Transforming an old economy company into a new economy success: the case of NTT DoCoMo

Abstract

Uses a case study to discuss factors for success in the course of achieving strategic innovation in the mobile Internet business field, specifically in the creation of new markets through the deliberate and strategic maintenance and subsequent integration of paradoxical organizations and strategies under a single corporate umbrella. The corporation accepted a new organizational body imbued with an entrepreneurial spirit supported by different types of personnel and then continuously promoted entrepreneurial strategies based on time pacing. At the same time, with the aim to implement strategic innovation, the company integrated the above strategies with deliberate strategies based on event‐based pacing practiced by the existing organizational body. Behind this successful innovation lies the formation of a strategic community with both new and traditional organizations through the leadership of top and middle management and the subsequent integration of paradoxical strategies promoted by knowledge management, which led to the creation of a new market known as the mobile Internet.

Citation

Kodama, M. (2002), "Transforming an old economy company into a new economy success: the case of NTT DoCoMo", Leadership & Organization Development Journal, Vol. 23 No. 1, pp. 26-39. https://doi.org/10.1108/01437730210414544