At the heart of Fujitsu’s corporate profile is what is called on their global website, “The Fujitsu Way.” This set of principles relates the company’s mission to its values and codes of conduct. With a mission statement that aims at providing growing value to the company’s shareholders and stakeholders, as well as customers, through product innovation, increased profits and stronger communal relationships worldwide, Fujitsu voices a strong sense of corporate culture and pride. The statement promotes financial goals that are in tune with a growing global marketplace and international success.
The philosophy behind the Fujitsu Way is highlighted in the values of the company listed in order of customers, employees, quality, environment and lastly, profits and growth. The employee base is one of the top core values of the company is reflective of the Japanese mentality that promotes loyalty to one’s firm. If the employees are valued, they will, in return, value the company.
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This fosters strong long-term relationships that their corporate culture seeks to create. The breakdown of the corporate culture also shows a real dedication of the company to self-promote its values and ideals. In this way, the company aims to cultivate strong internal relations as well as those created from business operations.
Looking at the language of the website is immediately illustrative of corporate pride. The corporate profile is called The Fujitsu Way. This promotes a strong sense of corporate identity. The values and conduct of the firm seem to convey the message that the people of the firm truly buy into the corporate self as there is even a Fujitsu Way council in place. Multiple pages are dedicated to corporate culture on their site, documenting the business, the corporate history, the management structure and a detailed outline of Fujitsu’s corporate governance.
On one level, much of the wording and language on the site seems less traditionally Japanese as we have examined and more pandering to an international market base. The company strongly endeavours to profit and grow. They are aware that business is their primary objective and to meet global demand they must express this interest. Underlying this tone, however, is a strong emphasis on making sure that corporate culture and dedication are adequately expressed.
Many American companies offer only one-two pages to these subjects, while Fujitsu’s corporate profile has seven primary links including numerous detailed breakdowns and charts of the various topics that indicate the true weight the company places on adhering to its established corporate culture.
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