「事業の目的は顧客を創造し維持する事」と言うピーター・ドラッカーの言葉に多大の影響を受けた一人です。事業の存在意義をこれ以上明快に述べた言葉はないと思っています。事業経営にとってキャシュ・フローが一番大事ですが、その前にキャシュ・フローを生む顧客有りきです。新規顧客を開拓し既存顧客と共に成長する事の大切さを米国事業立ち上げ・米国事業開拓・米国子会社経営を通し肌で感じて経験してまいりました。このドラッカーの言葉は簡単明快な表現ですが同時に常に大変難しいチャレンジだと痛感しております。

どうして数多くの企業はこの事業目的を達成できずに事業成長の機会を逸してしまうのか。特に日系企業の米国事業に見られる特徴です。私なりに行き着いた結論は、「戦略とマーケティングとの同軸一体化」を実現できない事が原因です。戦略とマーケティングを融合し経営プライオリティーをこの一点に絞り込む事。これが一番大事だという結論です。

当ブロッグ「コーシ・オカモトのNY発・戦略マーケティング」は「戦略」「マーケティング」「グローバル」「米国事業」「事業成長」視点からの著者独断的意見発信ですが、米国事業開拓を展開中の企業または検討中の企業経営の皆様に少しでも役立つのなら幸甚です。

I am one of those who have been greatly influenced by Peter Drucker’s words, “The purpose of business is to create and keep customers.” I believe there are no words that more clearly express the purpose of business. Cash flow is the most important thing in business management, but before that, there are customers who generate cash flow. I have experienced the importance of developing new customers and growing together with existing customers through launching and developing US businesses and managing US subsidiaries. Drucker’s words are simple and clear, but at the same time, I am keenly aware that it is always a very difficult challenge.

Why do so many companies miss opportunities to grow their business by failing to achieve this business purpose? This is a characteristic that is particularly seen in the US businesses of Japanese companies. My conclusion is that it is because they are unable to achieve “coaxial integration of strategy and marketing.” It is important to integrate strategy and marketing and narrow down management priorities to this one point. This is the most important conclusion.

This blog expresses the author’s subjective opinions from the perspectives of “strategy,” “marketing,” “global,” “US business,” “business growth,” and others coming to my mind. I would be delighted if it could be of some use to business managers who are currently expanding into the US or are considering doing so.

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