Toshiba 2009 Annual Report Download - page 13

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11
Toshiba Group’s innovation processes allow us to transform ourselves so that we can agilely
respond to the constantly changing business environment.
The process of creating new businesses starts from imaginative acts of goal-setting, including
setting benchmarks and ambitious goals, which leads to a “sense of urgency” in seeking solutions
to business challenges.
After elaboration of new strategic business concepts, ones that take into consideration
various risk scenarios, business decisions leading to the commercialization of new products will be
made with speed and sensitivity in response to changes in the global business environment.
Toward this end, it is essential to recognize the need to overcome antinomy
-
the tension
between “cost and quality” or “growth and profit”
-
and to do this through using the powers of
imagination to create new ideas that lead to continuous innovation.
To create new businesses and achieve results that drive these new businesses forward, it is
necessary to simultaneously generate innovation in research & development, production &
procurement, and sales & marketing processes.
Passionately work to take on
and overcome antinomy
Use creative powers of imagination to
elaborate new business concepts in response
to changes in the global business environment,
and in turn, such conceptual thinking stimulates
our ability to innovate
Anticipate and solve future challenges
with a sense of urgency
Benchmarks, including intensive analysis of
information on future business prospects
Setting Clear Goals
Crisis Consciousness
Concept Creation
Passion
Creating
New Businesses
Realize customer value by
generating innovation in research
and development, production and
procurement, and sales and marketing,
and by achieving the multiplier effect
Multiplier Effect of
Innovation
Innovation Process and the Creation of New Businesses
Through innovation activities, new innovative products are continually created. This special
feature shines a spotlight on new businesses and new products generated as a result of Toshiba’s
innovation activities.
Process for creating new businesses