Leading Change Inside Fujitsu

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Assignment 9: Fujitsu’s Investigative Report In the winter of 2010 an article, “Leading Change inside Fujitsu” written by Stuart Crainer in Business Strategy Review, discusses about how the company needs to change things if they want to grow in revenue and stay on top of their rivals. The company understands that change, of course, is not unusual in the corporate world. But they believe that this change is with a difference. Fujitsu is attempting to shape not just its own future but that of its customers and perhaps society too. The company believes that they need to reinvent and reshape themselves, before they start to decline. Not just avoiding decline is its goal, but ensuring the company’s survival. By doing so, the company has its intent to utilize technology to contribute to society. They believe that computing should be “configured around human beings and not the other way around” (Crainer, pg. 09). In addition, Fujitsu talks about utilizing technologies to enrich people’s lives. In order to do this, they will need to collect data on the behavioral patterns of people and organization, and take advantage of cloud computing, super computers, and other technology infrastructure to analyze the data. Fujitsu is expected to shift in the role of technology in businesses and in society. Fujitsu had emphasized about how quality of life can be enhanced by technology. In Fujitsu’s view, technology can implemented to allow people to shape their own future. This new shaping element is what distinguishes Fujitsu point of view from its competitors. Other competitors tend to increase its role for computing solutions to existing problems, while Fujitsu is changing its strategy to shape its future. Fujitsu has three parts to their strategy. First, they believe that you have to get close enough to customers and end-users to see the world through their eyes. Second, you

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