Yoshinori Fujikawa

Associate Professor
International Business Strategy

Contact information

Education

PhD, Marketing, Pennsylvania State University (University Park, PA)
MBA, Harvard Business School (Boston, MA)
MA, Commerce, Hitotsubashi University (Tokyo, Japan)
BA, Economics, Hitotsubashi University (Tokyo, Japan)

Positions held

Yoshi Fujikawa is an Associate Professor at Hitotsubashi University's Graduate School of International Corporate Strategy (ICS). Prior to joining ICS as an Assistant Professor in 2003, he was a Lecturer and Research Assistant at Pennsylvania State University. He also worked as Research Associate at the Mind of the Market Laboratory and the Division of Research, both at Harvard Business School. His business experience includes marketing research and strategic consulting work with Olson Zaltman Associates, the inventor of the patented research method ZMET (Zaltman Metaphor Elicitation Technique).

Selected papers and publications

Fujikawa, Y. (2008). Service dominant logic: Opportunities and issues for Japanese companies. Japan Marketing Journal, 107, 32-43. (in Japanese)
Fujikawa, Y. (2007). Services made in Japan: Challenges for internationalizing value co-creation process. The 16th Annual Frontiers in Service Conference Proceedings, October 2007, (pp. 122-123). San Francisco, CA.
Fujikawa, Y. (2006a). Internationalization of services: A Japanese perspective. Proceedings of the International Conference on Services Going International, November 2006. Fraunhofer IAO, Stuttgart, Germany.
Fujikawa, Y. (2006b). Marketing toward de-commoditization: Eliciting customers' unconscious needs. Hitotsubashi Business Review, 53(4), 66-79. (in Japanese)
Fujikawa, Y., & Kay, C. (2006). Entrepreneurial approach to service innovations: Addressing changing lifestyles in Japan. Hitotsubashi Business Review, 54(2), 6-19. (in Japanese)

Current research and activities

Professor Fujikawa's research focus lies in the following three areas: (a) field-based research on service management issues, with particular emphasis on contemporary issues such as service innovation, service globalization, and service opportunities for manufacturing firms; (b) development, promotion, and application of non-traditional marketing research methods for eliciting customers' tacit knowledge; and (c) social psychological approach to investigate the role of cognition and emotion in firm-customer relationship formations. His research results have appeared as journal articles, conference proceedings, and book chapters in both English and Japanese. He is also an author and co-author of Hitotsubashi ICS and Harvard Business School cases, which are used in marketing and service management courses at major business schools around the world.