Innovation by Defining Failures under Environmental and Competitive Pressures


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Innovation by Defining Failures under Environmental and Competitive Pressures

Vis færre oplysninger Fujiwara, Masatoshi 2012-04-16 2012-04-18T07:46:15Z 2012-04-18T07:46:15Z 2012-04-18
dc.description.abstract This paper aims to describe how a commercially successful innovation occurs with the altering of the existing competitive structure in a market under environmental and competitive pressures. I study the history of the laundry detergent market in Japan and elucidate the manner in which Kao accomplished an innovation and increased their market share during the late 1980s. Kao introduced their new detergent Attack through a biotechnological innovation and dramatically changed the competitive structure to their advantage. The innovations introduced were of two kinds 1) fermentation engineering technologies to improve the cleaning performance of detergents by using alkaline cellulase, and 2) concentration of detergents to four times their earlier strength through changes in their powder processing technologies. This historical innovation that occurred in the laundry detergent market in Japan has a contemporary implication because combining firms’ activities and environmental sustainability has been one of the most crucial topics over recent years. en_US
dc.format.extent 33 en_US
dc.language eng en_US
dc.relation.ispartofseries Copenhagen Discussion Papers;37
dc.subject.other Innovation en_US
dc.subject.other Laundry detergent market en_US
dc.subject.other Japan en_US
dc.subject.other Competitive strategy en_US
dc.subject.other Environmental pressures en_US
dc.title Innovation by Defining Failures under Environmental and Competitive Pressures en_US
dc.type wp en_US
dc.accessionstatus modt12apr18 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Asia Research Centre en_US
dc.contributor.departmentshort ARC en_US
dc.contributor.departmentuk Asia Research Centre en_US
dc.contributor.departmentukshort ARC en_US
dc.idnumber x656316623 en_US Frederiksberg en_US
dc.publisher.year 2011 en_US
dc.title.subtitle A Case Study of the Laundry Detergent Market in Japan en_US

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