Abstract

The president herself will talk about the reasons for Snow Peak's strength.
Many people may think of Snow Peak as an outdoor manufacturer. However, Snow Peak is now an extremely successful company that has increased revenues for 16 consecutive fiscal years and is transforming itself into a comprehensive manufacturer that is rapidly expanding its business domains to include "apparel," "restaurants," "housing developer," and "consulting. The company's business domain is "Clothing, Food, Housing, Work, Play, and Learning," according to Risa Yamai, a former clothing designer who became the third president of the company. At the center of this philosophy is Snow Peak's unique management theory, which has always been centered on "playing in the field.
Recently, management methods such as "Vision Management," "Purpose Management," and "Design Management" have been gaining popularity. Snow Peak is a model company that has been practicing vision management and design management since 1988.　　
However, President Yamai says, "We have never been conscious of the fact that we are engaged in design management. How do they verbalize the direction that the company should aim for, and how do they manage to lead all employees toward their goals? In "Management is Like a Bonfire: The Source of Snow Peak's Leap Forward," we will reveal the essentials of this process.

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