In Japan, Eigyo is often confused with sales and treated as a subordinate concept of marketing. However, in reality, Eigyo in a company plays a broad role in “connecting” the company with its customers, each department within the company, each department within the customer’s company, partner companies, domestic and overseas, and even society. Our research focuses on Eigyo as a process of business transformation and social problem solving, rather than simply selling products and services, and as a value-creating entity.