Corporate Philosophy for Sustainable New Product Development: A Practice of Mitsubishi Chemical Corporation

Abstract

This study captures practice of Sustainable New Product Development (SNPD) management using corporate philosophy through the case of Mitsubishi Chemical Corporation. The company has achieved a balance between traditional product development values and sustainability values by using a portfolio that reflects its corporate philosophy, which is based on three separate axes with different time spans for value realization, and by prioritizing sustainability in the early stages of the product development process.