Innovation through creation of strategic communities in traditional big businesses: a case study of digital telecommunication services in Japan

Presents a case study of how over the last six years a large, traditional corporation simultaneously created new service markets and established a dominant position in the competitive information and communication technology field in Japan. The corporation accepted a new organizational body that has an entrepreneurial spirit and consists of different types of personnel, then continuously promoted emergent strategies. At the same time, in an attempt to implement strategic innovation the company integrated the above strategies with deliberate strategies practised by the existing line organizational body. Through a case study, discusses the factors for success and the problems encountered in the course of achieving strategic innovation in the communications field, i.e. the creation of a new market through the creation of strategic communities based on cooperation between different organizations.