Gunze, with a 130-year history, established a new marketing division and restructured its organization. Insights into the internal transformation.
The Reality of Organizational Transformation Driven by Gunze’s New Marketing Division
Original: グンゼのマーケティング組織立ち上げに学ぶ、社内変革のリアル 「アセドロン」ヒットの裏側【後編】
Importance: 社内変革の事例としての参考価値があるため
Summary
Gunze, a textile manufacturer with a 130-year history, established a new marketing division following the success of its hit product 'Asedron'. This part two explores how the marketing division overcame internal barriers and expanded its roles to create a new brand while reorganizing a traditionally siloed structure.
Key Points
- New marketing division established
- Importance of organizational restructuring
- Expanded roles from promotion department
- Process of brand creation
- Efforts to overcome internal barriers
View developer summary
Gunze restructured its marketing operations to enhance brand development after the success of 'Asedron'. The new marketing division merged promotion and marketing roles, addressing organizational silos that previously hindered collaboration.
Source: https://markezine.jp/article/detail/50801
Outlet: MarkeZine
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