Updated on 2023/02/06

写真a

 
KAWAKAMI, Tomoko
 
Scopus Paper Info  
Paper Count: 0  Citation Count: 0  h-index: 7

Citation count denotes the number of citations in papers published for a particular year.

Affiliation
Faculty of Commerce, Graduate School of Business and Finance
Job title
Professor

Concurrent Post

  • Faculty of Science and Engineering   Graduate School of Advanced Science and Engineering

Research Institute

  • 2019
    -
    2023

    Marketing International Institute   Director of Research Institute

Education

  • 1997.04
    -
    2000.03

    Kobe University   Graduate School of Business Administration   Management of Japanese Companies  

  • 1995.04
    -
    1997.03

    Osaka University   Graduate School of Economics   Master of Business Administration  

  • 1984.04
    -
    1988.03

    Osaka University   Department of Literature   Japanese Literature  

  • 1982.04
    -
    1984.03

    Ibaraki High School, Osaka Prefecture  

  • 1981.04
    -
    1982.03

    埼玉県立 浦和第一女子高等学校  

Research Experience

  • 2019.06
    -
    Now

    Takara Holdings Inc.   Outside Board of Director

  • 2019.04
    -
    Now

    Marketing International Institute   Director

  • 2018.09
    -
    Now

    Waseda Unviersity   Business School   Associate Dean

  • 2016.04
    -
    Now

    Waseda Blue Ocean Shift Institute   Founder and Associate Director

  • 2015.04
    -
    Now

    Waseda University   Graduate School of Business and Finance   Professor

  • 2012
    -
    Now

    INSEAD   Blue Ocean Strategy Institute   Visiting Scholar,

  • 2013
    -
    2018

    Nanyang Technological University   Institute on Asian Consumer Insight   Research Fellow

  • 2009.04
    -
    2015.03

    Kansai University   Faculty of Commerce   Professor

  • 2013.01
    -
    2013.03

    University of Washington   Foster School of Business   Fulbright Visiting Scholar

  • 2009
    -
    2013

    University of Washington   Foster School of Business   Affiliate Professor

  • 2002.04
    -
    2009.03

    Kansai University   Faculty of Commerce   Associate Professor

  • 2000.04
    -
    2002.03

    Kansai University   Faculty of Commerce   Assistant Professor

  • 1988
    -
    1994

    Minolta Camera Co., Ltd.   Takatsuki Laboratory

▼display all

Professional Memberships

  •  
     
     

    Japan Marketing Academy

  •  
     
     

    EIASM Innovation and Product Development Management

  •  
     
     

    Product Development Management Association

  •  
     
     

    American Marketing Association

  •  
     
     

    日本商業学会

 

Research Interests

  • Utilization of Smart Technology in Innovation

  • Artificial Intelligence and Consumer Behaviors

  • Marketing in Art Industry

  • Sustainability Marketing

  • Diffusion of New Product

  • New Market Creation

  • Blue Ocean Shift

  • Medical Healthcare

  • New Product Development

  • Innovation

  • Marketing

▼display all

Papers

  • Information technology tool use frequency in new product development: The effect of stage-specific use frequency on performance

    Serdar S. Durmusoglu, Tomoko Kawakami

    Industrial Marketing Management   93   250 - 258  2021.02

    DOI

    Scopus

    4
    Citation
    (Scopus)
  • ダイナミック・ブルー・オーシャン戦略:マーケティングと経営戦略論の邂逅

    KAWAKAMI,Tomoko, Jusuke IKEGAMI

    Marketing Journal   37 ( 2 ) 55 - 69  2017.09  [Invited]

  • The Encroachment Speed of Potentially Disruptive Innovations with Indirect Network Externalities: The Case of E-Readers

    Mark E. Parry, Tomoko Kawakami

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   34 ( 2 ) 141 - 158  2017.03  [Refereed]

     View Summary

    The authors examine factors that affect the encroachment speed of disruptive innovations with indirect network externalities. The authors focus on the 2010 introduction of a new generation of e-readers in Japan and explore the reasons why, relative to comparable e-readers in the United States, the Japanese e-readers were introduced later and adoption rates have been lower. Existing research suggests several possible explanations for these cross-country differences, including the attitudes and behaviors of the firms that compose the paper book value network in Japan, environmental variables such as legal and regulatory constraints, and cultural differences between Japan and the United States. To assess the importance of these explanations, the authors interviewed 20 key figures in the United States and Japan and reviewed a variety of published information sources. Findings indicate that the slower encroachment speed of e-readers in Japan reflects a kind of myopia among publishing industry insiders arising from three sources: (1) organizational factors, (2) technology factors, and (3) environmental factors. Important elements within these categories include the interpretation of the market performance of earlier generations of e-readers, the interdependence of partners within the value network for e-books, the presence of competing technology formats that create uncertainty among consumers regarding the availability of e-books for a specific platform, and the existence of regulations and institutionalized activities that constrain the supply of e-books and retail pricing flexibility. Findings have important implications for future studies of encroachment speed, the management of disruptive technologies, and strategic responses to potentially disruptive innovations launched by fringe competitors and new entrants.

    DOI

    Scopus

    24
    Citation
    (Scopus)
  • The Adoption of Electronic Innovations with Indirect Network Externalities that Compete with Standalone Physical Products

    Tomoko Kawakami, Mark E. Parry

    CREATIVITY AND INNOVATION MANAGEMENT   24 ( 3 ) 430 - 448  2015.09  [Refereed]

     View Summary

    The authors consider how a change in product form impacts the adoption decision for an innovative product based on digital technology. Examples of changes in product form often arise in products that feature indirect network externalities, such as MP3 players, PDAs and e-readers. Existing research suggests that, for innovations with indirect network externalities, the consumer's hardware adoption decision is influenced by the availability of complementary products. However, these studies of complementary products tend to focus on products that exist only as complementary products, such as DVDs, CDs, and video games. This research focuses on the case of an innovative hardware product that uses digital complementary products that compete with standalone versions of the same products. The authors argue that high levels of experience with a standalone product that competes with an innovative hardware/software bundle should increase the consumer's appreciation of (1) the utilitarian benefits of the hardware/software bundle and (2) the hedonic benefits of the standalone product, some of which may not be transferable to the electronic hardware. An analysis of data collected from 549 potential adopters of e-readers in Japan support these hypotheses. The findings have important implications for the design and marketing of digital innovations that involve a change in product form.

    DOI

    Scopus

  • Information Technology Tools in New Product Development: The Impact of Complementary Resources

    Tomoko Kawakami, Gloria Barczak, Serdar S. Durmusoglu

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   32 ( 4 ) 622 - 635  2015.07  [Refereed]

     View Summary

    Emergent research has examined the antecedents to using information technology (IT) in the new product development (NPD) process and the impact of IT on NPD performance. Based on the resource-based view (RBV) of the firm, this study hypothesizes that particular resources create IT capabilities that significantly enhance NPD outcomes. More specifically, this research extends previous work by investigating whether three complementary resources, namely an executive champion for IT, global engagement, and organizational innovativeness, influence IT capabilities (IT use frequency and IT replacement frequency), which in turn affect NPD outcomes (NPD task proficiency and NPD performance). To test the conceptual model, survey data were collected from 220 NPD and IT managers in a variety of large Japanese firms. The results show that an executive champion for IT and global engagement are predictors of both IT tool use and replacement frequency while organizational innovativeness contributes only to IT tool replacement frequency. The results also indicate that both IT tool use and replacement frequency have a positive effect on NPD task proficiency, which improves NPD performance. This research contributes to the literature by adding understanding of the role of IT in NPD at the firm level in four ways. First, it examines particular organizational complementary resources and their relationship to IT capabilities. Second, it examines the RBV and IT in the context of NPD, an important business process. Third, it measures IT usage in a more granular fashion (i.e., IT tool use frequency and IT replacement frequency) rather than simply IT usage as a dichotomy. Finally, through testing the proposed model with data collected from Japanese firms, this study provides empirical evidence from an Asian country to answer the call for more NPD research to be conducted in countries other than North American and Western European contexts. The findings of the study also provide implications for managers. Importantly, they indicate that an executive level champion for IT is a key influencer in facilitating IT usage and replacement, and likely can help generate awareness of and support for greater IT investments so the firm can create IT capabilities for effective NPD.

    DOI

    Scopus

    45
    Citation
    (Scopus)
  • Virtual Word of Mouth and Willingness to Pay for Consumer Electronic Innovations

    Mark E. Parry, Tomoko Kawakami

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   32 ( 2 ) 192 - 200  2015.03  [Refereed]

     View Summary

    The authors examine the impact of virtual word-of-mouth (vWOM) communication on willingness to pay (WTP) for an innovation. A series of hypotheses are developed that link vWOM to the credibility of innovation information, perceived utilitarian value, and the perceived hedonic value of an innovation, which are in turn hypothesized to influence WTP. The authors test these hypotheses using data collected in Japan from 658 potential adopters of e-readers and from 565 potential adopters of smartphones. Findings indicate that, in both samples, vWOM is positively correlated with the perceived credibility of innovation information, which in turn is positively correlated with both perceived utilitarian value and perceived hedonic value. WTP is also positively correlated with an innovation's perceived utilitarian and perceived hedonic value. In addition, the path between vWOM and perceived hedonic value is positive and significant in both samples. However, the path between vWOM and perceived utilitarian value is positive and significant in the smartphone sample, but not in the e-reader sample. The empirical findings provide support for theoretical arguments that link WTP for complex consumer electronic products to consumer perceptions of utilitarian and hedonic value. The results also have important implications for the creation of vWOM strategies designed to reduce the price sensitivity of potential adopters.

    DOI

    Scopus

    23
    Citation
    (Scopus)
  • The Impact of Word of Mouth Sources on the Perceived Usefulness of an Innovation

    Tomoko Kawakami, Mark E. Parry

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   30 ( 6 ) 1112 - 1127  2013.11  [Refereed]

     View Summary

    This paper examines the role of three indirect mechanisms linking word-of-mouth communication with one of the most important innovation attributes influencing the adoption decision: perceived usefulness. The authors hypothesize that word-of-mouth (WOM) communication impacts perceived usefulness by influencing potential adopter perceptions of the credibility of innovation information, the size of the adopter population, and the availability of complementary products. To test these hypotheses, the authors analyze the survey responses of over 550 potential adopters of e-readers and smartphones. In both product samples, the perceived credibility of WOM information is positively related with perceived usefulness, which is positively related with purchase intent. Consistent with theoretical arguments regarding the importance of access to expert information sources, findings indicate that, relative to personal WOM, written and virtual WOM have stronger relationships with consumer perceptions of the credibility of innovation information. In addition, in both samples, perceived usefulness is positively related with the perceived availability of complementary products, which is positively related with both personal and written word-of-mouth. Finally, perceived usefulness has (1) a direct relationship with the perceived size of the local adopter population in the e-reader sample and (2) an indirect relationship with the same variable that is mediated by the perceived availability of complementary products in both samples. In turn, the perceived size of the local adopter population is positively related with exposure to personal word-of-mouth.

    DOI

    Scopus

    24
    Citation
    (Scopus)
  • 非顧客戦略による市場ドライブ型市場志向の実現:

    KAWAKAMI,Tomoko

    Marketing Journal   33 ( 2 ) 2 - 14  2013.09  [Invited]

  • 医療のマーケティング序論: 7Pと患者志向の再考

    KAWAKAMI,Tomoko, Norihiro KIMURA

    Marketing Journal   32 ( 3 ) 4 - 17  2013.07  [Invited]

  • Personal Word of Mouth, Virtual Word of Mouth, and Innovation Use

    Tomoko Kawakami, Kazuhiro Kishiya, Mark E. Parry

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   30 ( 1 ) 17 - 30  2013.01  [Refereed]

     View Summary

    The authors examine the impact of word-of-mouth communication on innovation use. Hypotheses are developed linking both personal and virtual word of mouth (vWOM) directly to innovation use. The authors also examine the mediating role of two additional variables that link word of mouth and innovation use. Existing research suggests that personal word of mouth (pWOM) indirectly influences intensity of innovation use through its impact on consumer perceptions of the size of local adopter population. In addition, both personal and virtual word-of-mouth influence should be positively associated with consumer perceptions of the availability of complementary products, which prior studies have linked to variety of innovation use.
    The authors test these hypotheses using data collected from 247 Japanese adopters of new-generation portable gaming devices. Findings indicate that both personal and virtual word of mouth are directly related with variety of innovation use, which is in turn related with intensity of use. In addition, pWOM is positively related with both intensity of use and variety of use through its impact on consumer perceptions of (1) the perceived size of the local adopter population and (2) the availability of complementary products. In contrast, through these same two paths, vWOM is negatively related with both intensity of use and variety of use.

    DOI

    Scopus

    28
    Citation
    (Scopus)
  • The Effect of Personal and Virtual Word-of-Mouth on Technology Acceptance

    Mark E. Parry, Tomoko Kawakami, Kazuhiro Kishiya

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   29 ( 6 ) 952 - 966  2012.11  [Refereed]

     View Summary

    This paper extends the Technology Acceptance Model (TAM) to incorporate the impact of personal and virtual word-of-mouth (pWOM and vWOM). The authors hypothesize that both types of word-of-mouth will be positively related with consumer perceptions of innovation usefulness and perceived ease of use. In addition, the authors examine two competing hypotheses regarding the relative impact of pWOM and vWOM on perceptions of innovation attributes. One hypothesis argues that potential adopters place more weight on pWOM sources because they perceive relatively more similarity between themselves and pWOM sources. The alternative hypothesis argues that potential adopters place more weight on vWOM sources because those sources (relative to pWOM sources) expose potential adopters to a wider variety of information and a larger number of experts. Finally, the authors argue that symbolic product usage will enhance the relationship between word-of-mouth and consumer perceptions of innovation attributes. These hypotheses are tested using data collected in Japan from over 600 potential adopters of Blu-ray DVD recorders and smart phones. Findings indicate that, in both product categories, pWOM and vWOM are positively and significantly related with perceived ease of use. Moreover, in both samples pWOM is positively and significantly related with perceived usefulness, while vWOM is significantly related with perceived usefulness only in the smart phone sample. With regard to the relative impact of pWOM and vWOM on perceptions of innovation attributes, results indicate that vWOM has a larger impact on potential adopter perceptions of ease of use. Finally, the estimated model provides support for the hypothesis that symbolic consumption increases the impact of word-of-mouth on perceptions of innovation attributes. In particular, findings indicate that the impact of pWOM on perceptions of innovation usefulness is higher among potential adopters of smart phones than among potential adopters of Blu-ray DVD recorders. Similarly, the impact of vWOM on perceptions of ease of use is higher among potential smart phone adopters than among potential adopters of Blu-ray DVD recorders.

    DOI

    Scopus

    53
    Citation
    (Scopus)
  • New Venture Performance in China, Japan, and the United States: The Impact of Formalized Market Information Processes

    Tomoko Kawakami, Douglas L. MacLachlan, Anne Stringfellow

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   29 ( 2 ) 275 - 287  2012.03  [Refereed]

     View Summary

    New venture companies, starting from small entities comprising entrepreneurs and their teams, start to grow in scale by instigating formalized processes to enhance management efficiency. This includes the use of formalized processes for collecting and disseminating market information. Despite the fact that utilizing market information is one of the fundamental factors of market orientation, little is known about the way market information is processed in new venture companies. The first aim of this research was to investigate the impact of formalized market information acquisition and utilization on new venture performance. The second objective was to investigate the effect of organizational formalization on the acquisition and utilization of market information in new venture firms. The final goal was to explore the extent to which these relationships vary in different cultural contexts. Based on an extensive literature review and interviews with managers in China, Japan, and the United States, a conceptual framework is developed that relates formalized market information processes to new venture performance in the three countries. The conceptual model is tested with data collected from 453 new venture companies in these countries. The results suggest that the use of a formalized process of market information utilization has a positive effect on new venture performance regardless of country. The analysis also indicates that the effect of organizational formalization, in general, differs between countries. Organizational formalization is associated with increased formalized utilization of market information only in the United States; the relationship does not apply in the two Asian countries studied. Taken together, these results suggest that in the Asian countries, organizational formalization improves information collection, while in the United States, it also improves the utilization of information throughout the organization. One implication of these results may be the potential of added benefits accruing to organizational formalization in new ventures in countries with high levels of individualism and/or high levels of power distance, where organizational power is concentrated in formal vertical reporting relationships, as opposed to informal horizontal peer-to-peer networks.

    DOI

    Scopus

    16
    Citation
    (Scopus)
  • 医療サービス分野におけるトヨタ生産方式導入の理論的意義

    川上智子

    『商学論集』   第56巻第3号,55-68頁  2011.12

     View Summary

    2011/12/

  • Factors Influencing Information Technology Usage for New Product Development: The Case of Japanese Companies

    Tomoko Kawakami, Serdar S. Durmusoglu, Gloria Barczak

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   28 ( 6 ) 833 - 847  2011.11

     View Summary

    Although information technology (IT,) tools for new product development (NPD) are widely available, prior studies have found the usage of IT to be limited to large-sized firms (cf. Barczak and Sultan, 2006), but increasing (Cooper, 2007). Extant research indicates that several factors influence IT usage, including the existence of a champion and NPD process formalization ( Barczak, Sultan, and Hultink, 2007; Barczak, Hultink, and Sultan, 2008). In addition, the antecedents to IT usage have been found to vary among countries ( Barczak, Hultink, and Sultan, 2008); that is, they are context-specific.
    This study extends prior research by exploring the factors that facilitate and/or inhibit IT usage for NPD in Japanese firms. Japan was chosen for this study because it has been argued that, in order to develop generalized NPD theories applicable across different nations or cultures, further understanding is needed about countries other than North American and Western European countries (Song and Parry, 1996; Song, Kawakami, and Stringfellow, 2010). Additionally, the culture of Japan is known for being very different from North America and other Western countries, particularly in terms of Japan's relative emphasis on the collective as opposed to the individual; high in uncertainty avoidance as opposed to low uncertainty avoidance; and long-term orientation rather than short-term orientation ( Hofstede, 2005; Kawakami, Maclachlan, and Stringfellow, forthcoming).
    The lack of research in Japan on IT and NPD implied the need for an exploratory, grounded theory approach to this study. Using a multiple case study method, the authors conducted semi-structured interviews with 35 marketing, R&D, and IT managers and executives in 19 firms in a variety of industries.
    Based on the analysis of the interview data and the follow-up surveys, the authors propose that ten factors in five categories, namely, strategic factors, market environment factors, development process factors, organizational factors, and technology-human interaction factors, are likely to influence IT usage for NPD in Japanese companies. Specifically, product innovativeness, extent of global engagement, formalized IT ROI measure, standardization of NPD activities, physical proximity, resistance to change, CIO as an executive sponsor, sensory requirements, perceived ease of use, and perceived usefulness are expected to influence IT usage.
    From a theoretical perspective, this study extends prior research on IT usage by expanding the cultural context beyond North America and Western Europe by focusing on an Asian country, namely Japan. It also adds to the limited research that integrates national culture and NPD and enables the development of a conceptual model that could be tested empirically.

    DOI

    Scopus

    33
    Citation
    (Scopus)
  • 電子書籍の価値分析:日米の市場比較に基づく考察

    マーク・E・パリー 川上智子

    『マーケティング・ジャーナル』   第31巻第2号,34 -44頁  2011.09

     View Summary

    2011/9/

  • An Empirical Examination of Factors Influencing IT Usage for New Product Development in Japanese Companies

    Tomoko Kawakami, Serdar S. Durmuşoğlu, Gloria Barczak

    18th International Product Development Management Conference Proceedings    2011.06

     View Summary

    2011/6/

  • E-book Retailing in the U.S. and Japan

    Tomoko Kawakami, Mark E. Parry

    The 8th SARD (Society of Asian Retailing and Distribution) Workshop.   forthcoming  2010.11

     View Summary

    2010/11/

  • A Contingency Model of Information Technology Usage for Enhancing New Product Development Performance

    Tomoko Kawakami, Serdar S.Durmuşoğlu, Gloria Barczak

       2010.10

     View Summary

    2010/10/

  • A Model of IT usage in New Product Development(<Special Issue>IT and Marketing)

    KAWAKAMI Tomoko

    Journal of Information and Management   第30巻第4号,pp.47-57。 ( 4 ) 47 - 57  2010.04

     View Summary

    This article shows a conceptual model about the organizational use of information technology (IT) tools in new product development (NPD) in business enterprises. This model is based on the organizational contingency theory, proposing that the gap between IT need and usage affects IT usage performance, which in turn influences NPD performance. IT need is determined by environmental uncertainty, organizational strategy and the quality of the project. IT usage is defined by the scope, frequency and lifecycle of IT tool use, which is affected by technological, financial and organizational factors. The positive research regarding the use of IT tools in new product development has only recently begun to accumulate. Therefore, this article contributes to the evolution of this research in that it attempts to propose a model that encompasses various factors by integrating IT usage model in the organization, the technology acceptance model (TAM) and the model of division integration in new product development.

    DOI CiNii

  • A Cross-National Comparative Study of Senior Management Policy, Marketing-Manufacturing Involvement, and Innovation Performance

    Michael Song, Tomoko Kawakami, Anne Stringfellow

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   27 ( 2 ) 179 - 200  2010.03

     View Summary

    The marketing-manufacturing interface is important to the success of product development. This research investigates the effect of senior management policies on the effectiveness of the marketing-manufacturing interface. Based on existing literature, a conceptual framework is developed that relates senior management policies, marketing-manufacturing involvement, and new product performance. The proposed framework is contingent on the national culture of the country in which product development occurs. Structural equation modeling is used to test the framework with data from a sample of 146 U.S. marketing managers and 185 Japanese marketing managers. The results suggest that a number of senior management policies are effective in promoting joint involvement between the marketing and manufacturing functions during the innovation process. While the use of formal cross-functional integration policies was found to promote marketing-manufacturing involvement both in the United States and Japan, team leader autonomy, team rewards, and job rotation were found to promote marketing involvement in the United States but not in Japan. On the other hand, promoting marketing-manufacturing involvement via goal clarity and promotion of teamwork proved to be effective in Japan. The results have a number of implications for product development practice. Foremost among these is the finding that, despite the fundamental ideological differences separating the marketing and manufacturing functions, senior management policies can enhance the level of marketing-manufacturing involvement, and consequently can improve the likelihood of new product success. The second implication is that the effectiveness of specific senior management policies depends on national culture. Thus, managers wishing to improve the marketing-manufacturing interface should select the policies that match the culture in which the product development project is located.

    DOI

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    37
    Citation
    (Scopus)
  • Market Information Use and New Venture Performance: An Empirical Study in China.

    Tomoko Kawakami, Douglas, L. Maclachlan

    AMA 2009 Summer Educators' Conference Proceedings   Vol.20, pp.91-97  2009.08

     View Summary

    2009/8/

  • Incorporating Network Externalities into the Technology Acceptance Model

    Michael Song, Mark E. Parry, Tomoko Kawakami

    JOURNAL OF PRODUCT INNOVATION MANAGEMENT   26 ( 3 ) 291 - 307  2009.05

     View Summary

    Research on network externalities has identified a number of product categories in which the market performance of an innovation (e.g., unit sales and revenues) is an increasing function of that innovation&apos;s installed base and the availability of complementary products. Innovation scholars have attributed these findings to the positive impact of network externality variables on consumer perceptions of innovation attributes. This paper provides the first empirical examination of these perceptual linkages by extending the Technology Acceptance Model to include consumer perceptions of network externality variables. The authors hypothesize that, when direct and indirect network externalities exist, consumer purchase intentions and consumer perceptions of an innovation&apos;s usefulness and ease of use will positively reflect perceptions of installed base size and the availability of complementary products. To test this reasoning, the authors developed new measures of consumer perceptions of network externality variables. These measures were incorporated into a survey that explored the attitudes in Japan of potential adopters toward digital music (DM) players at an early stage in the product life cycle. Findings reveal a direct positive relationship between ease of use and the perceived availability of digital music. The authors also find positive and significant relationships between both purchase intention and perceived usefulness and (1) the perceived size of the DM player installed base and (2) the perceived availability of digital music. An application of the Baron-Kenny test for mediating variables reveals that (1) ease of use partially mediates the relationship between the perceived availability of digital music and perceived usefulness and (2) perceived usefulness partially mediates the relationship between the perceived availability of digital music and purchase intention. The research has important implications for future research on new product adoption and for the management of innovations that involve network externalities. The conceptual model provides a framework for testing alternative explanations of observed variations in the impact of network externalities within and across product categories. The empirical analysis provides guidance for managers who wish to manage the impact of network externalities on adoption. In addition to stimulating the size of the installed base and the variety of complementary products, executives must also manage consumer awareness of network externality variables and consumer understanding of the relationship between those variables and innovation attributes. Finally, traditional adoption models link consumer adoption decisions to perceptions of innovation attributes. The findings provided here imply that predictive accuracy of these models can be improved by including consumer perceptions of network externality variables.

    DOI

    Scopus

    73
    Citation
    (Scopus)
  • Market Sensing for Enhancing Innovativeness and Performance of New Ventures: An Empirical Study of Japan

    Tomoko Kawakami

    AMA 2008 Summer Educators' Conference Proceedings    2008.08

     View Summary

    2008/8/

  • Organizational Redundancy for Enhancing Utilization of Customer Information in New Product Development: An Empirical Study of Japanese Consumer Goods Industry

    Tomoko Kawakami

    AMA 2006 Winter Marketing Educators Conference Proceedings   Vol.17, pp.247-253.  2006.02

     View Summary

    2006/2/

  • Balanced Differentiation as a Determinant of Utilization of Customer Information: An Empirical Study of Japanese Electronics Industry

    Tomoko Kawakami

    AMA 2004 Winter Educators' Conference Proceedings   Vol.15, pp.106-111  2004.02

     View Summary

    2004/2/7

  • SCM革新戦略と部門能力

    川上 智子

    流通研究   第6巻第1号 ( 1 ) 43 - 58  2003.03

     View Summary

    2003/3/31

    DOI CiNii

  • 農家と消費者をつなぐネット・コミュニティの苦闘

    川上 智子, 石井淳蔵, 厚美尚武

    有斐閣 『インターネット社会のマーケティング』    2002.03

     View Summary

    2002/3/30

  • マーケティング,R&D,生産の部門分化と統合

    川上 智子

    八千代出版    2001.12

     View Summary

    2001/12/10

  • 白物家電産業における生産・販売統合システムの革新

    川上 智子

    関西大学商学会   第45巻第6号11-31頁  2001.02

     View Summary

    2001/2/20

  • 「『緩やかな分化』による顧客情報の製品イノベーションへの転換」

    川上 智子

    季刊マーケティング・ジャーナル   20巻1号22-30頁  2000.06

     View Summary

    2000/6/30

  • 製品開発におけるマーケティングとR&Dとのインタフェイス-米国研究の系譜と批判的検討-

    川上 智子

    季刊マーケティング・ジャーナル   17巻3号47-56頁  1998.01

     View Summary

    1998/1/9

  • 社会医療法人・愛仁会のTQM活動:方針管理と業務改善

    松尾 睦, 川上智子

    神戸大学ディスカッションペーパーシリーズ No.2011-23  

  • オープン・イノベーションと 市場情報のマネジメント

    川上智子

    研究技術計画   第25巻第1号

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Books and Other Publications

  • B2B Brand Management by Kotler

    Sugimitsu, Kazunari, Tomoko Kawakami( Part: Translator/Editor, Supervision and Translation)

    Hakuto Shogo Publishing Co. LTD  2020.09

  • BLue Ocean Shift

    KAWAKAMI,Tomoko( Part: Contributor, Park 24)

    ダイヤモンド社  2018.04

  • Strategy for Open Innovation

    KAWAKAMI,Tomoko( Part: Contributor, Management of Market Information)

    Yuhikaku  2017.12

  • 病院におけるトヨタ生産方式の 導入:バージニアメイソン病院

    碩学舎,猶本良夫・水越康介『病院組織のマネジメント』  2010

  • 事業創造のための実践ビジネスプラン:社会人基礎力を鍛える

    中央経済社  2009

  • 家電業界における流通チャネルの再編

    中央経済社,崔相鐵・石井淳蔵『シリーズ流通体系 第2巻流通チャネルの再編』  2009

  • 顧客志向の新製品開発

    有斐閣  2005

  • 製品開発とマーケティング情報の利用

    白桃書房,『マーケティング・ダイアログ』  1999

  • 「役割フレキヒシビティはマーケティング情報の共有を可能にするか」

    白桃書房,『マーケティング・インタフェイス』  1998

  • アイデア創出

    碩学舎,西川英彦・廣田章光編著『1からの商品企画』所収。 

▼display all

Misc

  • Perception difference of marketing information between R & D and marketing personnel

    Kawakami Tomoko

    The Rokkodai ronshu. Keieigaku-hen   45 ( 3 ) 39 - 54  1999.02

    CiNii

  • The R&D-marketing interface : an empirical study on product development process in consumer industry

    Kawakami Tomoko

    The Rokkodai ronshu. Keieigaku-hen   44 ( 2 ) 142 - 161  1997.10

    CiNii

Awards

  • Top 100 Research-Active Scholars in Asia

    2017.01   Asia Marketing Journal  

    Winner: KAWAKAMI,Tomoko

  • Christer Karlsson Best Paper Award

    2013.06   Innovation and Product Development Management Conference   Word of Mouth, Complementary Products and Adoption of Innovation with Indirect Network Externalities: The Case of E-Readers.

    Winner: KAWAKAMI,Tomoko

  • 日本経営学会賞(著作部門)

    2006  

  • 日本商業学会賞(優秀賞)

    2006  

  • テレコム社会科学奨励賞(共著)

    2003  

Research Projects

  • ICTがネットワーク外部性を有する新製品の普及に与える影響に関する研究

    (選択しない)

  • 医療経営のマネジメントに関する研究

    (選択しない)

  • 技術受容モデルに基づくネットワーク外部性を有する新製品の普及研究

    (選択しない)

  • ウェブ2.0時代のITツールが新製品開発に与える影響に関する国際比較研究

    (選択しない)

Presentations

  • Sustainability Marketing: What Individuals and Companies Do for Next Generation

    Tomoko Kawakami  [Invited]

    Petit but Solid MBA Seminar with kids 

    Presentation date: 2020.09

  • Art Evolution by Technology "Classicaile"

    Tomoko Kawakami  [Invited]

    Seminar at NTT Docomo 

    Presentation date: 2020.08

  • Creating Blue Ocean by Marketing

    Tomoko Kawakami  [Invited]

    Mitsubishi Marketing Association 

    Presentation date: 2019.11

  • CSR に対する信念と顧客エンゲージメントとの相互関係:概念モデルの構築と予備的調査に基づく示唆

    KAWAKAMI,Tomoko

    Japan Marketing Academy Annual Conference 2019 

    Presentation date: 2019.10

  • Marketing-driven Value Creation and Innovation from Japan

    KAWAKAMI,Tomoko  [Invited]

    World Marketing Summit Japan 2019 

    Presentation date: 2019.10

  • How to Develop and Publish a Series of Academic Research

    KAWAKAMI,Tomoko  [Invited]

    Japan Society of Marketing and Distribution, Kanto Regional Meeting 

    Presentation date: 2019.09

  • 画期的なイノベーションのための組織化 ブルー・オーシャン・シフト,シリアル・イノベーターとMAINモデル

    KAWAKAMI,Tomoko

    Project Management Symposium Japan 2019 

    Presentation date: 2019.09

  • Implementing Sustainability Marketing Strategy: Findings from Collectivistic Culture

    Iwamoto, Akinori, Satoko Suzuki, Tomoko Kawakami

    2019 AMA Summer Academic Conference 

    Presentation date: 2019.08

  • Organizational Culture, Structure and Process as the Antecedents of Serial Innovators: Diverse Experience, Gate Fluidity, and Organizational Politics

    Seiichi Fujii, Tomoya Nakamura, Tomoko Kawakami

    EIASM International Product Development Management Conference 

    Presentation date: 2019.06

  • Co-creation for Customer Engagement Management: When Do They Want to Talk?

    Hamdi-Kidar, Linda, Tomoko Kawakami

    2019 Academy of Science Annual Conference in Vancouver 

    Presentation date: 2019.05

  • Hedonic Values in Innovation: Empirical Evidence from Japan

    KAWAKAMI,Tomoko  [Invited]

    University of Washington Converge in Tokyo 

    Presentation date: 2018.11

  • デジタル・シフトと組織:CMO・CIOからCDO・CXOへ

    KAWAKAMI,Tomoko

    日本マーケティング学会アニュアルカンファレンス 

    Presentation date: 2018.10

  • 金沢におけるブルー・オーシャン・マーケティングの可能性

    KAWAKAMI,Tomoko  [Invited]

    AMD Branding Seminar in Kanazawa 

    Presentation date: 2018.08

  • ソーシャル・マーケティングの現代的意義

    KAWAKAMI,Tomoko

    日本マーケティング学会マーケティングと新市場創造研究会 

    Presentation date: 2018.08

  • SDGs時代のマーケティングと価値創造のあり方

    KAWAKAMI,Tomoko  [Invited]

    SOCIAL OUT TOKYO 

    Presentation date: 2018.07

  • Marketing in the Steady-state Economy: Conceptual Model and Propositions

    Iwamoto, Akinori, Satoko Suzuki, Tomoko Kawakami

    KSMS Global Marketing Conference 

    Presentation date: 2018.07

  • 「ブルー・オーシャン戦略から考えるグローバリゼーション」

    KAWAKAMI,Tomoko

    グローバル・ビジネス学会 

    Presentation date: 2018.07

  • Serial Innovators in Collectivistic Organizations:

    Nakamura, Tomoya, Seiichi Fujii, Tomoko Kawakami

    EIASM IPDM Conference 

    Presentation date: 2018.06

  • Reading, e-reading and more: How can we enhance user experience?

    KAWAKAMI,Tomoko

    OCLC Asia Pacific Regional Council Meeting 

    Presentation date: 2017.11

  • Factors that Delay Adoption of Disruptive Innovation: A Case of E-reading in Japan

    KAWAKAMI,Tomoko

    Toulouse Business School Faculty Seminar 

    Presentation date: 2017.09

  • Should Firms Co-create with Ordinary Customer or Loyal Customers? Empirical Result from a Collective Culture,

    Hamdi-Kidar, Linda, Tomoko Kawakami

    EIASM IPDM Conference 

    Presentation date: 2017.06

  • How Older Consumers Interpret the Meaning of a Wearable Device: Is it Utilitarian or Hedonic?

    KAWAKAMI,Tomoko, Mark E. Parry

    EIASM IPDM Conference 

    Presentation date: 2017.06

  • 電子書籍やウェアラブル端末はなぜ日本で普及が遅いのか?:外部性を有するラディカルな新製品の採用行動

    KAWAKAMI,Tomoko

    日本マーケティング学会 

    Presentation date: 2017.01

  • New AIDA Model in the Omni-Channel Age

    Iwamoto, Akinori, Tomoko Kawakami, Satoko Suzuki

    International Conference of Asia Marketing Associations 

    Presentation date: 2016.10

  • マーケティングとイノベーションによる顧客創造:ドラッカー・トライアングルの実現プロセスとしてのMIPモデル

    KAWAKAMI,Tomoko  [Invited]

    組織学会 

    Presentation date: 2016.10

  • グローバル×イノベーション:文化と文脈の創造

    KAWAKAMI,Tomoko

    第104回グローバル・マーケティング研究会 

    Presentation date: 2016.10

  • Marketing in Steady-State Economy: Exploratory Case Study on Pioneering Firm

    KAWAKAMI,Tomoko

    KSMS Global Marketing Conference 

    Presentation date: 2016.07

  • Project Champion, Organization Culture and Stage Fluidity in Radical Innovations: An Empirical Evidence from Japan

    Kawakami, Tomoko, Seiichi Fujii, Lee, Nakamura

    EIASM IPDM Conference 

    Presentation date: 2016.06

  • Project Champion’s New Role in the Digital Age: Evidence from the Cross-cultural Study between the U.S., Korea and Japan

    Kawakami, Tomoko, Seiichi Fujii, and Lee

    EIASM IPDM Conference 

    Presentation date: 2016.06

  • How Aging Consumers Respond to Disruptive Innovation: An Empirical Study of Health-Related Wearable Devices

    KAWAKAMI,Tomoko, mark E. Parry

    EIASM IPDM Conference 

    Presentation date: 2016.06

  • Value Creation and Marketing in Japan

    KAWAKAMI,Tomoko  [Invited]

    Yonsei University Invited Speech 

    Presentation date: 2016.05

  • 現代日本企業におけるイノベーションの組織と成果:PDMAによるCPAS日本版の調査内容と分析結果

    川上 智子他

    日本商業学会 関東部会 

    Presentation date: 2015.12

  • マーケティング視点のオープン・イノベーション:革新的シーズと潜在ニーズを統合するモデルとその実践

    KAWAKAMI,Tomoko

    日本商業学会関西部会 

    Presentation date: 2015.09

  • Complexity Expectations and Purchase Intent of Radical New Products: An Empirical Study of Wearable Devices

    KAWAKAMI,Tomoko, Mark E. Parry

    EIASM IPDM Conference 

    Presentation date: 2015.06

  • Organizational Factors for Enhancing IT Tool Usage in New Product Development Phases: Top Management View

    KAWAKAMI,Tomoko

    PDMA Reserach Forum 

    Presentation date: 2014.09

  • Information and Communication Technology (ICT) Tools for Improving New Product Development, Adoption and Brand Loyalty

    KAWAKAMI,Tomoko

    American Marketing Science 

    Presentation date: 2014.08

  • Factors Affecting Outcomes in Social Networking Services: Social Capital and Network Externality

    Kishiya, Kazuhiro, Tomoko Kawakami

    American Marketing Association 

    Presentation date: 2014.07

  • How Consumers Rely on Substitutes for Haptic Information under Non-touch Shopping Environment

    KAWAKAMI,Tomoko

    KSMS Global Marketing Conference 

    Presentation date: 2014.07

  • The Impact of Perceived Autotelic Benefits on Purchase Intent: A Study of Paper Books and E-Readers

    KAWAKAMI,Tomoko, Mark E. Parry

    EIASM IPDM Conference 

    Presentation date: 2014.06

  • Value of Local Studies: How Can Asian Researchers Contribute to the Literature?

    KAWAKAMI,Tomoko  [Invited]

    日本商業学会 全国研究大会 

    Presentation date: 2014.05

  • 『ケース論文は不利』の神話を覆す:グローバル水準の作法と実例

    KAWAKAMI,Tomoko  [Invited]

    日本商業学会関西部会 

    Presentation date: 2013.06

  • Word of Mouth, Complementary Products and Adoption of Innovation with Indirect Network Externalities: The Case of E-Readers.

    KAWAKAMI,Tomoko, Mark E. Parry

    EIASM IPDM Conference 

    Presentation date: 2013.06

  • イノベーション研究におけるマーケティング学者の存在感

    KAWAKAMI,Tomoko  [Invited]

    日本商業学会 全国研究大会 

    Presentation date: 2013.05

  • Online Brand Community in Japan: Empirical Analyses of e-Reader “Kobo” by Rakuten

    Hatori, Masahiko, Keisuke Suyama, Tomoko Kawakami

    Advertising and Consumer Psychology Conference 

    Presentation date: 2012.12

  • Determinants of the Encroachment Speed of Disruptive Innovations,

    Mark E. Parry, Tomoko Kawakami

    PDMA Research Forum 

    Presentation date: 2012.10

  • NPD vs. IT Managers: How Similar Are Their Views on the Role and Effect of IT in NPD?

    Serdar S. Durmuşoğlu, Tomoko Kawakam, Gloria Barczak

    PDMA Research Forum 

    Presentation date: 2012.10

  • 病院経営におけるトヨタ生産方式の導入:日米事例の比較分析

    KAWAKAMI,Tomoko

    日本医療マネジメント学会学術総会 

    Presentation date: 2012.10

  • Product Involvement, Knowledge and Media Choice: Longitudinal Study of Disposal Diapers

    Ota, Kenichiro, Keisuke Suyama, Tomoko Kawakami

    KSMS Global Marketing Conference 

    Presentation date: 2012.07

  • Success Factors of Online Shopping Business in China: A Comparative Case Study between E-bay Eachnet and Taobao

    Xie Fang, Tomoko Kawakami

    KSMS Global Marketing Conference 

    Presentation date: 2012.07

  • The Effect of Information Technology Tool Use Frequency on NPD Task Proficiency: An NPD Phase-based Empirical Test

    KAWAKAMI,Tomoko, Serdar S. Durmuşoğlu, Gloria Barczak

    EIASM Innovation and Product Innovation Management Conference 

    Presentation date: 2012.06

  • The Impact of Word-of-mouth, Information Credibility, and Network Externalities on the Perceived Usefulness of an Innovation

    KAWAKAMI,Tomoko, Mark E. Parry, Kazuhiro Kishiya

    EIASM Innovation and Product Development Management Conference 

    Presentation date: 2012.06

  • Word-of-Mouth Transmission Modes and New Product Adoption: An Empirical Evidence from Japan

    KAWAKAMI,Tomoko, Mark E. Parry

    INFORMS Marketing Science 

    Presentation date: 2012.06

  • ICT時代における顧客志向の新製品開発

    KAWAKAMI,Tomoko

    日本商業学会 全国研究大会 

    Presentation date: 2012.05

  • 中国eコマース市場におけるローカリティ問題:

    KAWAKAMI,Tomoko

    日本商業学会 関西部会 

    Presentation date: 2012.04

  • 国際共同研究の機会と可能性

    KAWAKAMI,Tomoko  [Invited]

    日本商業学会 全国研究報告会 

    Presentation date: 2011.12

  • ブランド・ロイヤリティとネットワーク外部性の交互効果:電子書籍に関する実証分析

    KAWAKAMI,Tomoko, Mark E. Parry

    消費者行動研究カンファレンス 

    Presentation date: 2011.11

  • An Empirical Examination of Factors Influencing IT Usage for New Product Development in Japanese Companies

    KAWAKAMI,Tomoko, Gloria Barczak, Serdar S. Durmuşoğlu

    EIASM International Product Development Management Conference 

    Presentation date: 2011.06

  • 顧客志向の新製品開発

    KAWAKAMI,Tomoko  [Invited]

    早稲田大学 エグゼクティブ・リーダーズ・フォーラム 

    Presentation date: 2011.06

  • 新製品開発におけるITツール利用の現状:定性的・定量的アプローチによる仮説の導出

    KAWAKAMI,Tomoko  [Invited]

    Japan Society of Marketing and Distribution 

    Presentation date: 2011.04

  • Personal and Virtual Word-of-Mouth Effect on Technology Acceptance.

    Parry, Mark E, Tomoko Kawakami, Kazuhiro Kishiya

    American Marketing Association 

    Presentation date: 2011.02

  • E-book Retailing in the U.S. and Japan

    Parry, Mark E, Tomoko Kawakami

    Society of Asian Retailing & Distribution 

    Presentation date: 2010.11

  • 医療におけるトヨタ生産方式の導入とそのマネジメント

    KAWAKAMI,Tomoko  [Invited]

    第20回公益財団法人医療科学研究所シンポジウム 

    Presentation date: 2010.10

  • A Contingency Model of Information Technology Usage for Enhancing New Product Development Performance

    Kawakami, Tomoko, Gloria Barczak, Serdar S. Durmuşoğlu

    Product Development & Management Association Research Forum 

    Presentation date: 2010.10

  • Personal Word-of-Mouth, Virtual Word-of-Mouth, and Innovation Use

    Parry, Mark E, Tomoko Kawakami, Kazuhiro Kishiya

    Korean Academy of Marketing Science 

    Presentation date: 2010.09

  • Factors Influencing Information Technology Usage for New Product Development: The Case of Japanese Companies

    KAWAKAMI,Tomoko, Gloria Barczak, Serdar S. Durmuşoğlu

    EIASM International Product Development Management Conference 

    Presentation date: 2010.06

  • コラボレーションが創る消費者行動研究の未来:海外研究者とのコラボレーション

    KAWAKAMI,Tomoko  [Invited]

    JACS 

    Presentation date: 2010.05

  • Effects of Word-of-Mouth and e-Word of Mouth on Innovation Use in the Presence of Network Externalities

    KAWAKAMI,Tomoko, Kazuhiro KISHIYA, Mark. E. PARRY

    American Marketing Association 

    Presentation date: 2010.02

  • Market Information Use and New Venture Performance: An Empirical Study in China

    KAWAKAMI,Tomoko, Douglas L. Maclachlan

    American Marketing Association 

    Presentation date: 2009.08

  • マーケティング研究の国際化について

    川上 智子  [Invited]

    田村正紀古希記念ワークショップ 

    Presentation date: 2009.06

  • Factors Affect Use Diffusion of New Products with Network Externalities.

    KAWAKAMI,Tomoko, Kazuhiro KISHIYA

    INFORMS Marketing Science 

    Presentation date: 2009.06

  • ネットワーク外部性を有する新製品の採用と消費者間の相互作用

    KAWAKAMI,Tomoko, Kazuhiro KISHIYA

    Japan Society of Marketing and Distribution 

    Presentation date: 2009.05

  • 組織のバランス分化とイノベーションの成果:大企業とベンチャー企業に関する実証研究

    川上 智子  [Invited]

    日本経営学会 年次大会 

    Presentation date: 2008.09

  • Market Sensing for Enhancing Innovativeness and Performance of New Ventures: An Empirical Study of Japan

    Kawakami, Tomoko

    American Marketing Association 

    Presentation date: 2008.08

  • Formalization, Market Information and New Venture Performance: A Cross-National Study of China, Japan and the United States.

    KAWAKAMI,Tomoko, Douglas L. Maclachlan, Anne Stringfellow

    American Marketing Association 

    Presentation date: 2008.08

  • Introduction of Toyota Production System into hospitals in the U.S.

    KAWAKAMI,Tomoko

    医療マネジメント学会 学術総会 

    Presentation date: 2008.06

  • Factors Affect Purchase Intention and Actual Purchase in Japanese Digital Music Player Market

    KAWAKAMI,Tomoko

    INFORMS Marketing Science 

    Presentation date: 2008.06

  • マーケティングとR&Dを統合するマネジメント:知財による部門間統合の可能性

    川上 智子

    日本知財学会年次学術発表大会 

    Presentation date: 2007.07

  • Innovation Attributes and Network Externalities as the Determinants of New Product Adoption: Empirical Studies of Japanese DVD Markets

    Presentation date: 2006

  • Senior Management Styles, Marketing-Manufacturing Involvement, and Innovation Performance: A Cross-National Comparison Between U.S. and Japanese Firms

    Presentation date: 2004

  • The Moderating Effect of Product Innovativeness on the Relationship of Customer Information and New Product Performance

    全米マーケティング協会研究大会 

    Presentation date: 2004

  • 「『緩やかな分化』による顧客情報の製品イノベーションへの転換」

    日本商業学会関西部会 

    Presentation date: 2000

  • 製品開発における顧客情報の組織的利用に関する経験的研究

    日本商業学会全国大会 

    Presentation date: 1999

  • 製品開発過程におけるマーケティング情報の共有について

    商会学会関西部会ジュニアセッション 

    Presentation date: 1998

  • 新製品開発プロセスおよびその組織に関する研究

    組織学会関西支部研究会 

    Presentation date: 1997

  • クチコミと新技術の採用との関係に関する実証研究

▼display all

Specific Research

  • アフターコロナのDXとサステナビリティ・マーケティングに関する研究

    2021  

     View Summary

    本研究は、アフターコロナの時代におけるサステナビリティ・マーケティングのあり方を探求することを目的として行った。オミクロン株感染拡大による行動制限が生じ、現地取材が難しい状況ではあったが、2021年12月にはNTTドコモ中国支社や広島電鉄を訪問し、VRによる遠隔平和教育やMaaSによる地域振興のあり方等を事例として研究した。2022年3月にはイオン株式会社とSDGsゴール14の海洋資源保護をテーマにクラシックコンサートを開催し、VR・AIを活用した芸術の新ジャンル開拓とそれに対する消費者の反応を調査した。サントリー他、首都圏企業への取材も実施し、チョコレート・スキンケア・ビール・EVに関する消費者調査も行い、現在、分析中である。

  • AIを利用したクリエイティブ作品の消費に関する研究

    2020  

     View Summary

    本研究はAIを利用したクリエイティブ作品の消費に関し、人間の創作物との比較を通じて、消費者の態度や行動の特徴を解明することを目標に行った。具体的にはクラシック音楽の分野でAIにモーツァルトやベートーヴェンなどの約3万曲を学習させ、モーツァルト風の楽曲を2曲制作した。さらにモーツァルトが幼少期に作曲した楽曲と共に2020年8月1日に川上研究室がプロデュースするクラシックコンサートで披露し、聴衆の反応を来場者への質問票調査他で確認した。その結果、AI曲はモーツァルトとほぼ同等の高い評価が得られたが、モーツァルトの楽曲との類似性やクラシック曲としての便益については課題があることも明らかになった。

  • 五感の相乗効果による音楽消費と新市場の創造

    2018  

     View Summary

    本研究は高度な科学技術を応用して,クラシック音楽を中心とするコンサート会場における音楽消費の新たなあり方の可能性を探り,その効果を定量的に測定することを目標として行った。具体的には,ソニー株式会社が技術開発したモーション・ソニックを利用し,クラシックのコンサートに空手の演武を組み合わせたコンサートを3月2日に新宿オペラシティで開催した。その演目であるカルメン協奏曲を事前に室内で視聴した場合と,コンサート当日に会場で視聴した場合の2回について,株式会社ジンズが開発したJINS MEMEでリラックス度の測定を行った。来場者にも質問票調査を行い,分析結果に基づいて音楽消費の新たな可能性を考察した。

  • 定常経済を主導するポジティブ・マーケティングに関する研究

    2017   岩本明憲, 鈴木智子

     View Summary

    本研究は定常経済におけるポジティブ・マーケティングの理論構築と実証研究を行うことを目的としている。定常経済とは,成長経済を志向しない経済であり(Kotler,2015),ポジティブ・マーケティングは,社会価値・顧客価値・企業価値を同時追求するマーケティングである(Lerman and Shefri, 2015)。本研究期間には追加的なインタビュー調査を実施し,日本マーケティング学会においてSDGsに関する特別セッションを開催した。さらに,理論および仮説の構築を進め,2018年7月に開催される国際学会(Global Marketing Confference)に投稿し,採択された。

  • 地域包括ケア時代における医療マーケティングに関する研究

    2015  

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    本課題では,地域包括ケア時代における医療マーケティングのあり方について考察を進めた。まず,医療関係者と患者,異職種間の連携を促進するデザイン思考の有効性を検討した。具体的には,視覚デザインが患者と患者の家族の病院に対する知覚品質に与える影響を実証した。9月にはフランスのブルー・オーシャン戦略戦略研究所に滞在し,その成果も踏まえ,2016年4月に早稲田大学内に早稲田ブルー・オーシャン戦略研究所を設置し,医療・ヘルスケア分野を重点領域の1つに設定した。 11月には,医療・ヘルスケア関連のイノベーション創出のフォーラムで招待講演を行い,実践的見地からのフィードバックを得た。

 

Syllabus

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Teaching Experience

  • 【いなば食品株式会社寄付講座】 中小企業のグローバル戦略:縮小均衡に向かう 日本市場でのリスク回避にどう対処するか

    早稲田大学ビジネススクール  

    2022.04
    -
    Now
     

  • Marketing and Social Innovation

    Waseda Business School  

    2022.04
    -
    Now
     

  • Theory and Practice of Public Relations

    Waseda University Business School  

    2020.04
    -
    Now
     

  • Social Innovation

    Waseda Business School (WBS)  

    2019.04
    -
    Now
     

  • Marketing

    Waseda Business School  

    2016.09
    -
    Now
     

  • Marketing and New Market Creation

    Waseda Business School  

    2015.11
    -
    Now
     

  • マーケティング

    早稲田大学大学院 経営管理研究科  

    2015.04
    -
    Now
     

  • Marketing and New Market Creation

    Waseda Business School  

    2015.04
    -
    2022.03
     

  • Innovation Management

    Kansai University  

     
    -
    2016.03
     

  • Technology and Operations Management

    Kansai University  

     
    -
    2015.03
     

  • 生産管理論

    関西大学  

    2000.04
    -
     
     

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Social Activities

  • EMIRA Business Competition 2020 Energy Inter-collage Event

    EMIRA Editorial Board etc. 

    2019.09
    -
    Now

  • Board Member, Japan Marketing Academy

    Japan Marketing Academy 

    2012.10
    -
    Now

  • Co-director of ClassicAile

    ClassicAile Committee  (Muza Kawasaki, Tokyo Operacity) 

    2018.03
    -
    2020.02

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    With the knowledge based on marketing and blue ocean strategy, we are helping an orchestra mainly consisting of musical university students to perform a classical music concert from children over 4 years old to change the life of people (kurasi-kaeru stands for changing life in japanese), to attract wider range of customers and contribute the future development in the art industry.

  • Green Ocean Award Review Team Chair

    オルタナ  グリーンオーシャン大賞 

    2018.02
    -
     

  • Director of International Planning Committee, Japan Society of Marketing and Distribution

    2011
    -
    2013

     View Summary

    Planning and Implementation of International Academic Conferences

  • Scientiific Committee Member

    EIASM Innovation and Product Development Management Conference 

    2011.12
    -
     

  • Academic advisor

    Japan Marketing Association  Marketing Master Course 

    2002
    -
     

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Media Coverage

  • Editorial Board

    Other

    Product Development Management Association   Journal of Product Innovation Management  

    2013.01