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1 The Balance Strategy of Manufacturing Competitiveness and Market-Making Competitiveness of Japan's small and medium-sized manufacturing enterprises during a recession From the perspective of the five Innovation stages of Honda Plus SEO, Sung Min CEO 1 2 LG

2 [2012]

3 % [2010] 4 [2011]

4 ( ) (Key Factor For Success) CB Corporate Brand CEO Chief Executive Officer Honda Plus Co., Ltd , (BtoC) (BtoB) HP 52

5 MBA PEN ISO BP BP PLASTICS IN PACKAGING BP 6 4 TBS PAT.P 1 Shining Rain ISO9001 SPACE TOYOHASHI 16 2 PET FM 80.7 R-STYLE SHOP ISSEY MIYAKE & 2011 " " NHK " " PEN BP

6 BP ELTTOB TEP ISSEY MIYAKE PET 1,000 ame BP 4 & BP HP 1 5 HP 2 5 DNA Porter

7 IT [2011] PEN 55

8 HP

9 BtoB HP 57

10 1 2 3 HP TBS 2 Product Placement SPACE TOYOHASHI 3 4 4P HP HP 58

11 23 2 HP HP Product Placement SPACE TOYOHASHI 1 strategic intent 6 Product-out Marketin 59

12 NIKKEI DESIGN BtoC BtoB [2009]

13 23 2 DP(Design Power) MP(Marketing Power) [2009]

14 PB Product Brand [2010] 244 CEO 13 9 CEO CEO NHK " " PEN NIKKEI DESIGN Apple

15

16 CEO Apple 64

17 23 2 BtoB BtoC Happy Active Merry Enjoy Ame CEO 14 Information and Communication Technology 65

18 [2003] 3 [2003] 33 2 [2003] [2004] Freeman[1984], p.52 NPO Google [2012] Hamel & Prahalad[1989] strategic intent 66

19 23 2 Hamel & Prahalad[1994], p.4, [1995] [2011] [2011] CEO CEO CEO APPle CEO [2010] [2010] CEO [2012] [2014a] [2014b] 1,, [2014c] 5 [2015] [2012] [1999] [2009] [2011] Hamel,G. and Prahalad. C.K.[1994], Competing for the Future, Harvard Business School Press. [1995] Porter, M.E.[1998], On Competition, Harvard Business School Press HP co.jp/ Freeman, R.E.[1984], Strategic Management: A Stakeholder Approach, Prentice Hall. Hamel, G, Prahalad, C.K.[1989], Strategic intent, Harvard Business Review, Vol.89 No.3, pp

20

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