 remaining

4 According to corporate information by JSR and the Monitor Group; company websites.

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manufacturing firms showed that unlisted companies were on average somewhat less profitable thanlisted (with 10.7% vs. 9.5% margins, respectively, for the two years), and they had significantly fewer
employees (193 vs. 1,253 on average; 80 vs 302 for the median company). A few unlisted companies
were at the top of the profitability ranking; however, these were parts of large, stock‐exchange listed
holding companies. Thus, a study of profitable firms can be limited to listed companies without major
loss in information.
To graph profitability measures, four brackets were created: (1) companies earning less than2%; (2) companies earning between 2% and 8%; (3) companies earning between 8% and 15%; and (4)companies earning over 15%. These brackets were determined arbitrarily, but changing cutoff points
does not affect the overall impression from the descriptive data. Figures 4a and 4b show the numberof companies in each bracket, for all industries and manufacturing respectively, in each year of the
2000s; and Figures 5a and 5b show the same count for the United States. For Japan (all industries,
Figure 4a) we see that the largest group of companies, about 50% of total, earned operating margins
between 2%‐8% during the 2000s; the number of companies earning less than 2% increased sharply
after the “Lehman Shock” of 2008. The smallest group – ranging between 100 and 220 firms – earned
more than 15%. For manufacturing firms only (Figure 4b) the picture is very similar.
In comparison, for the United States, in all industries (Figure 5a), the groups are more equal‐
sized, and the largest group is companies that earned more than 15%, followed by more than 700
firms earning between 8% and 15%. Thus, more than half of U.S. firms earned more than 8%. This
picture changes when only manufacturing firms are considered (Figure 5b): for most of the decade
there were as many manufacturers earning more than 15% operating margins as less than 2%.
This simple comparison confirms the notion that Japanese profitability is lower than in the
United States. Exploring the many reasons why this may be so is left for future research. One
possibility is that until recently profitability was not a main concern for those Japanese companies that
had stable shareholders and were “too big to fail” or too big to be acquired. Whatever the case may
be, this finding makes Japan’s highly profitable firms even more special.
To gain insights into who these profitable companies are, a ranking by profitability on averagefor the decade was created. Table 1 shows the result for all industries, and Table 2 ranks
manufacturing firms only. This longer perspective is taken to exclude one‐year wonders that ranked
high only temporarily, and to measure variance over time the ranking also includes the standard

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deviation in profitability over that period. Reducing the period to five years, by ranking average
profitability for the years 2005‐2009, does not substantially change the results, except that newly
listed firms such as Yahoo Japan, DeNA, kakaku.com and Axell (one of the interviewed companies)
appear among the profitability leaders. It should be noted that the profitability of firms in thepharmaceutical and software industries may be comparatively overstated when considering operating
margin, because operations are not their largest cost aspect. Pharmaceutical companies were notincluded in the interviews.
In manufacturing (Table 2), Japan’s leaders of the decade were sensor‐maker Keyence (which
was Japan’s most profitable manufacturer throughout the decade), robot company Fanuc, Hirose
Electric (electrical and electronic connectors), Sankyo (pachinko machines), Pacific Metals (nickel),
Hogy Medical (medical instruments), Union Tool (semiconductor manufacturing equipment) and MarsEngineering (measuring, scaling and counting devices). With the exception of Nintendo, none of theseleaders is a “household” name, and while industries vary none produces consumer end products.

4. Case Studies
From the aggregate rankings, thirteen companies were selected for interviews based on their
being leaders in their product categories, straddling a variety of industries, not being known widely,and standing out for a particular strategy.5 Table 3 summarizes main data for these companies, which
can be categorized in various ways. By industries, the group represents: chemicals (JSR, Nihon
Parkerizing, Tokai Carbon), industrial equipment (Yushin Seiki, Advantest, THK, Nabtesco), plastics(Nifco), semiconductors (Axell), advanced printing (Nissha), fine mechanics (Optex), rare metals(Pacific Metals), and lighting (Ushio). By buyers, some companies sell in more than one industry, andcategories are: auto parts (Nifco, THK), semiconductors (JSR, Axell, Advantest), machinery parts (Ushio,
THK, Nabtesco), tire makers (JSR, Tokai Carbon), electronics makers (Yushin Seiki, Axell, Nissha),construction materials (Nihon Parkerizing, Optex), and the steel industry (Pacific Metal). Therefore,
these 13 companies cover a wide range of industrial activities.
Table 3 shows that basic profiles vary widely as well. The oldest (Tokai Carbon) was founded in
1918, the youngest in 1996 (Axell) and 2002 (Nabtesco, a merger between sensor maker Nabco and

5 Further interviews, including of the top companies of the decade, are planned for 2011.

9industrial equipment maker Teijin Seiki). Some operate large manufacturing sites (JSR, Pacific Metals),others are fabless (Axell). Employees, as of FY 2007, range from 57 to 7,000, and sales from roughly¥13 billion ($140 million) to ¥400 billion (more than $4 billion). On average, in March 2008 these 13
companies reported operating margins of 19%, ROE of 13%, ROA of 8.4%, an export ratio of 43.4%,
and average foreign ownership of 24.3% (ranging between 7% and 49%). The only obvious
characteristic these firms share in common is that their profitability greatly exceeds the average forlisted Japanese firms in that year.
All interviews were conducted with senior managers at the companies: in 5 cases with the
President/Chairman, in 4 cases with an Executive Director (mostly of Strategic Planning), and another4 were held at the Director level. Interviews lasted between one and two hours. Interviewees weresent a standard set of questions about their company beforehand, concerning market share,
competitors, and HR practices, and in all cases the conversation centered around business strategy
and competitive analysis.
A complete analysis of each company is beyond the scope of this paper and will be left for
future publication. This section therefore introduces brief sketches of seven companies, in an effort todistill and highlight outstanding aspects from a corporate strategy perspective. Based on thesesketches, and additional information from the interviews, an extrapolation of the reasons for successof these companies will be offered in Section 5.
a. JSRJSR is a chemical company founded in 1957 as Nihon gōsei gomu (Japan Synthetic Rubber). The
company started as a “national project” to secure synthetic rubber production in Japan, backed by
Shōjirō Ishibashi, the founder of Bridgestone (Yamaguchi 2009). The crisis following the second oilshock in the early 1980s forced the company to reposition by extending its existent technologies intopolymers, in particular fine chemicals for the electronics industry. Currently, JSR's business divides into
two main segments. The first is petrochemical materials, in particular elastomers (synthetic rubber
used in tires and industrial equipment such as hoses, belts, auto parts), TPE (thermoplastic
elastomers, used for example in shoe soles such as sneakers), and also emulsions (latex). For these
items, the share of synthetic rubber over natural rubber is about 55% (44% for tires), and JSR’s
domestic market share in each of these materials is about 30%.
The second, and increasingly important, segment is information and electronics materials,

10which consists of LCD and plasma display materials (alignment film, color filter materials, dielectric
layers), optical film (such as anti‐reflection coating and retardation film for use in display layers andfilters, as well as touch panel circuit boards), and materials for semiconductor manufacturing(photoresists). In addition, a third, smaller segment is plastics, such as ABS resin, and materials used inbuildings, electrical appliances, and auto parts. JSR's buyers range from auto tire and auto makers topaper companies, semiconductor firms, display materials manufacturers and LCD and plasma panel
display assemblers. Global sales account for over 40%.
JSR's severe crisis in the late 1970s/early 1980s and the subsequent repositioning have left thecompany both “paranoid” – always watchful about technological shifts ‐ and self‐confident. As JSR
sees it, it underwent a strategic inflection point in the 1980s when it moved away from being anational project petrochemical firm and entered the fine chemical markets. The “Lehman Shock” of2008 created another breaking point, and the company is now moving into new fine chemical
segments yet again, such as materials for medical instruments and green technologies, including
lithium ion capacitators. Current strategic planning extends to the year 2030, given long productdevelopment and life‐cycles in industries that use advanced polymers as inputs. JSR is in a long‐term
trend to reduce the synthetic rubber segment, which is mostly a commodity business earning margins
below 10%, and instead develop into new industries such as life science applications and clinicaldiagnostics, as well as green technology sectors. As of 2009, synthetic rubber (elastomers), emulsions,and plastics combined to 58.5% of sales yet generated only 34% of profits, whereas fine chemicals andother advanced products accounted for 41.5% of sales and 66% of its profits.
JSR's core competency is the ability to make precise hi‐tech chemicals with consistent quality,and develop new chemicals around polymers. The company builds on long‐term customer relations by
co‐developing new materials as customers develop new products. The motto is that “we like to sellcustomers on our materials before they even know they need them”. Thus, JSR follows customers
around the world, and has a sizable operation in Silicon Valley.
As a result of this strategic focus, JSR is a major player in most of the specialized LCD/plasma
display materials it produces. Global market shares range from 30% in color pigmented resists, 60% inphotosensitive spacers, 65% in alignment film, 80% in dielectric film, and 90% in protective coating. Allof these determine the quality of the ultimate LCD and plasma panels. As of 2008, the total world
market of LCD components was estimated at Yen 6.6 trillion (about $66 billion), and these upstream

11materials accounted for almost 50% of input value. With few exceptions such as LG Chemical, JSR's
competitors in these products are other Japanese companies, such as Toyo Ink, Nissan Chemical,
Chisso, and Osaka Organic Chemical. In retardation and anti‐reflection films, JSR is likewise a global
leader and competes with other Japanese companies such as Zeon and Konica Minolta.
In semiconductor materials, JSR holds a global market share from 25%‐40% in photoresists(depending on type). This specialized chemical solution is critical for the manufacturing ofsemiconductors. Main competitors, again, are mostly Japanese companies, including TOK, Shin‐Etsu
Chemicals, Fujifilm Electronic Materials, and Sumitomo Chemicals. Rohm&Haas Microelectronics, a
Dow‐related company, is the only viable foreign competitor. JSR leads this group, and competes as ahigh‐quality leader and technological co‐developer. For example, its production facility in Silicon Valley
has repeatedly been awarded Intel’s supplier quality award. Even though JSR is not the cheapest, Intelvalues the high consistency of the product.
b. Nifco
Nifco is a car part company that makes small plastic fasteners and buckles. It was founded in
1967, as the second company of Toshiaki Ogasawara, who as a student started his first venture, Nichiei
Bussan, and coined the trademark “magic tape”. He sold that business when he discovered plastic
fastener technology in the United States and founded Nippon Industrial Technology in 1967 as a joint
venture with Illinois Tool Works (ITW). This setup afforded technology transfer from the Big Three US
auto makers, and subsequently led to a “fastener revolution” (website) in Japanese car production.
Fasteners are small plastic parts that replace screws for attaching parts, such as the interior of a car
door to the outer steel. Fasteners are only 1/7 the weight of a screw, do not rust, and at least for
Nifco's product, require no tools, thus speeding up the assembly process. In addition, Nifco also makes
dampeners that smooth the movement of pop‐out things on the dashboard and console, thus
reducing the cheap feel of cupholders and compartment lids. As testimony to Nifco's constantattempts at innovation, since the mid‐1990s, both the number of fastener/damper per car and theprice per part have increased by some 30%, in spite of deflation and price pressures in automobile
construction. Today, there are on average 658 fasteners and dampers in a Japanese car, worth about$55 (with an average price of about 8 cents). Japanese car makers produce perhaps 9 million cars a
year, resulting in a total Japanese market size of about $500 million; globally, annual production of 15
million results in a total achievable market of roughly $825 million.

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When Nifco went public in 1977, ITW sold off their shares, but a 35‐year‐territory agreement
kept Nifco out of the Western markets. Currently, Nifco faces two competitors in ITW Fastex and TRW
EFC, both of which are members of larger U.S. firms; each of the three companies has a global market
share of about 23%. As of 2010, 82% of Nifco's sales were in fasteners, and almost 70% went into cars.
Within that business, 79% of sales were domestic, and 14% to Hyundai in South Korea. Nifco's market
share in both Japan and Korea is about 70%. Since the territorial agreement expired in 2002, thecompany has refocused by selling off most of its unrelated business and has launched an aggressive
global push. Two unrelated businesses remain in the English‐language newspaper “The Japan Times”
and Simmons mattresses. The latter has generated constant positive cash flow with the Asian luxury
hotel boom of the early 2000s, and will be kept until either this changes or an opportunity to divest
presents itself.
Nifco's core competence is creative engineering. Of Nifco's 1,200 employees in Japan, 65% aredesign engineers. The corporate motto is “always a challenge”. The company stays ahead of thecompetition through constant product innovation. It dispatches engineers to the car makers todevelop new parts for each new make and model. The company is co‐located with its largest
customers, and lists speed and immediacy as its first weapon of competitive strength. At Tokyo
headquarters, all senior managers share a large cubicle office with the founder and chairman, and if
possible, decisions are made on the spot.
Nifco prides itself on holding thousands of patents and intellectual property rights. Still, it issometimes difficult to protect the intellectual property of plastic parts that cost but a few cents each.
Nifco’s main line of defense it through rapid new product development (such that by the time afastener is copied by a competitor, it has already been superseded by a better one) as well as
reliability and quality. It is not as easy as it may seem to make these fasteners, and plastic quality is agreat factor. The 2010 Toyota recall of floor mat clasps was a vindication for Nifco, as those parts had
been sourced at cheaper places.
Nifco outsources the majority of production to a network of mostly Japanese small firms. Nifco
designs the parts, as well as the molds needed to make them. As Nifco makes roughly 35,000 different
parts, scale economies are limited and outsourcing to smaller firms greatly reduces production costs.
Yet, as fasteners are becoming more critical and hi‐tech, in 2005 the company began to produce in‐house higher‐value added parts where the accumulation of proprietary know‐how as well as quality

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control are vital, such as fuel‐related parts or newly developed product lines.
Unlike most other Japanese auto part makers, Nifco is not a member of any keiretsu, nor isthere a strong main bank relation. The company sells to all major car manufacturers in the world, andhas facilities around the globe, in particular in the U.S., Korea and China. Thus, its success rest on
constant technology upgrading and close cooperation and co‐development with customers in ways
other companies cannot do.
c. Yushin Precision Instruments
Yushin Seiki builds robots that take plastic products out of their molds after injection. These
parts range from tiny plastic plugs in cell phones to automobile fenders, and the robots range in size
from a little box with a long arm to a full room‐sized machine. They cost anywhere between $3,000
and $100,000 and have a lifespan of 5‐10 years. A robot is particularly helpful if the plastic device iscomplicated and has other parts (such as screws or wiring) built into the injection mold. For simple
plastic parts such as kitchen utensils that are made in developing economies, the take‐out function isoften still performed by humans, and Yushin sees great growth potential as labor costs rise.
Yushin was founded in 1973 in a rice paddy in Fushimi (Kyoto). After the founder passed awayin 2002, his wife became president and the older daughter is currently the IR Director. Yushin may wellbe the world's only stock‐exchange listed robot company run by a woman. The idea of a take‐out
robot was developed in Japan, and Yushin subsequently pushed its development through theintroduction of pneumatic (servo) robots that have since become the industry standard. In 30+ years,
Yushin has not experienced a single year with negative profit. As a family business with 400 employees(many of whom are in the foreign subsidiaries), this company is quick and nimble. It is also very
international, with 60% of sales to foreign countries, and mostly to non‐Japanese firms there. Clientsare plastic part makers that supply companies such as Sony, Canon, Honda and the US auto makers.
Few data exist about the global size of the market for these robots, and Yushin believes its
domestic market share is somewhere between 50‐80%. Globally, a few competitors exist in Europe,
yet according to Nomura Research, Yushin held a 40% market share in the early 2000s (Ishibashi2007). About half of sales and profits are from standard take‐out robots, and an increasing portion ofbusiness are made‐to‐order machines. Yushin's core competence is constant new development inrobot engineering, and its approach is reflected in the motto “make it possible”. Clients approach
Yushin with a manufacturing process need, and Yushin will build a robot to solve that need. Thus,

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made‐to‐order robots are becoming increasingly important and now also cover aspects other thaninjection molding. A first spike in custom‐made robots came with the arrival of DVDs as a mass item;
now that movie technology is moving away from hardware storage, Yushin has worked with 3M todevelop a new wafer production support system. Yushin has enjoyed a steady increase in sales during
the 2000s mainly because it is building ever more advanced, expensive robots.
Although Yushin has so far grown without increasing the number of employees or plants, if an
opportunity presents itself, it will look into growth. As an owner‐founder company, it can makedecisions fast, and should they perceive that land prices are bottoming out will put their cash to use
for expansion. And even though the company is always concerned about market shifts, it is not nearly
as worried about having its robots copied by competitors abroad. As they put it, “the niche is ourprotection”: large firms in China may be able to mimic the technology, but they are too big to careabout such a small market. Meanwhile small Chinese firms do not have sufficient staying power toacquire the needed expertise and often exit before they have succeeded.
d. Optex
Optex makes sensors, and the main applications are security systems (50% of sales), automatic
doors (24%) and factory automation (21%). Its specialty is infrared sensors of two types: passive(measuring temperature changes in the room) and active (sending out a beam to meet people; this ismostly used in outdoor applications). Japanese companies own the world market in active infrared
sensors with 90%; of this, Optex holds 31% and its main competitor, Takenaka 34% (due to supplying
OEM to GE and Siemens). Optex has recently developed a way to use passive infrared for outdoor
security systems as well, and has a 37% share in this market.
In automatic doors, Optex leads the Japanese market with 50%, followed by Horoton withroughly 20% and Takenaka and Hyokko with about 15% each. This results in high profits because there
are probably more automatic doors in Japan than all over Europe. However, globally Japan may hold
15% of the market which is dominated by the Belgium firm BEA, which employs the main competing
technology, microwave (radar) sensors. Microwave works better in large places, as it sees a circle
before the door even when ceilings are high and where swing doors are employed, such as indepartment stores in Europe and the United States. Infrared, in contrast, sees a sharp box just in frontof the door and works more reliably; it is particularly useful in small places with lots of people andmotion where sliding doors are common, such as in convenience stores along busy Tokyo streets.

15

Finally, even through factory automation is dominated by Keyence and Omron, Optex is carving
out a niche for semiconductor and car production, and in particular bottling (food, drugs, cosmetics)
as its infrared technology works very well with look‐through containers such as pet bottles.
Profitability differs by segment, with automatic doors earning margins in excess of 20%, security about
15%, and factory automation 10%. The company plans to grow all three segments, because thesebusinesses have uncorrelated business cycles even as they employ the same core technology.
One growth approach is to complement the small sales force by selling OEM. As the company
develops new methods of using infrared sensors for swing doors or in large spaces, it is trying to eat
into BEA's share by selling OEM to automatic door makers. In addition, the company is setting up tocompete actively in emerging markets: thus far, security systems have been targeted at the top level(military, airports, nuclear power plants, and very rich VIPs) and the company is making a push intohome security systems. The plan is to make sufficient money at the high end to subsidize the entry
into the lower segments. A plant has been built in China to produce security systems, although theinfrared technology itself is manufactured in Japan and shipped as a “black box”. The company is also
constantly searching for other applications such as light switches. A new push is into measuring water
quality. Yet, Optex is clear about staying out of markets that could easily be controlled by larger
competitors, such as indoor light controls (where sensors switch light on or off in a room) which might
be of interest to players such as Panasonic.
The “Optex Spirit” contains several features, topped by the values “create”, “be different”(carve out niches through unique products) and “be self‐confident and responsible”(jishūsei/jiritsuseii). This reflects the attitude of the founder and CEO, Toru Kobayashi, an engineer
who believes that people are Optex' biggest assets. Kobayashi started his firm after quitting Takenaka,
Optex' biggest competitor. Takenaka is an unlisted family business where the son was preordained toassume the CEO position. Kobayashi, originally from Kyoto, founded Optex in 1979 at Lake Biwa, tocreate a nice work environment that allows people to be creative. Of Optex' Japanese workforce of
400, 25% are development engineers, and in 2005 the company built a new complex with directaccess to the lake, such that any employee so inclined could go kayaking during lunch break. The “self”
emphasis is Kobayashi's answer to the nepotism encountered in his previous employment thatthwarted personal ambitions. In order to create competition for a successor, Kobayashi does not allow
family members – in particular his own – to work at Optex.

16

e. Advantest
Advantest was founded in 1954 as a measurement company, and looked much like the old HP,
complete with a booklet on the “Advantest Way”. To this day, the company is true to its corecompetence of “measurement”, and the main application is “testing”. In the 1970s, the company fellon hard times and was turned around by Fujitsu, which became a 20% owner. Fujitsu entered thesemiconductor market at the time, and in the early 1980s, Advantest focused on semiconductor
testing, primarily in memory. Fujitsu has since exited the memory semiconductor market, is no longera customer and has reduced its share to 10%. Given the rise of semiconductor companies in otherparts of Asia, Advantest's export ratio is 77%; in the domestic market is has a share of between 60‐
73%, depending on the type of chip. In 2001, it also listed on the NYSE.
Semiconductor testing equipment divides into two main segments: memory and non‐memory(logic). Sub‐categories in memory are DRAM and flash, the latter further dividing into NAND and NOR(both developed originally in Japan). The non‐memory market divides into a variety of subsegments,
such as analog, digital, data, logic, and system‐on‐chip. Advantest's main competitors are Teradyne,
Verigy (formerly a part of Agilent) and LTX‐Credence. Advantest and Teradyne are switching industry
pole positions, depending on varying demand by type of semiconductor. Advantest is stronger inmemory, whereas Teradyne leads the logic segment. In 2009, Teradyne sold about 37% of testers
worldwide, Advantest 24% and Verigy 24%. In 2010, Verigy launched a bid to acquire LTX‐Credence,and before that was even consummated, in December 2010 Advantest launched an unsolicited bid toacquire Verigy, in order to increase its standing in the logic segment.
Advantest developed its leadership in DRAM testers when Japanese companies dominated thatmarket in the 1980s and 1990s. Since then customers have consolidated greatly, and only five main
DRAM makers exist worldwide today: Samsung, Elpida, Hynix, Micron, and TMC (Taiwan Memory
Company) which is now partnering with Elpida. Advantest expects the memory market to continue togrow, yet prices to fall, and thus builds strength in logic testers. While Advantest competes throughfunctionality, its greatest sources of pride is the long‐term reliability of its testing equipment.
According to its leaders, the key to Advantest's success is the realization that selling testers is
like selling insurance. Naturally semiconductor makers would like to believe that they make 100%good products, and testing comes with the tradeoff calculation of buying insurance: You don't think
you'll need it but you can't afford not to have it. Because the tester adds no value‐added to the chip,17

customers unhappily spend money on this equipment which can cost between $100,000 to several
million dollars. Two main aspects determine demand: the number of semiconductors produced, andthe time needed to test each (the more complicated the chip, the longer, thus the more testers
needed). In addition to low prices, semiconductor makers demand versatility: even though the normallife span of a tester is 10 years, the lifespan of a semiconductor is much shorter.
Advantest's answer to this insurance challenge was to introduce a system they have
trademarked as “open architecture”, and its star model is the T2000. This tester consists of a set ofmodules, and allows replacing only certain parts if a new chip model needs to be tested. For instance,
if the new chip has more “legs”, runs faster, or has different functions than what the tester was
originally built for, rather than buying a whole new tester the customer can replace the motherboard
or other parts to suit the new needs. The business model is similar to the “printer” and “ink” modelpursued by companies such as HP, where the money is in the ink. Initially, Advantest had hoped thatits tester might become the industry standard, so it could compete on high‐end parts, but its maincompetitors did not follow. As a result, the industry currently has three main competitors and threedifferent standards. Their mode of competition is differentiation in terms of architecture, softwareand hardware, and all three compete by trying to increase switching costs.
The biggest concern is the complete dependence on the crystal cycle, as semiconductors are ahighly volatile industry. After the IT bubble, Advantest adopted three measures to survive in themedium run. First, it sits on a lot of cash, which in good times makes shareholders raise concerns yet
in bad times has proven to be the lifeline. Moreover, given the strong Yen in late 2010 this stash
allowed the bid for Verify. Second, when the cycle takes a fast dive, test equipment makers are often
stuck with high inventory due to sudden cancellations. To reduce the probability of cancellations,
Advantest has shortened the lead time for new products to reduce delivery time; the open
architecture T2000 is helpful in this as well. Finally, the company introduced elements of the Toyota
Production System such as just‐in‐time delivery to reduce the risk of part inventory.
All of this information is readily available on the company website, including in its 20‐F form, a
100‐page document. In terms of human resource management, too, the company policy is openness.
It discarded seniority pay and promotion in 2000, and bonus is determined by company profit andcash flow. Employees earn points in a system that also feeds into the amount they will receive as apension upon retirement. HR practices are truly global, as the foreign subsidiaries are run by locals.

18

f. AxellAxell is the type of company that many claim does not exist in Japan: it is a fabless chipmaker
started in 1996 by a group of semiconductor engineers that used to work at Nippon Steel, and it
operates like a Silicon Valley firm. In the 1990s, Nippon Steel reversed its diversification and exited thesemiconductor segment. With the help of venture funding from JAFCO, Yuzuru Sasaki took a group ofcolleagues with him to launch Axell. The company went public in 2002 and in 2010 was listed on thefirst section of the Tokyo Stock Exchange. The secret to success was summarized as “we build greatchips, and we have very high value‐added”. In 15 years, the company has grown from zero to ¥15.4
billion ($150 million) in annual sales, and a net income of ¥3.8 billion ($38 million). At 2010 stock
prices, the personal wealth of the founder, who owns about 10%, can be estimated at approaching$40 million; six other directors are also main shareholders. A super‐sized (empty) bottle of champagne
is the focal point of the bar in the very stylish reception area of this Akihabara company.
Axell makes LSI (semiconductors) and controllers for graphics, sound and LED lights forpachinko and pachi‐slot machines. Pachinko is Japan's most popular quasi‐gambling game using
vertical machines with metal balls; parlors compete through location and design of these machines.
The estimated market size is roughly 4 million machines per year. Axell owns 65% of that market, andno other chipmaker is even close. An obvious concern is that Pachinko is played only in Japan and may
be a maturing industry. However, industry data suggest that it may be recession‐proof, and Axell'ssales grew even in 2008 and 2009. The company is currently developing LSI for LEDs and touch panels
to reduce dependence on the game segment.
The company's success is anchored in being a fabless semiconductor design shop. It has only
70 employees and easily records one of the highest “sales per employee” ratios among listed firms.
The core competence is R&D in 2D chips, in differentiation to Nvidia of the US, which specializes in 3Dgraphics that require a different type of LSI technology. To grow this competence, Axell is exceedingly
selective in hiring. There is no advertisement of open positions; rather, if a university or headhunter
discovers a promising candidate, Axell will follow the lead; if no such candidates are proposed, it will
not. As a result, the company has added only 30 employees in 10 years. Of the 70 employees, 40 are
engineers; there is very little administrative overhead. Axell pays well, but does not advertise thiseither. Everybody is paid according to ability, regardless of age.
In addition to delegating production to foundries such as Fujitsu, Renesas, and Rohm, Axell also

19

outsources distribution to specialized trading companies. This leaves the company lean and nimble,
and able to focus on product development and some aspects of marketing. Clients are the pachinko
machine builders such as Sankyo (with a 35% market share) and a long list of others, such that there is
no dominant buyer. Axell tries to answer their needs by making chips faster and smaller. The end
customers, of course, are the pachinko parlors, and here needs are expressed as new types of graphic
and sound demands, and the recent addition of flashing LED lights. The additional features of apachinko machine have raised the price of one machine from roughly $2,000 to $4,000, which isbound to reduce the replacement rate, unless new features can constantly be added. Axell is clear that
this market, while stable, is unlikely to grow in the future. Thus, a new AG11 chip is of a different typeand for a different market related to embedded communication. Axell will not enter thecommunication or cell phone market per se, as that is too crowded.
Even though Axell is a purely domestic firm, 13.7% of its owners are foreigners, all in small
positions. JAFCO sold out when Axell went public, and the company sits on a nice cushion of cash andcarries no debt. It is also willing to issue more equity should an acquisition target present itself,
perhaps in the form of a new startup company with a cool idea. But here, too, Axell can afford to be
exceedingly picky, and they will not grow just for growth sake.
g. Nissha
Nihon Shashin Insatsu was founded in 1929 as a high‐end printing company for artwork. During
the 1980s the company realized that this was a maturing industry and built a new core competence in“identifying new definitions of printing”, which include graphics, product imprints, surface patterning,transfer of surfaces and creating connections between media. Currently this translates into threebusiness segments: (1) the standard printing (and sales promotion) with 16% of sales; (2) in‐molddecoration (IMD) with 45% of sales; and (3) input devices, i.e., touch panels and game consoles (39%of sales). Almost 70% of sales are exports.
IMD technology involves a thin foil that is attached to a plastic part during molding to create adeep, 3D appearance and shine (to make it look like steel), or an artistic pattern. The main client is HP,
as Nissha makes almost all of their computer casings, followed by Acer, Dell, and Japanese companies.
All told, Nissha processes about 50% of all PC and notebook covers in the world, which translates in an
80% global market share in dollar terms. Another application are cell phones, and Nissha foils can befound in almost all Blackberries, most Nokia phones, Samsung, LG, and many Japanese phones. Finally,

20

foils are also used in some car consoles, to make plastic look more elegant. The effect of the coating is
to make cars more luxurious, and less “like pachinko machines”. The challenge in this segment is thatcar surfaces are not flat, but while competing products are easier to use, Nissha's sheen and 3D effects
are unsurpassed.
The touch panel technology was developed in 1990, in the days of PDAs – the Newton, thePalm as well as Sony and Sharp handheld calendars. When Nintendo launched a touch panel game in2004, this market took off for Nissha. In the next wave – smartphones – Nissha supplies to Nokia, LG
and Samsung. The main competitors in this market segment are two companies in Taiwan (YoungFirst,
WinTech) and Korea (Digitech), and Nissha believes its global market share in smartphones may be
about 30%, although the number of competitors is rising fast, reaching perhaps 70 players in 2010.
The smartphone market is still evolving; a first breakthrough moment occurred in 2007 when LG
launched a Prada smart phone with a price tag of $1,500 which met surprising enthusiasm in Korea
and Japan. However, as recently as 2009 only perhaps 15% of all phones had a touch panel. The arrivalof the iPhone and iPad have changed the game, with a decreasing portion of Japanese input parts. In
the midst of these development, the world markets crashed, and cell phone prices halved. Moreover,
netbooks that sell for $400 are a true competitor to smartphones. As a result, the industry is facing
competition for ever better technologies at falling prices.
As of 2010, Nissha is facing a declining market in printing, turmoil in the touch panel industry,
and uncertainty about its IMD technology. In the latter the main concern is that the customer profile ischanging as emerging markets are the new growth areas. Will enough buyers in China, India or Brazil
value a glitzy sheen on their phones enough to pay extra? Therefore, the company is moving forward
in its search for new definitions of printing and new applications, such as on uneven surfaces. As oftoday, touch panels have to be flat for the electricity to flow through it, but curved panels appear tohave a future, for instance in household goods where flat surfaces are rare. The company spirit is “If
you think it can be done, we can do it” (yarō to omoeba dekiru). At this 80‐year old company, theaspiration is to make sure it will last another 80 years.

5. Analysis: The “7 P” of Winning Japanese Companies
The companies studied for this paper were selected with an eye toward diversity: different
industries, different age and size profiles, and different requirements for “winning”. In spite of this21

variety, stepping back from the details of each company the interviews revealed seven characteristics
these firms share in common that help explain their outstanding performance within Japan.
Profits
The first characteristic is a clear profit orientation. This is not surprising, given that thecompanies were selected based on profitability. But high profits are not an accident here; they are
hard‐earned. Unlike some of the Old Japan companies, the firms studied here will not do things that
do not earn money. For example, they cherish connections, which are always important, but will ask“what it is in it for us?”. And if it doesn't pay, they will not continue an activity. Every activity has apurpose, which is to earn money. If a company sits on substantial cash (such as Advantest) it is for a
purpose. New Japan companies have clear accounting metrics, too: if a business does not earn morethan 10% in operating margin, they will think about phasing it out.
Position
The second characteristic is positioning and planning, i.e., corporate strategy. These companies
are very clear on the two basic questions of strategy: (1) “what business are we in?”, and (2) “how do
we compete?”. Asking this question in an Old Japan conglomerate usually results in a perplexed facial
expression. New Japan companies have absolute clarity about this. Nor are the answers to thesequestions a secret, they are widely shared, as discussed below.
A helpful diagnostic question to gauge clarity about strategy is to ask several people in acompany “who are your main competitors?”. If one gets several different answers, something isprobably amiss. The New Japan companies studied here were clear about this. They conduct
competitor analysis, and constantly try to not only react, but to design preemptive competitive strikes.
In industries with long life‐cycles, planning is done way into the future (e.g., JSR has a plan for 2030).
Based on clear identification of who they are and who they compete against, the companies
studied here have all moved to design a compelling, persuasive strategy. Just how they plan to win
differs, of course. Yushin Seiki has carved out a niche that others do not care to or cannot enter. Nissha
will redefine the meaning of “printing” only into niche markets that are too specialized for large
competitors. Ushio, which makes highly advanced bulbs, has adopted the “cartridge & ink” approachof Canon and HP: sell the movie projector cheaply (or lease it, or give it away) and earn money by
selling lots of replacement bulbs. To be able to do this, Ushio has to produce both bulbs andequipment, and it is the only company in that business that does both. JSR has developed a quality

22

and product design skill in photo‐resists so specialized yet reliable that large semiconductor firms arewilling to pay a premium for the product, and in the process have also become dependent on it.
These strategies are not necessarily new. Yet, New Japan companies stand out in the clarity of
their approach, the attention strategic thinking receives, and the implementation as seen in thefollowing “P”s. The difference from the Old Japan behemoths and their “also‐run” approach, often
expressed in mimicking competitors investments, could not be starker.
Paranoia
In line with Andy Grove's insight that “Only the Paranoid Survive” (Grove 1996), New Japan
companies are constantly worried. They fear disruptions around every corner and see potential
competitors in everybody. This keeps them on their toes in product development, customer relations
and strategy formulation.
Like sufferers from paranoia, these companies are loath to trust anybody. They greatly preferto be off the government's radar screen, unless policies are market‐based and uniform, such as tax
cuts. Moreover, dependencies are reduced wherever possible. The companies studied here are not e
core members of a business group (keiretsu). All sell to more than one buyer, and of course globally.
There are no main bank dependencies, and most transactions are arm's‐length. Insofar as tight
relations to a trading partner are maintained, this is a strategic choice and considered with great care.
Pacific Metal, a nickel specialist, has invested greatly in two nickel mines and works closely with thosemines to ensure that they will not sell to competitors or new entrants. JSR and Nifco work closely with
their clients on product development to create dependencies – not for themselves, but for the buyer.
Parsimony
Lowering costs is usually the first approach to increase profits. Often when Japanesecompanies talk about cost reduction they refer to increasing the efficiency of their production
processes and perhaps a reduction in the workforce. However, many Old Japan companies stop there
and often continue rather inefficient processes at the administrative level. Japanese social norms andvalues, too, add to the cost factor. A pun in Japanese refers to doing business there as engaging in a lotof “spinach” (hōrensō), referring to a tendency of white‐collar workers to spend enormous amounts oftime on hōkoku (presentations), renraku (contacting other people for no reason other than agreeting), and sōdan (meetings and discussions).
The companies interviewed here engage in as little “spinach‐ing” as possible. Efficiency is a23

good, and often‐used, word. Processes are cut to minimal necessity along all dimensions. Language ispolite but not excessively laden with polite honorific (keigō). Getting things done – such as schedulingan interview – is kept as straightforward as possible. In Japanese e‐mail use it sometimes seems
impossible to end a trail, as there is always another confirmation to the confirmation (kakunin). In
New Japan companies, e‐mails that do not require an answer will not receive one; nor is everything
confirmed three times over.
Another aspect of parsimony is speed. Naturally, smaller companies find it easier to makedecisions fast, especially in owner‐run firms. However, dawdling is rampant even in small firms of the
Old Japan type, as everything has to be double‐checked several times over and risks are feared. New
Japan companies, in contrast, have a clear compass: they have already identified their strategies. Thisfacilitates risk evaluation, as trade‐offs can be calculated more easily. One challenge for Old Japan
companies was that they had no plan where they were going, and therefore mimicked theircompetitors' moves if only not to fall behind. New Japan companies know where they are going, andare carving out their routes constantly. Making decisions and taking risks is a very different process.
Public Relations: No Secrets
As Figure 1 showed, during the postwar period about 75% of corporate shareholders werebanks and other companies that usually had a trade relationship with the company. Disclosure of
information in an organized fashion was not considered necessary by these shareholders, as they met
the companies repeatedly in regular trade transactions. Members of the large horizontal businessgroups (keiretsu) also met for regular lunches to feel their mutual pulse. From 40 years of doing
business in this fashion, a norm developed that corporate information is best kept internal, and thatplans are not to be shared. Until 2000, when consolidated accounting became compulsory, generalshareholders were often left in the dark, treated as an afterthought when it came to writing a glitzy
Annual Report.
Japan's new shareholder structure, and the globalization of business with its switch to arms‐
length transactions, has necessitated a shift in thinking about information, and New Japan companies
have embraced this shift. JSR recently won a disclosure award from the Tokyo Stock Exchange, andattributes the accomplishment to the CFO, who is a specialist who has worked in this capacity for
decades. New Japan companies do not rotate employees in and out of this critical function.
In almost all companies studied here, the basic strategy is outlined on the corporate website.

24

Just how it will be implemented may not be advertised, but New Japan companies have come torealize that restructuring, reorganization, and having clear goals and a plan of how to get there are allthings to boast about, as they will result in a higher estimation of the company. In this day and age,hiding what the company is trying to accomplish is a recipe for low stock prices. New Japan companies
consider stock price an important strategic variable and therefore engage in investor marketing.
PeopleLike many Old Japan firms, New Japan companies have built a strong corporate culture, butthey differ in that this culture is geared toward profit. Part of this can be explained by an underdog
spirit, a niche spirit, or perhaps a continuing start‐up spirit. The important point here is that humanresource practices are aligned with the efficiency goal (O'Reilly/Tushman 2008). Only a small fraction,
if any, of promotion considerations are based on seniority, i.e., tenure with the company. Several CEOs
explained that they reward employees who make new proposals, especially if that means challenging
a boss. Performance metrics are expressed in efficiency and “getting things done”. Promising people
are put on fast tracks. At Advantest, even the pension is tied to performance. At Axell, engineers will
be paid relative to their contribution to a project, and they may challenge the assessment, in whichcase they are reviewed again a few months later. One company labeled its assessment standards as“tough but fair”, with the “tough” portion being an absolute performance standard; the Old Japan
individual standard, where the evaluation was whether somebody did as well as they possibly could,
has been replaced with the question whether the employee contributes effectively to the company.
Succession, too, is often a competitive tournament. At Optex, the CEO has opened this up as adirect competition by not hiring his own family members. A quick look at recent CEO successions inthese companies suggest that it is not very often the next in line and hierarchy that takes over.
Pride
The final characteristic is their self‐confidence. Self‐deprecating (herikudaru) behavior is astrong social norm in Japan, as evidenced by every presentation beginning with an apology of how
poor it will be. New Japan executives, too, politely may engage in the practice – for about 30 seconds.
Then they switch to discussing the matters at hand, in a straightforward and assured way. Naturally,
their self‐confidence is based on a sense of accomplishment, but has also been nurtured by working inan organization that expects people to take responsibility for a project and drive things forward. Whileempowerment has long been hailed as an important feature of Japanese HR practices – such as in25

discussions of the andon practice in the Toyota Production System – in many Old Japan companies one
meets a hesitancy toward accountability, responsibility and therefore action‐taking, especially at thewhite collar level. Under seniority promotion standards, doing nothing was often considered thesafest path, and therefore people often did not search for efficient solutions or new possibilities.
In Japan's recent business history we find some of Japan's most successful corporate founders
who have risen to the top by exploiting the unclear in Japan's regulatory system and businesspractices, such as Yamato Transportation (exploiting a loophole in postal regulation), Orix (going
where financial regulation could not reach), Softbank (undermining the rules that used to favor NTT),or Fast Retailing and other large retailers (exploiting the breakup of former retailing practices). Someof the companies studied in this project can be considered the manufacturing equivalent to thesestories. A root cause for their success is that, with clear guidance from the top, all employees areconstantly searching to exploit the undone and find new efficient ways to do things that Old Japan has
considered “not doable”.
Another impression is that people who work at these companies are happy. Research has
established a clear relationship between happiness and labor productivity, and it has also been shownthat happiness at work can be structured. Self‐empowerment is one aspect; another is buy‐in into thecompany's goals through full disclosure of goals; and a nice work environment adds to it all.
Interrelated System
Importantly, these 7 “P” form an interrelated system. For example, one way the story can be
told is that parsimony feeds into profit, which is sustained through paranoia, which feeds into sharper
positioning, which allows the company to disclose what it is doing as great strategy that cannot easily
be copied, which allows people to buy‐in and results in pride. Alternatively, one can think of excellent
strategic direction‐setting leading to strong identification by employees who therefore become highly
efficient and competitive (paranoid), which makes parsimony natural and disclosure an important
tactic, which leads to profits. It doesn't matter where one starts the logic; the arrows between these 7“P” can go in all directions.

6. Conclusions
A new type of Japanese company is emerging: strategic, driven, nimble, and pragmatic. This
“New Japan” company stands out for its clear competitive strategy, and an alignment of all its

26

activities toward the profit goal. It does not engage in “also‐run” business, but strategically determines
its markets as pockets of profitability that can be exploited, and excels in those. These pockets can be
fairly large , so it is helpful not to think of these companies as niche players, but as specialists.
These descriptors are shared across companies in different industries, of different age and size,and of different production processes. Some of the companies in the sample extract raw materials,
others run huge chemical plants, and others outsource all production. Core competencies differ, but
all are related to an exceptional technological skill that cannot easily be copied. Perhaps the biggest
difference with the stereotypical Japanese company of old is the clear direction and strategy at the
top level, and the full buy‐in by employees in these companies.
One implication of this study is that the behavioral traits of large, unwieldy Japanese firms –that have brought many of them to the brink of failure – are not culturally bound. They were createdby the incentives of Japan's political economy in the postwar period, with its emphasis on a lockstep
march toward size. It would be wrong to conclude from this that Japanese CEOs cannot be analyticalmanagers with leadership skills. The strategic inflection point at the turn of the century has changed
the incentives faced by CEOs, as size and market presence have been replaced by strategic focus andeffectiveness.
Finally, one might wonder how the companies studied here differ from other successfulcompanies in the world. It is quite possible that they do not differ, though a full evaluation is beyond
the boundaries of this paper. The point here, rather, is to show how these companies differ from “OldJapan” companies, and therefore also from the typical stereotype that persists in the thinking of manyobservers, including within Japan itself. Many of the companies studied here are of the kind that areusually said not to exist in Japan. Relying on the old stereotype in evaluating Japanese industrial
strength could be a grave mistake, as these companies are more than “niche” players – combined, inmany industries they dominate world markets. The world economy's dependence on their success if
much greater than meets the eye.

27

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28

Figure 1: Average Profitability Data for Listed Companies, 1981‐2010 (in %)Source: Constructed from Nikkei Needs data; non‐consolidated, unweighted average for all
firms listed in a given year

15

10

5

1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010

0

-5

-10

-15
Operating Margin

Ordinary margin

ROA

ROE(A)

29

Figure 2: Changes in the Tokyo Stock Exchange Shareholder Structure, 1986‐2010
Source: TSE, 平成21 年度株式分布状況調査の調査結果について

Large Banks

Trust Banks

Corporations

Foreigners

Individuals

22.3

7.0

28.8

20.7

20.9

1986

Insurance Co.s/Inv. Banks

1988

14.9

8.6

21.3

30.3

4.1

20.4

1990

15.7

10.2

19.6

29.5

4.2

20.5

1992

15.6

9.7

19.0

29.0

6.0

20.3

1994

15.4

10.0

18.2

28.3

7.7

20.0

1996

15.1

10.3

17.1

27.2

10.5

19.5

1998

14.8

12.4

15.7

24.6

13.4

19.0

2000

11.3

13.6

2002

8.7

19.9

2004

5.9
5.2
4.7
4.6
4.7
4.8
4.3

2006
2008
2010

0%

20%

26.0

18.6

18.0

21.8

18.3

19.7

11.6
10.2
9.6
9.6
10.3
10.0
9.3
9.5

19.6
18.4
18.0
17.6
17.3
18.8
18.4
10%

12.4

30%

40%

50%

20.5

21.8
23.3
26.3
27.8
27.4
23.5
26.0

21.8
22.1
21.3
20.8
21.4
22.6
21.3
60%

70%

19.9
18.7
18.7
20.5
20.1
80%

90%

100%

Figure 3: The “Smiley Curve of Profits”

OperatingMarginUpstream

Midstream

Downstream

30

Figure 4a: Japan’s Listed Companies, All Industries, by Profitability Bracket
1200

2%-8%
Number of Listed Companies

1000

800

<2%
600

400

8%-15%
200

>15%

0

2001

2002

2003

2004

2005

2006

2007

2008

2009

< 2%

421

665

564

438

408

453

472

542

961

2010
951

2%-8%

973

874

1006

1112

1103

1095

1129

1138

969

1024

8%-15%

305

248

294

372

436

454

470

450

286

267

>15%

133

112

103

132

193

221

228

210

145

118

Figure 4b: Japan’s Listed Companies, Manufacturing Only, by Profitability Bracket

Number of Listed Manufacturing Comapnies

700

2%-8%

600
500

<2%

400
300
200

8%-15%

100
0
< 2%
2%-8%
8%-15%>15%>15%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
186
595
182
70

371
521
119
40

272
614
152
34

173
656
211
53

157
595
275
84

188
571
277
93

170
597
281
98

196
586
279
85

484
475
135
53

454
520
131
37

31

Figure 5a: U.S. Listed Companies, All Industries, by Profitability Bracket
Source: Constructed from Compustat, U.S. companies only, listed on NYSE, AMEX, NASDAQ
Number of Companies (All Industires)

1600
1400

>15%

1200
1000

8%-15%
<2%

800
600

2%-8%

400
200
0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
< 2%1025 1055 1016 876 739 767 750 755 825 813
2%-8% 657 659 651 740 676 655 630 591 621 616
8%-15% 860 878 944 945 1007 962 938 846 783 718>15%1347 1098 1110 1174 1284 1302 1271 1248 1177 1145

Figure 5b: U.S. Listed Companies, Manufacturing Only, by Profitability Bracket
Source: Constructed from Compustat, U.S. companies only, listed on NYSE, AMEX, NASDAQ
Number of Manufacturing Companies

700
600

>15%
<2%

500
400

8%-15%

300

2%-8%
200
100
0

200 200 200 200 200 200 200 200 200 200
0
1
2
3
4
5
6
7
8
9

< 2%
449
2%-8% 277
8%-15% 474
>15%
638

534
263
496
467

552
281
513
437

507
319
516
459

449
281
557
519

483
277
522
522

480
260
504
522

473
239
474
521

506
260
431
489

507
294
377
452

32

Table 1: Japan’s Most Profitable Companies, All Industries, Average Operating Margin for 2001‐2010
Constructed from Nikkei Needs; includes all companies that were listed and reported every
year between FY2000‐2009
Avg OM Standard
Company
Industry 00‐09 Deviation
1 TACHIHI ENTERPRISE
69
54.29
3.58
2 KEYENCE
29
47.48
4.45
3 USS
92
39.96
3.40
4 KENEDIX
72
39.09
20.19
5 KEIHANSHIN REAL ESTATE
69
37.81
1.84
6 ONO PHARMACEUTICAL
16
36.94
3.81
7 DAIBIRU
69
33.82
4.26
8 TREND MICRO
39
33.57
3.66
9 FANUC
30
32.69
6.22
10 AEON MALL
69
30.82
3.65
11 TOC
69
29.94
2.06
12 TAKEDA PHARMACEUTICAL
16
29.74
4.98
13 HIROSE ELECTRIC
28
29.42
4.76
14 SANKYO
27
27.56
3.90
15 OBIC
39
27.17
3.43
16 PACIFIC METALS
23
26.00
13.15
17 NAGAILEBEN
51
25.40
1.15
18 CENTRAL JAPAN RAILWAY
42
25.34
2.36
19 HOGY MEDICAL
11
24.72
1.79
20 HEIWA REAL ESTATE
68
24.48
5.35
21 UNION TOOL
26
24.38
8.10
22 MARS ENGINEERING
27
24.22
3.03
23 COSEL
28
23.77
5.50
24 HISAMITSU PHARMACEUTICAL
16
23.71
1.56
25 AEON CREDIT SERVICE
64
23.49
6.16
26 ARIAKE JAPAN
9
22.89
6.08
27 SEIKAGAKU
16
22.89
4.45
28 SUMITOMO REAL ESTATE SALES
68
22.83
4.96
29 NINTENDO
32
22.75
4.22
30 ASTELLAS PHARMA
16
22.20
3.05
31 SIMPLEX TECHNOLOGY
39
22.05
2.13
32 ABC‐MART
57
21.82
3.09
33 HOYA
21
21.71
5.49
34 ACOM
64
21.62
19.49
35 PCA
39
21.49
4.28
36 TOKYO RAKUTENCHI
69
21.28
1.90
37 ASJ
40
20.69
8.27
38 FUNAI CONSULTING
72
20.62
3.53
39 SMC
25
20.39
5.73
40 GOLDCREST
68
20.32
7.06
41 HITACHI CAPITAL
64
20.17
3.42
42 ADVAN
53
19.95
2.15
43 SHOEI
11
19.79
12.55
44 OHARA
21
19.77
9.11
45 AIRPORT FACILITIES
69
19.48
2.12
46 ROHM
28
19.11
9.30
47 SANTEN PHARMACEUTICAL
16
18.61
4.07
48 NIPPON ELECTRIC GLASS
21
18.50
7.39
49 NTT DOCOMO
37
18.49
2.17
50 TERUMO
27
18.49
2.44

Rank

33

Table 2: Japan’s Most Profitable Manufacturing Companies, 2001‐2010
Constructed from Nikkei Needs; includes all companies that were listed and reported every
year between FY2000‐2009
Industry Avg Margin Standard
Rank
Company
Code00‐09
Deviation
1 KEYENCE
29
47.48
4.45
16
36.94
3.81
2 ONO PHARMACEUTICA
3 FANUC
30
32.69
6.22
16
29.74
4.98
4 TAKEDA PHARMACEUT
5 HIROSE ELECTRIC
28
29.42
4.76
6 SANKYO
27
27.56
3.90
7 PACIFIC METALS
23
26.00
13.15
8 HOGY MEDICAL
11
24.72
1.79
9 UNION TOOL
26
24.38
8.10
10 MARS ENGINEERING
27
24.22
3.03
11 COSEL
28
23.77
5.50
12 HISAMITSU PHARMAC
16
23.71
1.56
13 ARIAKE JAPAN
9
22.89
6.08
14 SEIKAGAKU
16
22.89
4.45
15 NINTENDO
32
22.75
4.22
16 ASTELLAS PHARMA
16
22.20
3.05
17 HOYA
21
21.71
5.49
18 SMC
25
20.39
5.73
19 SHOEI
11
19.79
12.55
20 OHARA
21
19.77
9.11
21 ROHM
28
19.11
9.30
16
18.61
4.07
22 SANTEN PHARMACEUT
21
18.50
7.39
23 NIPPON ELECTRIC GLA
24 TERUMO
27
18.49
2.44
30
18.03
2.99
25 JAPAN DIGITAL LABOR
16
17.56
4.54
26 TAISHO PHARMACEUT
27 TAIYO INK
16
17.56
4.59
16
17.26
3.46
28 CHUGAI PHARMACEUT
29 NODA SCREEN
15
16.95
7.92
30 NIHON TRIM
29
16.85
4.78
31 MEC
16
16.74
4.66
16
16.62
0.86
32 MITSUBISHI TANABE P
18
16.36
5.49
33 KITAGAWA INDUSTRIE
34 SHIN‐ETSU CHEMICAL
16
16.28
2.54
24
15.90
6.87
35 HITACHI TOOL ENGINE
36 SHIMA SEIKI MFG.
26
15.88
6.70
37 TSUMURA
16
15.68
2.99
38 MABUCHI MOTOR
29
15.19
7.98
28
15.06
8.88
39 MURATA MANUFACTU
40 NITTO KOHKI
26
14.65
4.98
41 PRONEXUS
15
14.45
3.51
22
14.30
3.56
42 MARUICHI STEEL TUBE
16
14.16
3.60
43 MOCHIDA PHARMACE
44 EISAI
16
13.88
4.55
45 TOHO TITANIUM
23
13.81
12.29
46 NIPPON CERAMIC
29
13.71
6.38
47 SEC CARBON
21
13.60
6.30
30
13.58
7.16
48 JAPAN CASH MACHINE
28
13.56
5.34
49 HAMAMATSU PHOTON
50 SHIMANO
31
13.28
2.67
51 ROLAND DG
30
13.26
5.64
25
13.17
3.78
52 YUSHIN PRECISION EQ
53 SAWAI PHARMACEUTI
16
13.16
3.02
54 NISSEI
26
13.14
7.74

Industry Avg Margin Standard
Rank
Company
Code00‐09
Deviation
55 USHIO
29
12.90
3.64
56 FREESIA MACROSS
26
12.88
7.58
57 CANON
27
12.83
3.60
58 CANARE ELECTRIC
23
12.75
2.67
59 MAKITA
26
12.70
6.08
60 OPTEX
30
12.57
4.07
61 C.UYEMURA
16
12.56
1.89
62 HELIOS TECHNO HO
29
12.54
9.16
63 DISCO
26
12.47
11.33
64 MIURA
25
12.40
2.05
65 SAIBO
11
12.38
3.49
66 NISSHA PRINTING
15
12.33
4.17
67 TAKARA PRINTING
15
12.30
1.91
68 T.HASEGAWA
16
12.29
2.41
69 NIDEC COPAL ELECT
28
12.21
3.76
70 SHIONOGI
16
12.20
5.31
71 MANDOM
16
12.16
1.93
72 OSG
26
12.15
7.02
73 NBC MESHTEC
11
12.12
6.63
74 TOKAI CARBON
21
11.88
4.09
75 ICOM
30
11.86
4.26
76 CAPCOM
32
11.76
4.19
77 KURAKI
26
11.55
8.10
78 RIKEN KEIKI
30
11.52
1.43
79 HIOKI E.E.
29
11.52
6.51
80 ADERANS HOLDINGS
32
11.48
9.68
16
11.44
2.97
81 NICHI‐IKO PHARMAC
82 KAKEN PHARMACEUT
16
11.25
1.31
83 KAO
16
11.24
2.41
26
11.16
2.64
84 KURITA WATER INDU
85 SANSEI YUSOKI
31
11.15
2.38
86 SYSMEX
27
11.14
2.44
87 TORIGOE
9
10.88
1.21
88 FUJIMI INC.
21
10.77
5.40
89 DAINIPPON SUMITOM
16
10.76
3.79
90 LEC
18
10.75
4.62
91 TOHOKU STEEL
22
10.75
1.99
92 OSAKA STEEL
22
10.67
5.93
93 WACOM
30
10.55
4.05
24
10.55
6.28
94 NIPPON PILLAR PACK
16
10.54
1.57
95 ROHTO PHARMACEU
96 FCC
31
10.52
2.86
97 NISSAN CHEMICAL IN
16
10.52
2.71
98 NIPPON FELT
11
10.46
3.13
99 SUMITOMO METAL I
22
10.44
6.84
100 NGK INSULATORS
21
10.41
4.45
101 JSR
16
10.39
4.66
102 GLORY
27
10.38
5.26
103 NIHON PARKERIZING
16
10.30
2.87
104 THK
25
10.19
8.87
105 STAR MICRONICS
26
10.14
9.30
106 TOKYO TEKKO
22
10.11
3.98
107 NIPPON CARBON
21
10.09
7.97
108 PARAMOUNT BED
13
10.07
4.73

34

Table 3: Overview Data for 13 Companies Interviewed