Strategic management and design innovation in the long-standing company kyogashi master "suetomi"

Japanese Confectionary "Suetomi" is a high level brand among Kyoto's long-standing companies. This always makes the Japanese sweets a high level in Kyoto, and gets the high appraisal from the parties concerned the master of the tea ceremony, such as "Urasenke." In this study, we present an analysis of Suetomi's management strategy and its strength and differentiation based on an interview with the president, Mr. Yamaguchi. Then, we analyze their innovation from the viewpoint of product innovation and affective value (i.e., sense value). Finally, we discuss the innovation of the Kyogashi design based on our research. In conclusion, Suetomi has a different strong point from the other company as a long-standing company of Kyoto confections and we have understood performing the management strategy which establishes a sustainable competitive advantage using it. Thus, they have performed the design innovation of Kyoto confections products in the management strategy which is compatible in tradition and innovation, and have created the value of a customer's sensitivity.