Interview Published: Case Study Support for Skymark Co., Ltd. | Skymark's Transformation from Top-Down to a Self-Driven, Autonomous Organization

Link-SS Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Hirohito Shiroto, hereinafter "the company") has published an interview article on its internal communication support case for Skymark Co., Ltd. (Headquarters: Ota-ku, Tokyo; President and CEO: Manabu Motohashi, hereinafter "Skymark") on its corporate website.

View the interview article here

Project Overview

Following financial distress in 2015, Skymark announced a transformation from its traditional "top-down" organizational model to a "self-driven, autonomous organization (Skymark 3.0)," where each employee thinks and acts independently. The company formulated its "MVV (Mission, Vision, Values)" as a guiding framework and sought effective ways to disseminate it across the organization and encourage employees to internalize it as their own. We interviewed members of Skymark’s Organization & Talent Development Promotion Office about the behind-the-scenes process of creating an original MVV handbook infused with the "essence of Skymark," and their challenges in transforming into a self-driven, autonomous organization.

View the interview article here

Key Points of This Article

● Moving Beyond a Directive-Driven Organization and Establishing MVV

To adapt to an era of rapid change, Skymark moved away from a culture led by strong executive leadership. Instead, it articulated its MVV to ensure every employee has a clear decision-making framework.

● Creation of a Skymark-Style MVV Handbook

Rather than relying on digital data, the company adopted a physical booklet format designed to be "always within reach." The handbook includes the company’s history since its founding, frontline stories, and a dedicated "stamp" section, incorporating unique elements that reflect Skymark’s identity.

● Engaging Multiple Layers Across the Organization

After distributing the handbook, MVV workshops were conducted for executives and department managers—the key drivers of organizational change. These efforts have successfully cascaded from managers to section leaders. Creative approaches, such as using original stamps, helped generate spontaneous and enthusiastic participation.

● Embedding MVV into Daily Operations and Sustaining Engagement

Skymark ensures MVV is not treated as an abstract concept but is actively used as a "decision-making reference" in meetings and on the front lines. Furthermore, by linking MVV to personnel evaluations (value-based assessments), the company aims to sustain cultural transformation, enhance corporate value, and strengthen external human capital disclosure.

Related Materials and Case Studies

On our corporate website, we publish numerous case studies on branding support for companies, as well as practical resources that help address management challenges.

View case studies here

Moving forward, through our support for internal branding, we will continue to help Japanese companies create stakeholder expectations that contribute to enhanced corporate value.

Company Overview

- President and CEO: Hirohito Shiroto

- Headquarters: 15th Floor, Kabukiza Tower, 4-12-15 Ginza, Chuo-ku, Tokyo

- Business: One-stop support for corporate branding, with IR as the core

- URL: https://www.link-ss.co.jp/