Abstract
For the success of Japanese consumer electronics industry, massproduction technology based on TQC is too much emphasized. When we carefully review the past 50 years history of the industry, some interesting Value creation mechanism can be seen to obtain competitive advantage. About every ten years, new added values are created and those values are piled up building a multi-layered competitive advantage. It's not just a change of the value needed at each decade, but each value's vector remeins and make evolution coping with the environment requirements. And the newly created value's vector, piling above the old value's vector, makes evolution, too. These value vectors are combined and create new total power, which no other foreign companies nor other industries can enjoy, and which is very needed to proceed multimedia business. Japanese consumer industry can continue shinning in the coming century, if strategically use these potential multi-layered value.
