Kubota is establishing innovation centers in Japan and Europe with the intent to engage other organizations and identify new business ventures.
Kubota at present has specialized development departments for each product line modeled to respond to customer needs and emerging technologies.
In order to respond to changes such as consumers’ rising awareness of food safety, environmental conservation, and other aspects of social sustainability, the company needs to deliver new forms of value beyond the existing product lines, it said in a news release.
The pace of these changes, as well as the technological advances around them, has led Kubota to pursue partnerships with venture businesses, companies in other industries, universities, research institutes, and other external partners.
The new approach kicks off with innovation teams being formed in Japan and Europe to reflect different regional needs. Similar teams may be set up elsewhere.