June 5, 2020

New Co-authored Book from Fujifilm Chairman Shigetaka Komori and Professor Philip Kotler Published 
‘Never Stop - Winning through Innovation’

Offers a glimpse into why, how and what to innovate amid an unpredictable environment

A book ‘Never Stop - Winning through Innovation’ is written collaboratively by authors, Professor Philip Kotler of the Kellogg School of Management at Northwestern University, widely known as the “Father of Modern Marketing” and Shigetaka Komori, Chairman who brought Fujifilm back from the brink by engineering drastic transformation. 

FUJIFILM Holdings Chairman and CEO Shigetaka Komori and Professor Kotler both share the same view that “Marketing is not simply a sales promotion tool. Rather, it should be used by corporations as a business strategy to fulfill their social responsibility.” This also coincided with Fujifilm’s vision. Referring to Fujifilm’s reinvention as a case study, the book intends to provide insight to those who seek to disrupt in a changing, uncertain environment. The book introduces the Kotler-Komori way as an essential element to overcome new challenges, create innovation, and to become a part of a strong force that enriches our society as a whole and becoming an essential part of people’s lives.

Never Stop – Winning through Innovation
By Shigetaka Komori and Philip Kotler

Available at Amazon in countries and regions where Amazon offers service. 


Corporate Planning Division,
Corporate Communications Office