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date: 20 February 2020

Abstract and Keywords

Japanese corporations are in transition from their successful organizational and business model in the high-growth era of the 1960s through the 1980s, to new models to adapt to the emerging business environment of the last 20 years. The adjustment process has been slow, but has provided new opportunities for the new generation of entrepreneurs who are willing to engage in business experimentation in new products, services, and business models. Although it is still premature to predict, this chapter finds that these innovative firms that take sustainability at the heart of their business concepts and that have a clear customer value propositions are gaining traction in the marketplace and creating new sustainable values.

Keywords: business experimentation, business model, sustainability, small and medium enterprise, Japan

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