Faculty members

SUZUKI, Satoko
Faculty Members with Seminar
SUZUKI, Satoko


Associate Professor, Hitotsubashi ICS


Marketing, Design Thinking

Satoko Suzuki received her MBA and DBA from Graduate School of International Corporate Strategy, Hitotsubashi University. Her industry experience includes product management at Nihon L’Oreal and consulting at Boston Consulting Group. She has held faculty positions at the Graduate School of Management, Kyoto University; Kyoto Sangyo University; Waseda University; Waseda Business School; and University of Brawijaya, Indonesia.

Her most recent papers include “When a smile does no good: Creativity reduction among avoidance- versus approach-oriented individuals in dyadic interactions” in International Journal of Innovation Management (won Best Presentation Award at the 78th Annual Convention of the Japanese Psychological Association and featured as a newspaper article in Mainichi Shimbun, June 22, 2016), “Consuming “to have no self”: Kawaii consumption in Japanese women’s identity work” in Advances in Consumer Research, “Contextual effect of wealth on independence: An examination through regional differences in China” in Frontiers in Psychology, “I don’t need an agreement on my inconsistent consumption preferences: Multiple selves and consumption in Japan” in Advances in Consumer Research, “Re-examination of the role of media in the meaning-construction system: Creation of meaning by media” (Japanese) in Studies on Commodities (won Honorable Mention Award at the Japan Society for Commodity Science 2015), and “The diffusion of innovation and legitimation process: The case of ‘jibun e no gohoubi’ [self-reward] consumption” (Japanese) in Hitotsubashi Business Review (won Best Paper Award at the Hitotsubashi University IIR Summer School 2011). Her selected book chapters include “Culture and social media: Exploration of differences between the U.S. and Japan” in M. R. Olivas-Luján & T. Bondarouk (Eds.), Advanced series in management, Volume 11, Social media and management.

Professor Suzuki’s current research interests lie in the following three areas: (a) cross-cultural consumer behavior and organizational behavior, (b) brand management, and (c) service globalization. She has been invited to various academic conferences to present research, and has been actively providing advice to central and local governments for marketing and globalization.