Bridgestone Strengthens Inside-Out Approach through Culture Transformation

Bridgestone Thailand is strengthening an inside-out approach through a direction of culture transformation. This is achieved by developing the capabilities of Bridgestone executives and employees, and encouraging their engagement in self-development activities that enhance their values. Ultimately, a culture transformation will energize the entire workforce to support Bridgestone Thailand in achieving its corporate vision "Toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company." and uniting to form a strong corporate DNA. This allows the company to adapt its businesses in the digital transformation era and deliver a broad range of products, services, and solutions with innovative technologies to serve various customers' needs as a sustainable mobility society today and towards the future.

To overcome challenging circumstances, Thai Bridgestone Group Companies^*1emphasize the opportunity to involve all executives and employees to make companies more efficient, flexible, and agile with "Culture Transformation" through 3 success keys; 1. Embrace Change: By adjusting mindset, being open-minded to gain new knowledge, and recognizing benefits of business opportunities driven by digital formats. 2. Proactive: This results from adjusting mindset leading to proactive behavior, continuously improving work processes, and leveraging digital systems to enhance efficiency. Additionally, new opportunities are implemented, which contribute to business growth. 3. Stay Connected: By transforming workplaces and communication formats to align with digital systems, businesses can be agile and easily stay connected to employees and customers anywhere, anytime.

Mr. Keiji Chuma, Managing Director of Thai Bridgestone Co., Ltd., and Bridgestone Sales (Thailand) Co., Ltd., as Project Sponsor of Culture Transformation, said, "Bridgestone accelerates transformation towards becoming a sustainable solutions company from the production process to sales. Strengthening an inside-out approach through a direction of culture transformation is one of the keys to achieve the corporate vision in the workplace. In addition, culture transformation allows all executives and employees to move the company forward and drive the business to overcome challenging circumstances. It also encourages all Thai BridgestoneGroup Companies' executives and employees to feel enthusiastic to create and deliver co-creating value to society, customers, and partners."

Ms. Nundhaka Sarttrapai, Human Resources Director of Thai Bridgestone Co., Ltd., as Head of Culture Transformation Working Group in Human Resources, said, "Culture transformation begins with everyone in the company. Therefore, a successful culture transformation will help foster positive working environment and deliver value to employees, company, and stakeholders that leads the business to be successful."

Furthermore, strengthening the Companies through culture transformation guided by the value of "Empowerment: Committed to contributing to a society that ensures accessibility and dignity for all" described in the "Bridgestone E8 Commitment."^*2, Thai Bridgestone Group Companies promote various activities to engage all executives and employees to adapt to the digitalized workplaces. One of the culture transformation activities is "Happy Friday theSeries Program," presented in an edutainment format on YouTube every last Friday of the month. The series is presented by selected employees of Thai Bridgestone Group Companies and serves as a simulated scenario of culture transformation and Bridgestone E8 Commitment in the workplace. It aims to be fun and easily understandable. It also motivates efficient working environments for all executives and employees to act as Bridgestone representatives and deliver social value and customer value as Bridgestone drives towards a sustainable solutions company.

Watch "Happy Friday the Series Program" representing culture transformation and Bridgestone E8 Commitment on YouTube via https://youtube.com/playlist?list=PLVCo8xPkCdorIzmp5k0OezWMYUVdCW6sK.

^*1 Thai Bridgestone Group Companies consist of 4 companies, which are:
1. Thai Bridgestone Co., Ltd.
2. TBSC Logistics Co., Ltd.
3. Bridgestone Sales (Thailand) Co., Ltd.
4. Bridgestone A.C.T (Thailand) Co., Ltd.

^*2 The Bridgestone Group established its corporate commitment, the "Bridgestone E8 Commitment," to help it realize its vision: "Toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company." This commitment will serve as the Group's axis to drive management while earning the trust of future generations. The "Bridgestone E8 Commitment" consists of eight uniquely Bridgestone values starting with the letter "E" (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment) that the Group will commit to creating through distinctly Bridgestone purposes and processes, together with employees, society, partners, and customers to help realize a sustainable society.

About Bridgestone in Thailand
Headquartered in Tokyo, Bridgestone Corporation is a global leader providing sustainable mobility and advanced solutions. In Thailand, Thai Bridgestone Co., Ltd. (TBSC) is a leading manufacturer in the Thai automotive industry, while Bridgestone Sales (Thailand) Co., Ltd. (BSTL) is the exclusive importer & distributor, and supervises the marketing strategy for Bridgestone, Firestone and Dayton branded tires in Thailand. Bridgestone is a brand trusted by its customers, dealers and business partners. It offers an extensive range of quality tires, carefully developed to suit local conditions and to deliver social value and customer value. Bridgestone is dedicated to shaping a sustainable future of mobility and improving the way people move, live, work and play.

• ข่าว Inside Out
• ข่าว Bridgestone