The interrelated Seibu and Saison enterprise groups have shaped Japanese consumer culture and made the Tsutsumi family fabulously rich. Beginning with the colorful founder, Yasujiro Tsutsumi, Thomas Havens traces the family's fortunes through the rise of its various companies. He examines the strategic thinking, management styles, and marketing techniques of Yasujiro and his sons; explains how the companies have prospered outside Japan's "zaibatsu" and "keiretsu" business establishments; and demonstrates how the Seibu enterprises have shifted Japanese culture from a frugal, hardworking society to a New Breed that takes affluence for granted.