Abstract

●The president himself explains the reasons for Snow Peak's strength.
Many people think of Snow Peak as an outdoor equipment manufacturer. However, it is now a thriving company with 16 consecutive years of revenue growth, rapidly expanding its business domains to include apparel, food and beverage, housing development, and consulting, and is transforming into a comprehensive manufacturer. Risa Yamai, a former fashion designer who became the third-generation president of the company, advocates "clothing, food, shelter, work, play, and study" as its business domain. At the heart of this is Snow Peak's unique management philosophy, which has always centered on "outdoor play."

Recently, management methods such as "vision management," "purpose management," and "design management" have become popular. Snow Peak is a model company that has been pursuing vision and design management since 1988. However, President Yamai says, "I never once thought of ourselves as practicing design management." How does a company articulate its desired direction and guide all employees toward that goal? This book reveals the key points.

●Snow Peak is no longer an outdoor goods manufacturer.
What does the president, who is in his 30s and grew up camping, value as a person and as a manager? What are his prospects for the future? What is the bonfire-like passion of management that is the source of corporate value? Chapter 1 discusses design management, Chapter 2 explores the reasons for the company's strong performance, Chapter 3 introduces the president who grew up camping, and Chapter 4 introduces the employees who support the business.

Author’s Information

Representative Director, President and Executive Officer of Snow Peak. Born in Niigata Prefecture in 1987. The third generation of Snow Peak, inheriting the legacy of her grandfather, Yukio, the founder, and her father, Futoshi, the current Chairman and CEO. From an early age, she grew up surrounded by outdoor activities such as camping and fishing. After graduating from Bunka Fashion Graduate University, she worked for a domestic brand. She joined Snow Peak in 2012. In 2014, she launched the apparel business, and is promoting Snow Peak's manufacturing philosophy of "making what doesn't exist" through a next-generation filter. After serving as General Manager of Planning and Development, she became Representative Director and Vice President in 2019, and has held his current position since March 2020.