Faculty members

FUJIKAWA, Yoshinori (Yoshi)
Faculty Members with Seminar
FUJIKAWA, Yoshinori (Yoshi)


Associate Vice President, Hitotsubashi University
Associate Professor, MBA Program Director, Hitotsubashi ICS


Japanese Business & Economy, Marketing, Service Management, Global Network Project, Realizing Customer Value (EMBA)

Yoshinori (Yoshi) Fujikawa received his BA in Economics and MA in Commerce from Hitotsubashi University in Tokyo, Japan; MBA from Harvard Business School in Boston, Massachusetts; and PhD in Marketing from Pennsylvania State University in University Park, Pennsylvania. 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).

Professor Fujikawa joined ICS in 2003. Prior to joining ICS, he was a Lecturer and Research Assistant at Pennsylvania State University. He also worked as Research Associate at the Mind of Market Laboratory and the Division of Research, both at Harvard Business School.

Professor Fujikawa’s research interests lie in (1) 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; (2) development, promotion, and application of non-traditional marketing research methods for eliciting customers’ tacit knowledge; and (3) applying social psychological approaches 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.