Resource title

Innovation by Defining Failures under Environmental and Competitive Pressures - A Case Study of the Laundry Detergent Market in Japan

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Resource description

This paper aims to describe how a commercially successful innovation occurswith the altering of the existing competitive structure in a market underenvironmental and competitive pressures. I study the history of the laundrydetergent market in Japan and elucidate the manner in which Kao accomplishedan innovation and increased their market share during the late 1980s. Kaointroduced their new detergent Attack through a biotechnological innovation anddramatically changed the competitive structure to their advantage. Theinnovations introduced were of two kinds 1) fermentation engineeringtechnologies to improve the cleaning performance of detergents by usingalkaline cellulase, and 2) concentration of detergents to four times their earlierstrength through changes in their powder processing technologies. Thishistorical innovation that occurred in the laundry detergent market in Japan hasa contemporary implication because combining firms’ activities andenvironmental sustainability has been one of the most crucial topics over recentyears.

Resource author

Masatoshi Fujiwara

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Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/8440

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