version 0.9
http://www.frombayarea.com
2009
Copyright © 2009 Ryu Chikafuji. All Rights Reserved. 1

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” ” ” ”
” ” ”
” ” ”
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3

” ”
”MISSION” ”CREDO( )”
”PRINCIPLE( )” ”VALUE”
“VISION”
“MISSION”
“CREDO”
“PRINCIPLE” OR “VISION”
” ” ”VISION” “VALUE”
...
4

VISIONLESS ...
VISION
... “VISION”
... “VISION” 4 :
(1)
(2)
(3)
VISIONLESS
(4)
VISION
VISION VISION
... 4 :
(1) →
: ”VISION” (2) →
(3) →
(4) →
...
:
... ”VISION” 5

VISIONLESS
6

VISIONLESS
○○
VISION
X
7

VISIONLESS
8

VISIONLESS
9

VISIONLESS
” ”
10

VISIONLESS
OR
11

VISIONLESS
” ”
12

VISIONLESS
” ” ” ”
13

VISIONLESS
“VISION”
14

VISION
15

VISION
ABBOTT LABORATORIES:
OUR “PROMISE FOR LIFE” IS A STATEMENT THAT DESCRIBES
– FOR OUR CUSTOMERS, OUR COMMUNITIES, OUR
SHAREHOLDERS AND ALL OF OUR STAKEHOLDERS –
“ABBOTT LABORATORIES(*)” ”PROMISE FOR WHAT WE BELIEVE IN, WHAT WE VALUE, AND WHAT WE
LIFE” STRIVE TO DELIVER IN OUR DAY-TO-DAY WORK. FOR
ABBOTT EMPLOYEES, OUR PROMISE IS OUR COMPASS –
GUIDING US IN OUR ACTIONS AND DECISION MAKING,
”VISION” TO ENSURE WE LIVE UP TO THE HIGH EXPECTATIONS
WE’VE SET FOR OURSELVES IN ORDER TO SERVE OUR
”VISION” STAKEHOLDERS BETTER. OUR PROMISE CHALLENGES US
TO CONTINUALLY IMPROVE AND INSPIRES US TO ALWAYS
AIM HIGHER.
A PROMISE FOR LIFE
STATEMENT ( )
http://www.abbott.com/global/url/content/en_US/10.10:10/general_content/
General_Content_00003.htm
(*) “ABBOTT LABORATORIES”:
ROCHE
16

VISION
A PROMISE FOR LIFE ~ :
“PROMISE FOR LIFE”
ABBOTT ”PROMISE”
17

VISION
“VISION”
18

VISION
(*)
“VISION”
(*)
19

VISION
“VISION”
(*)
(*)
20

VISION
“IT IS NOT THE STRONGEST OF THE SPECIES THAT
SURVIVES, NOR THE MOST INTELLIGENT THAT SURVIVES. IT
IS THE ONE THAT IS THE MOST ADAPTABLE TO CHANGE”
- CHARLES DARWIN
”
”
”VISION” -
”VISION”
PICTURE FROM WIKIMEDIA
COMMONS
21

22

” ” (A)
(B) or
23

(A)
I)
II)
( ) ( )
24

(B)
I)
II)
25

(A)
I)
II)
”VISION”
(B)
I)
II)
26

1
(A) ADOBE SYSTEMS
I)
27

ADOBE SYSTEMS:
2000 ADOBE
2000 CEO CHIZEN
28

ADOBE
”POST SCRIPT”
”PDF READER”
(*)
2000
CHIZEN ADOBE
”VISION”
CHIZEN’S VISION
(*) :
WINDOWS OS
IE FIRE FOX SAFARI
( )
WEB BROWSER WEB WEB
EXCEL
EXCEL
29

” ”
” ”
”ADOBE ”
” ”
CHIZEN’S VISION
30

“VISION”
CHIZEN
“VISION”
(*)
31

Glassbook Inc
eBook
Fotiva, Inc
Accelio Corporation
Web
Syntrillium Software ( )
Yellow Dragon Software
XML
CHIZEN CEO Q-Link Technologies Inc
FLASH PLAYER MACROMEDIA Java
ADOBE MACROMEDIA OKYZ S.A.
CAD 3D
ADOBE GRANITE Macromedia
VENTURES Flash
300 Iteration:Two
RIA(Rich Internet Application)
CHIZEN Mobile Innovation
GRANITE CHIZEN
(*) Navisware( )
DRM( )
Trade and Technologies France
CAD
InterAKT
Macromedia .
(*) Adobe Granite ”Adobe Ventures” Serious Magic Inc
100%Adobe Granite Web
Adobe Annual Report (Form-10K) Antepo Inc.,
........
http://www.adobe.com/aboutadobe/adobeventures/ 32

CHIZEN 2007 ADOBE RIA
(RICH INTERNET APPLICATION) WEB
WEB
”VISION”
YOUTUBE WEB
SLIDESHARE ADOBE
FLASH
:
33

2
(1) RIZ-CARLTON
(A) (2)
II) (3)
34

THE CREDO
THE RITZ-CARLTON HOTEL IS A PLACE WHERE THE
GENUINE CARE AND COMFORT OF OUR GUESTS IS OUR
(1) THE RITZ-CARLTON : HIGHEST MISSION.
WE PLEDGE TO PROVIDE THE FINEST PERSONAL SERVICE
(CREDO, MISSION, MOTTO) AND FACILITIES FOR OUR GUESTS WHO WILL ALWAYS
ENJOY A WARM, RELAXED, YET REFINED AMBIENCE.
THE RITZ-CARLTON EXPERIENCE ENLIVENS THE SENSES,
INSTILLS WELL-BEING, AND FULFILLS EVEN THE
"WE ARE LADIES AND GENTLEMEN UNEXPRESSED WISHES AND NEEDS OF OUR GUESTS.
SERVING LADIES AND GENTLEMEN."
MOTTO
AT THE RITZ-CARLTON HOTEL COMPANY, L.L.C., "WE ARE
LADIES AND GENTLEMEN SERVING LADIES AND
GENTLEMEN." THIS MOTTO EXEMPLIFIES THE
ANTICIPATORY SERVICE PROVIDED BY ALL STAFF
MEMBERS.
http://corporate.ritzcarlton.com/en/About/GoldStandards.htm
35

36

(2) :
F
37

(3) :
” ” ” ”
( )
38

” ”
” ”
39

3
(B) or (1) MEDTRONIC
(I) (2) JOHNSON & JOHNSON
40

EARLY IN MEDTRONIC'S HISTORY, CO-FOUNDER EARL
BAKKEN WAS OVERCOME BY THE EMOTIONAL
(1) MEDTRONIC: RESPONSE PATIENTS HAD TO HIS PRODUCTS. THEY
WERE OVERJOYED TO REGAIN MOBILITY, FEEL BETTER,
AND SOMETIMES EVEN TO BE ALIVE AS A RESULT OF
MEDTRONIC
MEDTRONIC'S WORK.
1949
EARL WANTED THAT HUMAN BENEFIT TO BE THE
COMPANY'S MAIN PURPOSE, SO HE AND THE BOARD OF
DIRECTORS PRODUCED A FORMAL STATEMENT OF THE
COMPANY'S OBJECTIVES. NEARLY A HALF-CENTURY
LATER, THAT MISSION CONTINUES TO SERVE AS AN
ETHICAL FRAMEWORK AND AN INSPIRATIONAL GOAL
FOR EMPLOYEES AROUND THE WORLD. IT GUIDES OUR
DAY-TO-DAY WORK AND REMINDS US THAT OUR
EFFORTS ARE CHANGING THE FACE OF CHRONIC
DISEASE FOR MILLIONS OF PEOPLE.
http://www.medtronic.com/about-medtronic/our-mission/index.htm
41

42

MISSION:
TO CONTRIBUTE TO HUMAN WELFARE BY APPLICATION
OF BIOMEDICAL ENGINEERING IN THE RESEARCH,
DESIGN, MANUFACTURE, AND SALE OF INSTRUMENTS
OR APPLIANCES THAT ALLEVIATE PAIN, RESTORE
HEALTH, AND EXTEND LIFE.
TO DIRECT OUR GROWTH IN THE AREAS OF
BIOMEDICAL ENGINEERING WHERE WE DISPLAY
MAXIMUM STRENGTH AND ABILITY; TO GATHER PEOPLE
AND FACILITIES THAT TEND TO AUGMENT THESE AREAS;
TO CONTINUOUSLY BUILD ON THESE AREAS THROUGH
1960
EDUCATION AND KNOWLEDGE ASSIMILATION; TO
AVOID PARTICIPATION IN AREAS WHERE WE CANNOT
MAKE UNIQUE AND WORTHY CONTRIBUTIONS.
TO STRIVE WITHOUT RESERVE FOR THE GREATEST
POSSIBLE RELIABILITY AND QUALITY IN OUR
PRODUCTS; TO BE THE UNSURPASSED STANDARD OF
COMPARISON AND TO BE RECOGNIZED AS A
40 COMPANY OF DEDICATION, HONESTY, INTEGRITY, AND
SERVICE.
TO MAKE A FAIR PROFIT ON CURRENT OPERATIONS TO
MEET OUR OBLIGATIONS, SUSTAIN OUR GROWTH, AND
REACH OUR GOALS.
TO RECOGNIZE THE PERSONAL WORTH OF EMPLOYEES
BY PROVIDING AN EMPLOYMENT FRAMEWORK THAT
ALLOWS PERSONAL SATISFACTION IN WORK
ACCOMPLISHED, SECURITY, ADVANCEMENT
OPPORTUNITY, AND MEANS TO SHARE IN THE
COMPANY'S SUCCESS.
TO MAINTAIN GOOD CITIZENSHIP AS A COMPANY.
http://www.medtronic.com/about-medtronic/our-mission/index.htm 43

:
44

OUR CREDO:
WE BELIEVE OUR FIRST RESPONSIBILITY IS TO THE
DOCTORS, NURSES AND PATIENTS, TO MOTHERS AND
FATHERS AND ALL OTHERS WHO USE OUR PRODUCTS
AND SERVICES.
IN MEETING THEIR NEEDS EVERYTHING WE DO MUST BE
OF HIGH QUALITY.
WE MUST CONSTANTLY STRIVE TO REDUCE OUR COSTS
(2) JOHNSON & JOHNSON: IN ORDER TO MAINTAIN REASONABLE PRICES.
CUSTOMERS’ ORDERS MUST BE SERVICED PROMPTLY AND
1963 Robert Wood ACCURATELY.
OUR SUPPLIERS AND DISTRIBUTORS MUST HAVE AN
Johnson CREDO( )
OPPORTUNITY TO MAKE A FAIR PROFIT.
1943 CSR WE ARE RESPONSIBLE TO OUR EMPLOYEES, THE MEN AND
(CORPORATE SOCIAL RESPONSIBILITY) WOMEN WHO WORK WITH US THROUGHOUT THE
WORLD.
CSR EVERYONE MUST BE CONSIDERED AS AN INDIVIDUAL.
( WEB ) WE MUST RESPECT THEIR DIGNITY AND RECOGNIZE
120 THEIR MERIT.
THEY MUST HAVE A SENSE OF SECURITY IN THEIR JOBS.
COMPENSATION MUST BE FAIR AND ADEQUATE, AND
CREDO WORKING CONDITIONS CLEAN, ORDERLY AND SAFE.
WE MUST BE MINDFUL OF WAYS TO HELP OUR
EMPLOYEES FULFILL THEIR FAMILY RESPONSIBILITIES.
EMPLOYEES MUST FEEL FREE TO MAKE SUGGESTIONS AND
COMPLAINTS.
THERE MUST BE EQUAL OPPORTUNITY FOR
EMPLOYMENT, ...
http://www.jnj.com/wps/wcm/connect/
30e290804ae70eb4bc4afc0f0a50cff8/our-credo.pdf?MOD=AJPERES 45

——
——
http://www.jnj.co.jp/group/community/credo/index.html
46

4
(1) GE
(2) IBM
(B)
II) (3)
(4) GM
47

“
”
90 GE(*) IBM GM
F.
(*) GE
48

GE IBM CEO
GE IBM GE
CEO
CEO IBM
GM CEO
GM
11
49

(1) GE:
GE ”VISION”
CEO
(1981 1995 GE )
2 71 - JACK WELCH /
118 (*)
(*)
(*) IBM GE
GE MBA
50

” (*)”
(
)
GE
- JACK WELCH /
(*) 20% 70% 10%
51

(2) IBM: MISSION:
“WE STRIVE TO LEAD IN THE INVENTION, DEVELOPMENT
(IBM CEO) (*) MBA
AND MANUFACTURE OF THE INDUSTRY'S MOST
ADVANCED INFORMATION TECHNOLOGIES, INCLUDING
90 IBM 3
COMPUTER SYSTEMS, SOFTWARE, STORAGE SYSTEMS
12 AND MICROELECTRONICS. WE TRANSLATE THESE
ADVANCED TECHNOLOGIES INTO VALUE FOR OUR
IBM CUSTOMERS THROUGH OUR PROFESSIONAL
SOLUTIONS, SERVICES AND CONSULTING BUSINESSES
WORLDWIDE.”
(*) ”VISION”
(*) ”WHO SAYS ELEPHANTS CAN’T DANCE?”
52

:
53

PRINCIPLES:
THE MARKETPLACE IS THE DRIVING FORCE BEHIND
EVERYTHING WE DO.
AT OUR CORE, WE ARE A TECHNOLOGY COMPANY
WITH AN OVERRIDING COMMITMENT TO QUALITY.
OUR PRIMARY MEASURES OF SUCCESS ARE CUSTOMER
SATISFACTION AND SHAREHOLDER VALUE.
WE OPERATE AS AN ENTREPRENEURIAL
ORGANIZATION WITH MINIMUM BURENCRACY AND A
”
NEVER-ENDING FOCUS ON PRODUCTIVITY.
” ”PRINCIPLES”
WE NEVER LOSE SIGHT OF OUR STRATEGIC VISION.
WE THINK AND ACT WITH A SENSE OF URGENCY.
OUTSTANDING, DEDICATED PEOPLE MAKE IT ALL
HAPPEN, PARTICULARLY WHEN THEY WORK TOGETHER
(*) CEO IBM
AS A TEAM.
WE ARE SENSITIVE TO THE NEEDS OF ALL EMPLOYEES
AND THE COMMUNITIES IN WHICH WE OPERATE.
54

(*)
55

( ”MISSION”
) IBM
56

( ) ”VISION”
-
-
(3) :
92~99 8 7 2 1 -
2000 3 6800 -
GM
(?)
-
2005 CNN
- “CARLOS GHOSN: NISSAN’S TURNAROUND ARTIST”, BENJAMIN, CNN
http://edition.cnn.com/2005/BUSINESS/04/20/boardroom.ghosn/
57

“I KNOW AND I MEASURE HOW MUCH EFFORT, HOW
MUCH SACRIFICE, AND HOW MUCH PAIN WE WILL
HAVE TO ENDURE FOR THE SUCCESS OF THE NISSAN
REVIVAL PLAN. BUT BELIEVE ME, WE DON'T HAVE A
CHOICE, AND IT WILL BE WORTH IT. WE ALL
SHARED A DREAM: A DREAM OF A
RECONSTRUCTED AND REVIVED COMPANY,
A DREAM OF A THOUGHTFUL AND BOLD
NISSAN ON TRACK TO PERFORM
”SHIFT - INSIDE NISSAN’S HISTORICAL
PROFITABLE GROWTH IN A BALANCED
REVIVAL”
ALLIANCE WITH RENAULT TO CREATE A
MAJOR GLOBAL PLAYER IN THE WORLD CAR
INDUSTRY. THIS DREAM BECOMES TODAY A
VISION WITH THE NISSAN REVIVAL PLAN.
THIS VISION WILL BECOME A REALITY AS
LONG AS EVERY SINGLE NISSAN EMPLOYEE
WILL SHARE IT WITH US.”
- "SHIFT - INSIDE NISSAN'S HISTORIC REVIVAL", CARLOS GHOSN, ET AL.
58

- "SHIFT - INSIDE NISSAN'S HISTORIC REVIVAL", CARLOS GHOSN, ET AL.
59

”NISSAN
REVIVAL PLAN”
http://www.nissan-global.com/JP/DOCUMENT/PDF/FINANCIAL/REVIVAL/
DETAIL/1999/fs_re_detail1999h.pdf
60

2000
2002 4.5
2002
7000
http://www.nissan-global.com/JP/DOCUMENT/PDF/FINANCIAL/REVIVAL/
DETAIL/1999/fs_re_detail1999h.pdf
61

2003 2 1
2004
62

(4) GM:
GM
P. (*1)
1963
(*2)
(*1) MIT ”Sloan School of Management” GM
http://www.amazon.com/Years-General-Motors-Alfred-Sloan/dp/0385042353/
(*2) http://www.ritsumei.ac.jp/~kazuichi/profile/2008.1.pdf ref=sr_1_1?ie=UTF8&s=books&qid=1254532694&sr=8-1
63

64

(A)
I)
”VISION” II)
(B)
I)
II)
”VISION”
65

VISION
66

VISION
”VISION” ”VISION”
”VISION”
”VISION”
“VISION”
“VISION”
67

VISION
(A)
I)
”VISION” II)
(B)
I)
II)
68

VISION
VISION
(A)
I)
69

VISION
ADOBE
:
:
”VISION”
70

VISION
ADOBE
MICROSOFT
( )
ADOBE
71

VISION
( )
72

VISION
( )
73

VISION
ADOBE RIA IBM APPLE IPOD/IPHONE
VISON
-
74

VISION
95
1 2 5
75

VISION
“VISION”
” ” ” ”
( P.19)
”VISION” “VISION”
( P.20)
76

VISION
VISION
(A)
II)
77

VISION
78

VISION
1)
”THE FIVE MOST IMPORTANT
2)
QUESTIONS” 5
5 3)
5 4)
5)
“THE FIVE MOST IMPORTANT QUESTIONS
- YOU WILL EVER ASK ABOUT YOUR ORGANIZATION”
PETER F. DRUCKER WITH JIM COLLINS, PHILIP KOTLER, ET AL.
LEADER TO LEADER INSTITUTE
79

VISION
(*)
1) 2) 1)
(= ) 2)
3)
4)
5)
(*) “THE FIVE MOST IMPORTANT QUESTIONS”
80

VISION
1)
“ ”
2)
” ” ”
”
“THE FIVE MOST IMPORTANT QUESTIONS
- YOU WILL EVER ASK ABOUT YOUR ORGANIZATION”
PETER F. DRUCKER WITH JIM COLLINS, PHILIP KOTLER, ET AL.
LEADER TO LEADER INSTITUTE
81

VISION
3)
82

VISION
“VISION”
( P.19)
”VISION”
“VISION”
( P.20)
83

VISION
VISION
(B)
I)
84

VISION
” ” MEDTRONIC J&J
”
”
MEDTRONIC J&J
85

VISION
(*)
(*) IBM THOMAS J. WATSON, SR
CEO(1952-1971 ) THOMAS J. WATSON, JR
86

VISION
BASIC BELIEFS( )
EXCELLENCE IN EVERYTHING WE DO ( )
IBM
SUPERIOR CUSTOMER SERVICE ( )
RESPECT FOR THE INDIVIDUAL ( )
87

VISION
” ”
→
” ”
” ”
→
”VISION” ” ”
→ ” ”
IBM ” ”
88

VISION
“VISION”
”VISION”
(1)
”VISION”
(2)
IBM ”PRINCIPLE”
89

VISION
21
90

VISION
VISION
(A)
I)
91

VISION
GE
GE IBM ”VISION” CEO
IBM
CEO
GM
11
92

VISION
”VISION”
GE
”VISION”
”VISION” IBM ”PRINCIPLE ( )”
( )
“NISSAN REVIVAL PLAN”
93

VISION
GE • ( )
• ( )
• ( )
•
”VISION” •
IBM
•
•
•
•
•
•
•
94

VISION
“VISION”
”VISION” DNA
“VISION”
“MISSION”
“CREDO”
“PRINCIPLE”
“VALUE”
“MOTTO”
“BILIEF”
...
95

VISION
CEO ” ”
GE ” ”
” ”
NISSAN REVIVAL PLAN
96

VISION
”VISION (PRINCIPLE)” IBM
↓
“PRINCIPLE” IBM
↓
( )
↓
IBM
IBM GE
↓
GE
”
”
”PRINCIPLE”
” ”
( IBM )
↓
↓
”PRINCIPLE”
↓
97

VISION
”VISION”
•
• 2 71 118
GE
• GE ”
”
”VISION” • ( )
• IBM ” ”
”VISION” IBM • ” ”
“PRINCIPLE”
•
•
CEO
98

VISION
DNA “
”
99

VISION
”VISION”
↓
“VISION”
”VISION”
↓
↓
“VISION” ( )
94
YES ↓
↓
” ” “VISION”
” ” (“VISION” )
↓
( )
100

VISION
“VISION”
(*1)
”VISION”
”DNA”
“VISION”
”VISION”
(*2)
(*1)
(*2) ” ” IBM ”
”
101

VISION
“VISION”
”VISION”
( P.19)
”VISION”
WIN-WIN “VISION”
(*)
(*)
( P.20)
102

VISION
”VISION”
”VISION”
”VISION”
”VISION”
“VISION”
“VISION”
”VISION”
103

VISION
”DIVERSITY AND
INCLUSION” ( HARLEY-DAVIDSON )
DIVERSITY
”DIVERSITY AND INCLUSION”
104

105

XYZ
○×
- JACK WELCH /
106

-
;
HTTP://BUSINESS.NIKKEIBP.CO.JP/ARTICLE/PBA/20080625/163653/?P=2
107

108

”VISION”(
109

“VISION” ”VISION”
”VISION”
”VISION”
110

111

“VISION”
”VISION”
“VISION”
112

VISION WITHOUT ACTION IS A DREAM.
ACTION WITHOUT VISION IS SIMPLY PASSING THE TIME.
ACTION WITH VISION IS MAKING A POSITIVE DIFFERENCE.
- JOEL BARKER
113

: ”VISION”
114

ABBOTT LABORATORIES
ADOBE SYSTEMS
MOËT HENNESSY - LOUIS VUITTON
HONDA
APPLE
HARLEY-DAVIDSON
ROCHE
115

http://www.abbott.us/us/url/content/en_US/10.10:10/
general_content/General_Content_00002.htm
116

Abbott
TURNING SCIENCE INTO CARING
WE ARE HERE FOR THE PEOPLE WE SERVE IN THEIR PURSUIT OF
HEALTHY LIVES. THIS HAS BEEN THE WAY OF ABBOTT FOR
MORE THAN A CENTURY – PASSIONATELY AND
THOUGHTFULLY TRANSLATING SCIENCE INTO LASTING
CONTRIBUTIONS TO HEALTH.
OUR PRODUCTS ENCIRCLE LIFE, FROM NEWBORNS TO AGING
ADULTS, FROM NUTRITION AND DIAGNOSTICS THROUGH
MEDICAL CARE AND PHARMACEUTICAL THERAPY. CARING IS
CENTRAL TO THE WORK WE DO AND DEFINES OUR
RESPONSIBILITY TO THOSE WE SERVE:
117

Abbott
WE ADVANCE LEADING-EDGE SCIENCE AND
TECHNOLOGIES THAT HOLD THE POTENTIAL FOR
SIGNIFICANT IMPROVEMENTS TO HEALTH AND TO THE
PRACTICE OF HEALTH CARE.
WE VALUE OUR DIVERSITY – THAT OF OUR
PRODUCTS, TECHNOLOGIES, MARKETS AND PEOPLE –
AND BELIEVE THAT DIVERSE PERSPECTIVES COMBINED
WITH SHARED GOALS INSPIRE NEW IDEAS AND BETTER
WAYS OF ADDRESSING CHANGING HEALTH NEEDS.
WE FOCUS ON EXCEPTIONAL PERFORMANCE
– A HALLMARK OF ABBOTT PEOPLE WORLDWIDE –
DEMANDING OF OURSELVES AND EACH OTHER
BECAUSE OUR WORK IMPACTS PEOPLE'S LIVES.
WE STRIVE TO EARN THE TRUST OF THOSE
WE SERVE BY COMMITTING TO THE HIGHEST
STANDARDS OF QUALITY, EXCELLENCE IN PERSONAL
RELATIONSHIPS, AND BEHAVIOR CHARACTERIZED BY
HONESTY, FAIRNESS AND INTEGRITY.
WE SUSTAIN SUCCESS – FOR OUR BUSINESS AND
THE PEOPLE WE SERVE – BY STAYING TRUE TO KEY TENETS
UPON WHICH OUR COMPANY WAS FOUNDED OVER A
CENTURY AGO: INNOVATIVE CARE AND A DESIRE TO
MAKE A MEANINGFUL DIFFERENCE IN ALL THAT WE DO.
118

Abbott
THE PROMISE OF OUR COMPANY IS IN THE PROMISE THAT
OUR WORK HOLDS FOR HEALTH AND LIFE.
119

Abbott
ADOBE SYSTEMS http://www.adobe.com/aboutadobe/
120

Adobe
ADOBE IS PLEASED TO SHARE ITS VISION FOR
REVOLUTIONIZING HOW THE WORLD ENGAGES WITH
IDEA AND INFORMATION.
RIGHT NOW, ANYONE WHO CREATES, VIEWS, AND
INTERACTS WITH INFORMATION CLEARLY FEELS THE
IMPACT OF ADOBE SOFTWARE AND OUR TECHNOLOGIES.
IN THE LAST FEW YEARS, THE WORLD HAS CHANGED
SIGNIFICANTLY, AND COMMUNICATION BANDWIDTH HAS
EXPLODED. 700 MILLION PEOPLE CAN NOW ACCESS THE
WEB WORLDWIDE. EVERY HOUR, 1.3 BILLION E-MAILS ARE E
SENT. ALMOST 1.5 BILLION PEOPLE WORLDWIDE HAVE A
MOBILE PHONE.
WE ARE CONTINUALLY BOMBARDED WITH MULTIPLE
MESSAGES FROM MULTIPLE MEDIA, ALL COMPETING FOR
OUR ATTENTION. SO, IT’S NOT ENOUGH TO SIMPLY
INFORM. WE MUST NOW HELP OUR CUSTOMERS
TRANSFORM THEIR COMMUNICATIONS INTO ENGAGING,
INTERACTIVE EXPERIENCES.
121

Adobe
WHAT DOES IT MEAN?
ADOBE HAS ALWAYS PUSHED THE BOUNDARIES OF THE
DIGITAL UNIVERSE TO HELP PEOPLE AND ORGANIZATIONS
COMMUNICATE BETTER. NOW WE’RE FOCUSING OUR
INNOVATION AND CREATIVE ENERGY TO TAKE ANOTHER
BIG STEP FORWARD.
OUR CUSTOMERS NEED HIGH-IMPACT, RELIABLE, AND
DYNAMIC DIGITAL COMMUNICATION, AND ADOBE IS WELL
POSITIONED TO MAKE A REALITY.
GIVEN THE RANGE OF SOLUTIONS WE’RE ENABLING, WE
ARE INCREDIBLY EXCITED ABOUT WHERE WE’RE BEADED.
ADOBE IS TRULY REVOLUTIONIZING HOW THE WORLD
ENGAGES WITH IDEAS AND INFORMATION – ANYTIME,
ANYWHERE, AND THROUGH ANY MEDIUM.
ADOBE PROVIDES SOLUTIONS TO ADDRESS THE NEEDS OF
OUR CUSTOMERS IN FINANCIAL SERVICES, GOVERNMENT,
MANUFACTURING, EDUCATION, PUBLISHING AND MEDIA,
TELECOMMUNICATIONS, LIFE SCIENCES, AND OTHER
MAJOR INDUSTRIES.
122

Adobe
AT THE HEART OF EVERY INTERACTION IN EVERY BUSINESS
ARE THREE KEY ELEMENTS:
PEOPLE, INFORMATION, AND PROCESSES.
ADOBE’S VISION IS CLEARLY FOCUSED ON THE PEOPLE
AND THEIR EXPERIENCE.
OUR SOLUTIONS ENABLE THE CREATION AND DELIVERY
OF EXPERIENCES THAT SECURELY EXTEND THE REACH OF
INFORMATION.
EXPERIENCES THAT AUTOMATE PROCESSES FOR GREATER
EFFICIENCY
EXPERIENCES THAT ARE INTUITIVE, RICH, AND
COMPELLING.
EXPERIENCES THAT ARE TRULY ENGAGING
123

http://www.lvmh.com/
MOËT HENNESSY - LOUIS VUITTON
124

MOËT HENNESSY - LOUIS VUITTON
LVMH: MOËT HENNESSY - LOUIS VUITTON LVMH
THE MISSION OF THE LVMH GROUP IS TO REPRESENT THE LVMH
MOST REFINED QUALITIES OF WESTERN “ART DE VIVRE”
AROUND THE WORLD. LVMH MUST CONTINUE TO BE
SYNONYMOUS WITH BOTH ELEGANCE AND CREATIVITY.
OUR PRODUCTS, AND THE CULTURAL VALUES THEY
EMBODY, BLEND TRADITION AND INNOVATION, AND
KINDLE DREAM AND FANTASY.
IN VIEW OF THIS MISSION, FIVE PRIORITIES REFLECT THE
FUNDAMENTAL VALUES SHARED BY ALL GROUP
STAKEHOLDERS:
BE CREATIVE AND INNOVATE
AIM FOR PRODUCT EXCELLENCE
BOLSTER THE IMAGE OF OUR BRANDS WITH
PASSIONATE DETERMINATION
ACT AS ENTREPRENEURS
STRIVE TO BE THE BEST IN ALL WE DO
125

MOËT HENNESSY - LOUIS VUITTON
BE CREATIVE AND INNOVATE: :
GROUP COMPANIES ARE DETERMINED TO NURTURE AND
GROW THEIR CREATIVE RESOURCES. THEIR LONG-TERM
SUCCESS IS ROOTED IN A COMBINATION OF ARTISTIC
CREATIVITY AND TECHNOLOGICAL INNOVATION: THEY
HAVE ALWAYS BEEN AND ALWAYS WILL BE CREATORS.
THEIR ABILITY TO ATTRACT THE BEST CREATIVE TALENTS, TO
EMPOWER THEM TO CREATE LEADING-EDGE DESIGNS IS THE
LIFEBLOOD OF OUR GROUP.
THE SAME GOES FOR TECHNOLOGICAL INNOVATION. THE
SUCCESS OF THE COMPANIES’ NEW PRODUCTS-
PARTICULARLY IN COSMETICS – RESTS SQUARELY WITH
RESEARCH & DEVELOPMENT TEAMS.
THIS DUAL VALUE-CREATIVITY/INNOVATION- IS A PRIORITY
FOR ALL COMPANIES. IT IS THE FOUNDATION OF THEIR
CONTINUED SUCCESS.
126

MOËT HENNESSY - LOUIS VUITTON
AIM FOR PRODUCT EXCELLENCE: :
GROUP COMPANIES PAY THE CLOSEST ATTENTION TO
EVERY DETAIL AND ENSURE THE UTTER PERFECTION OF
THEIR PRODUCTS. THEY SYMBOLIZE THE NOBILITY AND
PERFECTION OF TRADITIONAL CRAFTSMANSHIP. EACH AND
EVERY ONE OF THE OBJECTS THEIR CUSTOMERS BUY AND
USE EXEMPLIFIES OUR BRANDS’ TRADITION OF IMPECCABLE
QUALITY. NEVER SHOULD GROUP COMPANIES DISAPPOINT,
BUT RATHER CONTINUE TO SURPRISE THEIR CUSTOMERS
WITH THE QUALITY, ENDURANCE, AND FINISH OF THEIR
PRODUCTS. THEY NEVER COMPROMISE WHEN IT COMES TO
PRODUCT QUALITY.
THEIR SEARCH FOR EXCELLENCE GO WELL BEYOND THE
SIMPLE QUALITY OF THEIR PRODUCTS: IT ENCOMPASSES
THE LAYOUT AND LOCATION OF OUR STORES, THE
DISPLAY OF THE ITEMS THEY OFFER, THEIR ABILITY TO MAKE
THEIR CUSTOMERS FEEL WELCOME AS SOON AS THEY
ENTER OUR STORES... ALL AROUND THEM, THEIR CLIENTS
SEE NOTHING BUT QUALITY
127

MOËT HENNESSY - LOUIS VUITTON
BOLSTER THE IMAGE OF OUR BRANDS WITH
PASSIONATE DETERMINATION:
:
GROUP BRANDS ENJOY EXCEPTIONAL REPUTATION. THIS
WOULD NOT AMOUNT TO MUCH, AND COULD NOT BE
SUSTAINED, IF WAS NOT BACKED BY THE CREATIVE
SUPERIORITY OF THEIR PRODUCTS. HOWEVER, WITHOUT
THIS AURA, THIS EXTRA DIMENSION THAT SOMEWHAT
DEFIES LOGIC, THIS FORCE OF EXPRESSION THAT
TRANSCENDS REALITY, THE SUBLIME THAT IS THE STUFF OF
OUR DREAMS, DIOR WOULD NOT BE DIOR, LOUIS VUITTON
WOULD NOT BE LOUIS VUITTON, MOET WOULD NOT BE
MOET... DIOR DIOR LOUIS
VUITTON LOUIS VUITTON Moët Moët
THE POWER OF COMPANIES’ BRANDS IS PART OF LVMH’S
HERITAGE. IT TOOK YEARS AND EVEN DECADES TO BUILD LVMH
THEIR IMAGE. THEY ARE AN ASSET THAT IS BOTH PRICELESS
AND IRREPLACEABLE.
THEREFORE, GROUP COMPANIES EXERCISE STRINGENT
CONTROL OVER EVERY MINUTE DETAIL OF THEIR BRANDS’
IMAGE. IN EACH OF THE ELEMENTS OF THEIR
COMMUNICATIONS WITH THE PUBLIC
( ANNOUNCEMENTS, SPEECHES, MESSAGES, ETC.), IT IS THE
BRAND THAT SPEAKS. EACH MESSAGE MUST DO RIGHT BY
THE BRAND. IN THIS AREA AS WELL, THERE IS ABSOLUTELY
NO ROOM FOR COMPROMISE.
128

MOËT HENNESSY - LOUIS VUITTON
:
ACT AS ENTREPRENEURS:
THE GROUP’S ORGANIZATIONAL STRUCTURE IS
DECENTRALIZED, WHICH FOSTERS EFFICIENCY,
PRODUCTIVITY, AND CREATIVITY.
THIS TYPE OF ORGANIZATION IS HIGHLY MOTIVATING AND
DYNAMIC. IT ENCOURAGES INDIVIDUAL INITIATIVE AND
OFFERS REAL RESPONSIBILITIES- SOMETIMES EARLY ON IN
ONE’S CAREER. IT REQUIRES HIGHLY ENTREPRENEURIAL
EXECUTIVE TEAMS IN EACH COMPANY.
THIS ENTREPRENEURIAL SPIRIT REQUIRES A HEALTHY DOSE
OF COMMON SENSE FROM MANAGERS, AS WELL AS HARD
WORK, PRAGMATISM, EFFICIENCY, AND THE ABILITY TO
MOTIVATE PEOPLE IN THE PURSUIT OF AMBITIOUS GOALS. HVMH
ONE NEEDS TO SHARE AND ENJOY THIS ENTREPRENEURIAL
SPIRIT TO – ONE DAY- MANAGE A SUBSIDIARY OR COMPANY
OF THE LVMH GROUP.
129

MOËT HENNESSY - LOUIS VUITTON
STRIVE TO BE THE BEST IN ALL WE DO: :
LAST BUT NOT LEAST IS OUR AMBITION TO BE THE BEST. IN
EACH COMPANY, EXECUTIVE TEAMS STRIVE TO
CONSTANTLY IMPROVE, NEVER BE COMPLACENT, ALWAYS
TRY TO BROADEN OUR SKILLS, IMPROVE THE QUALITY OF
OUR WORK, AND COME UP WITH NEW IDEAS.
THE GROUP ENCOURAGES THIS SPIRIT, THIS THIRST FOR
PROGRESS, AMONG ALL OF ITS ASSOCIATES.
130

131

HONDA
( )
1956
1956
1
2
3
4
5
132

HONDA
3
Honda
Honda
http://www.honda.co.jp/csr/philosophy/philosophy1/index.html
133

Apple Inc.
134

APPLE
VISION 98
VISION
"TO MAKE A CONTRIBUTION TO THE WORLD BY
MAKING TOOLS FOR THE MIND THAT ADVANCE
HUMANKIND."
( ) D. (COO: )
:
”BUSINESS PHILOSOPHY”
”VISION”
135

APPLE
THERE IS AN EXTRAORDINARY BREADTH AND DEPTH
AND TENURE AMONG THE APPLE EXECUTIVE TEAM AND
THESE EXECUTIVES LEAD OVER 35,000 EMPLOYEES THAT I
,
WOULD CALL “ALL WICKED SMART”. AND THAT’S IN ALL
AREAS OF THE COMPANY, FROM ENGINEERING TO
MARKETING TO OPERATIONS AND SALES AND ALL THE
REST. AND VALUES OF OUR COMPANY ARE EXTREMELY
WELL ENTRENCHED.
WE BELIEVE THAT WE’RE ON THE FACE OF THE EARTH TO
MAKE GREAT PRODUCTS, AND THAT’S NOT CHANGING.
WE’RE CONSTANTLY FOCUSING ON INNOVATING. WE
BELIEVE IN THE SIMPLE, NOT THE COMPLEX. WE BELIEVE
THAT WE NEED TO OWN AND CONTROL THE PRIMARY
TECHNOLOGIES BEHIND THE PRODUCTS WE MAKE, AND
PARTICIPATE ONLY IN MARKETS WHERE WE CAN MAKE A
SIGNIFICANT CONTRIBUTION.
136

APPLE
NO
WE BELIEVE IN SAYING NO TO THOUSANDS OF
PROJECTS SO THAT WE CAN REALLY FOCUS ON THE
FEW THAT ARE TRULY IMPORTANT AND MEANINGFUL
TO US. WE BELIEVE IN DEEP COLLABORATION AND
CROSS-POLLINATION OF OUR GROUPS, WHICH ALLOW
US TO INNOVATE IN A WAY THAT OTHERS CANNOT.
AND FRANKLY, WE DON’T SETTLE FOR ANYTHING LESS
THAN EXCELLENCE IN EVERY GROUP IN THE COMPANY,
AND WE HAVE THE SELF-HONESTY TO ADMIT WHEN
WE’RE WRONG AND THE COURAGE TO CHANGE. AND I
THINK, REGARDLESS OF WHO IS IN WHAT JOB, THOSE
VALUES ARE SO EMBEDDED IN THIS COMPANY THAT
APPLE WILL DO EXTREMELY WELL.
137

~DIVERSITY~
138

HARLEY-DAVIDSON
~ DIVERSITY ~
MISSION:
OUR DIVERSITY MISSION IS TO FOSTER A CULTURE
THAT INTEGRATES DIVERSITY AND INCLUSION INTO
HARLEY-DAVIDSON:
ALL ASPECTS OF THE BUSINESS IN ORDER TO FURTHER
”DIVERSITY( )” FULFILL DREAMS THROUGH THE EXPERIENCES OF
MOTORCYCLING.
VISION:
DIVERSITY
HARLEY-DAVIDSON VALUES, EMBRACES AND
”VISION” WEB
CELEBRATES DIVERSITY IN ORDER TO DEVELOP AND
CONTINUOUSLY IMPROVE MUTUALLY BENEFICIAL
RELATIONSHIPS WITH STAKEHOLDERS TO FULFILL
DREAMS AND PROVIDE EXTRAORDINARY CUSTOMER
1998 2008 10 CAGR(
EXPERIENCES IN AN INCREASINGLY DYNAMIC, DIVERSE
) 10% AND GLOBAL MARKET.
ACTION:
WE ARE DRIVEN TO GROW OUR BUSINESS, OUR
PEOPLE AND OUR BRAND THROUGH DIVERSITY.
(*) DIVERSITY
GUIDED BY OUR OVERALL CORPORATE PRINCIPLES
DIVERSITY
AND VALUES, DIVERSITY IS THE SPARK THAT IGNITES
THE HUMAN EXPERIENCE IN NEW WAYS TO HELP
http://h50146.www5.hp.com/lib/info/hr/10policy-diversity&wlb.pdf POWER OUR COMPANY’S SUCCESS FOR NEXT 100
http://www.peoplefocus.co.jp/OD/divercity2.html YEARS.
139

HARLEY-DAVIDSON
:
:
:
140

http://www.roche.com/corporate_principles_in_eight_languages.pdf
141

ROCHE
ROCHE CORPORATE PRINCIPLES
THESE ARE THE GUIDING PRINCIPLES WHICH EMBODY
OUR VISION OF THE COMPANY WE STRIVE TO BE:
AN INNOVATIVE COMPANY WHICH ENJOYS THE PRIDE
OF ITS EMPLOYEES AND DESERVES THE LASTING TRUST
OF ITS PARTNERS.
MISSION
OUR AIM AS A LEADING HEALTHCARE COMPANY IS TO
CREATE,PRODUCE AND MARKET INNOVATIVE
SOLUTIONS OF HIGH QUALITY FOR UNMET MEDICAL
NEEDS. OUR PRODUCTS AND SERVICES HELP TO
PREVENT,DIAGNOSE AND TREAT DISEASES, THUS
ENHANCING PEOPLE’S HEALTH AND QUALITY OF LIFE.
WE DO THIS IN A RESPONSIBLE AND ETHICAL MANNER
AND WITH A COMMITMENT TO SUSTAINABLE
DEVELOPMENT RESPECTING THE NEEDS OF THE
INDIVIDUAL,THE SOCIETY AND THE ENVIRONMENT.
142

ROCHE
VALUES
<SERVICE TO PATIENTS AND CUSTOMERS> < >
A PRIME OBJECTIVE OF ROCHE IS TO MEET THE PATIENTS’
AND CUSTOMERS’ NEEDS FOR HIGH QUALITY
PRODUCTS AND SERVICES. THIS IMPLIES IDENTIFYING
AND SOLVING THEIR PROBLEMS AND ANTICIPATING
THEIR FUTURE NEEDS BY MAINTAINING CLOSE
CONTACTS WITH THEM AND LISTENING TO WHAT THEY
SAY. OUR COMMITMENT INCLUDES FULL RESPECT FOR
PATIENTS’ INDIVIDUAL RIGHTS.
143

ROCHE
<RESPECT FOR THE INDIVIDUAL>
< >
WE BELIEVE THAT THE SUCCESS OF OUR COMPANY
DEPENDS ON THE COMBINED TALENTS AND
PERFORMANCE OF DEDICATED EMPLOYEES. FOR THIS
REASON,WE WANT:
TO BUILD RESPECT FOR THE INDIVIDUAL INTO ALL
OUR WORK BY ENSURING THAT ALL MEMBERS OF THE
ORGANISATION UNDERSTAND THEIR RESPONSIBILITY
TO RESPECT EACH OTHER’S RIGHTS AND DIGNITY;
OUR PEOPLE TO DEVELOP THEIR TALENTS AND MAKE
OPTIMAL USE OF THEIR ABILITIES AND POTENTIAL
AND TO ENCOURAGE INFORMATION-SHARING AND
OPEN DIALOGUE;
TO PROVIDE RECOGNITION BASED ON
PERFORMANCE AND CONTRIBUTION TO ROCHE’S
SUCCESS;
TO PROMOTE DIVERSITY AND EQUAL
OPPORTUNITIES;
EVERYONE IN THE ORGANISATION TO WORK UNDER
OPTIMAL CONDITIONS OF HEALTH AND SAFETY.
144

ROCHE
<COMMITMENT TO RESPONSIBILITY>
< >
WE WANT TO MEET HIGH STANDARDS OF
PERFORMANCE AND CORPORATE RESPONSIBILITY IN ALL
OUR ACTIVITIES AND WE APPLY OUR CORPORATE
PRINCIPLES IN OUR DEALINGS WITH BUSINESS
PARTNERS. WE ARE COMMITTED TO SELECTING,
DEVELOPING AND PROMOTING EMPLOYEES AND
MANAGERS WITH SELF-DRIVE AND EMPATHY WHO:
• COMBINE PROFESSIONAL COMPETENCE WITH A
LEADERSHIP STYLE THAT MOTIVATES PEOPLE TO HIGH
PERFORMANCE;
• HAVE AN OPEN MIND AND A SENSE OF URGENCY,
UNDERSTAND THE NEEDS OF THE COMPANY AND
HAVE THE COURAGE TO QUESTION CONVENTIONAL
WISDOM;
• HAVE THE FLEXIBILITY REQUIRED TO BROADEN THEIR
EXPERIENCE;
• LIVE THESE CORPORATE PRINCIPLES IN THEIR
DECISIONS AND ACTIONS.
145

ROCHE
<COMMITMENT TO PERFORMANCE>
< >
WE AIM TO CONTINUOUSLY CREATE VALUE FOR OUR
STAKEHOLDERS AND TO ACHIEVE SUSTAINABLE,HIGH
PROFITABILITY. WE DO THIS IN ORDER TO MAINTAIN OUR
COMMITMENT TO RESEARCH,TO ENSURE OUR GROWTH
AND INDEPENDENCE, TO PROVIDE EMPLOYMENT
OPPORTUNITIES,TO COVER RISKS AND TO PAY AN
ATTRACTIVE RETURN ON INVESTED CAPITAL.
<COMMITMENT TO SOCIETY > < >
WE WANT TO MAINTAIN HIGH ETHICAL AND SOCIAL
STANDARDS IN OUR BUSINESS DEALINGS,IN OUR
APPROACH TO MEDICAL SCIENCE, IN OUR EFFORTS TO
PROTECT THE ENVIRONMENT AND ENSURE GOOD
CITIZENSHIP.WE WILL MAINTAIN THESE STANDARDS BY
ADHERENCE TO LOCAL, NATIONAL AND INTERNATIONAL
LAWS AND CO-OPERATING WITH AUTHORITIES AND IN
PROACTIVELY COMMUNICATING WITH THE PUBLIC. WE
SUPPORT AND RESPECT THE HUMAN RIGHTS WITHIN THE
SPHERE OF OUR INFLUENCE. WE RECOGNISE THE NEED TO
WORK IN PARTNERSHIP WITH OUR STAKEHOLDERS,
REGULARLY SEEKING THEIR VIEWS AND TAKING THEM INTO
ACCOUNT.
146

ROCHE
<COMMITMENT TO THE ENVIRONMENT> < >
AS PART OF OUR COMMITMENT TOWARDS SUSTAINABLE
DEVELOPMENT WE PROACTIVELY SEEK TO EMPLOY
NEW,MORE SUSTAINABLE TECHNOLOGIES AND PROCESSES
AND TO MINIMISE OUR IMPACT ON THE ENVIRONMENT.
< >
<COMMITMENT TO INNOVATION>
INNOVATION ACROSS ALL ASPECTS OF OUR BUSINESS IS KEY
TO OUR SUCCESS. BEING ACTIVE IN HIGH-TECHNOLOGY
FIELDS, WE MUST RECOGNISE NEW TRENDS AT A VERY EARLY
STAGE AND BE OPEN TO UNCONVENTIONAL IDEAS. WE SEE
CHANGE AS AN
OPPORTUNITY AND COMPLACENCY AS A THREAT.WE
THEREFORE ENCOURAGE EVERYWHERE IN THE COMPANY
THE CURIOSITY NEEDED TO BE OPEN TO THE WORLD AND
NEW IDEAS.
147

ROCHE
<CONTINUOUS IMPROVEMENT>
< >
WE ARE COMMITTED TO BENCHMARKING OUR PRINCIPLES
AND ACHIEVEMENTS AGAINST THE INDUSTRY AND BEST
PRACTICE;
THIS INCLUDES TRANSPARENT REPORTING. WE WILL
CONTINUE TO PUT IN PLACE DIRECTIVES AND PROCESSES
THAT ENABLE US TO IMPLEMENT EACH OF OUR
CORPORATE PRINCIPLES.
ENTRY INTO FORCE
THE ROCHE CORPORATE PRINCIPLES OF 1990 WERE
REVIEWED, AMENDED AND ADOPTED BY THE CORPORATE
EXECUTIVE COMMITTEE ON JANUARY 14,2003,AND
APPROVED BY THE BOARD OF DIRECTORS ON FEBRUARY
24,2003.
THE AMENDED ROCHE CORPORATE PRINCIPLES ENTER
INTO FORCE ON FEBRUARY 25,2003.
148