Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
Positive effect of cost pressure
The formation of new routines and business at Fujitsu
Fumihiko Ikuine
Author information

2018 Volume 17 Issue 4 Pages 183-191


When a company acquires new knowledge, it expects to create new business by fusing the new knowledge with existing knowledge. At least that is how things appear superficially. However, Fujitsu’s new business development discussed in this paper was not related to any new knowledge but sprung up because of other reasons. Because the company had invested a lot of resources to acquire new knowledge, it was impossible to recover the management resources that it had invested, which then became sunk costs, unless the company did something. We call such a situation “sunk cost pressure.” In the case examined in this paper, this sunk cost pressure induced the combining of disparate knowledge in the company’s possession, thus creating new business.

Information related to the author
© 2018 Fumihiko Ikuine. This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

This article is licensed under a Creative Commons [Attribution 4.0 International] license.
Previous article