A full-fledged associates system was finally implemented in April 1999. We created a flat organization in order to adapt to the new era. In other words, we abolished the departmental and section manager systems and did away with titles that convey authority and are values of the industrialized society.
  In this system, associate managers are given broad authority concerning the associate activities of small groups that adapt quickly, and the managers are responsible for administering these groups under their own responsibility.

  At the same time, we started a movement to call everyone by "san" (equivalent to Mr./Ms.) within the company in order to do away with the old value system concerning management posts and titles. (In Japan, it is common to address someone in the company adding his/her title to the family name such as Section Manager Tanaka.) Why did we choose to add the honorific "san?" This was decided due to the recognition that the new associates system and flat organization will not take hold as long as the value system concerning old titles remains.
  Various companies now address their company members using the "san" tense for many different reasons; however, I am particularly keen on placing significance on using this honorific in our company. I am anxiously looking forward to a reform in attitudes of Katoites as a result of this decision. The use of "san" as an unauthoritative tense is a factor in the success of the associates system that is more important than third parties might think.