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1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009 (Keidanren-Kaikan, Tokyo) Session-5 Trends and Prospects of Natural Gas in Northeast Asia Northeast Asia Petroleum Forum 2009 IEEJ: November 2009

Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

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Page 1: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

1

Outlook for the Natural Gas Market in Japan

Satoru YASUOKA Tokyo Gas Co., Ltd.

27 October, 2009

Northeast Asia Petroleum Forum 2009 (Keidanren-Kaikan, Tokyo)

Session-5 Trends and Prospects of Natural Gas in Northeast AsiaNortheast Asia Petroleum Forum 2009

IEEJ: November 2009

Page 2: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide2

Role of LNG in Northeast Asia

・Poor indigenous resources and limited energy options

・Politically stable island and peninsula nations

・Traditionally, industry and logistics by marine transportation

・Seasonal climate, combined with economic trends and unpredictable weather (heavy winter)

・As an alternative to coal and petroleum, LNG in Japan has 40-years history since Alaska

・Joint efforts by electric and gas utilities (2:1)

0

200

400

600

800

1,000

1,200

1,400

1,600

4 5 6 7 8 9 10 11 12 1 2 3

month

Gas

sal

es v

olum

e(m

illio

n m

3, 4

5MJ/

m3)

Seasonal fluctuations(FY2007, Tokyo Gas)

Residential (24%)

Business (21%)

Industrial (40%)

Wholesale (15%)

Source: Tokyo Gas

北東アジアのLNG

IEEJ: November 2009

Page 3: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide3

Need for Greater Flexibility• LNG is much more than simple buffer/complement for nuclear power,

renewable energies and pipeline natural gas (PNG) as claimed by some Western Countries

• LNG in Asia is a major player = base load energy and traded mostly under long-term base load contracts

• Contract terms by themselves cannot become the fundamental solutions in maintaining necessary flexibility

Break down of global natural gas/LNG trade (2008)

PNG 72%

Source: BP Statistical Review of World Energy June 2009

Asia (Traditional) 21%

Europe 24%

America 7%

Asia (Emerging) 7%

Europe 48%

North America 16%South America 2%

Middle East 3%

Asia 2%

LNG 28%

Japan 41%

68Mton

Africa 1%

Total 437Mton Total 170Mton

69% (1988)

柔軟性を求める

IEEJ: November 2009

Page 4: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide4

3 Solutions for Flexibility (Hardware)

• Buyers, within their countries, need to make short- and long-term preparation and maximum effort:

(1) Emergency adjustments: self-controlled LNG tankers (19 LNG tankers in Japan) and floating

(2) Regular adjustments: reserves in storage tanks (27 LNG terminals, 14.6 million kL in Japan), underground storage, and pipeline connections between LNG terminals

(3) Demand adjustments: multi-fuel facilities and LNG-fired power plants

⇒Multi-fuel Facilities such as blast furnace⇒Adjustment of operation hours of LNG-fired power plants

including (PPS) utilizing the power market (holiday/night)

量的柔軟性創出へのハード面の3つの工夫

IEEJ: November 2009

Page 5: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide5

Buyers’

Portfolio (Software)

Currently popular “portfolio” is not only for the sellers

Minimizing elements such as geopolitical risks, buyers diversify sources and utilize “ spot ” (substitutive LNG)

⇒ (country, direction, distance, climate, operator, liquefaction performance, origin of source and qualities)

As a consequence: diversification to Southeast Asia, Oceania, the Middle East and Russia

Cooperation among buyers for offsetting seasonal fluctuations (different demand patterns, such as between electric power and gas or between countries)

Respecting the philosophy of long-term relationship and project start-up

Country breakdown of exportsto Northeast Asia

(2009, quantities based on long-term contracts)

Brunei6%

AbuDhabi

4%

Yemen2%

Qatar19%

Oman6% Australia

15%

Indonesia

23%

Malaysia19%

Mid

dle

East

Oceania

SE Asia

Russia6%

買主ポートフォリオ(ソフト面の工夫)

IEEJ: November 2009

Page 6: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide6

Tripolarizing LNG Markets

Asia-Pacific, North American and Europe were the world's 3 major LNG markets

But now actually there are 4 major regions, because the BRICs countries are rising

In Atlantic LNG market, we should focus on the South in the day ahead

Asia-Pacific Atlantic

Traditional(Japan, Korea, Taiwan)

Emerging economies(China, India)

North America Europe

MTA (%)(2008)

105.6 (62%) 11.4 (7%) 11.4 (7%) 41.5 (24%)

LNG growth (short-term)

Option Little domestic gas Large domestic gas fields

Unconventional gas PNG

Diversification of sources PNG Nuclear power

Price index JLC and others JLC Henry Hub Petroleum product/NBP

4 LNG regionsExcess LNG tanker

capacity & price difference

Increasing complexity of global financial and economic crisis (How deep? How long?)

?

三極化しつつあるLNGマーケット

IEEJ: November 2009

Page 7: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide7

Comparison of Trends in Tripolarizing Gas Markets

• The differences come from the availability of substitutes• Are price differences unreasonable, or acceptable commonsense in the

world of business?• If the gap continues, gas in Asia will face be compared against and

balanced with other sources of energy

02468

1012141618202224

99/01

99/07

00/01

00/07

01/01

01/07

02/01

02/07

03/01

03/07

04/01

04/07

05/01

05/07

06/01

06/07

07/01

07/07

08/01

08/07

09/01

09/07

Nat

ural

Gas

Pric

e ($

/mm

btu)

0

20

40

60

80

100

120

140

Cru

de O

il P

rice

($/b

bl)

HHNBPJLCWTI

81.19

5.70

4.95

Figures in square brackets are market prices as of October 23

8.31

Source: Trade statistics of Japan, NYMEX, etc.

ガス市場三極化の流れを見る

IEEJ: November 2009

Page 8: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide8

Relaxation of Market Strain• Local production/local consumption is normally efficient for

energy and manufactured goods, however, centralized production by proficient producer can also be rational

• For normal products, generally price gap other than the difference in cost of transportation dissolve with time

• Actions for relaxing market strain:⇒

Increase of spot vessels; self-controlled

LNG tankers for FOB, faster, larger and more efficient

The world is round (export terminals

along the Pacific coast of North and South America, expansion of the Panama Canal, shipment across the Arctic Ocean. Protection from pirates)

New blood of entrants into the

upstream, who can revolutionize distribution, are awaited

Source: Poten & Partners

0

100

200

300

400

500

2004

2005

2006

2007

2008

2009

2010

2011

2012

Completion Year

Num

ber

of

LN

G v

essel

100 ,000

110,000

120,000

130,000

140,000

150,000

Avera

ge C

apacit

y (

m3)

Dedicated Undedicated Average Capacity

LNGマーケットのひずみを緩和する

IEEJ: November 2009

Page 9: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide9

Index Prices Linkage with Oil Unnecessary?

JCC

JCC WTIBrent

Dubai

WTI

BrentDubai• We had enough of local index “WTI”, also

anxious about GASPEC• Index is useful if neither complacent nor

permit speculation• Should sellers and buyers insist on linkage

with oil prices?⇒

Buyers in Asia think of LNG as an oil- alternative (The share of natural gas in the total primary energy demand: 7% in Northeast Asia, while 25% in OECD)

Developing gas market in NE Asia vs.

matured gas market in western countries that has lost substitutability

At the consumer end, LNG competes with

hydro , nuclear and renewable energies (fixed-cost based energy), and coal and petroleum (variable-cost based energy)

Sellers wish to recover the cost of

investment in expensive projects• The Asian LNG market still requires “some”

linkage with oil prices with S-curveSource:BP Statistical Review of World Energy, June 2009

Primary Energy Consumption - World Comparison (2008)

7%17%

25% 26%35%

27%

44%

40% 40%32%

57%

25% 21% 19% 18%

4% 11% 9%7% 9%

5% 3% 5% 9% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NE.Asi

a

Japa

n

OEC

D

Amer

ica

Euro

pe

Natural Gas Oil Coal Nuclear Hydro

Japan

価格指標、石油リンクは無用か

IEEJ: November 2009

Page 10: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide10

Global Warming - Strong Paradigm Shift

• There is a strong headwind against fossil fuels• Nuclear power and renewable energies (photovoltaic,

solar, wind, wave, hydro and biomass) are more CO2 - friendly at LCA base

• Even though we support greater use of such energies, each alternative requires a long time for implementation (the time factor)

Renewable energies vs. nature (density, lack of stability,

suitability, transmission distance and cost-effectiveness)⇒

Large scale facilities can cause further damage to the

environment, biomass is a trade off to food production⇒

Nuclear power: siting problem, decommissioning, and

uncertainties about final disposal• Is the next role of natural gas, after serving as an

alternative to oil, a bridge until the era of renewable energies? What is the true role of natural gas?

地球温暖化…猛烈なパラダイムシフト

IEEJ: November 2009

Page 11: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide11

Multi-Variable Equation on CO2 Based on the Emission Factor

• Energy saving first and to improve the quality of life in emerging countries without lowering that in advanced countries

• Decreasing the primary energy consumption (conserving energy resources) or reducing CO2 emissions (mitigating global warming) ?

• 1.00×C+0.76×O+0.56×G+0.01×H+0.07×

R+0.03×N = CO2• Infinite combination of solutions in case of a

25% reduction of CO2⇒However, if we set a deadline,

H, R, N<α, C, O>β

is undeniable

• There are so few real solutions, G=?

Conceptual illustration

GG

O

O

C

C

H

H

R

R

N

N

Consumption CO2

排出係数で作るCO2の多元方程式

IEEJ: November 2009

Page 12: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide12

Realistic Solution on the Supply Side

• Since efforts to expand the use of renewable energies and nuclear power take much time, fossil fuels cannot be abandoned

⇒ Coal is abundant at low prices, will draw more attention with the realization of CCS

⇒ Petroleum will decline, but will remain having the transport sector as its core. With the domestic reserve storage capacity (6 months), the quick availability and the substitutability, petroleum still useful for utility business

With relative cleanliness, transportability and quick response, natural gas is important for supporting the networks of distributed power generators and compensating for unstable outputs from renewable energies

• How should we best manage presently-available resources?• Natural gas holds “casting vote” because it has the smallest

CO2 emission factor among fossil fuel options

サプライサイドでのリアリティのある解決

IEEJ: November 2009

Page 13: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide13Energy-saving Potential on the Demand Side = A New Resource

• Large energy consuming countries have the hidden treasure

• Buyers should actively encourage efficient and advanced use of energy at the consumer end

• Success depends greatly on how well Japan's advanced energy-saving technologies spread worldwide Blue line: Primary energy consumption per GDP

Green column: Primary energy consumption

Energy Efficiency in Asian-Pacific Countries

Source: IEA Key World Energy Statistics, 2008

0

100

200

300

400

500

600

Chin

a

Indonesia

India

Thailand

Mala

ysia

Kore

a

Chin

ese T

aip

ei

Austr

alia

Sin

gapore

Japan

0

100

200

300

400

500

600

700

800

900

1000

Mtoe Toe/mil US$@20001,879

デマンドサイドでの省エネ、もうひとつの資源

IEEJ: November 2009

Page 14: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide14

Real Potential of Energy Conservation

• Promote the use of energy-efficient appliances and spreading of distributed generator networks with renewable energies

• Examples of remarkable progress: fuel efficiency of automobiles, power generation efficiencies, COP (coefficient of performance) of appliances, innovation of fuel cell

• Calorific value adjustment in city gas improves quality and energy conservation in Japan

• The CO2 emission factor of natural gas is usually reported as 0.56. However, considering that switching to natural gas results in an energy conservation of at least 10% (both for power generation and for direct combustion), the real CO2 emission factor is 0.5 or less.

省エネの底力

IEEJ: November 2009

Page 15: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide15

Immediate Effect of Shifting to Natural Gas

• Cumulating CO2 emission is an urgent issue for the global warming

• Natural gas, together with nuclear power, presently plays a key role in energy

• With its excellent compatibility with renewable energies, natural gas will remain an invaluable partner

• Natural gas is not just a bridge to renewable energies, but a continuous road and will not disappear after 50 years.

CO2 Reduction

Time

CO2 reduction effects of widespread use of natural gas

CO2 reduction effects of renewable and nuclear power plants

10year 20year

天然ガスシフトの即効性

IEEJ: November 2009

Page 16: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide16

Achieving Healthy LNG Supply-Demand Balance

• Anxieties about supply-demand and the turbulence in prices will cool down consumers’ appetite and drive them to alternative options (not necessary bad)

• Technological progress is creating an expectation for a breakthrough in the expanded use of renewable energies

• The economic crisis, caused by energy and financial sectors, seems to have normalized the supply-demand balance for the moment

• Globalization of distribution and finance tends to lead to simultaneous economical growth or recession, which are difficult to manage

• Unless action is taken, a crisis in LNG prices will easily happen again

0

50

100

150

200

250

300

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

Source: IEEJ, Tokyo Gas

Uni

t: m

illion

ton

(LN

G)

LNG Demand Outlook(2008/3)

LNG Demand Outlook (2009/3)

Existing

Under Construction

Planning

Outlook for LNG supply in Asia-Pacific Region

LNG需給バランス健全化に向けて

IEEJ: November 2009

Page 17: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide17

Encouragement of Upstream Development

• Easy gas is disappearing and upstream development will be characterized by higher costs and greater difficulties

• Existing reserves are decreasing while the need for domestic gas is increasing

• Buyers will encouraged development of small-scale, deep-sea and remote offshore projects and consequently extend the R/P years

• Expectation for LNG-FPSO and small-scale liquefaction

• Expectation for new sources and unconventionals⇒

The US may quickly meet 50% of the demand with tight-sand, shale and CBM

Unconventional resources exist in various countries, the development of which will soon offer 200 R/P years, and LNG from unconventionals are also under review

Japan has high expectations for indigenous methane hydrate

Non-conventional projects(tight-sand, shale, CBM and MH)

200 years

Large-scale conventional type

projects

More difficult projects with conventional engineering(deep-sea, smaller-scale, and remote projects)

上流開発をエンカレッジする

IEEJ: November 2009

Page 18: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide18

Involvement in the Value Chain• Sellers and buyers must come to mutual agreements that are

justifiable and clearly understood by both parties⇒

Development of projects cannot be actualized if buyers simply

demand lower prices without taking risk⇒

Additional demand will not be cultivated if the sellers expect

exceptionally high profits• Increase buyers’ advancement into the value chain

(transportation, upstream) to take on a appropriate share of risk and increasing flexibility

• Buyers must always remember the need for demand-side management.

Regas Terminals Pipelines CustomersShippingE&P, Liquefaction

バリューチェーンへの進出

IEEJ: November 2009

Page 19: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide19

Impartial Outlook on the Trend for Japan's LNG Trade

0

10

20

30

40

50

60

70

80

90

100

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

FY

LN

G D

em

and (

Mto

n)

Power Generation

Power Generation

City gasCity gas

Source: Our estimation based on the Trade statistics of Japan, etc.

• Predictions during bubble (①) and after recession (③)are often strongly psychologically biased (Where is the reasonable middle?)

• We should not be misguided by uninformed interpretation of statistics

⇒ The 20% drop in demand from the previous year reported for the first half of FY2009 is largely because of a comparison against the bubble period in the first half of FY2008

⇒ A similar comparison between the second halves of these fiscal years will give a very different impression

• Maximum share of spot will be 10% or lower• What is the most impartial prediction? We

shall carefully examine how past trends can be extrapolated into the long-term future (②)

64Mton(forecast)

日本LNGトレンドの正しい見方

IEEJ: November 2009

Page 20: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide20

0

20

40

60

80

100

120

2005 2007 2020 2030

Japan's Strategy for Growth• The trend in China, as a leader in industrial

growth, and in USA, as the major. Both are indispensable for the growth of Far East (especially, Japan).GDPJapan ∝ GDPChina + UMCSI* ⇒

gradual recovery of the Japanese economy.

• Domestic demand, which is one of the two pillars of the economy in Japan, is not expected to grow much

• However, Japan still has high potential need for natural gas as an alternative to other fuels.

• For the maximum deployment case of nuclear power plants, the government's energy supply-demand outlook predicts a drastic decline in the demand for natural gas.

0100200300400500600700

1990

1992

1994

1996

1998

2000

2002

2004

2006

2008

Real GDP(Japan)(FY1990:100)Real GDP(China)(FY1990:100)UMCSI

Unit: million oil- equivalent KL

Actual Maximum deployment case

Business-as-usual case

Evolution of substantial GDP in Japan and China, and the index of buying interest of U.S. consumers

Outlook for LNG Demand in Japan

Source: Our estimation based on the proposed revision to the Long-Term Energy Supply and Demand Outlook, August 2009

Power Generation

Power Generation

City gasCity gas

*: University of Michigan Consumer Sentiment Index

Effect of getting up

?

日本の成長戦略

IEEJ: November 2009

Page 21: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide21

Japan's Near-term Recovery• A surprising V-shaped recovery

is unlikely and the actual pattern of recovery is expected to be almost L-shaped

• Even if gas demand grow by an average of 4.4% annually from FY 2009, recovery to the peak demand (observed in the second half of FY2007 and the first half of FY2008) is expected to take at least 4 years

• The tightening of environmental regulations in Japan and other advanced countries may become meaningless if it causes industries to migrate to other countries

20,000

25,000

30,000

35,000

40,000

2007

2008

2009

2010

2011

2012

2013

FY

Gas D

em

and i

n J

apan

(million m

3,

46M

J/m

3)

Gas supply plan in Japan (City gas business)

CAGR: 4.4%

近未来日本の回復

IEEJ: November 2009

Page 22: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide22

: Operating (27): Planned (8): Tokyo Gas

Preparing for Recovery• The mountainous topography of Japan makes

transportation between cities difficult. For bulk transportation, marine transportation has historically enjoyed dominance.

• While the demand for natural gas is expected to grow, we face many challenges, not only with securing supply sources but also constructing pipelines in Japan

• As a quick measure, we are expanding the use of transportation by trucks and coastal vessels

• As a result, Japan has as many as 27 LNG terminals in its relatively small territory, and there are still many plans to construct additional LNG terminals (mostly small- to medium-scale)

回復への準備

IEEJ: November 2009

Page 23: Outlook for the Natural Gas Market in Japan - IEEJ1 Outlook for the Natural Gas Market in Japan Satoru YASUOKA Tokyo Gas Co., Ltd. 27 October, 2009 Northeast Asia Petroleum Forum 2009

Slide23

We are all in “the same boat”

• Considering the whole situation, sellers and buyers should cooperate to establish stable supplies and surely increase the value of natural gas

• Players in energy markets should understand the urgency of conserving resources and taking environmental actions, and should intelligently manage available resources

• Buyers in the Asian market, traditionally seen as less vocal, should show greater presence and begin to speak out more on behalf of their customers.

⇒ Countries with a long history of LNG trading should assert themselves based on their proven achievements and creditworthiness

Emerging countries should assert themselves based on their purchasing power and growth potential

• Sellers should make proposals that capture the needs of buyers• A business axiom in Japan is that we must ensure “benefits to three”「三方

良」, that is, benefits to society, benefits to the business partner, and benefits to oneself in this order. Sun Tzu in China once said that even bitter enemies sometimes find themselves in the same boat (forgetting the conflicts and together tackle the crises at hand) 「呉越同舟」

正しいメッセージ:皆同じ船に乗っている

IEEJ: November 2009Contact : [email protected]