2019 Volume 38 Issue 4 Pages 80-94
Product design is an important theme (Luchs & Swan, 2011) and the source of an important competitive advantage in business (Noble & Kumar, 2010). TOTO Ltd. is a company headquartered in Kitakyushu City, Kokura that places an emphasis on design and development of beautiful products by fusing design and function. This company has gained a strong reputation in the market. A high-end product “NEOREST NX” was developed and introduced into the market in 2017, and it is no exaggeration to say that “NEOREST NX” is an object of art. Therefore, we investigated the marketing excellence at TOTO Ltd. in the design of harmony between space and manufacturing. The two main features of marketing of TOTO Ltd. were found to be “design-driven innovation” and “fusion of holistic perspectives of design and function”.