Faculty Members
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Faculty members

Faculty Members with Seminar
AKUTSU, Satoshi (Toshi)


Faculty in charge of DBA Program and Thought Leadership, Professor, Hitotsubashi ICS


´ŻąCustomer Behavior ´ŻąResearch Positioning
AKUTSU, Satoshi (Toshi)

Satoshi (Toshi) Akutsu received his BA and MA from Hitotsubashi University, and his MS and PhD from the Haas School of Business at the University of California, Berkeley.
Prior to joining Hitotsubashi University, he was a Research Fellow at the Institute of Management, Innovation, and Organization at the Haas School of Business. During the 2007-2008 academic year, he was on sabbatical and visited the University of California at Berkeley, where he was affiliated with both the Haas School of Business and the Department of Psychology. He was a member of the Culture and Cognition Laboratory and affiliated to IPSR at UC Berkeley.

His most recent papers include “The effects of self-construals, self-criticism, and self-compassion on depressive symptoms” in Personality and Individual Differences, “Consequences of beliefs about the malleability of creativity” in Creativity Research Journal, “I don't need an agreement on my inconsistent consumption preferences: Multiple selves and consumption in Japan” in Advances in Consumer Research, and “Why do people give? The role of identity in giving” in Journal of Consumer Psychology. His selected book chapters include “The directions and the key elements of branding Japan” in Dinnie (Ed.), Nation branding: Concepts, issues, practice, “Branding capabilities: A look at Sony's capabilities in brand knowledge creation” in Takeuchi & Nonaka (Eds.), Hitotsubashi on knowledge management, and “Mentality theory of knowledge creation and transfer: Why some smart people resist new ideas” in Nonaka & Teece (Eds.), Managing industrial knowledge: Creation, transfer, and utilization.

Professor Akutsu's current research interests lie in the following three areas: (a) brand management, (b) applied cultural psychology to consumer and organizational behavior, and (c) neural and behavioral economics. He has been invited to various academic conferences to present research, and has been actively providing advice and training to various companies, central/local governments, and NPOs for general management, marketing, and branding. He currently serves as an outside board member of Nifty Co., Otsuka Kagu KK., and Adastria Holdings.