In order to avoid being sucked into price competition, it is necessary to develop new products or services which are recognized by customers. Furthermore, in order to create new research or business, it is essential for leaders to motivate organizational constituents while recognizing the freedom of responsible staff.
In order to develop new products which will prevent the company from being embroiled in price competition, Kewpie Corporation established corporate R&D which was clearly separated from its business line. At the time of establishment, for the stages of research, development, and commercialization, a stage-gate method was used to judge whether or not to use results generated up until that particular stage. However, when controls were strengthened, researchers’ morale lowered and the speed of R&D decreased. In response, in 2009, Kewpie incorporated a control method designed to heighten researchers’ morale. Specifically, a boost-gate method was implemented in which results that were not adopted at each stage received recommendations for appropriate revisions and projects were continued. This method provided a clear opportunity for management to participate in each stage and share the corporation mission with employees (Wada, Kameyama, 2013). As a result, employee morale was boosted and business results improved (Wada, Y., et al., 2015).