Business World | February 2015 66 Leaders in energy-efficiency, Ichijo USA’s commitment to testing and improving its innovative processes and products has carried over to the US-based market, who continue to carry on the company’s philosophy of ‘one at a time.’ But like any other innovative company looking to disrupt and enter a saturated industry, Ichijo USA has taken an alternative route of action. “We do build custom homes here, but because we’re not as well known, we are building developments,” Tovel said. “We’re currently in the Pacific Northwest; Seattle area where we have a number of developments as well as individual homes we are building with some custom home buyers. It’s not exclusively building custom homes here as it is in Japan. We have the advantage where we
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