Fujii has been with the company in Italy for four years. In this time, he has taken its turnover from $88 million to $128 million, a growth of 45 percent. He attributes the increase to growing brand-awareness of JVC in Italy and a close relationship with its dealers.

“Only 15 percent of people in Italy know JVC well,” he explains. “Forty percent have heard of us, while 40 percent don’t know us at all. That is why we have launched new advertising campaigns. We sponsored the 2002 World Cup and we will sponsor the 2004 European Cup. But ultimately, it is the quality of our products that speaks for itself.”

“One of the key elements for success has been the staff” comments Fujii – the only Japanese national in the company “We have increased staff numbers here considerably over the past three years. Here in northern Italy, it is no different from anywhere else I have worked before: Japan, the UK and Germany. People here enjoy working. Their mentality is about work.”