Passa al testo principale

Nitto Striving for Growth -World Class Business School Looks to Nitto-

IMD, a top-ranked business school, expert in developing leaders, transforming organizations and creating immediate and long-term positive impact, launched a case study exemplifying Nitto’s innovation and growth strategy.

IMD business school

Established : 1990
Location : Lausanne, Switzerland and Singapore
President : Dr. Jean-François Manzoni

Over 8,000 executives learn each year from 98 different countries. Expert in delivering education for developing executives for real business with its impactful executive education programs.

Top ranking in every year Ranking of Global MBA & Open programs by Financial Times

Nitto Case Study

Nitto has been offering 13,500 products for more than 70 industries. IMD covers Nitto’s unique business activities in a case study in 3 series. It is registered in The Case Center in September 2017.

(The Case Center:

Nitto Case Study

Researcher : Tomoko Yokoi    Supervisor : Prof. Howard H.Yu

Series-1. “Innovation For Customers”

Corporate attitude which generates value creation based on customer needs.

Series-2. “Decoding SAN-SHIN‘s DNA – Resources and processes”

Nitto’s unique Sanshin activity which integrates 3 New activities : New Product ・ New Application ・New Demand to develop business.

Series-3. “NEW CENTURY”

For 100th anniversary in 2018, and for next new century, with adding on existing business, Nitto challenges striving for changing portfolio entering fields of Green, Clean, Fine*.
* Fine: Life science


This is part of a case series. Recognised as a Top 100 Global Innovator since 2010, Nitto Denko Corporation demonstrates how a relentless focus on customer innovation can sustain a company's growth, and transform its business model. This three-part case series examines how this Japan-based manufacturing group successfully rode the wave of emerging industries, found applications in new areas, while remaining true to its core technologies and capabilities.
Case A recounts Nitto's humble beginnings as a domestic electrical insulation manufacturer and how it turned into a global company poised to make inroads into the medical industry. Underlying its evolution is the company's particular philosophy of technology innovation and application (also known as Sanshin).
Case B examines how Nitto sustains its innovation trajectory by investing in areas that enable rapid experimentation at large scale in the B2B setting.
Case C discusses Nitto's future roadmap. As Nitto aims to accelerate its global footprint and move into new markets, the company faces a 'tipping point.' Nitto must find new ways to scale, diffuse and innovate at an accelerated pace. We examine the efforts of the regional European hub as an example of globalization, and how senior management charts its way into the medical and life sciences industry.

Learning objectives

  1. This case invites students to reflect on the following topics surrounding innovation and corporate evolution; Understand the different processes behind disruptive innovation and sustaining innovation.
  2. Examine how to maximize the longevity of technological innovations.
  3. Address importance of core competencies and capabilities for leveraging existing technologies across new areas.
  4. Examine how product innovation and commercial innovation should go hand in hand.
  5. Reflect on how to embed corporate philosophies and values across a global organization.

Message from Supervisor Prof. Howard H. Yu

The Nitto Case is particularly useful in illustrating the importance of co-creation, customer centricity, and application discovery. All these themes are important topics as most established companies strive to achieve profitable growth. Most interestingly, I was told by executives from many companies, that the managerial practices exemplified at Nitto can also be applied to other industry settings as well.Prof. Howard H. Yu
Strategic Management and Innovation
DBA Harvard Business School Nominated as best 50 business school faculty before age 40.
Crayton Christensen, known for “The Innovatorʻs Dilemma”, was his adviser at Harvard.