General manufacturing industries have strong tendency to win to competitors by features of the product.However,by reducing the quality gap between products by improving each company’s technical capabilities,many companies are faced with commoditization.In this paper,we describe the importance of a new brand value design which is different from corporate level and product level.This approach contributes to avoid the commoditization by forming a new unique category which is based on company’s own philosophy.

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　It’s very important for Komatsu to become indispensable for customers to improve the company’s value.
　Against such a background,Komatsu started“Brand management activity”in 2007.It is global activity for Komatsu to aim at “Change in the way of thinking for customer orientation”and “Improvement of organizational capability”to be selected continuously as partner by customers.
　Labor shortage has become a serious problem in the construction industry.To accomplish a certain amount of construction work while ensuring the necessary quality under such circumstances,it is required to improve productivity through labor-saving,streamlining,and sophistication of the construction production system.We believe that construction equipment manufacturers need to provide not only construction equipment with the latest technology to construction jobsites,but also mechanism to help customers make the best use of such equipment.
　In response to this issue,we have launched a new service “SMARTCONSTRUCTION”that helps improve productivity and safety at construction jobsites by construction equipment utilizing Information and Communication Technology(ICT)and other tools.

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　Mazda had formed a cross-divisional team to re-establish its Corporate Vision since 12/2009. The team developed new Corporate Vision,which clearly describes Mazda’s raison d’etre how Mazda should serve the real value in customers’lives with our product and service competencies. The Corporate Vision was developed to drive generating new corporate activities which enable the customer values in their car lives.
　This commitment from the management had been penetrated to the whole organization by internal branding activity called as“Brand Value Management”.In the area of engineering,Brand Value Management had fully innovated the way for engineering.Instead of comparing the key functional attribute against competitors(old way),engineers are encouraged to pursue the ideal goal to embody the customer value and the right method to achieve that goal.Mazda is currently promoting Brand Value Management proactively in marketing,sales and service areas by have each regional manager,who are directly facing with dealers,become the real ambassadors to convey Mazda value from headquarter to sales frontline.
　Mazda believes that this activity will eventually improve customer loyalty and engagement,and will bring steady business growth toward the future.

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　CSV is attracting attention as a new management concept.This concept emphasizes the importance of solving the social issues through business.This aims to achieve both social and economic value.And，as one of the effects of CSV management,there is a re-definition of the value chain. This paper introduces the management of corporate brand value of Kagome based on the unique value chain that suppliers and customers participate.

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　The relation between the enterprise and the customer was shifted to “relationship”from “transaction”by rise of brand management.In those days，it has been thought that the functions of the brand are 1)distinction,2)quality guarantee 3)creation of meaning
　.After that the brand is given the new function by SD logic which focuses on value co-creation. The new function is “expectation awaking”.Moreover,the target of expectation awaking isn’t only to customers.Targets such as an employee inside the organization and the supplier who composes a value chain are various. The brand motivates all stakeholders who involve the achievement of future value.
　There is no essential difference in “Brand Management”and “TQM”, these shouldn’t be promoted separately. In this article, a new way of brand building which is called “category branding”is introduced and a future relation between brand management and TQM is considered.

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　In business creation，there are two important approaches.One is external approach,which is “how to create attractive and differentiated business.”The other is internal approach,which is “how to secure internal resources for business creation.”The external approach is particularly important for business creation.
　We have developed “Business Creation Process”as a tool to implement this approach. Attractive business will be created by taking the actions of “Business Creation Process” described below.
　1)Identifying creative customers.
　2)Projecting the customer’s long-term growth.
　3)Discerning the changes in the needs by the growth of customer.
　4)Matching unique needs with resources.
　5)Developing attractive products and services that correspond to the change.
　In this article,the details of“Business Creation Process”are introduced.

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This report introduces the past of the research activity and the future direction of the Technometrics Research Group.

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　Marketing mix model is a widely used statistical model to measure the effects of online and offline advertisements.However,there are three difficulties in measuring the effect of advertisements by marketing mix model ：Spurious causality,long-term effect,and evaluation of future advertisements.
　First,there is a spurious causality between sales and advertisements because there are more sales and advertisements during selling seasons. To avoid this problem, we recommend that companies change the pattern of advertisements.
　Next, it is difficult to measure the long-term effect of advertisements since marketing mix modeling measures only the short-term effect.It cannot simply extend the term due to overfitting. To measure the long-term effect,another analysis is required.
　Finally, even if we measure the effect of past advertisements, we cannot evaluate future advertisements,so it is difficult to optimize the future budget.To optimize it,we can assume that the past and future advertisements are the same.

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　In statistics,there are many studies on principal points.The concept of principal points which is proposed by Flury allows us to carry out such an analysis in a variety of applications and also properties of principal points have been studied. Although principal points of a multivariate distribution have widely studied,there is no discussion of principal points for a multivariate binary distribution.
　Yamashita and Suzuki have define the principal points for a multivariate binary distribution. Since principal points for a multivariate binary distribution are selected from multivariate binary region,there is a problem of the amount of calculation,since this problem is an NP-hard problem. Yamashita and Suzuki have shown the submodularity of principal points for a multivariate binary distribution and proposed an approximation method based on the greedy algorithm.Using the property of submodularity of principal points for a multivariate binary distribution,the accuracy of approximations is at least(1-1/e)times the optimal solution proved by Nemhauser et al.Finally, we show the result of an application of the methods to questionnaire survey data.

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When the cause-effect relationships between variables can be described by a Gaussian linear structural equation model, this report introduces some notes on the application of regression analysis to causal inference. The results presented in this report are based on the research activities of the Technometrics research group.

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　Design and analysis of non-orthogonal sequential experiments with ordinal factors by ANOVAmodel are proposed.At the 2nd series,design-points would be shifted in the direction of the better lattice point solution (BLPS)or preferable conditions,under considering the results of the 1st series. And, it’s reasonable that experiments are replicated at the near area of BLPS or the important design-points. This is extremely effective to reduce the size of experiments, under enough level of degrees of freedom for error.If sizes of factors’effects were twice as much as standard deviation, it was confirmed that this method was practically effective by numerical simulation results about the power test.Merits of this work are as follows.1)Some ingenuities according to both of the experimenters’aim and thoughts shall be included. 2) The size of experiments would be reduced,and variances for both error and between-series are estimated.3) Time,cost and labor will be saved,and time-for-delivery will be also reduced.As variance of between-series is certainly removed from error term, treatment-mean and error variance are unbiasedly estimated.It is different from Response surface method,Direct sum method or Evolutionary operation.

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　“JIS Z 9090 :Measurement-General rules for calibration sistem―Appendix1 : How to determine the calibration period and the correction limit”is a standard to optimize the calibration period of measurement systems.It’s based on the method of Feedback Control in On-line Quality Engineering. But pingauges, etc. are not applicable to this standard. Therefore we examined another methods applicable in that case.After consideration,our conclusion is that the method of Diagnosis and Adjustment is appropriate. And we took the concept calculating the costs by quantifying the risk under a variety of circumstances of calibration.As a result,the calibration period of pingauges in a china plant could be extended to three years from one year.At the same time,the calibration cost could be reduced to one third.

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