Patterns of Creativity in Japan Lessons from Successful Japanese Companies – A Resource

Strategic Community Management

Develop a group of communities linked with outside partners, including customers. These communities need to be flexible and autonomous in nature, and all community members, including the outside partners, should share the vision, purpose, and value system of the focal business.

One function of the community will be to propose emergent strategies and tactics and pave the way for new markets through trial and error.

Example: NTT DoCoMo exlicitly pursued this strategy when developing their i-mode platform.

Source: Kodama, M. (2003). Strategic innovation in traditional big business: case studies of two Japanese companies. Organization Studies., 24(2), pp-235-268.