BEYOND MAINSTREAM 95 APRIL 2014 3 䛂ᵓ䛘䛃 ▷ᮇ㛫䛷䝙䞊䝈䛻ᑐᛂ䛩䜛 2 䛂ᘬ䛝ᐤ䛫䛃 䝙䞊䝈䜢⮬♫ᡓ␎䜈ㄏᑟ䛩䜛 1 䛂ඛㄞ䜏䛃 ከᵝ䛺䝙䞊䝈䜢ぢᴟ䜑䜛 ☜ᐇ䛺ᑗ᮶䛻ᡴ䛱䛴 ᡓ␎䝬䝛䝆䝯䞁䝖 䡚䜾䝻䞊䝞䝹ᴗ䜈⬺⓶䛩䜛䛯䜑䛾せㅉ䡚 THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 THE BIG 3 1 䛂ඛㄞ䜏䛃 ᑗ᮶䛾䝙䞊䝈䜢ඛㄞ䜏䛧䛶䝅䝘䝸䜸䜢సᡂ䚹 ♫䛸䛾ᕪู䛜ྍ⬟䛺〇ရ /ᢏ⾡ᡓ␎䜢ᵓ⠏ 2 䛂ᘬ䛝ᐤ䛫䛃 〇ရ/ᢏ⾡ᡓ␎䜢⬟ືⓗ䛻㛤♧䚹࿘ᅖ䜢⮬♫䛾ᡓ␎䛻ㄏᑟ 3 䛂ᵓ䛘䛃 せ⣲ᢏ⾡䜢ᶆ‽/య⣔䚹䛭䜜䜙䜢⤌䜏ྜ䜟䛫䜛䛣䛸䛷ከᵝ䛺䝙䞊䝈䛻▷ᮇ㛫䛷ᑐᛂ 2 ROLAND BERGER STRATEGY CONSULTANTS THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 1.䚷㧗䜎䜛☜ᐇᛶ䛸䛭䛾ᑐᛂ 䜾䝻䞊䝞䝹ᴗ䛸ゝ䜟䜜䜛ከ䛟䛾ᴗ䛿䚸ẕᅜᕷሙ䛾ᡂ⇍ 䛸ᡓ䛔䛺䛜䜙䚸ḟ䛺䜛ᮍ▱䛾ᡂ㛗ᕷሙ䛻䝏䝱䝺䞁䝆䛧䛶䛔䜛䚹 䜒 䛱䜝䜣䚸1✀㢮䛾〇ရ䛷䛩䜉䛶䛾ᕷሙ䜢䜹䝞䞊䛩䜛䛣䛸䛿䛷䛝䛪䚸 ྛᕷሙ䛷␗䛺䜛䝙䞊䝈䜢䛧䛳䛛䜚䛸ᤊ䛘䛯ከᵝ䛺〇ရ䛾ᢞධ䛜 ྍḞ䛸䛺䜛䚹 䛭䛾〇ရᢞධ䛻䛛䜛㛫䜒䚸ຍ౯್䛾ቑ 䛻క䛔ቑຍ䛾୍㏵䛰䚹 ୍᪉䛷䚸㛤Ⓨ䝸䝋䞊䝇䛿↓㝈䛷䛿䛺䛔䚹 䜐䛧䜝ᖖ䛻㊊䛧䛶䛔 䜛䚹 䛭䛣䛷䚸 㛤Ⓨ䜢ጞ䜑䜛䛻䛒䛯䛳䛶䛿☜ᐇ䛺ᑗ᮶䜢ྍ⬟䛺 㝈䜚ṇ☜䛻ண 䛩䜛䛣䛸䚸㛤Ⓨ୰䛻䛿䛭䛾ண 䛧䛯ᑗ᮶䛜㛫㐪䛳 䛶䛔䛺䛔䛛䜢ᖖ䛻䝰䝙䝍䝸䞁䜾䚸䝬䝛䞊䝆䛧䛶䛔䛟䛣䛸䛜ᚲせ䛸䛺䜛䚹 䛴䜎䜚䚸᪥䛾┠䜢ぢ䛺䛔㛤Ⓨ䜢᭱ᑠ䛧䛶䛔䛟䜰䝥䝻䞊䝏䛜㔜せ 䛺䛾䛰䚹 ⮬ື㌴⏘ᴗ䜒☜ᐇᛶ䛸ᡓ䛖⏘ᴗ䛾ᆺ䛰䚹 ㏆ᖺ䚸㌴䛸 䛔䛖〇ရ䛻䜎䛴䜟䜛ኚᩘ䛜ᛴ㏿䛻ᗈ䛜䛳䛶䛔䜛䛯䜑䛰䚹 䛚ᐈᵝ 䛾Ⴔዲ䛾ከᵝ䛻䜘䜛᪂ᶵ⬟䛾ᦚ㍕䚸㈍ᆅᇦᣑ䛻䜘䜛⌧ ᆅ㐺ྜ䝙䞊䝈䚸ཝ䛧䛔⎔ቃつไᑐᛂ䛻ྥ䛡䛯䜶䞁䝆䞁䜔䝝䜲䝤 䝸䝑䝗䛺䛹䝟䝽䞊䝖䝺䞊䞁䛾ከᵝ䚸ᨻⓗ䛺ᛮᝨ䜒⤡䜐つไ䛾 ືྥ䛺䛹䛭䛾せᅉ䜒ከᒱ䛻䜟䛯䜛䚹 ୍᪉䚸⮬ື㌴䛾㛤Ⓨ䛻䛿ᑡ䛺䛟䛸䜒 3 ᖺ䛛䜙 5 ᖺ䛸㛗䛔ᮇ㛫 䛜䛛䛛䜛䛯䜑䚸ᑗ᮶䛾ண 䛻༶䛧䛯㛤Ⓨ䛜ྍḞ䛸䛺䜚䚸๓㏙ 䛾☜ᐇᛶ䛿㑊䛡䜙䜜䛺䛔䚹 䛭䛣䛷䚸ᡂ㌴䝯䞊䜹䞊䛜ᴗά ື䜢⥅⥆䚸Ⓨᒎ䛥䛫䛶䛔䛟䛯䜑䛻䛿䚸䛣䛾☜ᐇᛶ䜢䜚㉺䛘䛯 ୖ䛷䚸Ᏻ䛟䛶Ⰻ䛔㌴䜢䝇䝢䞊䝕䜱䞊䛻⏕䜏ฟ䛧䛶䛔䛟䛣䛸䛜ᚲせ䛸 䛺䜛䚹 ☜ᐇᛶ䝬䝛䝆䝯䞁䝖䛷ඛ➃䜢㉮䛳䛶䛔䜛䛾䛿ᡭᡂ㌴ 䝯䞊䜹䞊䛾 Volkswagen(VW)䛷䛒䜛䚹 A䚷䚷VW䛾ᡓ␎䛾ᰕ䛿䚸⾪ ✺Ᏻᛶ䜔㟼⢔ᛶ䛺䛹䚸ᑗ᮶ᐇ⌧䛧䛯䛔㌴䛾タィせ௳䜢ከᩘ 䛾䝰䝕䝹䛷ඹ᭷䛧䚸㛤Ⓨຠ⋡䜢㧗䜑䛴䛴䚸㨩ຊ䛒䜛㌴䜢Ᏻ౯䛻 ⏕䜏ฟ䛩䝰䝆䝳䞊䝹ᡓ␎䛰䚹 VW 䛷䛿䚸䜎䛪䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛷 20 ᖺඛ䛾ᑗ᮶䜢 䛂ඛ ㄞ䜏䛃䚸⮬ື㌴䝴䞊䝄䞊䛾Ⴔዲኚ䜢ண 䛩䜛䛸ඹ䛻䚸䛭䛾ண 䛻ᇶ䛵䛔䛶⮬♫䛾ᕪู䝫䜲䞁䝖䛾タィ䜢⾜䛖䚹ලయⓗ䛻䛿䚸 䛹䛾䜘䛖䛺〇ရ 䞉 ഛ䜢䛔䛴䜎䛷䛻䛔䛟䜙䛷ᢞධ䛧䛶䛔䛟䛛䜢♧ 䛩〇ရ䝻䞊䝗䝬䝑䝥䜔㌴䛾タィせ௳䛸䛔䛳䛯〇ရ 䞉 ᢏ⾡ᡓ␎䛾 ௬ㄝ䜢ᵓ⠏䛧䛶䛔䛟䚹 䛥䜙䛻䚸䛭䛾௬ㄝ䜢࿘ᅖ䛻⬟ືⓗ䛻㛤♧䚸ᑐヰ䜢⧞䜚㏉䛩䛣䛸 䜢㏻䛨䛶䚸⮬䜙䛾ᕪู䜢ᢸಖ䛧䛴䛴䚸 ඹឤ䜔ྠព䜢ᚓ䜙䜜䜛 ᡓ␎䜈䛸ୖ䛢䛶䛔䛟䚹 ⮬ື㌴㒊ရ䝃䝥䝷䜲䝲䞊䜔ᨻᗓ䜢⬟ື ⓗ䛻ᕳ䛝㎸䜏䚸䜎䛯䝴䞊䝄䞊䛸䛾ᑐヰ䛾୰䛷䚸 ࿘ᅖ䜢⮬♫䛾ᡓ ␎䜈䛸 䛂ᘬ䛝ᐤ䛫䛶䛃 䛔䛟䛾䛷䛒䜛䚹 䛭䛾ᚋ䚸୍㐃䛾䝰䝕䝹䛷ᑗ᮶ᐇ⌧䛧䛯䛔㌴䛾䜚䚸ᒃఫᛶ䚸 Ᏻ䝅䝇䝔䝮䛺䛹䜢㌴䛾タィせ௳䛸䛧䛶ᐃ⩏䛩䜛䚹 䛭䛧䛶タィせ ௳䛾㊊䛚䜘䜃䝰䝕䝹ᶓ᩿䛷䛾䝰䝆䝳䞊䝹ඹ㏻䜢୧❧䛩䜛䛯 䜑䛻ྛ䝰䝆䝳䞊䝹㒊ရ䛾ᛶ⬟ 䞉 ᙧ≧ 䞉 㔜㔞 䞉 㓄⨨䛺䛹䜢ྲྀ䜚Ỵ 䜑䛯タィ䝹䞊䝹䜢స䜚㎸䜣䛷䛔䛟䚹 䜎䛯䚸ྛ䝰䝆䝳䞊䝹㒊ရ䛻䛿ᶵ⬟ 䞉 ౯᱁䛺䛹୍ᐃ䛾䝞䝸䜶䞊 䝅䝵䞁䜢‽ഛ䛧䛶䚸䛭䛾⤌䜏ྜ䜟䛫䛻䜘䛳䛶䚸ᵝ䚻䛺ὴ⏕㌴✀䜔 ᪂⯆ᅜྥ䛡䛾䝻䞊䝁䝇䝖䝰䝕䝹䜢⣲᪩䛟⏕䜏ฟ䛩 䛂ᵓ䛘䛃 䜢ᩚ䛘 䜛䚹䛣䜜䛜䝺䝂䝤䝻䝑䜽䛻䜘䜛䜒䛾䛵䛟䜚䛸ゝ䜟䜜䜛ᡤ௨䛰䚹䛥䜙䛻䚸 䛣䛾 䛂ᵓ䛘䛃 䛿୍ᐃ䛾⠊ᅖෆ䛷䛒䜜䜀✺ዴᑟධ䛥䜜䛯つไ䜔ඛ ㄞ䜏䛷䛝䛺䛛䛳䛯䝙䞊䝈䜈䛾ᑐᛂ䜒ྍ⬟䛸䛩䜛ᰂ㌾ᛶ䜒ව䛽ഛ 䛘䜛䚹 䛥䛶䚸䛣䜜䜙 䛂ඛㄞ䜏䛃䚸䛂ᘬ䛝ᐤ䛫䛃䚸䛂ᵓ䛘䛃 䛾 3 䛴䛜 VW䛾 ☜ᐇᛶ䝬䝛䝆䝯䞁䝖䛾せㅉ䛰䛜䚸䛣䜜䜙䛜᭷ຠ䛺䛾䛿ఱ䜒⮬ື㌴ ⏘ᴗ䛻㝈䛳䛯ヰ䛷䛿䛺䛔䚹 䛹䛾⏘ᴗ䛷䜒〇ရ䜔ᴗ䛾≉ᛶ䛻 VW䛾☜ᐇᛶ䜈䛾ᑐᛂ A 1 ከᵝ䛺䝙䞊䝈䜢ぢᴟ䜑䜛 䛂ඛㄞ䜏䛃 2 䝙䞊䝈䜢⮬♫ᡓ␎䜈ㄏᑟ䛩䜛 3 ▷ᮇ㛫䛷䝙䞊䝈䛻ᑐᛂ䛩䜛 䛂ᘬ䛝ᐤ䛫䛃 䛂ᵓ䛘䛃 > 䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛷20ᖺඛ䛾 ⮬ື㌴䝴䞊䝄ീ䜢ண > ⮬♫䛾〇ရ/ᢏ⾡ᡓ␎䛾௬ㄝ䜢 ⬟ືⓗ䛻࿘ᅖ䛻㛤♧ > ᑗ᮶ᐇ⌧䛧䛯䛔㌴䛾タィせ௳䜢 ᐃ⩏䞉䝰䝆䝳䞊䝹㒊ရ䜢タィ > ண 䛻ᇶ䛵䛝⮬♫䛾〇ရ䠋ᢏ⾡ ᡓ␎䛾௬ㄝ䜢ᵓ⠏ > ᑐヰ䜢⧞䜚㏉䛩୰䛷䚸࿘ᅖ䛾 ඹឤ䜔ྠព䜢ᚓ䜛ᡓ␎䛻᪼⳹ > 䝰䝆䝳䞊䝹䜢䝺䝂䝤䝻䝑䜽䛾䜘䛖䛻 ⤌ྜ䛫䛶ከᵝ䛺㌴䜢ᐇ⌧ 䜶䞁䝆䞁䛾ᢏ⾡䝻䞊䝗䝬䝑䝥 䝰䝆䝳䞊䝹䛾⤌ྜ䛫䛻䜘䜛㌴స䜚 䝣䝳䞊䝏䝱䞊䝸䝃䞊䝏㒊䛾ᑗ᮶ண 䝃䝤䝰䝆䝳䞊䝹 䝰䝆䝳䞊䝹 䝃䝤䝰䝆䝳䞊䝹 䝰䝆䝳䞊䝹 䝃䝤䝰䝆䝳䞊䝹 䝰䝆䝳䞊䝹 䞉䞉䞉 ከ✀䛾 䝃䝤䝰䝆䝳䞊䝹 ከ✀䛾 䝰䝆䝳䞊䝹 ከ✀䛾 Ⰻ䛔䜽䝹䝬 ฟᡤ 䠖 VW 䝩䞊䝮䝨䞊䝆䚸䝻䞊䝷䞁䝗 䞉 䝧䝹䜺䞊 ROLAND BERGER STRATEGY CONSULTANTS 3 THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 ྜ䜟䛫䛶䚸䛣䜜䜙 3 䛴䛾せㅉ䜢䝞䝷䞁䝇䜘䛟ᣢ䛴䛣䛸䛜䚸☜ᐇ ᛶ䛻ᡴ䛱䛴䛯䜑䛻䛿ᴟ䜑䛶㔜せ䛸䛺䜛䚹 1 2.䚷䛂ඛㄞ䜏䛃 䠖 䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛾ά⏝ ୡ⏺䛷ึ䜑䛶䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛾᭷ຠᛶ䜢♧䛧䛯䛾䛿▼ Ἔ䝯䝆䝱䞊䛾䝅䜵䝹䛰䚹 䛷䛿䝅䜵䝹䛾ᡓ␎❧䛾᰿ᖿ䛸䛧䛶 ᶵ⬟䛧䛶䛔䜛䛜䚸ᙜ䛿䛯䛟䛥䜣䛾ⱞປ䛜䛒䛳䛯䜘䛖䛰䚹 1967ᖺ 䛻ฟ∧䛥䜜䛯ᮍ᮶ண ᭩ 䛄The Year 2000䛅 䛻ゐⓎ䛥䜜䛯⤒Ⴀ ⏬䛾䝇䝍䝑䝣䛜䚸䝅䝘䝸䜸䜢㐺⏝䛧䛶すᬺ 2000 ᖺ䛾▼Ἔ⏘ ᴗ䛻䛴䛔䛶Ὕᐹ䜢ຍ䛘䜛䝥䝻䝆䜵䜽䝖䜢ᐇ䛧䛯䛾䛜䛭䛾ጞ䜎䜚䛰䚹 䛣䛾䝥䝻䝆䜵䜽䝖䛷䛿䚸䛂▼Ἔ౯᱁䛿⌧≧䜢⥔ᣢ䛩䜛䛃䚸䛂OPEC 䠄▼Ἔ㍺ฟᅜᶵᵓ䠅 䛜ᑟ䛧䛶▼Ἔ౯᱁䛾㧗㦐䛜㉳䛣䜛䛃 䛸䛔䛖 2 䛴䛾䝅䝘䝸䜸䜢ᑟฟ䛧䛯䚹 B䚷 ᙜ䛾䝅䜵䝹⤒Ⴀ㝕䛿䚸䛣䛾䝅 䝘䝸䜸䜢䜎䛳䛯䛟ಙ䛨䜘䛖䛸䛿䛧䛺䛛䛳䛯䛜䚸⤒Ⴀ⏬䛾䝇䝍䝑䝣䛿 ⮬䜙䜢ಙ䛨䛶⌧ሙ㒊㛛䛻ാ䛝䛡䜛䛺䛹䛧䛶䚸䝅䝘䝸䜸䜈䛾ഛ䛘 䜢㐍䜑䛯䛾䛰䛳䛯䚹 1973 ᖺ䛻➨ 4 ḟ୰ᮾᡓத䛜ຨⓎ䛧䛶▼Ἔ༴ᶵ䛜⌧ᐇ䛾䜒䛾 䛸䛺䜛䛸䚸䝅䜵䝹䛿䛣䛾䝅䝘䝸䜸䛻ᇶ䛵䛔䛶ᛴ⃭䛺⎔ቃኚ䜈䛾 ᑐᛂ䛻ᡂຌ䛧䛯䚹 ➇ྜ䛿ᚋᑐᛂ䛸䛺䜚䚸䝅䝘䝸䜸䛻ἢ䛳䛶ഛ䛘 䜢ᣢ䛳䛶䛔䛯䝅䜵䝹䛸䛿᫂䜙䛛䛻␗䛺䜛ៃ䛧䛥䛰䛳䛯䚹 䛭䛾⤖ᯝ䚸 ▼Ἔ༴ᶵ๓䛻䛿䝉䝤䞁䝅䝇䝍䞊䝈 䠄ᙜ䛾ᅜ㝿䜸䜲䝹䝯䝆䝱䞊 7 B 䝅䜵䝹䛾䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛻䜘䜛ඛㄞ䜏 䝅䝘䝸䜸 䝥䝷䞁䝙䞁䜾 䝷䞁 䞁䜾 ▼Ἔ༴ᶵ 䝅䝘䝸䜸 Ᏻᐃ౪⤥ 䝅䝘䝸䜸 ▼Ἔ㍺ฟᅜᶵᵓ 䛾ື䛝䛻䜘䜚▼Ἔ ༴ᶵ䛜ゼ䜜䜛 ᪂Ἔ⏣䛾Ⓨぢ䛺䛹 䛻䜘䜚▼Ἔ౯᱁䛿 ⌧≧䜢⥔ᣢ䛩䜛 䝰䝙䝍䝸䞁䜾 ▼Ἔ༴ᶵ䜈䛾 ഛ䛘 䝅䝘䝸䜸䛻ᙳ㡪 䜢䛘䜛ᅉᏊ 䛾ືྥ䜢䚸ᜏᖖ ⓗ䛻䝏䜵䝑䜽 ▼Ἔ༴ᶵ䛾 ⿕ᐖ䜢᭱ᑠ㝈 䛻ᢚ䛘䜛‽ഛ䜢 ๓䛻ᐇ ᐇ⌧ᛶ䛜䛒䜛䛸ぢ❧䛶䜙䜜䛯䝅䝘䝸䜸 ♫䠅 䛾ୗ䛰䛳䛯䝅䜵䝹䛿䚸ᡓத⤊⤖䛻䛿ୡ⏺➨ 2 䛻䛾䛧 ୖ䛜䜛䛣䛸䛻ᡂຌ䛧䛯䚹 䛭䛾ᚋ䜒䝅䜵䝹䛾䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛿ᡂᯝ䜢ୖ䛢䛶䛝䛯䚹 1980 ᖺ௦䛻䛿 䛂䝋㐃䛿⌧≧䛾యไ䜢⥔ᣢ䛩䜛䛃䚸䛂䝋㐃䛿⤒῭ᝏ 䛛䜙䜾䝸䞊䞁 䠄Ẹ䠅 䛩䜛䛃 䛸䛔䛖 2 䛴䛾䝅䝘䝸䜸䜢ᥥ䛝䚸䝋 㐃䛷䝨䝺䝇䝖䝻䜲䜹䛜ጞ䜎䛳䛯䛸䛝䚸䝅䜵䝹䛿䛔䛱᪩䛟ື䛝䚸䝋㐃䛾 ኳ↛䜺䝇䜔Ἔ⏣䛾ᶒ┈⋓ᚓ䛷ඃ䛻΅䜢㐍䜑䜛䛣䛸䛜䛷䛝䛯 䛾䛰䛳䛯䚹 ⮬ື㌴ᴗ⏺䛷䛿๓㏙䛾 VW䜔ᡭ⮬ື㌴㒊ရ䝃䝥䝷䜲䝲䞊 䛾䝪䝑䝅䝳䛾䛜᭷ྡ䛰䚹 VW䛾䝰䝜䛵䛟䜚䛿ᑗ᮶ண 㒊䛻䜘 䜛䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛛䜙ጞ䜎䜛䚹 VW 䛿᪂䛯䛺㌴䛾タィせ௳ 䛾᳨ウ䜢╔ᡭ䛩䜛㝿䛻䚸20 ᖺඛ䜎䛷䛾♫䛾ጼ䜢䚸ᨻ䚸⤒῭䚸 䜶䝛䝹䜼䞊䚸ᢏ⾡㠉᪂䛺䛹ᵝ䚻䛺ほⅬ䛛䜙᳨ウ䛧䛶」ᩘ䛾䝅䝘 䝸䜸䜢ᑟ䛝ฟ䛩䚹 ⢭ᗘ䜢㧗䜑䜛ᕤኵ䜒Ḟ䛛䛥䛺䛔䚹 䝗䜲䝒ᮏ♫䛷䛿ᨻ䚸⤒῭䚸 䜶䝛䝹䜼䞊䚸ᢏ⾡䛺䛹䛾ᵝ䚻䛺ᑓ㛛ᐙ䜢Ⓩ⏝䛧ᐈほᛶ䜢ᢸಖ䛩 䜛䚹 䜎䛯䚸ྛᆅ䛷㈍䜢ᢸ䛖ᴗయ䜒䝅䝘䝸䜸⟇ᐃ䛻ືဨ䛧䛶䚸 䛩䜉䛶䛾ᅜ䜔ᆅᇦ䛷ᵝ䚻䛺ᣦᶆ䜢㞟䜑䛥䛫䜛䚹 䛭䜜䜙䜢┦ᑐẚ ㍑䛧䛴䛴䚸䛭䜜䛮䜜䛾ᅜ䜔ᆅᇦ䜢䜾䝻䞊䝞䝹䛸䛔䛖≀ᕪ䛧䛻ᙜ䛶 䛿䜑䚸䝅䝘䝸䜸䜢⟇ᐃ䛩䜛䚹 䛭䛖䛧䛶స䜙䜜䛯䝅䝘䝸䜸䛿ẖᖺ䛾䝰 䝙䝍䝸䞁䜾䜢㏻䛨䛶ಟṇ䜢ຍ䛘䛶䛔䛟䚹 䛭䜜䛸୪⾜䛧䛶䚸ྛ䝅䝘䝸䜸䛻䛚䛔䛶䚸VW䛸䛧䛶ᐇ⌧䛧䛯䛔⛣ ືయ䜔㈨⏘䛸䛧䛶䛾㌴䛾ጼ䜢ᥥ䛟䚹 䛭䛾ጼ䛿ඛ㐍ᅜ䚸 ᪂⯆ᅜ䚸 ᭦䛻䛿ಶ䚻䛾ᅜ䛻䜘䛳䛶䜒␗䛺䜚ᵝ䚻䛰䚹 ㌴䛾ጼ䜢ᥥ䛔䛯ᚋ䛿䚸 䝬䞊䜿䝔䜱䞁䜾䜔ၟရ⏬㒊䛸㐃ᦠ䛧䛶〇ရ䝻䞊䝗䝬䝑䝥䛾సᡂ 䜈䛸⧅䛢䜛䚹 䛹䛾ᆅᇦ䛻䛹䛾㌴✀䚸䛭䛧䛶䛹䜣䛺ᶵ⬟ 䞉 ഛ䜢䚸 䛹䛾䜘䛖䛺౯᱁䝺䝧䝹䛷ᢞධ䛩䜛䛛䜢Ỵ䜑䚸᭱ᚋ䛻䛭䜜䜙䜢⤌䜏 ྜ䜟䛫䛷ᐇ⌧䛩䜛䛯䜑䛻ᚲせ䛺䝰䝆䝳䞊䝹䛾䝞䝸䜶䞊䝅䝵䞁䜢ᐃ ⩏䛧䛶䛔䛟䚹 䝪䝑䝅䝳䜒ྠᵝ䛷䚸୰ኸ◊✲ᡤ䛸ᮏ♫䛜 30 ᖺඛ䛾 䛂ᢏ⾡㐍 䛾䝯䜺䝖䝺䞁䝗䛃 䜢ᐃᮇⓗ䛻ண 䚸䝖䝑䝥䝎䜴䞁䛷䝅䝘䝸䜸䛚䜘䜃䝡 䝆䝵䞁䜢⟇ᐃ䛧䛶䛔䜛䚹 30 ᖺ๓䛾䝅䝘䝸䜸䝥䝷䞁䝙䞁䜾䛷䛿䚸 䜽 䝸䞊䞁 䞉 Ᏻᛶ 䞉 ಙ㢗ᛶ䛜䜻䞊䝽䞊䝗䛸䛧䛶ᑟฟ䛥䜜䚸15ᖺ๓䛿 ேཱྀືែ 䞉 䜾䝻䞊䝞䝹䞉ኳ↛㈨※䛾Ḟஈ䚸㏆ᖺ䛿⎔ቃၥ㢟 䞉 䜾䝻䞊䝞䝹䛾ຍ㏿ 䞉 ኳ↛㈨※䛾Ḟஈ䜈䛸ኚ䛧䛯䚹 ྛᴗ 㒊䛿䛣䛾䝖䝺䞁䝗䛻ᇶ䛵䛔䛶ඛ⾜ᢏ⾡㛤Ⓨ䜢ᐇ䛩䜛䚹 ྠ䛻䚸 ୡ⏺䛾ᣐⅬ䜒䚸䝪䝖䝮䜰䝑䝥䛷ᑗ᮶䛾〇ရ䝙䞊䝈 䜢㞟✚ 䞉 ゎᯒ䛩䜛䚹 䛘䜀䚸ୡ⏺䛾㏻ᨾ䝕䞊䝍䜢ゎᯒ 䛧䚸 Ᏻ⣔䝅䝇䝔䝮䛾ḟ䛾୍ᡭ䜢᥈䛳䛶䛔䜛䛾䛰䚹 䛭䛧䛶䚸ᖺ 3 ᅇ䚸㒊㛛䛤䛸䛾䝬䞊䜿䝔䜱䞁䜾ᢸᙜ⪅䛜ᢏ⾡ືྥ䜢䜎䛸䜑䜛䝻䞊 䝗䝬䝑䝥䝭䞊䝔䜱䞁䜾䜢ᐇ䛧䚸 〇ရ䝻䞊䝗䝬䝑䝥䛾సᡂ䜈䛸⧅䛢 䛶䛔䜛䚹 2 3 . 䛂ᘬ䛝ᐤ䛫䛃 䠖 〇ရ䝻䞊䝗䝬䝑䝥䜢㏻䛨䛯ྜពᙧᡂ 䛣䛾〇ရ䝻䞊䝗䝬䝑䝥䜢᭱䜒ᕦ䜏䛻ά⏝䛧䛶䚸⮬♫䛾ᡓ␎䜈 䛂ᘬ䛝ᐤ䛫䛶䛃 䛔䜛䛾䛿䚸䝪䝑䝅䝳䜔䝁䞁䝏䝛䞁䝍䝹䛸䛔䛳䛯⮬ື㌴ 㒊ရ䛾䝯䜺䝃䝥䝷䜲䝲䞊䛰䚹 〇ရ䝻䞊䝗䝬䝑䝥䛻䛿䚸ఱ䜢䛔䛴䚸 ฟᡤ 䠖 ྛ✀㞧ㄅグ䚸䝻䞊䝷䞁䝗 䞉 䝧䝹䜺䞊ศᯒ 4 ROLAND BERGER STRATEGY CONSULTANTS THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 䛔䛟䜙䛷౪⤥䛷䛝䜛䛛䛸䛔䛖〇ရᢞධィ⏬䛜᭩䛛䜜䛶䛔䜛䚹 䝯䜺 䝃䝥䝷䜲䝲䞊䛿䚸䛣䛾〇ရ䝻䞊䝗䝬䝑䝥䜢䚸䛯䛸䛘䛷䛒䛳䛶 䜒ᡂ㌴䝯䞊䜹䞊䛻✚ᴟⓗ䛻ఏ䛘䚸ᡂ㌴䝯䞊䜹䞊䛾ពᚿ䜢ᕦ 䜏䛻 䛂ᘬ䛝ᐤ䛫䛶䛃 䛔䜛䚹 VW䚸BMW䚸Benz 䛺䛹つᶍ䜔ඛ㐍ᛶ䛷㔜せ䛺ᡂ㌴䝯䞊䜹䞊 䛸䛿ᑡ䛺䛟䛸䜒༙ᖺ䛻 1ᅇ䚸䛭䛾䛾୰ሀᡂ㌴䝯䞊䜹䞊䛸䛿ᖺ 䛻 1ᅇ⛬ᗘ䚸〇ရ䝻䞊䝗䝬䝑䝥䛾ᥦ䛚䜘䜃ウ㆟䜢⾜䛖䚹 䛭䛧䛶䚸 㔜せ䛺ᡂ㌴䝯䞊䜹䞊䛛䜙ୖ䛜䛳䛯䝙䞊䝈䛿⮬♫䛾ᡓ␎ඃᛶ 䜢≛≅䛻䛧䛺䛔ᙧ䛷ᕦ䜏䛻㊊䛧䛶䛔䛟䚹 ୍᪉䚸㔜せᗘ䛜ຎ䜛ᡂ㌴䝯䞊䜹䞊䛻ᑐ䛧䛶䛿䚸㔜せᗘ䛾㧗 䛔 VW䜔 Benz䛻㐜䜜䜢䛸䜛䛸䛔䛖༴ᶵឤ䜢㔊ᡂ䛧䚸㒊ရ䛾᥇⏝ 䜢㏕䛳䛶䛔䛟䚹 䛭䛾⤖ᯝ䚸䝃䝥䝷䜲䝲䞊䛿ከᩘ䛾ᡂ㌴䝯䞊䜹䞊 䛻ᶆ‽䛥䜜䛯䝰䝆䝳䞊䝹㒊ရ䜢⣡ධ䛧䛶䛝䛺䝇䜿䞊䝹䝯䝸䝑䝖 䜢⋓ᚓ䛩䜛䛣䛸䛜䛷䛝䜛䛾䛰䚹 VW䛾 䛂ᘬ䛝ᐤ䛫䛃 䜒ᕦ䜏䛰䚹 䛘䜀䚸୰ᅜᕷሙ䛻䛚䛔䛶䛿䚸 ⮬♫䛾⊂ⓗ䛺ᢏ⾡䛷䛒䜛ᑠẼ㔞䛾䝍䞊䝪䜶䞁䝆䞁䜢┬ 䜶䝛㌴䛸䛧䛶ᨻᗓ䛻ᢎㄆ䛥䛫䜛䛣䛸䛻ᡂຌ䛧䛯䚹 䛣䛾䜶䞁䝆䞁䛿 ከᩘ䛾㈍䜢ィ⏬䛧䛶䛔䛯䛯䜑䚸VW䛾ᡓ␎ᐇ⌧䛻䛚䛔䛶୰ᅜ ᕷሙ䛿Ḟ䛛䛩䛣䛸䛾䛷䛝䛺䛔Ꮡᅾ䛰䛳䛯䚹 䛧䛛䛧䚸ᙜ䛾ᨻᗓ䛿㟁Ẽ⮬ື㌴䜔䝝䜲䝤䝸䝑䝗䛸䛔䛳䛯㟁ື ㌴୧ᢏ⾡䜢ᱳᏊ䛻䝻䞊䜹䝹ᴗ䛾ᡂ㛗䜢ಁ䛧䛯䛔䛸䛔䛖ពᅗ䜢 ᣢ䛳䛶䛔䛯䚹 䛭䛣䛷䚸⎔ቃᛶ⬟䛻䛚䛡䜛ᢏ⾡ⓗ᭷ຠᛶ䜢ᵝ䚻䛺 ᒙ䛾㛵ಀ⪅䛻ᑐ䛧䛶ᚭᗏⓗ䛻ッồ䛧䛯䛾䛿䜒䛱䜝䜣䛰䛜䚸㟁ື ㌴୧䛷䛿฿㐩䛷䛝䛺䛔ྎᩘつᶍ䜔䝻䞊䜹䝹ᴗ䛾㛵ᗘ䛾㧗 䛥䛸䛔䛖䝍䞊䝪䜶䞁䝆䞁䛺䜙䛷䛿䛾䝯䝸䝑䝖䜢ๅ䜚㎸䜏⥆䛡䚸≧ἣ 䜢୍ኚ䛥䛫䛯䚹 VW䛾䛥䛿䜒䛖୍䛴䛒䜛䚹 䛭䛾ㄝᚓ䛻㝿䛧䛶䛭䛾䜶䞁䝆䞁䛾 ⫢䛾ᢏ⾡䜢㛤♧䛧䛶䛔䛺䛔Ⅼ䛷䛒䜛䚹 ᕦ䜏䛺ሗ㛤♧䛻䜘䛳䛶䚸 䝻䞊䜹䝹ᴗ䜔ᨻᗓ䛾‶㊊䛸⮬♫䛾୰㛗ᮇⓗ䛺ඃᛶ䜢㧗ḟ ඖ䛷୧❧䛩䜛䛣䛸䛻ᡂຌ䛧䛯䚹 ⢭ᗘ䜘䛟 䛂ඛㄞ䜏䛃 䛧䛶䚸ண䜑䝥䝷䝑䝖䝣䜷䞊䝮㒊ရ䜔䜰䝥䝸䜿䞊䝅䝵 䞁㒊ရ䜢‽ഛ䛧䛶䛚䛛䛺䛟䛶䛿䛺䜙䛺䛔䚹 䛭䛾䝥䝷䝑䝖䝣䜷䞊䝮㒊 ရ䛾ᡂᗘ䜢㧗䛟䛧䛶䛚䛟䛣䛸䚸䛭䛧䛶䚸䜰䝥䝸䜿䞊䝅䝵䞁㒊ရ䛾㛤 Ⓨ䛻ᚲせ䛺せ⣲ᢏ⾡䜢య⣔䛧䛶䛚䛟䛣䛸䛷䚸ㄞ䜏䛝䜜䛺䛛䛳䛯 䜒䛾䜒ྵ䜑䚸ᡂ㌴䝯䞊䜹䞊䛾ᵝ䚻䛺䝙䞊䝈䜢ᰂ㌾䛛䛴⣲᪩䛟 ㊊䛧䛶䛔䛟䛣䛸䛜ྍ⬟䛸䛺䜛䚹 䛭䛧䛶䚸㛤Ⓨ䛻䛚䛡䜛せ⣲ᢏ⾡䛾య⣔䛻ຍ䛘䛶䚸ホ౯䝥䝻 䝉䝇䚸⏕⏘ᢏ⾡䚸⏕⏘タഛ䛺䛹䛾ඹ㏻䜒タィ䛻⧊䜚㎸䜣䛷䛚 䛟䛣䛸䜒㔜せ䛰䚹 ከ䛟䜢⮬♫䝸䝋䞊䝇䛷㈥䛖䝃䝥䝷䜲䝲䞊䛻䛸䛳䛶䛿 ᡂ㌴䝯䞊䜹䞊䛻䜒ቑ䛧䛶┈ຊ䜢䛝䛟ᕥྑ䛩䜛せᅉ䛸䛺䜛䛛 䜙䛰䚹 5 . ᵝ䚻䛺⏘ᴗ䛷䛾ά⏝ ⮬㌿㌴䛾䝰䝆䝳䞊䝹㒊ရ䛷䜾䝻䞊䝞䝹䛻ྡ๓䛜▱䜜Ώ䜛䝅䝬 䝜䜒☜ᐇᛶ䝬䝛䝆䝯䞁䝖䛻ᡂຌ䛧䛯ᴗ䛰䚹 1970 ᖺ௦䚸䝅䝬䝜 䛿⡿䛷₯ᅾ䝙䞊䝈䜢ㄞ䜏ゎ䛟䜉䛟䚸⮬㌿㌴䛾⏝䝅䞊䞁䜢ᚭ ᗏⓗ䛻ㄪᰝ䛧䛶䛔䛯䚹 ᙜ䚸䜹䝸䝣䜷䝹䝙䜰ᕞ䛷䛿䜰䜴䝖䝗䜰䛷⮬ ㌿㌴䜢⏝䛩䜛䝅䞊䞁䛜ᩘከ䛟ぢ䜙䜜䚸୍㒊䛾䝯䞊䜹䞊䛜䜰䜴䝖 䝗䜰⏝⮬㌿㌴䛾㈍䛻䜚ฟ䛧䛯ᮇ䛰䛳䛯䚹 䛯䛰䚸ึᮇ䛾〇 ရ䛿䚸㏻ᖖ䛾⮬㌿㌴䛾㒊ရ䜢ὶ⏝䛧䛶䛔䛯䛯䜑䚸㉮⾜䛧䛵䜙䛔䞉 ᙉᗘ䛜ప䛔䛺䛹䛾⌮⏤䛷䚸ᬑཬ䛜㐍䜎䛪䚸ᕷሙ䛿䛧䛯䚹 ⌧ᆅ䛷䛾ᚭᗏㄪᰝ䜢䛧䛶䛔䛯䝅䝬䝜䛿䚸䝙䞊䝈䛿☜䛛䛻Ꮡᅾ 䛧䚸Ⰻ䛔〇ရ䛥䛘䛒䜜䜀ᕷሙ䛿䛹䜣䛹䜣ᗈ䛜䜛䛸ண 䛧䚸㛤Ⓨ䛻 ╔ᡭ䛧䛯䚹 ≉䛻ㄢ㢟䛾ከ䛛䛳䛯ኚ㏿ᶵ䚸䝩䜲䞊䝹䜢㛤Ⓨ䛻ὀຊ 䛩䜉䛝せ㒊ရ䛸ᐃ⩏䛧䚸䛭䜜䛻ኚ㏿ᶵ䜔䝤䝺䞊䜻䛺䛹࿘㎶㒊 C 䝅䝬䝜䛾䝺䝣䜯䝺䞁䝇䝕䝄䜲䞁䛾ᥦ䛻䜘䜛 ᘬ䛝ᐤ䛫 䜰䜴䝖䝗䜰⏝⮬㌿㌴䛾䝜䜴䝝䜴䛾㊊ 3 4 . 䛂ᵓ䛘䛃 䠖 䝰䝆䝳䞊䝹 䠄䝺䝂䝤䝻䝑䜽䠅 䛾⤌䜏ྜ䜟䛫 ෑ㢌䛷䚸VW䛜䝰䝆䝳䞊䝹㒊ရ䛾⤌䜏ྜ䜟䛫䛷ᵝ䚻䛺㌴䜢⏕䜏 ฟ䛩 䛂ᵓ䛘䛃 䜢ᣢ䛳䛶☜ᐇᛶ䜢ᑐฎ䛧䛶䛔䜛䛸ヰ䛧䛯䛜䚸䝯䜺䝃䝥 䝷䜲䝲䞊䜒ྠᵝ䛰䚹 䝯䜺䝃䝥䝷䜲䝲䞊䛜ᡂ㌴䝯䞊䜹䞊䛻౪⤥䛩䜛 䝰䝆䝳䞊䝹㒊ရ䛿䚸䜹䝇䝍䝬䜲䝈䛿䛫䛪ྛᡂ㌴䝯䞊䜹䞊䛷ඹ㏻䛾 䝥䝷䝑䝖䝣䜷䞊䝮㒊ရ䛸ಶู䛾ᡂ㌴䝯䞊䜹䞊䛾䝙䞊䝈䛻ᇶ䛵䛔䛶 㛤Ⓨ䛩䜛䜰䝥䝸䜿䞊䝅䝵䞁㒊ရ䛾⤌䜏ྜ䜟䛫䛷ᵓᡂ䛥䜜䜛䚹 䛘䜀⮬ື㌴䛾㟁Ꮚ㒊ရ䜢ไᚚ䛩䜛 ECU 䠄Electronic control unit䠅 䛾ሙྜ䛿䚸䝬䝄䞊䝪䞊䝗䚸䝏䝑䝥䚸䝁䝛䜽䝍䛺䛹䛾䝝䞊䝗 䜴䜶䜰䛚䜘䜃ᇶᮏไᚚ䝻䝆䝑䜽䛜䝥䝷䝑䝖䝣䜷䞊䝮㒊ရ䛷䚸㏻ᖖ䛿 䝝䜲䜶䞁䝗䛸䝻䞊䜶䞁䝗䛾 2 䛴䛾ᵝ䛜Ꮡᅾ䛩䜛䚹 ୍᪉䚸⟂య䚸 ㏣ຍ䝁䝛䜽䝍䚸ྛ✀ไᚚ䝋䝣䝖䛺䛹䛿䜰䝥䝸䜿䞊䝅䝵䞁㒊ရ䛷䚸 ᡂ㌴䝯䞊䜹䞊ẖ䛾䜹䝇䝍䝬䜲䝈ရ䛜Ꮡᅾ䛩䜛䚹 䛭䛾㝿䚸䜰䝥䝸 䜿䞊䝅䝵䞁㒊ရ䛷䛿㛤Ⓨ㈝䜢ᡂ㌴䝯䞊䜹䞊䛻㈇ᢸ䛥䛫䜛䛣䛸䛷 䝥䝷䝑䝖䝣䜷䞊䝮㒊ရ䛻䛚䛡䜛䝇䜿䞊䝹䝯䝸䝑䝖䛾ฟ䛸ಶู䝙䞊䝈 ㊊䛾䝞䝷䞁䝇䜢ྲྀ䜛䛾䛰䚹 ๓㏙䛾㏻䜚䚸䝃䝥䝷䜲䝲䞊䛿ᑗ᮶䛾ᡂ㌴䝯䞊䜹䞊䛾䝙䞊䝈䜢 > 1970ᖺ䛻䛿䜰䜴䝖䝗䜰⏝⮬㌿㌴䛾₯ᅾⓗ䛺 䝙䞊䝈䛿Ꮡᅾ > 」ᩘ䛾⮬㌿㌴䝯䞊䜹䛜〇㐀䜢ヨ䜏䛯䛜ᨾ㞀 䛜ከⓎ䛧ᬑཬ䛿㐍䜎䛪 䜰䜴䝖䝗䜰⏝⮬㌿㌴䛾タィ䝕䝄䜲䞁䛾ᥦ > 䛹䛾⮬㌿㌴䝯䞊䜹䛷䜒䜰䜴䝖䝗䜰⮬㌿㌴䛾タィ /〇㐀ྍ⬟䛺⌮䛾䝣䝺䞊䝮䝕䝄䜲䞁䜢ᥦ > ⮬♫㛤Ⓨ䛾䝁䜰㒊ရ䜢䛹䛾䜘䛖䛻ᦚ㍕䛩䜉䛝 䛛䜢ే䛫䛶ᐃ⩏ 䝅䝬䝜〇䛾㒊ရ䜢ᦚ㍕䛧䛯 䜰䜴䝖䝗䜰⏝⮬㌿㌴䛜ᴗ⏺䛾䝇䝍䞁䝎䞊䝗䛻 ฟᡤ 䠖 ྛ✀㞧ㄅグ䚸䝻䞊䝷䞁䝗 䞉 䝧䝹䜺䞊ศᯒ ROLAND BERGER STRATEGY CONSULTANTS 5 THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 ရ䜢⤌䜏ྜ䜟䛫䛶䚸䜰䜴䝖䝗䜰䛷ᛌ㐺䛻㐠㌿䛷䛝䜛⮬㌿㌴䜢タィ 䛧䛯䚹 䛂ඛㄞ䜏䛃 䛸 䛂ᵓ䛘䛃 䜢ᐇ㊶䛧䛯䛾䛰䚹 ຍ䛘䛶䚸⮬㌿㌴䝯䞊䜹䞊䛜䜰䜴䝖䝗䜰⏝䛾⮬㌿㌴䜢〇㐀䛧䜔䛩 䛔䜘䛖䛻䛩䜛䛯䜑䛻䚸⌮䛾䝣䝺䞊䝮䝕䝄䜲䞁 䠄䝸䝣䜯䝺䞁䝇䝕䝄䜲 䞁䠅 䜢సᡂ䛧䚸ୡ⏺୰䛾⮬㌿㌴䝯䞊䜹䞊䛻ᥦ䛩䜛䛣䛸䛷䚸▐䛟㛫 䛻䝅䝬䝜〇䛾㒊ရ䜢ᦚ㍕䛧䛯䜰䜴䝖䝗䜰⏝⮬㌿㌴䚸䝬䜴䞁䝔䞁䝞䜲 䜽䛜⾤䛻ᗈ䛜䛳䛶䛔䛳䛯䚹 䛣䛾䝸䝣䜯䝺䞁䝇䝕䝄䜲䞁䛜䛂ᘬ䛝ᐤ䛫䛃 䛾ᙺ䜢ᢸ䛳䛯䛾䛰䛳䛯䚹 C ༙ᑟయ䝯䞊䜹䞊䚸䝻䞊䝮䛾ྲྀ䜚⤌䜏䜒⯆῝䛔䚹 䛂ඛㄞ䜏䛃 䜢 ➇தຊ䛸ᤊ䛘䜛䝻䞊䝮䛿䚸CPU➼䛾୰᰾㒊ရ䝯䞊䜹䞊䜔᭱⤊〇 ရ䜢ᡭ䛜䛡䜛䝉䝑䝖䝯䞊䜹䞊䛾᭱ඛ➃ሗ䛻䜰䜽䝉䝇䛧䚸䝉䝑䝖䝯䞊 䜹䞊䛜㏆䛔ᑗ᮶䚸〇ရ䛻⤌䜏㎸䜐䛸Ⰻ䛔ᶵ⬟䛾䛂ඛㄞ䜏䛃䜢⾜䛖䚹 䛯䛰䚸䛣䛾᭱ඛ➃ሗ䜈䛾䜰䜽䝉䝇䛿䚸ᴟ䜑䛶㞴᫆ᗘ䛾㧗䛔䝍䝇 䜽䛰䚹 䛭䛣䛷䚸䝻䞊䝮䛿୰᰾㒊ရ䜢ᩒ䛘䛶タィ 䞉 〇㐀䛧䛺䛔䛣䛸 䛷୰❧ⓗ❧ሙ䜢ྲྀ䜚䚸ሗ䜈䛾䜰䜽䝉䝇ᛶ䜢☜ಖ䛧䛶䛔䜛䛾䛰䚹 䛥䛶䚸ඛㄞ䜏䛷ᚓ䜙䜜䛯ᶵ⬟⩌䛿䛩䛠䛥䜎䝁䞁䝫䞊䝛䞁䝖䛾タ ィ䜢㏻䛨䛶ල⌧䛥䜜䜛䚹 䛭䛾㝿䚸䝻䞊䝮䛿䚸䜹䝇䝍䝮 LSI䛾タィ 䛿䝉䝑䝖䝯䞊䜹䞊ẖ䛻␗䛺䜛䜒䛾䛾䚸ከ䛟䛾ඹ㏻せ⣲䛜Ꮡᅾ䛩䜛 䛣䛸䜢ぢฟ䛧䚸ᶆ‽䝰䝆䝳䞊䝹䛾㛤Ⓨ䜢⾜䛖䚹 ༑ศ䛻⣽䛛䛟せ⣲ ศゎ䛧䛶䛚䛡䜀䚸ᚋ䛿⤌䜏ྜ䜟䛫䜛䛰䛡䛷䜹䝇䝍䝮 LSI䛾༙䛾 タィ䜢⤊䛘䜛䛣䛸䛜䛷䛝䜛䚹 䛣䜜䛿䝰䝆䝳䞊䝹䜢䛳䛯 䛂ᵓ䛘䛃 䛰䚹 䛭䛧䛶䚸䛣䛾 䛂ᵓ䛘䛃 䜢䛧䛳䛛䜚䛸‽ഛ䛧䛶䛚䛟䛣䛸䛷ධ♫ 6 䞃᭶ ⛬ᗘ䛾ዪᛶ♫ဨ䛷䜒䚸ᶆ‽䝁䞁䝫䞊䝛䞁䝖䜢䛔䜹䝇䝍䝮 LSI䛾 య䝺䜲䜰䜴䝖タィ䛜ྍ⬟䛸䛺䛳䛶䛔䜛䚹 䜎䛯䚸䛂ඛㄞ䜏䛃 䛾㝿䛾 䝁䝭䝳䝙䜿䞊䝅䝵䞁䜔 䛂ᵓ䛘䛃 䛻䜘䜛䝸䞊䝗䝍䜲䝮䛾᭱ᑠ䛜䝉䝑䝖 䝯䞊䜹䞊䛾 䛂ᘬ䛝ᐤ䛫䛃 䛸䛺䛳䛶䛔䜛䛣䛸䜒㛫㐪䛔䛺䛔䚹 ᭱ᚋ䛾䛿᪥Ύ䛰䚹 ᩘ༑ᖺ๓䛛䜙ୡ䛾୰䛾 䛂䛃 䜢せ⣲䛻 D ᪥Ύ䛾ぬ䛾య⣔䛻䜘䜛ᵓ䛘 ぬ䛾 せ⣲ศゎ > 䛂㎞䛔䛃䛺䛹䛾䛾 せ⣲䜢⣽䛛䛟ศゎ 䛧䝕䞊䝍䝧䞊䝇 > ⥅⥆ⓗ䛻䝕䞊䝍䜢 ᭦᪂䛧᪂䛧䛔ぬ 䜢✚ ⤌䜏ྜ䜟䛫䛻䜘䜛 䛾ඖ > ぬ䝋䝮䝸䜶䜢 㓄⨨䛧䛾ඖ 䝜䜴䝝䜴䜢Ὑ䛔 ฟ䛧 > 䜢䛂᪨䛔㽢㎞䛔䛃 䛺䛹䛾⤌䜏ྜ䜟䛫 䛷グ㘓 ὶ⾜䝙䞊䝈䜈ᑐᛂ䛩䜛 > ேẼ䛾䝷䞊䝯䞁ᗑ䛜Ⓨ᥀䛥䜜䜛䛸䜢 ぬ䝋䝮䝸䜶䛜ศᯒ > ぬ䛾せ⣲䜢⤌䜏ྜ䜟䛫䜢⌧䛧䚸 ᕷሙᛶ䛾䛒䜛䜒䛾䜢〇ရ ศゎ䛧䛶䚸䝕䞊䝍䝧䞊䝇䛻✚䛧䛶䛔䜛䚹 䛂㎞䛔䛃 䛺䛹䚸䛾せ⣲ 䜢⣽䛛䛟ศゎ䛧䚸 ⥅⥆ⓗ䛻䝕䞊䝍䜢᭦᪂䛧䚸ᖖ䛻᪂䛧䛔䛾⤌ 䜏ྜ䜟䛫䜢⁀䜑䛶䛔䛟䚹 䛥䜙䛻䚸䛾ඖ䛻ᚲせ䛺䝜䜴䝝䜴䜢Ὑ 䛔ฟ䛩䛯䜑䛻䚸ぬ䝋䝮䝸䜶䜢㓄⨨䛧䚸ᵝ䚻䛺䝷䞊䝯䞁䛾䜢せ ⣲䛻ศゎ䛷䛝䜛యไ䜢⠏䛔䛶䛔䜛䚹 ᪥Ύ䛾 䛂ᵓ䛘䛃 䛰䚹 D 䛭䛧䛶䚸䛔䛦ேẼ䛾䝷䞊䝯䞁ᗑ䛜Ⓨ᥀䛥䜜䜛䛸䚸ぬ䝋䝮䝸䜶䛜 䛭䛾ᗑ䛻ゼ䜜䚸䜢ศᯒ䚹 ⮬♫䛾䝕䞊䝍䝧䞊䝇䜢ඖ䛻䚸䛹䛾 䛾せ⣲䜢⤌䜏ྜ䜟䛫䜜䜀ᗑ䛸ྠ䛨䛜⌧䛷䛝䜛䛛䜢ᑟ䛝ฟ 䛩䚹 䛭䛧䛶䚸 せ⣲䛾⤌䜏ྜ䜟䛫䛻䜘䛳䛶⌧䛥䜜䛯䛷䚸 㐪 ឤ䛜↓䛔䜒䛾䛰䛡䛜〇ရ䛥䜜䜛䚹 䛂ᵓ䛘䛃 䜢ᣢ䛴䛣䛸䛷䚸䛔䛱᪩䛟䜢⌧䛷䛝䜛᪥Ύ䛻䛿䚸➇ྜ 䛿ኴยᡴ䛱䛷䛝䛺䛔䚹 ⤖ᯝ䛸䛧䛶ᾘ㈝⪅䛿᪥Ύ䛾䝷䞊䝯䞁䜢㈙䛖䚹 䛂ᘬ䛝ᐤ䛫䛃 䛜ᐇ⌧䛥䜜䜛䛾䛰䚹 䛥䜙䛻䚸 ㏆ᖺ䛿 䛂ඛㄞ䜏䛃 䛾䛯 䜑䛻䚸ᵝ䚻䛺䝷䞊䝯䞁ᗑ䛾䜢⌧䛧䛯〇ရ䜢㝈ᐃ㈍䛩䜛䜿䞊 䝇䜒䛒䜛䚹 䛔䜟䜖䜛䝔䝇䝖䝬䞊䜿䝔䜱䞁䜾䛷䚸᪂つ䝙䞊䝈䛾᥀䜚㉳䛣 䛧䜈䛸⧅䛢䛶䛔䜛䚹 6 .䚷┿䛾䜾䝻䞊䝞䝹䝥䝺䞊䝲䞊䜈䛾⬺⓶ Ḣᕞ䛸䛾ᩥⓗ⫼ᬒ䛾㐪䛔䜒䛒䜚䚸᪥ᮏ䛾〇㐀ᴗ䛿䚸䝖䝑䝥䝎 䜴䞁䛷㛗ᮇⓗ䛺䝡䝆䝛䝇ᒎᮃ䜔ᡓ␎䜢ᥥ䛟䛣䛸䜘䜚䚸䛭䛾䚻䛾 ⌧ሙ䛷䛾ᨵၿ䜢㔜ど䛧䛶䛝䛯䚹 䛯䛰䚸ᚋ䜾䝻䞊䝞䝹䛷䛱ᢤ 䛟ୖ䛷䛿ὶ䜢 䛂ඛㄞ䜏䛃 䛧䛶䚸ඛ㥑⪅䛸䛧䛶᪂䛧䛔ศ㔝䜢ษ䜚㛤 䛔䛶䛔䛟䚸䛣䛖䛧䛯ྲྀ䜚⤌䜏䜢᪥⣔ᴗ䛻䜒ᐇ㊶䛧䛶ḧ䛧䛔䚹 䛭䛾䛯䜑䛻䛿䚸⭜䜢ᤣ䛘䛶ᑗ᮶䝅䝘䝸䜸䜢స䜚䚸䛭䛾୰䛷⮬♫ ⊂⮬䛾䝫䝆䝅䝵䞁䜢⏕䜏ฟ䛩ᡓ␎䜈䛸⧅䛢䜛䝅䝘䝸䜸䝥䝷䞁䝙䞁 䜾䜢ά⏝䛩䜉䛝䛰䚹 ┠ඛ䛾䛣䛸䛷䛿䛺䛟䚸ᑗ᮶䜢ぢᤣ䛘䛶ᡓ␎䜢 స䜚䚸⤌⧊୍䛸䛺䛳䛶䛭䛾ᡓ␎䜢ᡂ䛧㐙䛢䜛䛸䛔䛖άື䛜ྍ Ḟ䛸䛺䜛䚹䛭䛧䛶䚸䛭䛾άື䜢୍㐣ᛶ䛷⤊䜟䜙䛫䜛䛾䛷䛿䛺䛟䚸䜶䞊 䝇ேᮦ䛾ᢞධ䚸ᑓ㛛㒊㝲䛾タ⨨䛺䛹䜢㏻䛨䛶䚸 ⤌⧊䛸䛧䛶䛾ព ᛮ䜢᫂☜䛻♧䛧䛴䛴䚸ᐇ㊶䞉䝻䞊䝸䞁䜾䛧䛶䛔䛟䛣䛸䛜㔜せ䛷䛒䜛䚹 䛭䜜䛻䜘䛳䛶䚸ண 䛾⢭ᗘ䚸ᡓ␎䛾➇தຊ䜢㧗䜑䜛䛣䛸䛜䛷䛝䜛 䛛䜙䛰䚹 䛯䛰䚸䛔䛟䜙⢭ᗘ䛾Ⰻ䛔 䛂ඛㄞ䜏䛃 䜢䛧䛶䜒☜ᐇᛶ䛜ᚲ䛪ṧ 䜛䚹 䛭䛣䛷 䛂ඛㄞ䜏䛃 䛻䜘䛳䛶⏕䜏ฟ䛧䛯ᡓ␎௬ㄝ䜢⬟ືⓗ䛻 㛤♧䛧䛶䚸࿘ᅖ䜢䛭䛾௬ㄝ䛻䛂ᘬ䛝ᐤ䛫䜛䛃άື䜢㐍䜑䜛䜉䛝䛰䚹 ୍⯡ⓗ䛻᪥ᮏᴗ䛿➇ྜ䜔᪂⯆ᅜ䝥䝺䞊䝲䞊䜈䛾ሗὶฟ 䜢ᜍ䜜䚸ሗ䛻䜢䛩䜛䚹 ⊂ⓗ䛺〇ရ䜢༢⊂䛷స䜚ᬑཬ䛥 䛫䜛䛣䛸䛜䛷䛝䜛䛺䜙䛭䜜䛷䜒Ⰻ䛔䛜䚸⌧ᐇ䛿䛭䛖䛿䛔䛛䛺䛔䚹 䛣䜜䛛䜙䛿ඹ䛻ᬑཬ䛻ᑾຊ䛩䜛௰㛫స䜚䛾᪉䛜䜘䜚㔜せ䛸䛺䛳䛶 䛔䛟䚹 䜎䛯䚸䝰䝆䝳䞊䝹㒊ရ䜔せ⣲ᢏ⾡䜢ᶆ‽䞉య⣔䛧䛶 䛂ᵓ䛘䛃 䜢ᩚ䛘䚸䛭䜜䜙䛾⤌䜏ྜ䜟䛫䛷〇ရ䜢స䜚䛣䜐䛣䛸䜒Ḣᕞᴗ䛸 ẚ䜉䛶┦ᑐⓗ䛻ⱞᡭ䛰䚹 䛹䛖䛧䛶䜒䚸〇ရ䛾᭱⤊ẁ㝵䛷ᨵၿ 䜢ຍ䛘ᶆ‽䛛䜙㞳䜜䛶䛔䛟䚹 䛣䜜䛜㛤Ⓨ䝸䝋䞊䝇䛜㐕㏕䛩䜛ཎᅉ 䛰䚹 ᚋ䛿䚸┠ඛ䛾〇ရୖᕷ䛻㛫䜢䛔䛩䛞䛺䛔䝬䝛䝆䝯䞁 䝖䛜ồ䜑䜙䜜䜛䚹 ฟᡤ 䠖 ྛ✀㞧ㄅグ䚸䝻䞊䝷䞁䝗 䞉 䝧䝹䜺䞊ศᯒ 6 ROLAND BERGER STRATEGY CONSULTANTS THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 ABOUT US 䝻䞊䝷䞁䝗䞉䝧䝹䜺䞊 䝻䞊䝷䞁䝗 䞉 䝧䝹䜺䞊䛿䝗䜲䝒䚸䝭䝳䞁䝦䞁䛻ᮏ♫䜢⨨䛝䚸䝶䞊䝻䝑䝟䜢௦⾲䛩䜛ᡓ␎❧䛸䛭䛾ᐇ⾜ᨭ䛻≉䛧䛯⤒Ⴀ 䝁䞁䝃䝹䝔䜱䞁䜾 䞉䝣䜯䞊䝮䛷䛩䚹 1967ᖺ䛾❧௨᮶䚸ᡂ㛗䜢⥆䛡䚸⌧ᅾ 2 ,700 ྡ䜢㉸䛘䜛䝇䝍䝑䝣䛸ඹ䛻䚸ୡ⏺ 36 䜹ᅜ 51 ົᡤ䜢ᵓ䛘䜛䜎䛷䛻⮳䜚䜎䛧䛯䚹 ᪥ᮏ䛻䛚䛝䜎䛧䛶䛿䚸1991ᖺ䛻䜸䝣䜱䝇䜢㛤タ䛧䚸᪥ᮏᴗཬ䜃እ㈨⣔ᴗ䛾⤒Ⴀୖ 䛾ㄢ㢟ゎỴ䛻ᩘከ䛟䛾ᐇ⦼䜢✚䜏㔜䛽䛶䛚䜚䜎䛩䚹 〇㐀䚸ὶ㏻ 䞉 䝃䞊䝡䝇䚸㏻ಙᴗ⏺➼ᩘከ䛟䛾䝥䝻䝆䜵䜽䝖䛿䜒䛸䜘䜚䚸5 䡚 10 ᖺᚋ䜢ண 䛩䜛ྛ✀䝖䝺䞁䝗䝇䝍䝕䜱䛾ᐇ䜔Ꮫ⾡ᶵ㛵䛸䛾ඹྠ◊✲䛺䛹䜢⾜䛖䛣䛸䛻䜘䜚ᖖ䛻᭱ඛ➃䛾䝜䜴䝝䜴䜢 ✚䛧䛶䛚䜚䜎䛩䚹 Tablet version Further reading Links & likes DOWNLOAD OUR KIOSK APP 㛵㐃᭩⡠䛾䛤⤂ 䝅䝘䝸䜸䝧䞊䝇ᡓ␎ィ⏬䠉☜ᐇᛶ䜈䛾ᡓ␎ ⓗᑐᛂ䠄Scenario-based strategic planning-Developing strategies in an uncertain world䠅䚷 ORDER AND DOWNLOAD www.think-act.com To read our latest editions on your tablet, search for "Roland Berger" in the iTunes App Store or at Google Play. Download the Kiosk App for free. iTunes Store www.rbsc.eu/RBKiosk Google Play www.rbsc.eu/RBAndroid STAY TUNED www.twitter.com/BergerNews LIKE AND SHARE www.facebook.com/Roland BergerStrategyConsultants ᮏ᭩䛿21ୡ⣖䛾⤒Ⴀᡓ␎䛜┤㠃䛩䜛䚸ᮏ㉁ⓗ䛺ㄢ㢟䛻↔ Ⅼ䜢ᙜ䛶䛶䛔䜛䚹 ๓䛻ணぢ䛩䜛䛣䛸䛜ᅔ㞴䛺☜ᐇᛶ䛣 䛭䛜䛝䛺ㄢ㢟䛷䛒䜛䛸ᐃ⩏䛧䛯ୖ䛷䚸☜ᐇᛶ䜢⏕䜐䛺 せᅉ䛿⬤ᙅᛶ䚸」㞧ᛶ䚸ᐃ⩏㊊䛻㉳ᅉ䛩䜛䛸ศᯒ䛧䛶䛔䜛䚹 ᚑ᮶䛾䝅䝘䝸䜸䞉䝥䝷䞁䝙䞁䜾ᡭἲ䛿」㞧䛷䛒䜚䚸㛫䜢せ 䛩䜛䜒䛾䛰䛳䛯䚹䛧䛛䛧䚸ᮏ᭩䛾᪂䛯䛺䝁䞁䝉䝥䝖䛷䛿䚸䝅䝘䝸 䜸䞉䝥䝷䝙䞁䜾䜢ᡓ␎ィ⏬䛻⤌䜏㎸䜐䛣䛸䛷」㞧ᛶ䜢㍍ῶ䛥 䛫䜛䛸ྠ䛻䚸ᴗຠ⋡䜢㧗䜑䜛⌮ⓗ䛺䝒䞊䝹䛷䛒䜛䛣䛸 䜢ゎㄝ䛧䛶䛔䜛䚹 ᮏ䜰䝥䝻䞊䝏䛿䚸䝻䞊䝷䞁䝗䞉䝧䝹䜺䞊䛸䚸䝷䜲䝥䝒䜱䝠ၟ⛉ Ꮫ䝉䞁䝍䞊䞉䝣䜷䞊䞉䝇䝖䝷䝔䝆䞊䞉䜰䞁䝗䞉䝅䝘䝸䜸䞉䝥䝷䞁䝙䞁 䜾䛻䜘䜚ඹྠ㛤Ⓨ䛥䜜䛯䜒䛾䛷䛒䜛䚹 ROLAND BERGER STRATEGY CONSULTANTS 7 THINK ACT ☜ᐇᛶ䛾ᡓ␎䝬䝛䝆䝯䞁䝖 Publisher The authors welcome your questions, comments and suggestions ROLAND BERGER STRATEGY CONSULTANTS 䝅䝙䜰䝟䞊䝖䝘䞊 ⮬ື㌴ᡓ␎䝏䞊䝮䜰䝆䜰௦⾲ ᰴᘧ♫ 䝻䞊䝷䞁䝗䞉䝧䝹䜺䞊 㛗ᓥ䚷⪽䚷Satoshi Nagashima ᗈሗᢸᙜ䠖 す㔝䚸ᒣୗ [email protected] 䛈107-6023䚷ᮾி㒔 ༊㉥ᆏ1-12-32䚷 䜰䞊䜽᳃䝡䝹23㝵 㟁ヰ 03-3587-6660䠄௦⾲䠅 䝣䜯䝑䜽䝇 03-3587-6670 e-mail: [email protected] www.rolandberger.co.jp ᪩✄⏣Ꮫ⌮ᕤᏛ◊✲⛉༤ኈㄢ⛬ಟᚋ䚸᪩✄⏣Ꮫ⌮ᕤᏛ㒊ຓᡭ䚸ྛ ົグᛕᮦᩱᢏ⾡◊✲ᡤຓᡭ䜢⤒䛶䚸䝻䞊䝷䞁䝗䞉䝧䝹䜺䞊䛻ཧ⏬䚹ᕤᏛ༤ኈ䚹 ⮬ື㌴䚸▼Ἔ䚸Ꮫ䚸䜶䝛䝹䜼䞊䛺䛹䛾ᴗ⏺䜢୰ᚰ䛸䛧䛶䚸R&Dᡓ␎䞉Ⴀᴗ䞉䝬 䞊䜿䝔䜱䞁䜾ᡓ␎䚸䝻䝆䝇䝔䜱䜽䝇ᡓ␎䚸ᴗ䞉⤌⧊ᡓ␎䛺䛹ᩘከ䛟䛾䝥䝻䝆䜵 䜽䝖䜢ᡭ䛡䜛䚹⌧ሙ䜢ྵ䜐㛵ಀ⪅ဨ䛾⭡䛻ⴠ䛱䜛ᡓ␎䛾ᐇ⌧䜢ಙ᮲䛻 䛂ᆅ䛻㊊䛜╔䛔䛯䛃䝁䞁䝃䝹䝔䜱䞁䜾䜢ᚿྥ䚹 䝁䞁䝃䝹䝍䞁䝖 ୰ᮧ䚷䚷Kenji Nakamura [email protected] ᛂ⩏ሿᏛᏛ㝔⌮ᕤᏛ◊✲⛉༞ᴗᚋ䚸᪥⏘⮬ື㌴⥲ྜ◊✲ᡤ䛻䛶 ḟୡ௦㟁ື㌴୧䛾◊✲㛤Ⓨ䛻ᚑ䛧䛯ᚋ䚸䝻䞊䝷䞁䝗䞉䝧䝹䜺䞊䛻ཧ⏬䚹 ⮬ື㌴ᴗ⏺䛻䛚䛔䛶䚸ᡂ㌴䝯䞊䜹䞊䚸⮬ື㌴㒊ရ䝃䝥䝷䜲䝲䞊䛾♫ᡓ ␎䚸ᴗᡓ␎䚸R&Dᡓ␎䚸䝍䞊䞁䜰䝷䜴䞁䝗ᡓ␎䛾❧䛚䜘䜃ᐇ⾜ᨭ➼䛾 䝥䝻䝆䜵䜽䝖䜢ᩘከ䛟⤒㦂䚹⮬ື㌴䜾䝹䞊䝥䛾䝯䞁䝞䞊䚹 © 2014 ROLAND BERGER STRATEGY CONSULTANTS GMBH. 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