Accelerating Hitachi Construction Machinery's Transformation into a Solution Provider Through a Structured New Business Strategy

In addition to its strength in manufacturing physical products, Hitachi Construction Machinery is also taking on the challenge of creating value through new technologies, and has positioned the evolution into a "solution provider" that responds flexibly and quickly to changing customer business issues as a management agenda.
Under the new corporate brand "LANDCROS"—which also serves as the new company name scheduled to be applied from April 1, 2027, and represents a concept combining "LAND" (vision) with "Customer," "Reliable," "Open," and "Solutions"—the company emphasizes the concept of "Open" and aims to contribute to solving customer issues by collaborating with partners worldwide and integrating products, technologies, human resources, and ideas.
Within this context, the cross-departmental "New Business Creation Unit," newly established in April 2022, has been driving new business creation as the organization primarily responsible for external collaboration. While certain results had been achieved through past initiatives, challenges remained, including speed in launching new businesses and responding to trend themes, insufficient functions and activities to explore future business opportunities, and limited recognition of the unit both internally and externally.
In light of these challenges, to further accelerate new business creation, it became necessary to organize and concretize the roles to be carried out by the unit and the activities and measures to be strengthened, with a view toward the medium-term management plan beginning in FY2026.
Accordingly, Hitachi Construction Machinery selected ABeam Consulting as a discussion partner, recognizing its strengths in accumulating knowledge through dialogue with players involved in open innovation across a wide range of industries and business domains, as well as its ability to conduct flexible and speedy discussions, organization, and visualization without relying on specific frameworks.
Through multiple discussions, the direction was clarified, and since March 2025, with the support of ABeam Consulting, initiatives have been undertaken ranging from the concretization of organizational models, strategies, and activity policies to external communication and the promotion of new business development.

The success of this project lies in not relying on specific frameworks, but in utilizing and integrating the "assets" accumulated by both Hitachi Construction Machinery and ABeam Consulting—such as knowledge and networks related to new business creation—and consistently promoting all activities from planning through execution. The main factors are as follows:

1. Highly effective examination through the utilization and integration of "assets"
In this initiative, while aligning with Hitachi Construction Machinery’s current strategy and intentions, and incorporating examples from other companies, the concretization of an effective organizational model was promoted.
By utilizing and integrating "assets" such as trends accumulated through new business creation challenges, as well as success and failure cases and the insights gained from them, a more effective outcome was achieved. ABeam Consulting supported the advancement of this initiative by systematizing such knowledge and applying it to discussions, enabling both quality and speed within a limited period of less than one month.

2. Establishment of a common foundation through visualization of tacit knowledge
Concepts related to new business creation—such as target domains, human resource requirements, and necessary activities and key performance indicators—had not been systematically organized and were implicitly shared among stakeholders.
Through this support, these elements were visualized as explicit knowledge, fostering a shared understanding among management and stakeholders while establishing a foundation for external communication.

3. Linking examination to execution
Based on the organized policies and activity plans, concrete actions toward new business creation were initiated. As one of the measures, an event targeting diverse players involved in open innovation both domestically and internationally was held, communicating Hitachi Construction Machinery’s initiatives and direction externally. This contributed to fostering understanding and empathy for the company’s approach and led to the creation of new partner collaborations.

The contributions of ABeam Consulting in this project can be summarized into the following three points:

1. Contribution to forming a shared understanding regarding new business creation
By organizing and visualizing a framework for new business creation unique to Hitachi Construction Machinery, a foundation was established for conducting concrete discussions with management.
As a result, a shared understanding of the significance of activities and the themes to be addressed was developed, creating a starting point for discussions toward the formulation of the new medium-term management plan.

2. Contribution to promoting activities related to "Open"
As one of the measures, an event targeting diverse players involved in open innovation both domestically and internationally was held. Based on the content organized in this project, Hitachi Construction Machinery’s direction and initiatives were communicated externally.
This enhanced recognition and understanding among external stakeholders and created opportunities for building relationships for external collaboration.
Additionally, the importance of being "Open" to become a company that is "chosen" as a partner in external collaboration was reaffirmed and shared with management.

3. Contribution to accelerating new business creation activities
Based on the policies and activity plans organized in this project, new business creation activities have been accelerated since the latter half of FY2025.
Multiple new business ideas, including initiatives in new domains different from existing businesses, have been generated and are being advanced toward commercialization. Part of these initiatives continues to be supported by ABeam Consulting.

Going forward, ABeam Consulting will continue to accompany the execution phase from new business creation through commercialization, contributing to the realization of outcomes.