Manage Kao with stress on investors, yet keeping his scientist's viewpoint
While Fumikatsu Tokiwa was president of Kao, he continued the 17 year consecutive sales and profit growth throughout his tenure. Dr. Tokiwa became chairman in June 1997.

Having published over 100 papers on surface science, including some joint works, Dr. Tokiwa is known as a scientist. He is also known for the "Tokiwa Book of Sayings" which presents unique views on business such as "Our mission is to create products with true value for consumers," "Let's challenge continuous innovation of operations" and "Stores are for shopping, not for selling."

Dr. Tokiwa often attends internal meetings for Production and Engineering as well as for Research and Development. He developed the "Market-In" concept, which demands employees to think in and learn from the market, and it is penetrated in every work place. Kao is renowned for technology development that enables it to create new markets. Hit products launched during Dr. Tokiwa's tenure as president include Quickle Wiper, an innovative broom, and Biore Pore Strips which removes dirt from nose pores.

Kao was the first Japanese company to adopt EVA (economic value added) which provides new measures for management stressed on investors. Dr. Tokiwa is also known for promoting knowledge management. His recent publications include "Wisdom in Management" (Diamond, Inc). Dr. Tokiwa, 65, graduated from the Science University of Tokyo in 1957.