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Corporate Philosophy

Corporate Philosophy

Corporate Philosophy

Ever since its foundation in 1918, the Nitto Group has dedicated itself to “serving customers” and has created new value together with them. In January 2014, we renewed our Corporate Philosophy as described below in a bid to achieve new growth.

Our Corporate Philosophy consists of our “Mission” and “The Nitto Way.” As a symbol of such management concepts, we uphold the brand slogan of “Innovation for Customers.”

Mission: Contribute to customers’ value creation with innovative ideas

We at the Nitto Group hope to retain an attitude of relentlessly pursing products, systems, and ideas that customers may find useful.
Our Mission is to deliver safety, prosperity, comfort, and affluence not only to customers whom we contact directly but also to every stakeholder.

The Nitto Way

We place safety before everything else
  • Achieve zero accidents and injuries.
  • All employees must work together to establish a safe and secure workplace.
Amaze and inspire our customers
  • Exceed customers’ expectations to have them say, “This is exactly what we wanted!”
  • Work with customers and create new societal values.
  • Customer satisfaction brings value to our stakeholders.
Anticipate and leverage change
  • Go to the field to sense changes in society and the market.
  • Rapidly link sensed changes to actions.
  • Refine our strengths, and aim to become the company customers want to consult with first.
Take on challenges for new value creation
  • Continue to take on challenges, even if we fail in the short-term, rather than do nothing for fear of failure.
  • Embrace change, exercise curiosity, and take the first step forward.
Act promptly and follow through on your decisions with determination
  • Take the first step forward and then think while advancing.
  • Share information openly, have equal and fair discussions, and if a decision is made, work together as a team to bring out the best possible result.
  • Always make efforts to ensure frank and open communication beyond organizational boundaries and roles.
Transform ourselves constantly
  • Anticipate challenges, implement reforms, and bring about growth in the spirit of Mu-Gen-Dai.
  • Keep changing. Change leads to opportunity and growth.
  • Challenge ourselves to improve our future. Changes in each of us lead to growth of the entire organization.
Have an attitude of integrity, and understand and respect diversity
  • Take actions based on integrity and modesty to build relationships of respect and trust with stakeholders.
  • Appreciate the diversity of our global team. Accept and respect others.


*About our brand slogan, “Innovation for Customers”

innovation for customers
The Nitto brand slogan, “Innovation for Customers,” is a symbolic representation of our Corporate Philosophy. The Nitto Group is committed to innovating in a customer-oriented manner, and our brand slogan reflects this commitment. Under this slogan, members of the Nitto Group strive to practice “The Nitto Way” in their daily actions and contribute to customers’ value creation with innovative ideas.

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For any inquiries about Nitto.

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