THE BIGGEST BOSSES 42. JOICHI AOI TOSHIBA AFTER THE SCANDAL
By - Frederick Hiroshi Katayama

(FORTUNE Magazine) – Just a year ago Joichi Aoi lost the battle to become president of Toshiba. Then the bombshell hit. The U.S. Senate voted to ban imports of Toshiba products to punish the company for a subsidiary's having sold high-tech propeller-milling machines to the Russians. Toshiba President Sugiichiro Watari resigned, along with Chairman Shoichi Saba, and the job went to the runner-up, Aoi (pronounced Ah-oh-ee). As president, Aoi, 61, could be the tonic Toshiba needs. He spent most of his career in the company's conservative electric-power-transmission business. A hard driver, he astonished colleagues by coming to work the day after his father died. He is also a demon for detail, attacking reports with zest and writing exhaustive memos in reply. For all his firmness, Aoi is a deft communicator. His biggest job is to clean house and try to fend off the ban. If Aoi fails, Toshiba could lose over $2 billion in annual exports to the U.S. and gush red ink for years.