良品計画のリーダーコミュニケーション戦略：
3 人の歴代CEO によるデザイン経営とESG 推進
Leader Communication Strategies at MUJI: Design Management and ESG Promotion by Three Former CEOs
中谷安男 (法政大学）
Yasuo Nakatani（Hosei University）
Abstract
MUJI was set up to make people reevaluate the intrinsic value of materials. The company gained support from many consumers throughout the 1990s, and its sales more than quadrupled over a decade. However, in 2001, the growth myth of the company collapsed, profits decreased, and the stock price plummeted to one-sixth of its previous value. The rapid decline can be attributed to vulnerabilities in the business model, weak operational capabilities, and the deterioration of brand strength. Additionally, insufficient development of an international strategy as a global company was a contributing factor. This paper explores how the three former CEOs, Matsui, Kanai, and Matsuzaki, addressed these challenges through interviews and investigations centred around the companyʼs cases. Furthermore, it reflects on why the companyʼs localization strategy, aiming for regional revitalization as part of its ESG activities, can be successfully implemented.