Abstract
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.
| Original language | English |
|---|---|
| Place of Publication | Frederiksberg |
| Publisher | Asia Research Community, CBS |
| Number of pages | 33 |
| Publication status | Published - 2011 |
Keywords
- Innovation
- Laundry Detergent Market
- Japan
- Competitive Strategy
- Environmental Pressures
Cite this
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Innovation by Defining Failures under Environmental and Competitive Pressures : A Case Study of the Laundry Detergent Market in Japan. / Fujiwara, Masatoshi.
Frederiksberg : Asia Research Community, CBS, 2011.Research output: Working paper › Research
TY - UNPB
T1 - Innovation by Defining Failures under Environmental and Competitive Pressures
T2 - A Case Study of the Laundry Detergent Market in Japan
AU - Fujiwara, Masatoshi
PY - 2011
Y1 - 2011
N2 - 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 engineeringtechnologies 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.
AB - 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 engineeringtechnologies 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.
KW - Innovation
KW - Laundry Detergent Market
KW - Japan
KW - Competitive Strategy
KW - Environmental Pressures
KW - Innovation
KW - Laundry Detergent Market
KW - Japan
KW - Competitive Strategy
KW - Environmental Pressures
M3 - Working paper
BT - Innovation by Defining Failures under Environmental and Competitive Pressures
PB - Asia Research Community, CBS
CY - Frederiksberg
ER -