Generally in Japan, a woman takes her husband's name and is adopted into his family.
When a family, especially one with a well established business, has no male heir but has an unwed daughter of a suitable age, she will marry the mukoyōshi, a man chosen especially for his ability to run the family business.
[1] If there is no daughter, the candidate can take a bride from outside his adopted family (fūfu-yōshi: 夫婦養子).
Mukoyōshi is also practiced if there is no capable male heir to run the family business.
Many Japanese companies with household names, such as Nintendo, Kikkoman, and Toyota, are owned by families that have adopted this practice.