Abstract:

It is my great privilege to speak about the corporate culture and design management of Shiseido on the occasion of this international meeting organized by ESOMAR. In the course of its 114-year history, Shiseido has built a unique corporate culture on the Japanese market. Today, it is the largest cosmetic manufacturer in Japan and the third largest in the world, with an expanding domestic and overseas network. My attempt will have been rewarded if it succeeds in conveying to you some of the philosophy and thinking of the company during this period. There are three main elements: 1. High Quality Products; 2. Advanced Marketing Techniques; and 3. Avant-grade Creativity which constitute the pillars of management at Shiseido. Since the theme to which I must address myself today is corporate culture and design management, I will have to confine my remarks to the above and therefore am unable to refer to the broader aspect of the company's other activities.