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A look behind the scenes: The London Business School explores Fujitsu's approach to change leadership

"Shaping tomorrow with you is a new way of describing what we have always stood for. It is already in our DNA, but stating this in this way crystallises what makes us different. It is a catalyst for change."

— Fujitsu President Masami Yamamoto

Times like these require change, even from industry leaders. Through a series of interviews with Fujitsu's executive leaders in Japan, London Business School's "Business Strategy Review" took a close look inside Fujitsu, exploring its way of leading change and the art of Fujitsu management. The result is an interesting depiction of the process through which Fujitsu is continually changing itself for the future and striving for global growth by building on its Japanese heritage.

In this article, two prominent thought leaders from London Business School and Oxford University seized an opportunity to view Fujitsu through the eyes of top executives in order to answer questions such as:

  • What are the key elements of Fujitsu's strategy and brand promise, and what does this mean for its customers?
  • How is Fujitsu gearing up to meet future challenges? What will change and how?
  • Why is Fujitsu focusing on customers (innovating with them and growing with them)?

Chiseki Sagawa, president of Fujitsu's platform strategic planning unit, provides some real-life insights from his 29 years experience at Fujitsu: "There are three routes to success. You can either be a visionary company, compete on cost or you can focus on customers. We are the third. We emphasise that we understand customer issues and we always finish the project." This approach is also backed by Masahiko Yamada, president of Fujitsu's Technical Computing Solutions Unit, who highlights a development in his own philosophy of business: "At one stage, I remember thinking that we need to really focus on costs and technology. I was wrong: relationships with customers are more important. Many companies focus on contracts, Fujitsu emphasises genuine relationships and growing with customers."

You can read an extract of the article entitled "The Art of Fujitsu Management" on the London Business School website, or download a PDF with the full article here (1.27 MB ) to find out more about how Fujitsu is preparing to meet the challenges of the future.