For Hiroaki Otani, president of YKK Corporation (YKK), the year 2024 began with uncertain challenges. Though YKK had been leading the zipper industry for decades with a large global market share, highly integrated production capability, and advanced technology, the zipper market’s competitive environment was gradually changing, especially within the emerging Asian markets. Furthermore, the global apparel market had slumped due to the COVID-19 pandemic in 2020 and remained sluggish. Despite facing various competitive challenges, YKK had substantially increased its sustainability-related investment. Was it the right strategy for YKK to position sustainability as its core management approach during such a difficult time? Balancing sustainability and profitability was a key challenge that Otani considered while charting the company’s strategic path for the next four years.
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