{
  "spec_version": "3",
  "endpoint": "decisions",
  "stock_code": "4911",
  "company_name": "資生堂",
  "content_lang": "ja",
  "meta_lang": "en",
  "canonical_url": "https://the-shashi.com/tse/4911/",
  "api_url": "/api/4911/decisions.json",
  "updated": "2026-08-05",
  "license": "© 2026 Yutaka Sugiura. All rights reserved.",
  "attribution": "The社史 (the-shashi.com) — https://the-shashi.com/tse/4911/",
  "count": 9,
  "description": "Index of this company's management decisions. One decision = one endpoint: follow api_url for the full dossier (background, the decision itself, outcome, quoted primary sources and references).",
  "decisions": [
    {
      "slug": "founding-1872",
      "url": "/tse/4911/decisions/founding-1872/",
      "api_url": "/api/4911/decisions/founding-1872.json",
      "year": 1872,
      "month": 9,
      "type": "founding",
      "title": "資生堂創業——銀座の洋風調剤薬局から化粧品メーカーへ",
      "subtitle": "医薬分業を志した薬剤師・福原有信氏は、なぜ官を辞して銀座に日本初の民間洋風調剤薬局を開いたのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "chain-store-system-1923",
      "url": "/tse/4911/decisions/chain-store-system-1923/",
      "api_url": "/api/4911/decisions/chain-store-system-1923.json",
      "year": 1923,
      "month": 12,
      "type": "transformation",
      "tags": [
        "bm-channel",
        "st-pricing"
      ],
      "title": "チェインストア・販売会社方式の確立",
      "subtitle": "化粧品の乱売と関東大震災後の流通壊滅を前に、資生堂はなぜ問屋依存をやめてメーカー主導の販売会社制へ組み替えたのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "resale-price-abolition-1997",
      "url": "/tse/4911/decisions/resale-price-abolition-1997/",
      "api_url": "/api/4911/decisions/resale-price-abolition-1997.json",
      "year": 1997,
      "month": null,
      "type": "transformation",
      "tags": [
        "st-pricing",
        "bm-channel"
      ],
      "title": "再販価格維持の撤廃",
      "subtitle": "公取委と争えたはずの資生堂は、なぜ70年続いた価格統制を手放し「争いより改革」を選んだのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "brand-restructuring-2001",
      "url": "/tse/4911/decisions/brand-restructuring-2001/",
      "api_url": "/api/4911/decisions/brand-restructuring-2001.json",
      "year": 2001,
      "month": 4,
      "type": "restructuring",
      "tags": [
        "pf-focus",
        "tr-turnaround"
      ],
      "title": "ブランド集約とチェーン店再生",
      "subtitle": "約100に膨らんだブランドと赤字転落を前に、資生堂はなぜ新チャネルではなく大正時代の販売網へ回帰したのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "megabrand-strategy-2006",
      "url": "/tse/4911/decisions/megabrand-strategy-2006/",
      "api_url": "/api/4911/decisions/megabrand-strategy-2006.json",
      "year": 2006,
      "month": 3,
      "type": "strategy",
      "tags": [
        "pf-focus",
        "st-brand"
      ],
      "title": "メガブランド戦略とTSUBAKIへの集中投資",
      "subtitle": "分散した約100ブランドから、資生堂はなぜ一つのシャンプーへ宣伝費を集中させたのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "bare-escentuals-acquisition-2010",
      "url": "/tse/4911/decisions/bare-escentuals-acquisition-2010/",
      "api_url": "/api/4911/decisions/bare-escentuals-acquisition-2010.json",
      "year": 2010,
      "month": 1,
      "type": "acquisition",
      "tags": [
        "ma-crossborder-out",
        "gl-expansion"
      ],
      "title": "米ベアエッセンシャルの買収と初の大型クロスボーダーM&A",
      "subtitle": "攻めあぐねた北米市場で、資生堂はなぜ約1800億円を投じて高収益ブランドを買ったのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "uotani-reform-2014",
      "url": "/tse/4911/decisions/uotani-reform-2014/",
      "api_url": "/api/4911/decisions/uotani-reform-2014.json",
      "year": 2014,
      "month": 4,
      "type": "succession",
      "tags": [
        "gv-talent",
        "gl-expansion",
        "pf-focus"
      ],
      "title": "外部プロ経営者・魚谷雅彦氏の招聘と「VISION 2020」",
      "subtitle": "生え抜きの老舗はなぜ初めて外からトップを迎え、1兆円企業への到達は何を積み残したか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "personal-care-divestiture-2021",
      "url": "/tse/4911/decisions/personal-care-divestiture-2021/",
      "api_url": "/api/4911/decisions/personal-care-divestiture-2021.json",
      "year": 2021,
      "month": 2,
      "type": "divestiture",
      "tags": [
        "pf-exit",
        "pf-focus",
        "st-premium"
      ],
      "title": "パーソナルケア事業の売却",
      "subtitle": "低価格帯を手放し高価格帯に賭ける——魚谷雅彦社長CEOはなぜ祖業に連なる日用品ブランドを1,600億円で手放したのか",
      "status": "implemented",
      "status_label": "実施"
    },
    {
      "slug": "turnaround-2025",
      "url": "/tse/4911/decisions/turnaround-2025/",
      "api_url": "/api/4911/decisions/turnaround-2025.json",
      "year": 2025,
      "month": 11,
      "type": "restructuring",
      "tags": [
        "tr-turnaround",
        "tr-restructuring",
        "pf-focus"
      ],
      "title": "過去最大級の赤字と構造改革",
      "subtitle": "米州事業で468億円の減損を計上し二期連続の赤字へ沈むなか、藤原憲太郎社長CEOはなぜ痛みを先取りする道を選んだのか",
      "status": "implemented",
      "status_label": "実施"
    }
  ],
  "by_type": [
    {
      "key": "acquisition",
      "count": 1,
      "url": "/api/4911/decisions/by-type/acquisition.json"
    },
    {
      "key": "divestiture",
      "count": 1,
      "url": "/api/4911/decisions/by-type/divestiture.json"
    },
    {
      "key": "founding",
      "count": 1,
      "url": "/api/4911/decisions/by-type/founding.json"
    },
    {
      "key": "restructuring",
      "count": 2,
      "url": "/api/4911/decisions/by-type/restructuring.json"
    },
    {
      "key": "strategy",
      "count": 1,
      "url": "/api/4911/decisions/by-type/strategy.json"
    },
    {
      "key": "succession",
      "count": 1,
      "url": "/api/4911/decisions/by-type/succession.json"
    },
    {
      "key": "transformation",
      "count": 2,
      "url": "/api/4911/decisions/by-type/transformation.json"
    }
  ],
  "by_decade": [
    {
      "key": "1870s",
      "count": 1,
      "url": "/api/4911/decisions/by-decade/1870s.json"
    },
    {
      "key": "1920s",
      "count": 1,
      "url": "/api/4911/decisions/by-decade/1920s.json"
    },
    {
      "key": "1990s",
      "count": 1,
      "url": "/api/4911/decisions/by-decade/1990s.json"
    },
    {
      "key": "2000s",
      "count": 2,
      "url": "/api/4911/decisions/by-decade/2000s.json"
    },
    {
      "key": "2010s",
      "count": 2,
      "url": "/api/4911/decisions/by-decade/2010s.json"
    },
    {
      "key": "2020s",
      "count": 2,
      "url": "/api/4911/decisions/by-decade/2020s.json"
    }
  ]
}