Dr. Yoshinori Fujikawa

Biography

Yoshinori Fujikawa is a visiting professor at Yale School of Management, currently on leave from Hitotsubashi University Business School, where he has been since 2003. His professional background includes significant academic experience, having served as a lecturer at Pennsylvania State University, and as a research associate at Harvard Business School. Fujikawa's contributions to marketing research are notable; he is the inventor of a patented research method known as the Zaltman Metaphor Elicitation Technique (ZMET). At Hitotsubashi ICS, he led the school's MBA program as faculty director from 2006 to 2020, achieving a top rank in Japan for the program as per the QS Global MBA Rankings published in 2019, 2022, and 2023. He was also the Associate Vice President for International Affairs at Hitotsubashi University from 2018 to 2020. His teaching portfolio includes participation in programs at various esteemed institutions, including Koc University and EHL – Ecole Hoteliere de Lausanne. Fujikawa's academic credentials include a PhD in Marketing from Pennsylvania State University, an MBA from Harvard Business School, and master's and bachelor's degrees in Economics and Commerce from Hitotsubashi University. His research interests lie in Analytics, Consumer Behavior, Digital Strategy, Global Corporate Strategy, Innovation, Marketing, Online Marketing, Service Operations Strategy, and Technology Strategy.

Research Interests