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Can Large Corporations Change Through Bottom-Up Initiatives?

Yuki Kitano

Yuki Kitano

AGC Inc.

Hidemi Nishihama

Hidemi Nishihama

Astellas Pharma Inc.

Masahide Yoshida

Masahide Yoshida

Dentsu Inc.

I'm Yoshida from Dentsu Inc. Youth Research Department. Alongside my work at Dentsu Inc. Business Design Square, where I'm based, I'm also part of ONE JAPANwithin Dentsu Inc. Youth Research Department. There, we handle various projects aimed at improving the relationship between younger and older generations within large corporations.

This series explores the hypothesis that resetting the "client-agency" relationship and blending these two perspectives could reveal new "possibilities for large corporations." Based on this, we present a discussion titled "ONE JAPAN in DENTSU: Quit, Conform, or Change."

The theme of the second session was "Can Large Corporations Change Through Bottom-Up Initiatives?" We hosted two guests who lead volunteer activities within their companies to realize bottom-up change. In December 2019, we held an event at Dentsu Inc. on this very theme. We'd like to revisit that event through a digest video and graphic recording. Our guests were Hidemi Nishihama from ACTI, an internal volunteer group at Astellas Pharma, and Yuki Kitano from AGC.

 

 

グラフィックレコーディング
Graphic Recording: Hitoshi Nakao

The Key to Overcoming "Corporate Bureaucracy": Dialogue That Transcends Hierarchical Boundaries

 

After the event, we asked speakers Mr. Nishihama and Mr. Kitano to reflect on their insights.

"What is bottom-up?" We were able to contemplate its meaning and reaffirm its significance. Following the event, we continue to re-examine how we can increase the number of like-minded individuals who can propose and challenge identified issues in a timely manner, including mechanisms and ways to engage them, as a volunteer group. ONE JAPAN shares this same conviction. Its 54 member companies, each grappling with their own challenges, are steadily advancing to improve their current situations. ACTI, with its five-member secretariat, aims to support the revitalization of such volunteer activities within these companies. Whether at A2 or ACTI, I want to continue doing everything I can to realize my own aspirations. (Nishihama)

I was reminded that whether a large corporation can change hinges on "meetups between top management and the bottom (young employees)." Change won't happen unless both sides—not just the young employees or just the top management—are genuinely committed to transforming their company. It can't be treated as someone else's problem.
Fortunately, AGC's top management is proactive about young employees' initiatives and cultural reform. However, if the leadership changes, this policy could shift too. To ensure cultural reform isn't just a passing trend, we must keep our activities going. Similarly, if each company continues to promote volunteer activities and embeds them as part of its culture, that could be the key to overcoming the "corporate bureaucracy syndrome." We want to keep fostering a culture where both top and bottom levels take ownership to change large corporations, starting from ONE JAPAN. (Kitano)

Efficiency can also lead to a cessation of thought. When redesigning conventional wisdom

 

I feel the answer to this event's theme, "Why is bottom-up necessary?", is because "redesigning relationships through dialogue is urgent."

It's not about a binary choice between top-down vs. bottom-up. To survive today's business environment where past precedents no longer apply, we need a "top-bottom cycle" that circulates both approaches.

It's neither top-down directives nor a completely "flat" structure where everything is equal. Can we build relationships where each position fully executes what only it can do, mutually creating positive impacts?

Taking a broader view, isn't the fundamental challenge for large corporations to redesign the myriad relationships within their organizations? Systems like "seniority-based promotion," "lifetime employment," and "rewarding based on merit" have been synonymous with traditional corporate relationships.

The relationship between management and employees, between the company and employees, and among employees themselves. Establishing these fundamental principles across various relationships allowed collective decision-making to proceed smoothly under the assumption that "that's just how it is." This approach has been the foundation of large corporations' success to date.

Yet these fundamental principles also foster complacency. They can lead to abandoning original intent, where adhering to the principle becomes the goal itself. While this approach might still work if societal assumptions remained unchanged, we are now in a period of radical transformation. Isn't it imperative to reexamine all existing relationships—or rather, fixed notions—with the resolve to start from scratch, and redesign these relationships anew?

Within the company, the ones most capable of breaking free from fixed ideas are young employees and volunteer initiatives. To achieve the essential step of "bringing all opinions and ideas to the same table" for redesigning relationships, I am reminded anew of the immense value that bottom-up initiatives from the field can bring to large corporations.

How well is your company achieving "redesigning relationships through dialogue"?

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Author

Yuki Kitano

Yuki Kitano

AGC Inc.

Joined Asahi Glass (now AGC) in 2013. Spent approximately four years primarily engaged in production technology development for new glass products. To participate in the company name change project from Asahi Glass to AGC, voluntarily left the R&D role and utilized the internal personnel system to transfer to the Public Relations & Investor Relations Department in 2017. Currently primarily engaged in media relations work for TV, newspapers, magazines, and other outlets. In the same year, he took over as representative of AGC's young employee volunteer group "AGseed." In 2019, as part of a bottom-up cultural reform initiative, he organized a retreat with management. He continues to work daily with volunteers, aiming to formalize the cultural reform project into an organization by 2020.

Hidemi Nishihama

Hidemi Nishihama

Astellas Pharma Inc.

Joined Astellas Pharma in 2008. After working in sales (MR), engaged in recruitment and training planning from 2014. Involved in launching new global projects. Transferred to the Business Development Department in 2016, responsible for global licensing partnerships and M&A for new products and technologies to realize portfolio strategy and enhance corporate value, handling everything from identifying new opportunities to contract negotiations. Transferred to Marketing Strategy in 2018, responsible for global new product marketing and new product planning. Co-founded the internal volunteer group A2 in 2014 and currently serves as its representative. Graduate of the 4th cohort of "Start Next Innovator," a global entrepreneur development program led by the Ministry of Economy, Trade and Industry. Graduated from Globis Graduate School of Management in 2017 with a Master of Business Administration (MBA).

Masahide Yoshida

Masahide Yoshida

Dentsu Inc.

After graduating from university and working at a previous company, I joined Dentsu Inc. After roles as a strategic planner and in sales, I now belong to Dentsu Business Design Square, which revitalizes overall management with ideas, implementing joint projects with various companies. I also concurrently serve on the "Dentsu Youth Research Department" (Dentsu Wakamon) project targeting teens and young adults, engaging in consumer psychology and trend analysis, and developing consulting/communication plans based on these insights. Winner of the 2009 JAAA Advertising Essay Contest, Newcomer Division. Solo-authored works include 'Antenna Power' (Mikasa Shobo, 2019). Co-authored works include 'The Youth Exodus' (MDN Corporation, 2016) and 'Why Do You All Start Talking About the Same Things When It Comes to Job Hunting?' (Sendenkaigi, 2014). PARC CERTIFIED FIELDWORKER (Certified Ethnographer).

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