a 1901 pa ulang fakun Ke. 70. Romateu membengkar thon mertka Selena as He. sebuah buldeste kuning Vecer di puncate gadung Kewateu digeuth ola cuar elcktrentk Harvard Business School Pebuan Lamleang pertbaheny shotegt s memotenen® viet * ceengodt predusen mesin konstruker torkenuke dt dunia ~ Chersaing & vrexqedt lebih bruk de Cot) + “bertombuh. mendy tia, * wenyeluruk Komatsu Ltd. and Projec Ona breezy spring day in 1991, passers-by on the bustling street in front of Komatsu’s world headquarters stopped, pointed, and stared at the spectacle atop the building. Ten stories above, ‘workers were dismantling one of central Tokyo's most notable landmarks—a giant, yellow Komatsu bulldozer precariously perched on a tall pole. For 25 years, this corporate icon had symbolized Komatsu's overriding strategic aim to become the world’s premier construction equipment manufacturer. Inside the Komatsu offices, the objective was more explicitly expressed in the oft- repeated mantra, “to catch up with and surpass Caterpillar [Cat].” President Tetsuya Katada and company workers watched, too, reflecting on the significance of the move. Kataca and the directors and employee representatives on the so-called “Committee for the 1990s” had carefully timed the removal of this corporate symbol to mark recent changes in the company in preparation for Komatsu’s spring celebration of its 70th anniversary. Soon, a new electronic beacon would flash Kematsu’s new logo and new corporate slogan ("The Earth Company, Unlimited”), confirming the changes in strategy and management practices that Mr. Katada and the ‘oro management committees had started to implement. Pr Katada explained the significance of these symbolic changes: Pulling down the bulldozer is just one example showing the strong determination of the president to outsiders and, more importantly, employees that we can’t single-mindedly pursue production of the bulldozer. . .. Instead, we have challenged the organization with a new slogan, “Growth, Global, Groupwide’—or “the Three G's" for short. It’s a much njore abstract challenge than one focused on ‘catching and beating Cat, but I hope it will stimulate people to think and discuss » cceatively what Komatsu can be. 1921 Nowatew berdinr , mengewalt Bbg predusen mecin & alat Komatsu Company and Managemen pertanton Established in 1921 as a specialized producer of mining eq. ‘72° @K@tensi proclukee: rosin = agricultural machinery during the 1990s and, during the Second W alah perkambanoon military equipment. ‘The heavy-machinery expertise the company expand into earth-moving equipment needed for postwar reconstrt PD 2 (139 t9uc) eheransy erecutes mMesin alot .£ seated rofisor Chvstpher A. Barlett and Research Associate Robert W. Lightfoot} we egetn. waliter discussion rather than to illustrate either efective or inafective handling ofan aim PARCE PD2 eKEPeing: predukci mesin = Tel nage sein wth ie cpa) 295000 oem elon Reese See Reb ful, Copyright © 19% by the President and Fellows of Harvard College. To o paren tise Corea dut reprodtice materials, call 1-800-545-7685, write Harvard Business School Pu ge stauks hip wow oop harvard.edu. No pat of this publiction may be repr M9) used in a spresdehect, or transite in any form or by any meanse recording, o otherwise—without the permission of Harvard Business Scho fasea, ‘This document is for use only with the Harvard Business Publishing ‘Case Analysis Coach’