Organization
Tokyo Tech Academy of Energy and Informatics Professor
Title
Professor
External link
matsui takeshi
Degree
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Ph. D. in Commerce and Management ( Hitotsubashi University )
Research Interests
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Consumer Culture
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Sociology of Culture
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Consumer Behavior
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Marketing Strategy
Research Areas
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Humanities & Social Sciences / Commerce
Education
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Hitotsubashi University
1997.4 - 2000.3
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Hitotsubashi University Graduate School Commerce and Management
1995.4 - 1997.3
Country： Japan
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Hitotsubashi University Faculty of Commerce
1991.4 - 1995.3
Country： Japan
Research History
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Harvard Yenching Institute Visiting Scholar
2022.8 - 2023.5
Country：United States
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New York University Department of Sociology Visiting Scholar
2022.2 - 2022.8
Country：United States
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Tokyo Institute of Technology Tokyo Tech Academy of Energy and Informatics Professor
2021.4
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Hitotsubashi University Graduate School of Business Administration Department of Business Administration Professor
2018.4
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Hitotsubashi University Faculty of Commerce and Management Professor
2018.4
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Hitotsubashi University Graduate School of Commerce and Management Professor
2013.4 - 2018.3
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Princeton University Department of Sociology Visiting Fellow
2007.8 - 2009.3
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Hitotsubashi University Graduate School of Commerce and Management Associate Professor
2007.4 - 2013.3
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Hitotsubashi University Graduate School of Commerce and Management Associate Professor
2004.4 - 2007.3
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Hitotsubashi University Graduate School of Commerce and Management Assistant Professor
2000.4 - 2004.3
Professional Memberships
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Association for Consumer Research
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The Academic Association for Organizational Science
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日本マーケティング学会
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Japan Association for Consumer Studies
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Japan Society of Marketing and Distribution
Papers
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Diversified Consumer Practices in Online Spaces Invited Reviewed
Shunta Rokushima, Takeshi Matsui
Quarterly Journal of Marketing 45 ( 3 ) 186 - 195 2025.6
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History of Japanese Restaurants in New York City Invited Reviewed
Takeshi Matsui
42 ( 4 ) 16 - 26 2023.3
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The "Supportive Consumption" Movement in Japan: Consumers’ Age and Distance of Beneficiaries in Ethical Consumption Reviewed
Matsui, Takeshi, Akiko Masuda, Masayuki Tsumura
Advances in Consumer Reserach 50 29 - 34 2022
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Dynamics of consumers' accumulated narratives: An interpretive analysis on controversial internet content (jointly worked) Reviewed
Dynamics of consumers' accumulated narratives, An interpretive analysis on controversial internet content
JSMD Review 4 ( 1 ) 25 - 32 2020.8
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Renee B. Kim, Takeshi Matsui, Joonyong Park, Takashi Okutani
Engineering Economics 30 ( 5 ) 621 - 630 2019.12
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Market Creation through Language: Theoretical framework Invited
Takeshi Matsui
Journal of Marketing Science 24 ( 1 ) 13 - 26 2016.12
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Extended Self Invited
Takeshi Matsui
Hitotsubashi Business Review 98 - 99 2016.6
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流行語を創る人々 Reviewed
松井 剛
日本商業学会第65回全国研究大会報告論集 116 - 118 2015.5
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ことばを通じた市場創造：『女子』をめぐる消費者の価値観の変化と消費者行動に関する研究
松井 剛
吉田秀雄記念事業財団研究助成（第47次）最終報告書 2015.3
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社会タイプと知覚年齢：『女子』という流行語を事例として Invited
松井 剛
『マーケティングジャーナル』 34 ( 4 ) 69 - 85 2015.3
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「女子力」とは何か？ 何歳までが「女子」なのか？：社会タイプと知覚年齢 Reviewed
松井 剛
Japan Marketing Academy Conference Proceedings 2014 3 82 - 84 2014.11
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性的役割に基づく消費とメディア言説：『女子』に関する雑誌記事の内容分析 Reviewed
松井 剛
2014年度日本商品学会秋季全国大会要旨集 1 - 4 2014.11
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消費者の解釈ストラテジー：『女子』ということばをめぐるMROC調査に基づいて Reviewed
松井剛, 梅津順江
『第50回消費者行動研究カンファランス報告要旨集』 62 - 65 2014.11
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ことばを通じた市場創造 Invited
松井 剛
『2015年度組織学会年次大会報告要旨集』 28 - 31 2014.10
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TAKESHI MATSUI
Hitotsubashi Journal of Commerce and Management 48 ( 1 ) 81 - 97 2014.10
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ことばを通じた市場創造（下）：模倣的同型化と解釈ストラテジー Invited
松井 剛
『日経広告研究所報』 276 ( 4 ) 26 - 33 2014.8
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性的役割と消費：『女子』ということばをめぐるMROC調査に基づいて （共著） Reviewed
松井剛, 梅津順江
『第49回消費者行動研究カンファランス報告要旨集』 15 - 19 2014.6
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Language and Market Creation, Part I: Halitosis, Kareishu (Old Man Smell), Iyashi (Healing), and Joshi (Girl) Invited
Takeshi Matsui
275 ( 3 ) 2 - 9 2014.6
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『女子』の誕生：雑誌記事タイトルのテキストマイニングによる流行語の研究 Reviewed
松井 剛
Japan Marketing Academy Conference Proceedings 2013 2 56 - 58 2013.11
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Takeshi MATSUI
15 ( 2 ) 25 - 41 2013.3
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Language and Marketing: A Text Analysis of the Dynamic Change of the Shared Cognition on "Healing" in Japan, 1988-2007 Reviewed
Takeshi Matsui
Organizational Science 46 ( 3 ) 87 - 99 2013.3
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Takeshi Matsui
Hitotsubashi Review of Commerce and Management 7 ( 2 ) 2 - 15 2012.11
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A Macro and Micro Analysis of Symbolic Meaning of Gift-Giving in Japan: Baby Boomer Construction and Reconstruction of Gender Barriers (jointly worked)
Takeshi Matsui, Yuko Minowa, Russell Belk
Final Report for the Grant from Yoshida Hideo Memorial Foundation 2012.3
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書評『Consumer Culture Theory』
松井 剛
消費者行動研究 17 ( 1 ) 107 - 116 2011.7
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「クール・ジャパン」は売れるのか：違法配信、現地化への対処が課題
松井 剛
エコノミスト 89 ( 17 ) 94 - 94 2011.4
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The "Cool Japan" Craze among Central Ministries in Japan
Takeshi Matsui
Hitotsubashi business review 58 ( 3 ) 86 - 105 2010.12
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iz Media, LLC: A Pioneer of the North American Manga Market
Takeshi Matsui
Hitotsubashi Business Review 58 ( 3 ) 124 - 139 2010.12
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"Cool Japan" reconsidered: Japan's pop culture industry in North America
Hitotsubashi business review 58 ( 3 ) 4 - 5 2010.12
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Takeshi Matsui
Quarterly journal of economics 245 56 - 65 2010.10
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アメリカにおけるマンガ出版行動：文化製品の国際マーケティング競争 Reviewed
松井 剛
日本商業学会第60回全国研究大会報告論集 85 - 96 2010.5
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Competition as cognitive process: what can marketing researchers leran from Sociology of Culture?
Takeshi Matsui
Japan Marketing Journal 29 ( 4 ) 42 - 54 2010.3
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文化的製品の海外市場における普及：アメリカにおけるマンガ出版に関する事例分析 Reviewed
松井 剛
日本商業学会第59回全国研究大会報告論集 118 - 127 2009.5
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Takeshi Matsui
Center for Arts and Cultural Policy Studies, Princeton University ( 37 ) 2009.3
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The Social Construction of Consumer Needs: A Case Analysis of the "Healing Boom" in Japan Reviewed
Takeshi Matsui
ADVANCES IN CONSUMER RESEARCH, VOL XXXVI 36 581 - 581 2009
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デザインにおける創発と制度化：雑貨業界の事例研究
松井 剛
季刊マーケティングジャーナル 27 ( 2 ) 41 - 52 2007.9
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Introduction: Toward the True Corporate Growth in Japanese Economy
eds. Hiroyuki Itami, Hitotsubashi MBA Workshop on Corporate Strategy
White Paper of Corporate Strategy, Volume 6, Toyo Keizai Inc. 1 - 23 2007.4
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The Logic of Ordinary Life: Universality and Particularity of Web Community
eds. Junzo Ishi, Kosuke Mizukoshi
Design of Virtual Experience: New Horizon in Internet Marketing 290 - 311 2006.4
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Dictionary of marketing and communication
Dictionary of marketing and communication 2006.4
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Nisshin Farma: Industrialization and Commercialization of Coenzyme Q10 (jointly worked)
Takeshi Matsui, Park Jaw W
Hitotsubashi Business Review 54 ( 3 ) 124 - 139 2006.4
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Brand Standardization vs. Localization in Chinese Beverage Industry
ed. Yuko Yamashita
Branding in China: Brand Strategy Targeting Mega Consumer Market in China, 75 - 108 2006.4
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Sazaby Inc.: Selling Lifestyle thorough `Zakka' Goods
Takeshi Matsui
Casebook of Startups, Yuhikaku Publishing Co. 215 - 241 2005.4
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現地化と標準化の融合：中国市場におけるブランド構築 (jointly worked)
松井 剛
日本企業研究のフロンティア：一橋大学日本企業研究センター研究年報 1 185 - 211 2005.3
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Four Types of Consumer Society Critique
Takeshi Matsui
45 171 - 196 2004.12
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Soft Drink Industry in China: Between Localization and Standardization (Branding in China: Marketing Strategy in Chinese Consumer Markets, Part II)
Hitotsubashi Business Review 52 ( 1 ) 114 - 125 2004.4
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Agency and Structure: Sociological View on Symbolic Consumption
Japan Marketing Journal 24 ( 94 ) 59 - 68 2004.4
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Buyer Behavior and Retail Distribution
Takeshi Matsui
Introduction to Distribution Studies, Yachio Shuppan 109 - 123 2004.4
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Japanese Firm's Mimetic Behavior in the Healing Boom: An Institutional Perspective Reviewed
7 ( 1 ) 1 - 14 2004.4
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Healing Boom as Institutional Isomorphism: A Content Analysis of the Recent Healing Boom in Japan Reviewed
53 ( 1-2 ) 1 - 13 2004.4
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Consumer Society as an Institutionalization Process of Consumerism
Takeshi Matsui
The Hitotsubashi review 129 ( 5 ) 575 - 591 2003.5
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Takeshi Matsui
The Hitotsubashi review 129 ( 4 ) 345 - 360 2003.4
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Marketing (jointly worked)
ed. Yasuo Okamoto
Introduction to Modern Management, Second Ed., Chuokeizai-Sha Inc. 167 - 193 2003.4
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Maslow's Need Hierarchy Theory and Marketing Concept
Takeshi Matsui
The Hitotsubashi review 126 ( 5 ) 495 - 510 2001.11
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How the Japanese consumer in 1980s were described?: The Application of Postmodernism in Marketing Discourse
Contemporary Thought 29 ( 11 ) 120 - 129 2001.4
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Does Internet Technology Really Change Our Society?
eds. Ichiro Furukawa, Dentsu Digital Lifestyle Research Workshop
Digital Lifestyle Revolution: Consumers' E-Community 199 - 228 2001.4
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Ph. D. Thesis submitted to Graduate School of Commerce and Management, Hitotsubashi University 2000.4
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A Critical Examination of the Progressive View of Consumer Society in Japan Reviewed
Hitotsubashi Business Review 48 ( 1.2 ) 156 - 167 2000.4
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The Historical Development of Social Definitions of the Pager, Part II Reviewed
Studies on Commodities 49 ( 1.2 ) 27 - 36 1999.4
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Varieties of Social Definitions of a Commodity: A Case Analysis of Social Definitions of Pagers from 1993 to 1995 in Japan Reviewed
Organizational Science 33 ( 2 ) 105 - 115 1999.4
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The Historical Development of Social Definitions of the Pager, Part I Reviewed
48 ( 3-4 ) 25 - 37 1998.4
Books
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Gatekeeping foreign cultural products : creation of the Japanese comics market in the US
（ Role： Sole author）
2019.3 （ ISBN:4641165246 ）
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Language and Marketing: A Social History of the "Healing Boom" in Japan
Takeshi Matsui（ Role： Sole author）
Sekigakusha 2013.3 （ ISBN:9784502472404 ）
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Rituals, Consumption, and Marketing: A Research Companion
Yuko Minowa, Russell W. Belk, Takeshi Matsui（ Role： ContributorLiquid Romance and Gift-Giving of Teenagers in Japan）
Routledge 2025.9 （ ISBN:9781032871912 ）
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Gifts, Romance, and Consumer Culture
Yuko Minowa, Russell W. Belk, Takeshi Matsui（ Role： ContributorPracticing Masculinity and Reciprocation through Gendered Gift Giving: White Day in Japan）
Routledge 2020.12 （ ISBN:9780367733346 ）
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The First Step to Consumer Behavior, Second Edition (Editing and Writing)
Takeshi Matsui, Hidehiko Nishikawa（ Role： Edit）
Sekigakusha 2020.2 （ ISBN:4502333417 ）
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Takeshi Matsui z, Hitotsubashi University Matsui Seminar, h Generation（ Role： Joint author）
Star Sea Company 2019.9
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いまさら聞けないマーケティングの基本のはなし
松井 剛（ Role： Sole author）
河出書房新社 2018.9 （ ISBN:4309248837 ）
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欲望する「ことば」：「社会記号」とマーケティング （共著）
嶋浩一郎, 松井 剛（ Role： Joint author）
集英社 2017.12 （ ISBN:9784087210118 ）
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Qualitative Consumer and Marketing Research (Translation)
Takeshi Matsui（ Role： Sole translator）
Sekigakusha 2016.6 （ ISBN:9784502175510 ）
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The First Step of Consumer Behavior (co-authored and co-edited)
Takeshi Matsui, Hidehiko Nishikawa（ Role： Joint editor）
Sekigakusha 2016.1 （ ISBN:9784502161513 ）
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ソロモン 消費者行動論 [上] （監修）
松井 剛, 大竹 光寿, 北村 真琴, 鈴木 智子, 西川 英彦, 朴 宰佑, 水越 康介（ Role： Sole author）
丸善出版 2015.1 （ ISBN:4621088785 ）
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ソロモン 消費者行動論 [ハードカバー版] （監修）
松井 剛, 大竹 光寿, 北村 真琴, 鈴木 智子, 西川 英彦, 朴 宰佑, 水越 康介（ Role： Sole author）
丸善出版 2015.1 （ ISBN:4621088777 ）
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ソロモン 消費者行動論 [中] （監修）
松井 剛, 大竹 光寿, 北村 真琴, 鈴木 智子, 西川 英彦, 朴 宰佑, 水越 康介（ Role： Sole author）
丸善出版 2015.1 （ ISBN:4621088793 ）
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ソロモン 消費者行動論 [下] （監修）
松井 剛, 大竹 光寿, 北村 真琴, 鈴木 智子, 西川 英彦, 朴 宰佑, 水越 康介（ Role： Sole author）
丸善出版 2015.1 （ ISBN:4621088807 ）
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「学問」はこんなにおもしろい! 憲法・経済・商い・ウナギ （共著）
松井 剛（ Role： Joint author）
講談社 2014.6 （ ISBN:4061385526 ）
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観光のビジネスモデル: 利益を生みだす仕組みを考える （共著）
石井淳蔵, 高橋一夫（ Role： Joint author）
学芸出版社 2011.12 （ ISBN:9784761525279 ）
MISC
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ビジネス･ケース(No.100)エスビー食品 : 「食べるラー油」ブームとカテゴリー創造
松井 剛
一橋ビジネスレビュー 60 ( 3 ) 128 - 141 2012
Presentations
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Institutionalization of New Consumption Habit: A Case Study of Ouen (Aid) Consumption Trend in Japan
Takeshi Matsui, Akiko Masuda, Masayuki Tsumura
The 60th Conference of Japan Association for Consumer Studies 2020.10
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Measuring Zeitgeist: Textmining of Magazine Article Titles
Takeshi Matsui
2009.11
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言語とマーケティング：消費文化研究における内容分析の可能性 International conference
松井 剛
第38回消費者行動研究コンファレンス 2009.6
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Gatekeeping Foreign Cultural Products: The Diffusion of Japanese Comics (Manga) in the US, 1980-2006 International conference
Takeshi Matsui
104rd American Sociological Association Annual Meeting 2009.8
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文化的製品の海外市場における普及：アメリカにおけるマンガ出版に関する事例分析 International conference
松井 剛
日本商業学会第59回全国研究大会 2009.5
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Use Value and Creative Adaptation International conference
Takeshi Matsui
2009.6
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Exploring the "Healing Boom" in Japan: How was "Iyashi (healing)" Commercialized and Institutionalized? International conference
Takeshi Matsui
Seminar at Department of East Asian Studies 2008.12
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The Diffusion of Foreign Cultural Products: The Case Analysis of Japanese Comics (Manga) Market in the U.S. International conference
Takeshi Matsui
Seminar at Center for Arts and Cultural Policy Studies 2009.2
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Institutionalization of Consumer Needs: A Case Analysis of the "Healing Boom" in Japan International conference
Takeshi Matsui
103rd American Sociological Association Annual Meeting 2008.8
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The Social Construction of Consumer Needs: A Case Analysis of the "Healing Boom" in Japan International conference
松井 剛
Association for Consumer Research Annual North American Conference 2008 2008.10
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Institutionalization of Consumer Needs: A Case Analysis of the "Healing Boom" in Japan International conference
Takeshi Matsui
Seminar at Center for Arts and Cultural Policy Studies 2008.3
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言語とマーケティングの相互作用を通じたリアリティの形成
松井 剛
日本商業学会第61回全国大会 2011.5
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Healing and tourism: The cultural sociology of management fashion in Japanese tourism industry International conference
Takeshi Matsui
10th Conference of the European Sociological Association 2011.9
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言葉とマーケティング：《癒し》ブームの研究
松井 剛
流通科学研究所研究会 2010.12
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How was"iyashi" (healing) commercialized and institutionalized in Japan?: The dynamic interaction of media discourse and marketing behaviors International conference
Takeshi Matsui
DIJ Business & Economics Study Group 2011.2
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The Construction of Aesthetic Classification in Popular Music: Healing Music Compilation CDs in the Japanese Music Industry International conference
松井 剛
3rd ESA Research Network Sociology of Culture mid-term Conference 2010.10
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マーケティングとメディア言説：《癒し》ブームを事例として
松井 剛
企業行動カンファレンス（第25回） 2010.12
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Analyzing Consumer Culture Dynamics through Text Analysis of Media Discourse: A Sociological Approach International conference
松井 剛
The 2010 European Conference of the Association for Consumer Research 2010.7
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Nation branding through stigmatized popular culture: The "Cool Japan" Craze among central ministries in Japan International conference
松井 剛
The 6th International Conference on Cultural Policy Research 2010.8
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スティグマ管理としての国際マーケティング：アメリカにおけるマンガ出版を事例として
松井 剛
日本商業学会第60回全国研究大会 ワークショップ「マーケティングが国境を越える意味の再検討」 2010.5
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アメリカにおけるマンガ出版行動：文化製品の国際マーケティング競争
松井 剛
日本商業学会第60回全国研究大会 2010.5
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The 'Cool Japan' Craze: Cultural Policy Exploiting Stigmatized Popular Culture International conference
Takeshi Matsui
The Affiliates Luncheon at Center for Arts and Cultural Policy Studies 2011.9
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ZAKKA Uncategorized Culture of Uncategorized Goods, An Oral History of Uncategorized Man (Videography) International conference
Takeshi Matsui
The Association for Consumer Research Conference 2019 2019.10 Association for Consumer Research
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消費社会の進歩主義的理解の再検討
松井 剛
日本商品学会全国大会 1998.5
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商品の社会的定義の展開：ポケットベルサービスを事例として
松井 剛
日本商品学会全国大会 1997.5
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消費文化の分析枠組みについて：消費文化理論と.文化社会学
松井 剛
第 34 回消費者行動研究コンファレンス 2007.6
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Interpenetration Process of Japanese and American Consumer Culture: A Comparative Study on Institutionalization of Foreign Consumer Culture International conference
Takeshi Matsui
Abe Fellow's Retreat 2008.1
-
The Logic of Ordinary Life: Universality and Particularity of Web Community
Takeshi Matsui
Monthly Kansai Branch Workshop of the Japan Society of Marketing and Distribution 2006.7
-
コエンザイムQ10 の量産化と事業化：‐日清ファルマの事例研究
松井 剛, 朴宰佑
日本商品学会東日本部会大会 2006.11
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「雑貨」業界における意味の分化と統合：制度論的アプローチ
松井 剛
日本商業学会全国大会, 桃山学院大学, 2005年5月. 2005.5
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「雑貨」業界における意味の分化と統合
松井 剛
組織学会年次大会,関西大学, 2005年10月 2005.10
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内容分析による流行研究：「癒し」ブームを事例として
松井 剛
日本マーケティング・サイエンス学会研究大会 2002.12
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「癒し」ブームにおける企業の模倣行動：制度化プロセスとしてのブーム
松井 剛
日本商業学会関東部会 2004.12
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消費社会の進歩主義的理解：戦後日本における確立プロセスの歴史的検討
松井 剛
日本商品学会全国大会 1999.5
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内容分析による消費研究の可能性
松井 剛
日本商業学会関東部会 2002.6
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The Invention of "Joshi (Girl): Text Mining Analysis of Twenty-five Years' Magazine Article Titles, 1988-2007
Takeshi Matsui
Marketing Conference 2013 2013.11 Japan Marketing Academy
-
フランスにおける日本産マンガ出版：ゲートキーパーとしての現地出版社
松井 剛
第63回 日本商業学会全国研究大会 2013.5
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Gatekeeping Foreign Cultural Products in Differing Contexts: A Comparative Case Analysis of Japanese Comics (Manga) Publishing in France and the US International conference
Takeshi Matsui
11th European Sociological Association Conference 2013.8 European Sociological Association
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"I Would Want a Magic Gift": Desire for Romantic Gift Giving and the Cultural Fantasies of Baby Boomers in Japan International conference
Takeshi Matsui, Yuko Minowa, Russell W. Belk
Association for Consumer Research North American Conference 2012.10
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Commercially Constructed "Healing Type Celebrities" in Japan: A Content Analysis of Magazine Article Titles International conference
Takeshi Matsui
The 45th Conference of Japan Association for Consumer Studies 2012.10
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商業的に構築された社会タイプ：「癒し系」を事例として
松井 剛
2012年度（第63回） 日本商品学会全国大会 2012.6
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From Commitment to Detachment: A Historical Analysis of Gift Advertisements by Department Stores in Japan, 1963-2008 International conference
Takeshi Matsui, Yuko Minowa, Russell W. Belk
Association for Consumer Research North American Conference 2012.10
-
Gift-Giving among Baby-Boomers International conference
Takeshi Matsui, Russell Belk, Yuko Minowa
International Workshop: Consumption and Well-being in the Aging Society Advancing Research on Older Consumers 2011.9
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文化製品のグローバル・マーケティング：北米における日本産マンガ出版
松井 剛
日本商業学会第62回全国研究大会 2012.5
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New Customers for an Old Service: A Case of Sushi in Japan International conference
Yamauchi, Y, Suzuki, S, Matsui, T
Consumer Culture Theory Conference 2017 2017.7 CCTC
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The Role of Language in Market Creation: A Longitudinal Text-mining Analysis of Joshi (Girl) in Magazine Media International conference
Takeshi Matsui
Summer American Marketing Association Conference 2017.8 AMA
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The "Supportive Consumption" Movement in Japan: Consumers’ Age and Distance of Beneficiaries in Ethical Consumption
Takeshi Matsui, Akiko Masuda, Masayuki Tsumura
Association for Consumer Research 2022.10
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Parody and Humor in Collaborative Brand Attack: Consumers’ Interpretive Strategy in Social Media Discourse
Takeshi Matsui, Shunta Rokushima, Takumi Tagashira, Yasushi Hara
American Marketing Association Winter Conference 2023.2
Awards
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Best First-Time Videography Award
2019.10 Association for Consumer Research Zakka: The Uncategorized Culture of Uncategorized Goods - An Oral History of an Uncategorized Man (Videography)
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日本マーケティング本 大賞2018準大賞
2018.10 日本マーケティング学会 『欲望する「ことば」：「社会記号」とマーケティング』
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Yoshida Hideo Memorial Foundation Research Grant, Encourage Award
2015.10 Yoshida Hideo Memorial Foundation
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Japan Society for Commodity Science, Best Book Award
2015.6 Japan Society for Commodity Science
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Taylor and Francis Best Conference Paper Award (w/ Wataru Uehara and Yuichi Washida)
2014.7 Global Alliance of Marketing & Management Associations Uehara, Washida, and Matsui (2014), Do Foreign Creative Industry Products Contribute to the Promotion of Products imported from the Same Country?: Case of Japanese and Korean Products in Emerging Economies
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日本商品学会論文賞
2014.5 日本商品学会 商業的に構築された社会的タイプ
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日本商業学会賞奨励賞
2014.5 日本商業学会 『ことばとマーケティング：「癒し」ブームの消費社会史』
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Marketing Conference 2013 Best Paper Award
2013.11 Japan Marketing Academy The Invention of "Joshi (Girl)": Text Mining Analysis of Twenty-five Years' Magazine Article Titles, 1988-2012
Research Projects
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An Empirical Study on the De-Ethnicization of Japanese Cuisine in the United States
Grant number：23K01627 2023.4 - 2027.3
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)
Grant amount：\4680000 （ Direct Cost: \3600000 、 Indirect Cost：\1080000 ）
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言語を通じた市場創造に関する実証的研究：制度的アプローチ
2018.4 - 2021.3
日本学術振興会 科学研究費助成事業 基盤研究(B)
Grant type：Competitive
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クリエイティブ産業の海外進出に関する実証的研究：異文化ゲートキーパーに着目して
2013.4 - 2017.3
日本学術振興会 科学研究費助成事業 基盤研究(B)
Grant type：Competitive
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日本企業のアジア市場での事業展開とマーケティング実践の理論化
2012.4 - 2015.3
日本学術振興会 科学研究費助成事業 基盤研究(B)
小川 孔輔
Grant type：Competitive
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Grant number：22730332 2010.4 - 2013.3
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Young Scientists (B)
MATSUI Takeshi
Grant type：Competitive
This research project aims to inquire cultural conflicts that global marketers of cultural products confront through a case analysis of manga (Japanese comic) publishing industry in North America. The author constructed the complete database of English translated mangas sold in the US using Manga: The Complete Guide (Thompson2007) and conducted interviews with the people in the industry. The analysis revealed that global marketers of popular cultural products, such as manga publishers in North America, face two cultural barriers: moral codes shared in foreign market, which is different from home country, and stereotype on the counterpart cultural products (American comics in the case) that is applied for local people to interpret unknown similar cultural product exported from foreign countries (manga in the case).
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Baby Boomer Construction and Reconstruction of Gender Barriers: A Macro and Micro Analysis of Symbolic Meaning of Gift-Giving in Japan
2010.4 - 2012.3
International Joint Research Projects
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Baby Boomer Construction and Reconstruction of Gender Barriers: A Macro and Micro Analysis of Symbolic Meaning of Gift-Giving in Japan
2010.4 - 2012.3
Joint Research(International joint research)
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Global Marketing of Cultural Products: An Empirical Study on the Diffusion of Japanese Comics in North America
2007.8 - 2013.3
Grant type：Competitive
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Empirical Study on Competitive Advantage of Robust Design Strategy in Marketing Competition
Grant number：18203026 2006.4 - 2010.3
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Scientific Research (A)
ISHII Junzo, SHIMAGUCHI Mitsuaki, KUROKI Kei, NISHIKAWA Hidehiko, MATSUI Takeshi, MURASHITA Satoshi, MIZUKOSHI Kosuke, KISHIYA Kazuhiro, SHIMIZU Nobutoshi, MIYAUCHI Miho, KIM Woonho, TANAHASHI Takeshi, KOTABE Masaaki, YAMAMOTO Nao, YOSHIDA Mari
Grant type：Competitive
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An Internet Experiment on Insurance Selling and the Innovation of Insurance Business Model
Grant number：15330087 2003 - 2005
Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
YONEYAMA Takau, SHIMOWADA Isao, MATSUI Takeshi, YASUDA Yutaka
Grant amount：\15300000 （ Direct Cost: \15300000 ）
Travel agencies and stockbrokers are rapidly changed their distribution channel in Japan. It is clear for us that internet popularization is the most important cause on such a radical change. Why insurance selling channel does change milder than such a business? A possible answer is that we fail to build the better insurance business model in the internet society. Another answer is that internet business model may be suffocated by insurance regulations and business culture. Which is the better explanation?
We tried to make an internet experiment on insurance selling, in order to know the reason why the internet selling was not so popular in insurance business. The fulfillment of the experiment was very difficult for us because it is the special product under regulation. After all we met with an insurance company's approval under the condition of partly changing our selling system. Our first system, which is treated all process from collecting to the completion of insurance policy, was changed into the system which covered the activities from collecting to inquiry to insurance agents. The change is unfortunately one of the most important factors which limited the number of access from prospective customers. But in the process of this experiment, we get the knowledge on the difficulties of the internet selling of insurance products, and build the learning base on internet selling. For the present, we get the conclusions as follows ;
First, if a company sells insurance in both agency channel and internet channel, the latter cannot exercise the advantage on cost structure. Second, the complexity of insurance products retards the development of internet selling. Although this is a point many researchers stated, we understand it more seriously. However, we have any possibilities on the less complex products, for example, the cheap medical insurance directed for women which we sold on our system. Eventually Insurance product is the bundle of information, so it might adjust to the world of bit. We should tell each activity among insurance process in the world of bit from it in the world of atom. If we could build the complete business model from collecting to the end of insurance policy by digitally processing, it was possible to change the cost structure of insurance distribution channel. -
Institutional Analysis of Healing Boom
2001.4 - 2013.3
Grant type：Competitive
Teaching Experience
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古典講読
Institution：一橋大学
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消費者行動論
Institution：一橋大学
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消費研究
Institution：一橋大学
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大学院ゼミ
Institution：一橋大学
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前期ゼミ
Institution：一橋大学
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学部後期ゼミナール（３年）
Institution：一橋大学
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学部後期ゼミナール（４年）
Institution：一橋大学
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導入ゼミII
Institution：一橋大学
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マーケティング
Institution：一橋大学
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消費者行動
Institution：一橋大学
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導入ゼミI
Institution：一橋大学