Abstract
Company E is the excellent company which had played a leading role in the field of magnetic material for magnetic recording media from 1970s through 90s. It had maintained successful results for a long time in the magnetic tape field. But, the magnetic tape market shrunk in short period by rapid development of the digitization technology. So, it had faced the situation to develop another new industrial business. Company E started the study of positive electrode materials for lithium ion battery in the 90s. In 2010, Company E and ITOCHU established the joint company of LIB material and built the factory at Battle Creek in Michigan. But, ITOCHU broke off the joint in 2015. Company E has started discussion the joint management with BASF and push forward from 2016. Since 2009, an ordinary loss occurred five times. Its business management has been difficult.
