Strategic innovation at large companies through strategic community management – an NTT multimedia revolution case study

The article will propose strategic community management as a new management style and innovation technique for large, established companies, that is implemented through the creation of a variety of strategic business communities. The article will take up, as a new model case of the use of strategic community management in business, the expansion of Japan’s multimedia communication market achieved by Nippon Telegraph and Telephone, Inc. (hereafter, NTT), Japan’s largest telecommunications carrier, over roughly the past four years. The article will explain how NTT cultivated this new multimedia market, which was spawned from its creation of business communities (both internal and external, and including communities with customers) using strategic outsourcing and various strategic partnerships with businesses in other industries.