three-step analysis of iris ohyama : through the ...€¦ · 0 200 400 600 800 1000 1200...

Three-step analysis of IRIS OHYAMA

: Through the perspective of Dynamic Capability

Tohoku University Kim Seminar

TEAM TORA

1

Taito

@Toga125

Life is hard and severe…

Yurika

@Yuri616

I’ve got up now...(16:36)

Tetsu

@tetsu51

Delete, delete, deleeete

Sonoko

@sono227

starving 4 sth SWEET...

Hiroki

@Sakai813

I am I.

Don’t bother me!

。

Naohiro

@MCbirdman1116

Is that true???

SHUK@TSU 活

鳥屋@ピュアマッスル系男子梅津@繊細ナマステ系男子酒井@謎多きクリエイター系男子

三戸@ちょこまか食いしん坊系女子篠崎@穏やか削除系男子野呂@夜型デザイナー系女子富樫@コンプライアンス吐血系男子ENTRY

就

2

Motoki Umetsu

Student at Tohoku University

Job-hunting master

3

It was hard to write the paper for IB inter college ...

What is your appeal point?

4

A few days passed . . .

5

I got job offer!!!

6

A few years passed . . .

7

IoT

Big Data

AI8

Who can survive?

10

a apt environment companyd to

11

TORA 『Environment-adapting company : IRIS OHYAMA』- YouTubehttps://www.youtube.com/watch?v=ibintercollege_tohoku_tora

712

0:00 / 4:15

TORA 『Environment-adapting company : IRIS OHYAMA』

13

13

Daily Necessities for 40 years. IRIS OHYAMA has been making

15

Business

16

1981

1987

1988

1994

2007

2011

2013

GardenPetStorage

supplies

1981

1987

1988

1994

2007

2011

2013

1981

1987

1988

1994

2007

2011

2013

1981

1987

1988

1994

2007

2011

2013

1981

1987

1988

1994

2007

2011

2013

LeisureAppliance

LED

1981

1987

1988

1994

2007

2011

2013

Health

careRice

1981

1987

1988

1994

2007

2011

2013

1981

1987

1988

1994

2007

2011

201317

Sales

18

0

200

400

600

800

1000

1200

260,000,000

310,000,000

360,000,000

410,000,000

460,000,000

510,000,000

1980 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 2011 2012 2013 2014 2015 2016

2008

Lehman Shock

1991

Bubble Economy Burst

Japanese manufacturing companies

IRIS OHYAMA

Amount of sales【million yen】

19Source:Ministry of Finance

This company ...

adapts itself to environment.

This company uses ...

Dynamic Capability .

21

To be continued ...

22

4:15 / 4:15

TORA 『Three-step analysis of IRISOHYAMA: Through the perspective of Dynamic Capability』

23

What is Dynamic Capability???

24

At Library

Let’s study!

25

Zollo, M., & Winter, S. G. (2002). Deliberate learning and the evolution of dynamic capabilities.

Winter, S. G. (2003). Understanding dynamic capabilities.

Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource-based view: Capability lifecycles.

Zott, C. (2003). Dynamic capabilities and the emergence of intraindustry differential firm performance: Insights

from a simulation study.

Blyler, M., & Coff, R. W. (2003). Dynamic capabilities, social capital, and rent appropriation: Ties that split pies.

Adner, R., & Helfat, C. (2003). Corporate effects and dynamic managerial capabilities.

Zahra, S. A. & Sapienza, H. J. and Davidsson,(2006). Entrepreneurship and Dynamic Capabilities: A review,

Model and Research Agenda,

Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable)

enterprise performance.

Schreyogg, G., & Kliesch-Eberl, M. (2007). How dynamic can organizational capabilities be? Towards a dual-

process model of capability dynamization.

Helfat, C. E., Finkelstein, S., Mitchell, W., Peteraf, M., Singh, H., Teece, D. et al. (Eds.). (2007). Dynamic

capabilities: Understanding strategic change in organizations.

Wang, C. L. and Ahmed, P. K.,(2007). Dynamic capabilities: A review and research agenda,

Doving, E., & Gooderham, P. N. (2008). Dynamic capabilities as antecedents of the scope of related

diversification: The case of small firm accountancy practices.

O'Reilly, C., A., & Tushman, M., L. (2008). Ambidexterity as a dynamic capability: Resolving the innovator's

dilemma.

Easterby-Smith, M. and I. M. Prieto (2008). Dynamic Capabilities and Knowledge Management: An Integrative

Role for Learning?.

Teece, D. J. (2009). Dynamic capabilities and strategic management.

Hmm, so many researchers have studied DC...

26

Resource-Based

Dynamic Capability

Changing Environment

INTERNAL

Changing Environment

27

DEFINITION“Capability of an organization to purposefully adapt an

organization’s resource base”

By Teece et al.(1997)

This is too abstractive...

28

!!

Has someone specified this notion?

29

0:00 / 9:02

TORA 『What is Dynamic Capability?-SPECIFYING-』

30

What is

Dynamic Capability?

≒

Environmental

Adaptability31

Agenda

1 . Literature Review

2 . Procedure

3 . Three-Step AnalysisStep1 : StrategyStep2 : SystemSTEP3 : System Construction

4 . Conclusion

32

(2002)

the firm's ability to integrate, build, and reconfigure internal and external

competences to address rapidly changing environments

DC is...

the organizational and strategic routines by which firms achieve new resource

configuration as markets emerge, collide, split, evolve, and die

D.J. TeeceG. PisanoA. Shuen

J. A. Martin K. M. Eisenhardt

a learned and stable pattern of collective activity through which the organization

systematically generates and modifies its operating routines in pursuit of

improved effectivenessS. G. WinterM. Zollo

(1997)

(2000)

33

DC is...

Main concept

34

After that...

Main concept

Literature

review

Empirical

verification

How to construct

and demonstrate

Specific components of DC are not explained(Wang and Ahmed,2007; Schreyong and Kliesh-Eberl,2007; Ambrosini and Bowman,2009)

35

StrategySystemSystem

construction

Our

Reserch

Business Behavior

36

Specification

of

Dynamic Capability

37

IRIS OHYAMAResearch

Subject

Growing with

environmental adaptatibility

38

StrategySystemSystem

construction

Research Procedure

STEP3 STEP2 STEP1

39

Process Resource

STEP1 STEP3STEP2

System

Contraction

Market

Strategy

40

Organizational

System

Process Resource

STEP1 STEP3STEP2

Market

Strategy

Organizational

System

System

Construction

41

HYPOTHESIS

Differentiation

Cost Leadership

42

Research Method

&

Make

Analysis

Value Graph43

What is Value graph?

&Price

Function

Judge product’s Value

44

KAKAKU

.com

Rice cooker

Vacuum

Cleaner

LED

45

138 products

46Source:Author, made from 価格.com

vacuum cleaner

pric

e

pric

e

pric

e

functionfunction function

Value graphLED rice cooker

Miele

THOSHIBA Hitachi

PanasonicSHARPRaycop

Electrolux

MitsubishiElectric makita

Twinbird

IRISOHYAMA

Panasonic

Hitachi

MitsubishiElectric

THOSHIBA

IRISOHYAMA

MitsubishiElectric

ZOJIRUSHI

HitachiTHOSHIBA

SHARP

IRISOHYAMA

TIGER

Haier

47Source:Author

relative function per 1 relative price

vacuum cleaner LED rice cooker

Differentiation

48Source:Author

relative price per 1 relative function

vacuum cleaner LED rice cooker

Cost Leadership

49Source:Author

HYPOTHESIS

Differentiation

Cost Leadership

50

Process Resource

STEP1 STEP3STEP2

System

ContractionStrategy Organizational

System

51

52

Why does IRIS realize the strategy?

1. Analyzing secondary source

2. Analyzing Framework of Capability approach

Resource

Research flow

53



Resource



Research flow

54

Resource

56

Resource

Plastic technology R&D LaboratoryNew Product

development

conference

Retail NetworkManufacturer

&

Vender

57



Resource

Research flow

58

Plastic technology R&D Laboratory

New Product

development

conference

Retail Network

Manufacturer

&

Vender

Resource Strategy

”Differentiation”

”Cost leadership”

59

Complex Action60

Framework

Resource

Strategy

Complex Action61

Framework

Resource

Strategy

Complex Action62

Framework analysis

Resource Complex Action

by author

63

Strategy

Framework analysis

Resource Complex Action

by author

64

Strategy

Specification

65

Process Resource

STEP1 STEP3STEP2

System

Construction

Market

StrategyOrganizational

System

66

Process Resource

STEP1 STEP3STEP2

System

Construction

Market

Strategy

67

Organizational

System

How has IRIS OHYAMA

constructed these systems?

68

1. System construction process

Research flow

DC framework analysis & Interview

69


Research flow


70

Environment

change

SenseReconfigur

ationSeize

DC utilization process

71

Environment

change

Reconfigur

ationSeizeSenseSense

Reconfigur

ationSeize

DC utilization process

72

Interview

Mr. Tanaka Nobuo

Executive Manager

in IRIS China

Mr. Kurashige

Motokazu

Executive Manager

of Personnel

Department

In IRIS OHYAMA

73

3 cases

74

DC utilization processEntry into appliance

Reconfigur

ationSeizeSense

R&D

Center

Entry into

appliance

Plastic

sale

decrease

Price

competition

75


2. Organizational culture

Research flow


Interview

76

Reconfigur

ationSeizeSenseCulture

DC utilization processOrganizational

culture

77

Coding

78

Culture

changechallenge

79

Result…

80

Environment

change

SenseReconfigur

ationSeizeCulture

81

challenge

change

Entry into

applianceR&D

Center

Price

competition

82

Conclusion

83

87

STEP1

88

STEP1

89

SPECIFIED

STEP1

90

STEP2

91

STEP2

SPECIFIED

STEP3

92

STEP3

SPECIFIED

93

95

Differentiation

Cost Leadership

Complex Process

System

constructionSystem Strategy

Business

Behavior

(DC utilize flow) 95

9:02 / 9:02

TORA 『Three-step analysis of IRISOHYAMA: Through the perspective of Dynamic Capability』

97

I understood DC !!!

99

I’ll start my new life...

100

End.

101

Reference

http://www.mensnonno.jp/news/2016/05/01/26934/

http://www.sankeibiz.jp/business/news/130507/bsb1305071301000-n1.htm

https://gakumado.mynavi.jp/style/articles/45700

http://www.jguide.net/city/tokyo/shinjuku-w/skyscraper.php

http://www.fujitsu.com/jp/group/labs/tech-topics/artificial-intelligence/

https://www.gsma.com/iot/iot-big-data/

https://www.sigmanest.com/2017/02/industry-4-0-what-yo-need-to-know/

https://www.irisplaza.co.jp/IMAGE/GARDEN/PRODUCT/G226691.jpg

https://www.irisplaza.co.jp/IMAGE/add/G125001F-ID79663.jpg

http://www.independenza-webtv.com/l-plus/item-531660.html

http://masahiro02.com/archives/922

https://job.mynavi.jp/conts/2018/manner/vol04/

https://www.irisplaza.co.jp/index.php?KB=SHOSAI&SID=H273218F

https://www.irisplaza.co.jp/index.php?KB=SHOSAI&SID=H562327

http://kadenkininaru.com/2259.html

https://www.irisplaza.co.jp/IMAGE/add/H273218F-ID90835.jpg




102

http://www.mensnonno.jp/news/2016/05/01/26934/http://www.sankeibiz.jp/business/news/130507/bsb1305071301000-n1.htmhttps://gakumado.mynavi.jp/style/articles/45700http://www.jguide.net/city/tokyo/shinjuku-w/skyscraper.phphttp://www.fujitsu.com/jp/group/labs/tech-topics/artificial-intelligence/https://www.gsma.com/iot/iot-big-data/https://www.sigmanest.com/2017/02/industry-4-0-what-yo-need-to-know/https://www.irisplaza.co.jp/IMAGE/GARDEN/PRODUCT/G226691.jpghttps://www.irisplaza.co.jp/IMAGE/add/G125001F-ID79663.jpghttp://www.independenza-webtv.com/l-plus/item-531660.htmlhttp://masahiro02.com/archives/922https://job.mynavi.jp/conts/2018/manner/vol04/https://www.irisplaza.co.jp/index.php?KB=SHOSAI&SID=H273218Fhttps://www.irisplaza.co.jp/index.php?KB=SHOSAI&SID=H562327http://kadenkininaru.com/2259.htmlhttps://www.irisplaza.co.jp/IMAGE/add/H273218F-ID90835.jpghttps://www.irisplaza.co.jp/IMAGE/add/H273063F-ID48681.jpghttps://www.irisplaza.co.jp/IMAGE/add/H568964F-ID87994.jpghttps://www.irisplaza.co.jp/IMAGE/add/H247076F-ID77762.jpg

https://en.wikipedia.org/wiki/David_Teece

https://www.speakersassociates.com/speaker/gary-pisano

https://www.slideshare.net/amyshuen

https://profiles.stanford.edu/kathleen-eisenhardt

https://www.closertotruth.com/series/what-enlightenment

https://it.linkedin.com/in/maurizio-zollo-2163ab10

http://capitalism.columbia.edu/sidney-winter

https://plus1world.com/chrome-click-image-search

https://www.google.co.jp

https://www.irisohyama.co.jp/news/2015/

https://www.psychologytoday.com/blog/how-do-life/201407/asking-the-right-questions

http://www.endlessicons.com/wp-content/uploads/2013/05/play-icon-solid.png

http://majoumo.com/end.html

https://jp.marketo.com/content/marketing-strategy.html

https://www.irisohyama.co.jp

http://www.mof.go.jp/pri/reference/ssc/index.htm

Reference

103

https://en.wikipedia.org/wiki/David_Teecehttps://www.speakersassociates.com/speaker/gary-pisanohttps://www.slideshare.net/amyshuenhttps://profiles.stanford.edu/kathleen-eisenhardthttps://www.closertotruth.com/series/what-enlightenmenthttps://it.linkedin.com/in/maurizio-zollo-2163ab10http://capitalism.columbia.edu/sidney-winterhttps://plus1world.com/chrome-click-image-searchhttps://www.google.co.jp/https://www.irisohyama.co.jp/news/2015/https://www.psychologytoday.com/blog/how-do-life/201407/asking-the-right-questionshttp://www.endlessicons.com/wp-content/uploads/2013/05/play-icon-solid.pnghttp://majoumo.com/end.htmlhttps://jp.marketo.com/content/marketing-strategy.htmlhttps://www.irisohyama.co.jp/

Teece, D. J., & Pisano, G. (1994). The dynamic capabilities of firms: An introduction.

Burgelman, R. A. (1994). Fading memories: A process theory of strategic business exit in dynamic environments.

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management.

Helfat, C. (1997). Know-how and asset complementarity and dynamic capability accumulation: The case of R & D.

Helfat, C. E., & Raubitschek, R. S. (2000). The dynamic resource-based view: Capability lifecycles.

Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: What are they?

Dosi, G., Nelson, R. R., & Winter, S. G. (Eds.). (2000). The nature and dynamics of organizational capabilities.

Makadok, R. (2001). Toward a synthesis of the resource-based and dynamic-capability views of rent creation.

Zollo, M., & Winter, S. G. (2002). Deliberate learning and the evolution of dynamic capabilities.

Winter, S. G. (2003). Understanding dynamic capabilities.

Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource-based view: Capability lifecycles.

Zott, C. (2003). Dynamic capabilities and the emergence of intraindustry differential firm performance: Insights from a simulation study.

Blyler, M., & Coff, R. W. (2003). Dynamic capabilities, social capital, and rent appropriation: Ties that split pies.

Adner, R., & Helfat, C. (2003). Corporate effects and dynamic managerial capabilities.

Zahra, S. A. & Sapienza, H. J. and Davidsson,(2006). Entrepreneurship and Dynamic Capabilities: A review, Model and Research Agenda,

Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance.

Schreyogg, G., & Kliesch-Eberl, M. (2007). How dynamic can organizational capabilities be? Towards a dual-process model of capability dynamization.

Helfat, C. E., Finkelstein, S., Mitchell, W., Peteraf, M., Singh, H., Teece, D. et al. (Eds.). (2007). Dynamic capabilities: Understanding strategic change in organizations.

Wang, C. L. and Ahmed, P. K.,(2007). Dynamic capabilities: A review and research agenda,

Reference

104

Doving, E., & Gooderham, P. N. (2008). Dynamic capabilities as antecedents of the scope of related diversification: The case of small

firm accountancy practices.

O'Reilly, C., A., & Tushman, M., L. (2008). Ambidexterity as a dynamic capability: Resolving the innovator's dilemma.

Easterby-Smith, M. and I. M. Prieto (2008). Dynamic Capabilities and Knowledge Management: An Integrative Role for Learning?.

Teece, D. J. (2009). Dynamic capabilities and strategic management.

Sirmon, D. G., & Hitt, M. A. (2009). Contingencies within dynamic managerial capabilities: Interdependent effects of resource

investment and deployment on firm performance.

Easterby-Smith, M., Lyles, M. A., & Peteraf, M. A. (2009). Dynamic capabilities: Current debates and future directions.

Augier, M., & Teece, D. J. (2009). Dynamic capabilities and the role of managers in business strategy and economic performance.

Ambrosini, V., & Bowman, C. (2009). What are dynamic capabilities and are they a useful construct in strategic management?

di Stefano, G., Peteraf, M., & Verona, G. (2010). Dynamic capabilities deconstructed: A bibliographic investigation into the origins,

development, and future directions of the research domain.

Danneels, E. (2010). Trying to become a different type of company: Dynamic capability at Smith Corona.

Kay, N., M. (2010). Dynamic capabilities as context: the role of decision, system and structure.

Ketkalo, V., S., Pitelis, C., N., & Teece, D. J. (2010). Introduction: on the nature and scope of dynamic capabilities.

Romme,A., G., Zollo, M., & Berends, P. (2010). Dynamic capabilities, deliberate learning and environmental dynamism: a simulation

model.

Helfat, C., E. & Winter, S. G. (2011). Untangling dynamic and operational capabilities: Strategy for the (n) ever-changing world.

Hodgkinson, G. P., & Healey, M. P. (2011). Psychological foundations of dynamic capabilities: Reflexion and reflection in strategic

management.

Drnevich, P. L., & Kriauciunas, A. P. (2011). Clarifying the conditions and limits of the contributions of ordinary and dynamic

capabilities to relative firm performance.

Fukuzawa, M. (2014, August). Dynamic capability as fashion.

Reference

105

English papers and articles

Ambrosini, V. & Bowman, C. (2009). “What are dynamic capabilities and are they a useful construct in strategic management?”,

International Journal of Management Reviews, 11(1), 29–49. Barney, Jay B. (1991). “Firm Resources and Sustained Competitive Advantage”, Journal of Management, 17(1), 99-120.Eisenhardt, Kathleen M. & Jeffrey A. Martin (2000). “Dynamic Capabilities: What Are They?”, Strategic Management Journal, 24(10), 997-1010.Fukuzawa, Mitsuhiro (2015). “Dynamic Capability as Fashion”, Annals of Business Administrative Science, 14(2), 83-96.Grant, Robert M. (1991). “The resource-based theory of competitive advantage: implications for strategy formulation”, California Management Review, 33(3), 114-135.Hamel, Gary & C. K. Prahalad (1994). “Competing for the Future”, Harvard Business School Press.Helfat, Constance E., Sydney Finkelstein, Will Mitchell, Margaret Peteraf, Harbir Singh, David Teece, Sidney G. Winter (2007).

Dynamic Capabilities: Understanding Strategic Change in Organizations.Barreto, Ilídio(2009).”Dynamic Capabilities: A Review of Past Research and an Agenda for the Future”, Journal of Management, 36(1). 256-280.Leonard-Barton, D. (1992). “Core Capabilities and Core Rigidities: A Paradox in Managing New Product Development”, Strategic Management Journal, 13, 111-125.Porter, Michael Eugene (1990). The Competitive Advantage of Nations.Prahalad, C. K. & Gary Hamel (1990). “The Core Competence of the Corporation”, Harvard Business Review, 68(3), 79-91.Schreyogg, G. & Kliesch-Eberl, M. (2007). “How dynamic can organizational capabilities be? Towards a dual-process model of

capability dynamization”, Strategic Management Journal, 28(9), 913-933.Teece, D. J., G. Pisano, A. Shuen (1997). “Dynamic Capabilities and Strategic Management”, Strategic Management Journal, 18(7), 509-533.

Teece, D. J. (2007). “Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance”,

Strategic Management Journal, 28, 1319-1350.Wang, C. L. & Ahmed, P. K. (2007). “Dynamic Capabilities: A Review and Research Agenda”, Organization Science, 13(3), 339-351.Zollo, Maurizio, Sidney G. Winter (2002). “Deliberate Learning and the Evolution of Dynamic Capabilities”, Organization Science, 13(3), 339-351.Nelson, R. R. and S. G. Winter(1982). “An Evolutionary Theory of Economic Change”, Belknap Press.

Reference

106

Japanese papers and articles

大山健太郎、小川孔輔（1996）『メーカーベンダーのマーケティング戦略ー製造・卸売一体化の効率経営』ダイヤモンド社。大山健太郎（2010）『ピンチはビックチャンス：メーカーベンダーの革新』ダイヤモンド社。今野喜文（2007）「組織能力と持続的競争優位ー組織能力論の現状と課題」『北星学園大学経済学部北星論集』46巻2号。19-37頁。河合忠彦（2012）「戦略経営とダイナミック・ケイパビリティ」『戦略経営ジャーナル』1巻2号。205-215頁。黄雅雯（2011）「EMS企業のダイナミック・ケイパビリティ -鴻海社の事例研究を中心に-」『商学研究科紀要』72巻。47-62頁。中島恵（2012）「テーマパーク産業におけるダイナミック・ケイパビリティ－松竹の鎌倉シネマワールドの事例－」『観光研究論集』11号。33-54頁。中島恵 (2013) 「テーマパーク産業におけるダイナミック・ケイパビリティ-外部環境適応戦略を中心に-」博士学位請求論文（審査中）野中郁次郎，遠藤功（2011）『日本企業に今大切なこと』PHP研究所。福澤光啓（2012）「ダイナミック・ケイパビリティ－持続的競争優位の源泉の探求－」『組織学会大会論文集』1巻2号。29-37頁。藤本隆宏（1997）『生産システムの進化論ートヨタ自動車にみる組織能力と創発プロセス』有斐閣。三品和広（2010）『戦略暴走-ケース179編から学ぶ経営戦略の落とし穴』東洋経済新報社。三品和広（2011）『どうする? 日本企業』東洋経済新報社。和田剛明（2013）「ダイナミック・ケイパビリティの構築・発揮プロセス–日本的経営理論からの探求–」『赤門マネジメント・レビュー』12巻5号。371-396頁。

Website

「アイリスオーヤマ株式会社」https://www.irisohyama.co.jp（2017年4月16日アクセス）「アイリスオーヤマはなぜ「家電事業」に参入し、「結果」を出してきたのか」https://newspicks.com/news/1790075/（2017年4月16日アクセス）「家電で快進撃アイリスオーヤマ、新炊飯器を発売」http://www.itmedia.co.jp/business/articles/1709/21/news116.html（2017年4月16日アクセス）

Reference

107

https://www.irisohyama.co.jp/https://newspicks.com/news/1790075/http://www.itmedia.co.jp/business/articles/1709/21/news116.html

Reference

108

three-step analysis of iris ohyama : through the ...€¦ · 0 200 400 600 800 1000 1200...

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