Technological strategy in Matsushita Electric Works plays a key role in growth strategy towards a management culture that promotes change. The basic concept of the technological strategy is “Technology oriented company” and the mission of R&D is “To continue creating New Products in a “timely” and “perpetual” manner. To realize this “Technology oriented company,” at corporate R&D department the view point of R&D is divided into two, firstly advanced technology development (long term) and secondly new products development (short-mid term). R&D is managed by considering commercialization from an early stage of development in close collaboration with our business units. Also, for researchers and engineers, new product development leaders are cultivated in terms of expanding experience by transferring in accordance with an innovative R&D organization matrix or shifting to other technological areas that are different from their current work.