教員

略歴

一橋大学経済学部卒業。同大学院商学研究科修士。ハーバード・ビジネススクールMBA（経営学修士）、ペンシルバニア州立大学Ph.D.（経営学博士）。ハーバード・ビジネススクール研究助手、ペンシルバニア州立大学講師、オルソン・ザルトマン・アソシエイツ(コンサルティング)、一橋大学大学院国際企業戦略研究科　専任講師、准教授を経て現職。

一橋ICSでは、MBA Programのプログラムディレクターを15年間務め（2006-2020年)、同プログラムの発展に寄与（QSグローバルMBAランキング 2019年度、2022年度、2023年度日本国内１位）。また、一橋大学の副学長補佐（国際交流）も務めた（2018-2020年）。

一橋ICSのMBA Program, Executive MBA Program, Executive Education Programsにおいて教鞭をとるほか、米国・イェール大学経営大学院 (Yale School of Management) 客員准教授、トルコ・コチ大学経営大学院 (Koc Graduate School of Business) 客員教授、スイス・EHL (ローザンヌ・ホテルスクール) 客員教授、韓国・ソウル国立大学ビジネススクール (Seoul National University Business School) 客員教員を務める。また、一橋ビジネススクールの海外協定校50校以上の学生を対象とする短期集中型プログラムのファカルティ・ディレクターも務める。

専門はサービス・マネジメント、マーケティング、消費者行動論。『Harvard Business Review』 (HBS Press)、 『DIAMONDハーバード・ビジネス・レビュー』(ダイヤモンド社)、『一橋ビジネスレビュー』(東洋経済新報社)、『マーケティング革新の時代』(有斐閣)、『マーケティング・ジャーナル』(日本マーケティング協会)等に執筆。訳書に、『心脳マーケティング』（ダイヤモンド社, 2005）がある。

外部委員等

内閣総理大臣表彰「日本サービス大賞」委員、日米教育委員会「フルブライト・ジャパン」委員、国際文化会館「八窓会」委員、トレジャーデータ株式会社・アドバイザー、 ClipLine株式会社・アドバイザー、The Delphi Network・アドバイザー、株式会社zero to one・アドバイザー、等。

主な論文

・Suzuki, S., Kanno, S., Mizukoshi, K., & Fujikawa, Y. (2017) "Consuming “to have no self”: Kawaii consumption in Japanese women’s identity work." Advances in Consumer Research, Volume 44, Page Moreau and Stefano Puntoni (eds.) Duluth, MN: Association for Consumer Research, Pages: 348-352.

・Fujikawa, Y., Oue, S., and Nishiyama, K. (2016) "Value Co-creation on Open Innovation Platform: Agent-Based Modelling on Behavioral Patterns of Customer, Corporation, and Regulator, International Conference on Service Science and Innovation, Proceedings, accepted and in publication.

・Nishiyama, K. and Fujikawa, Y. (2016) “Social Acceptance of Service Innovation: Role of Regulator as the Third Actor in Value Co-creation,” Marketing Journal 139, pp.45-63. (In Japanese) 西山浩平・藤川佳則 (2016) 「サービス・イノベーションの社会受容デザイン─ 価値共創の第三のアクター「レギュレーター」の役割 ─」『マーケティング・ジャーナル』139号、pp.45-63.

・Takahiro, N. and Fujikawa, Y. (2016) “Democratizing Marketing,” Hitotsubashi Business Review, 64(2), pp. 54-67. (In Japanese)高広伯彦・藤川佳則 (2016) 「デジタルマーケティング:　マーケティングの民主化」『一橋ビジネスレビュー』2016年秋号、pp.57-67

・藤川佳則 (2016)「サービス・ドミナント・ロジック:　IoT時代の新たな価値づくり」『DIAMONDハーバードビジネスレビュー』「別冊　IoTの競争優位」2016年1月号、pp.60-63.

・Fujikawa, Yoshinori and Joji Ono (2014) “Service Globalization: Knowledge Transfer Process of De-contextualization and Re-contextualization,” Japan Marketing Journal, 131, 72-92. (in Japanese)

・Ono, Joji, Yoshinori Fujikawa, Satoshi Akutsu, and Mayomi Haga (2014) “Co-creation Orientation: Dynamism of Emergent Value Creation,” Japan Marketing Journal, 131, 5-31. (in Japanese)

・Fujikawa, Yoshinori (2014) “Context Management Approach to Service Value Co-creation,” Serviceology, 1(2), 18-21. (in Japanese)

・Fujikawa, Yoshinori (2014) “Service Dominant Logic” DIAMOND Harvard Business Review Online, July 23, 2014 (http://www.dhbr.net/articles/-/2698), July 24, 2014 (http://www.dhbr.net/articles/-/2699), and July 25, 2014 (http://www.dhbr.net/articles/-/2700) (in Japanese)

・Fujikawa, Yoshinori (2013) “Marketing in the Post-Mass-Advertising,” Nikkei Business Online, December 12, 2013 (http://business.nikkeibp.co.jp/article/opinion/20131209/256859/?author&rt=nocnt) (in Japanese)

・Fujikawa, Yoshinori (2013) “Service Management for Goods-Service Convergence,” Nikkei Business Online, July 17, 2013 (http://business.nikkeibp.co.jp/article/interview/20130712/251038/) (in Japanese)

・Fujikawa, Yoshinori (2012) “Fostering Innovation through Value Co-Creation,” Highlighting Japan, February 2012, pp.18-19, Public Relations Office, Government of Japan.

・Fujikawa, Yoshinori, Satoshi Akutsu, and Joji Ono (2012), Context Management Approach to Service Value Co-Creation: Toward Emergent Dynamic Model, Organizational Science (Soshiki Kagaku) Vol.46(2) 38-52 (in Japanese) 藤川佳則,阿久津聡,小野譲二(2012).文脈視点による価値共創経営:事後創発的ダイナミックプロセスモデルの構築に向けて,組織科学Vol.46(2) 38-52

・Fujikawa, Yoshinori (2012), Service Management for Manufacturer: Service Dominant Logic Perspective, Panasonic Technical Journal, Vol. 58 (3), 1-6. (in Japanese)　藤川佳則(2012).製造業のサービス化:「サービス・ドミナント・ロジック」による考察,パナソニック技報,Vol. 58 (3), 1-6.

・Fujikawa, Yoshinori (2012), Frontiers in Service Management (6): Future of Service Research, Hitotsubashi Business Review, Winter 2012, 59(3), 152-163. (in Japanese)　藤川佳則(2012),サービス・マネジメントのフロンティア:　サービス研究の最前線から,一橋ビジネスレビュー,Winter 2012, 59(3), 152-163.

・Fujikawa, Yoshinori (2011), Frontiers in Service Management (5): Managerial Implications of Value Co-Creation: Opportunities and Challenges for Japanese Companies, Hitotsubashi Business Review, Fall 2011, 59(2), 184-193. (in Japanese)　 藤川佳則(2011),サービス・マネジメントのフロンティア:　価値共創の実務的示唆－－日本企業の機会と課題,一橋ビジネスレビュー,Fall 2011, 59(2), 184-193.

・Fujikawa, Yoshinori (2011), Frontiers in Service Management (4): Value Co-Creation from Customer’s Perspective: Toward Emergent Dynamic Model, Hitotsubashi Business Review, Summer 2011, 59(1), 184-193. (in Japanese)　 藤川佳則(2011),サービス・マネジメントのフロンティア:　顧客視点の価値共創－事後創発的ダイナミックモデル,一橋ビジネスレビュー,Summer 2011, 59(1), 184-193.

・Ogawa, Susumu, Yoshinori Fujikawa, and Satoshi Horiguchi (2011), Knowledge Co-Creation: Toward User-Based Knowledge Management, Hitotsubashi Business Review, Summer 2011, 59(1), 40-52. (in Japanese)　小川進、藤川佳則、堀口悟史 (2011),知識共創論: ユーザーベースの知識経営に向けて,一橋ビジネスレビュー,Summer 2011, 59(1), 40-52.

・Fujikawa, Yoshinori (2010), Frontiers in Service Management (3): Customer as Value Co-Creator, Hitotsubashi Business Review, Winter 2010, 58(3), 160-166. (in Japanese)　 藤川佳則(2010),サービス・マネジメントのフロンティア:価値共創者としての顧客,一橋ビジネスレビュー,Winter 2010, 58(3), 160-166.

・Fujikawa, Yoshinori (2010), Frontiers in Service Management (2): From Goods-OR-Service to Goods-AND-Service, Hitotsubashi Business Review, Fall 2010, 58(2), 160-170. (in Japanese)　 藤川佳則(2010),サービス・マネジメントのフロンティア: 『モノかサービスか』から『モノもサービスも』へ,一橋ビジネスレビュー,Fall 2010, 58(2), 160-170.

・Fujikawa, Yoshinori (2010), Frontiers in Service Management (1): Rise of Service Dominant Logic, Hitotsubashi Business Review, Summer 2010, 58(1), 144-155. (in Japanese)　藤川佳則(2010),サービス・マネジメントのフロンティア: サービス・ドミナント・ロジックの台頭,一橋ビジネスレビュー,Summer 2010, 58(1), 144-155.

・Fujikawa, Yoshinori (2008), Service Dominant Logic: Opportunities and Challenges for Japanese Companies, Japan Marketing Journal, 107, 27 (3), 32-43. (in Japanese) 藤川佳則(2008), サービス・ドミナント・ロジック:　「価値共創」の視点からみた日本企業の機会と課題, マーケティングジャーナル, 107, 32-43.

・Zaltman, Gerald, Lindsay Zaltman, Donna J. Sturgess, Alex Lee, Yoshinori Fujikawa, and Lewis CarboneFujikawa (2008), The Sure Thing That Flopped (HBR Case Study and Commentary), Harvard Business Review, July-August 2008, 29-36.

主な学会発表

・Fujikawa, Y., Nishiyama, K., Oue, S., & Suzuki, S. (2021) Humans and machines in the emergence of service ecosystems: Addressing false dichotomy by embracing paradox. The 7th Naples Forum on Service, September 6-8, 2021.

・Suzuki, S., Matsui, T., Uehara, W., & Fujikawa, Y. (2020) “The Influence of Cultural Context on Value Co-Creation: A Cultural Models Approach” EMAC 2020 Conference, Corvinus University of Budapest, Hungary, May 27-29, 2020.

・Fujikawa, Yoshinori, Shingo Oue, and Kohei Nishiyama (2018) “Emergence of Value Co-Creation: Agent-Based Modelling on Behavioral Patterns of Customer, Corporation, and Regulator” ICSSI2018 & ICServ2018, Taichung, Taiwan, November 13-15, 2018.

・Suzuki, S., Kanno, S., Mizukoshi, K., & Fujikawa, Y. (2016) “Consuming “To Have No Self”: Kawaii Consumption in Japanese Women’s Identity Work,” Association for Consumer Research 2016, October 28, 2016, Berlin Germany

・Takashige, Y. and Fujikawa, Y. (2016) “Human Centric Innovation and Digital Future,” ICServ 2016: International Conference of Society for Serviceology, Shibaura Institute of Technology, September 6-8, 2016.

・Fujikawa, Y., Oue, S., and Nishiyama, K. (2016) "Value Co-creation on Open Innovation Platform: Agent-Based Modelling on Behavioral Patterns of Customer, Corporation, and Regulator, ICSSI International Conference on Service Science and Innovation, National Taiwan University, June 23-24, 2016.

・Fujikawa, Y. (2016) “Service Dominant Logic: Future of Value Co-creation,” Business Model Association Spring National Conference, Waseda University, April 23, 2016.

・Fujikawa, Y. (2016) “Service Globalization: Knowledge Transfer Process of Value Co-creation,” Knowledge Co-creation Forum, Japan Advanced Institute of Science and Technology, March 11-12, 2016.

・Yoshinori Fujikawa (2015) “Service Globalization: Knowledge Transfer Process on Value Co-creation,” Japan Society of Marketing and Distribution (Nihon Shogyo Gakkai) , May 29-31, 2015, Kagawa University, Takamatsu, Kagawa. (In Japanese)

・Mayomi Haga, Satoshi Akutsu, Yoshinori Fujikawa, and Joji Ono (2014) "Does individual cultural differences impact on value co-creation process?" AMA SERVSIG 2014, International Service Research Conference, Thessaloniki, Greece, June 13-15, 2014.

・Yoshinori Fujikawa, Joji Ono, Mayomi Haga, and Satoshi Akutsu (2014) “Knowledge Transfer in Service Globalization: Cultural Context, De/Re-contextualization Capabilities, and Reception/Transmission Behavior”, The 23rd Frontiers in Service Conference 2014, University of Miami, Florida, USA, June 26-29, 2014.

・Yoshinori Fujikawa, Joji Ono, Mayomi Haga, and Satoshi Akutsu (2014) "Service Globalization: Cultural Context, De/Re-contextualization Capabilities, and Knowledge Transfer Behavior," ICServ 2014, The 2nd International Conference on Serviceology, Keio University, Yokohama, Japan, September 14-16, 2014.

・Joji Ono, Yoshinori Fujikawa, Satoshi Akutsu, and Mayomi Haga (2014) "Co-creation Orientation: Individual Difference across Firms and Customers," ICServ 2014, The 2nd International Conference on Serviceology, Keio University, Yokohama, Japan, September 14-16, 2014.

・Fujikawa, Yoshinori, Joji Ono, Mayomi Haga, and Satoshi Akutsu (2013) “Service Globalization: Measuring Cultural Context, Contextualization Capabilities, and Knowledge Transfer in Value Co-creation Process” 22nd Frontiers in Service Conference, July 4-7, 2013, National Taiwan University, Taipei, Proceeding

・Ono Joji, Yoshinori Fujikawa, Satoshi Akutsu, and Mayomi Haga (2013) “Co-creation Orientation: The Construct, Antecedents, and Consequences” 22nd Frontiers in Service Conference, July 4-7, 2013, National Taiwan University, Taipei, Proceeding

・Akutsu, Satoshi, Mayomi Haga, Yoshinori Fujikawa, and Joji Ono (2013) “Cultural Differences in Customer Participation: Impacts on Customer Purchase and Consumption Behavior” 22nd Frontiers in Service Conference, July 4-7, 2013, National Taiwan University, Taipei, Proceeding

・Haga, Mayomi, Satoshi Akutsu, Joji Ono, and Yoshinori Fujikawa (2013) “Effects of Cultural Orientation on Customer Goals: A dynamic analysis” 22nd Frontiers in Service Conference, July 4-7, 2013, National Taiwan University, Taipei, Proceeding, forthcoming.

・Haga, Mayomi, Satoshi Akutsu, Joji Ono, and Yoshinori Fujikawa (2013) “Customer Participation and Customer Satisfaction: Bayesian Approach” 1st National Conference, Society for Serviceology, Doshisha University, Kyoto, Japan, April 10-11, 2013, Best Presentation Award.　芳賀麻誉美,阿久津聡,藤川佳則,小野譲司(2013).顧客の参加行動と満足をめぐる構造探索と価値共創支援～ベイジアンネットワークによる検討～,サービス学会 第1回 国内大会発表

・Fujikawa, Yoshinori, Satoshi Akutsu, Joji Ono, Fumikazu Morimura, and Mayomi Haga (2012) Service Globalization: De-Contextualization and Re-Contextualization of Value Co-Creation Processes Paper presented at the 21st Frontiers in Service Conference, College Park, MD, USA, Proceeding, p.29.

・Fujikawa, Yoshinori, Satoshi Akutsu, Joji Ono, Fumikazu Morimura, Mayomi Haga (2012) “Service Globalization: De-Contextualization and Re-Contextualization of Value Co-Creation Processes” 21st Frontiers in Service Conference, June 14-17, 2012, College Park, MD, USA, Proceeding, p.29.

・Akutsu, Satoshi, Mayomi Haga, Yoshinori Fujikawa, and Joji Ono (2012) “Cultural Affordance View of Value Co-Creation: Toward an Interactive and Dynamic Value Co-Creation Model of the Firm, Customer, and Environment” 21st Frontiers in Service Conference, June 14-17, 2012, College Park, MD, USA, Proceeding, p.54.

・Ono, Joji, Mayomi Haga, Satoshi Akutsu, and Yoshinori Fujikawa (2012) “Dynamic Updating Process of Customer's Motivation for Participating in Value Co-Creation” 21st Frontiers in Service Conference, June 14-17, 2012, College Park, MD, USA, Proceeding, p.68.

・Haga, Mayomi, Satoshi Akutsu, Joji Ono and Yoshinori Fujikawa (2012) Effects of cultural factors on firm-customer value co-creation processes (in Japanese), Paper presented at the Behaviormetric Society of Japan 40th Conference , Niigata, Japan, Proceeding in press. Fujikawa, Yoshinori, Satoshi Akutsu, and Joji Ono (2011) “Context Management Approach to Value Co-Creation (VCC): Toward Dynamic Process Model of Customer as Value Co-Creator, The 20th Frontiers in Service Conference, Proceeding, 14-15, Ohio State University, June 30-July 3, 2011

主な著作・翻訳

・Fujikawa, Yoshinori, Satoshi Akutsu, and Joji Ono (2016) “Context Management Approach to Value Co-Creation: Toward Dynamic Process Model of Customer as Value Co-Creator” In Spohrer, Jim, Yuriko Sawatani and Stephen Kwan (eds.) Global Perspectives on Service Science: Japan, Springer, forthcoming.

・Fujikawa, Yoshinori (2013) “Front Runner of Service Management: Yamato Holdings,” in Makoto Kikawa, Strategies for Creating New Markets (Nikkei BP, 2013), 158-169. (in Japanese) 藤川佳則(2013),サービスマネジメントの先駆者,木川眞著『未来の市場を創り出す ― 「サービスが先、利益は後」がめざすこと』, 日経BP, 158-169.

・Fujikawa, Yoshinori, and Carl Kay (2010) “An Entrepreneurial Approach to Service Innovations: Leading Changing Lifestyles in Japan,” in Dynamics of Knowledge, Corporate Systems and Innovation, Itami H., Kusunoki K., Numagami T., and Takeishi A. (eds.), Springer: London, New York, 2010.

・Fujikawa, Yoshinori, Akio Tsunoda, and Masaru Miyagawa (2010) “ Market Expansion and New Value Co-Creation through Internationalization” in METI (ed.) Challenges to Global Markets – Twenty Case Studies, 13-36. (in Japanese)　 藤川佳則・角田秋生・宮川勝(2010),「国際展開による“市場の拡大”と“新たな価値の共創”――ベストプラクティスからの裨益」経済産業省商務情報政策局サービス政策課編『拡大するグローバル市場への挑戦――日本・海外サービス企業20 社の先進事例に学ぶ』　サービス産業生産性協議会,pp.13-36.

・Fujikawa, Yoshinori and Tadamitsu Matsui (2010) “Open Innovation on Global Level” in METI (ed.) Challenges to Global Markets – Twenty Case Studies, 37-63. (in Japanese)　 藤川佳則・松井忠三(2010),「グローバルレベルのオープンイノベーション」サービス産業生産性協議会・経済産業省商務情報政策局サービス政策課編『拡大するグローバル市場への挑戦――日本・海外サービス企業20社の先進事例に学ぶ』　サービス産業生産性協議会,pp.37-63.

主なケース・教材

・Ad-comm Group “Whitebook”: Cross-Marketing Platform for the Luxury Brand Market, Hitotsubashi ICS Case #ICS-106-002-E, ecch 508-078-1 (with Dean Claiborne, Greg Main, and Peilun Yang).

・BOOKOFF Corporation: Service Innovation in the Secondhand Business, Hitotsubashi ICS Case #ICS-106-004-E (with Emiko Yoshikawa)

・Kumon India: Extending the Mission-Driven Service Globalization Strategy, Hitotsubashi ICS Case #ICS-107-005-E, ecch 310-071-1 (with Kenichi Suzuki and Frederik Ditlev Otte-Trojel)

・Muji: The Challenge of a Global Brand Originating in Japan (A), Hitotsubashi ICS Case #ICS-107-101-E, ecch 309-313-1 (with Miyuki Igarashi, Chiyoko Oshima, and Juri Ishida)

・Muji: The Challenge of a Global Brand Originating in Japan (B), Hitotsubashi ICS Case #ICS-107-102-E, ecch 309-314-1 (with Miyuki Igarashi, Chiyoko Oshima, and Juri Ishida)

・REALFLEET “amadana”: Design Innovation in the Japanese Home Appliance Industry, Hitotsubashi ICS Case #ICS-106-014-E, ecch 508-077-1 (with Peilun Yang)

・Satura Cakes: Never Another Ordinary Bite (A), Hitotsubashi ICS Case #ICS-107-003-E, ecch 310-072-1 (with Ryusuke Kabasawa)

・Satura Cakes: Never Another Ordinary Bite (B), Hitotsubashi ICS Case #ICS-107-004-E, ecch 310-073-1 (with Ryusuke Kabasawa)

・Tokaibane in 2006: A Service-Driven Manufacturing Company, Hitotsubashi ICS Case #ICS-106-023-E, ecch 308-222-1 (with Hideaki Koita)

・Weathernews: Always WITH you!, Hitotsubashi ICS Case #ICS-111-001-E, forthcoming (Satoshi Utagawa, Yumi Honda, Ginger Lin)

・Weathernews: Pursuing Service Globalization in 2011, Hitotsubashi ICS Case #ICS-111-009-E, forthcoming (Satoshi Utagawa, Yumi Honda, Ginger Lin)

・Tokyo Girls Collection: Bringing Real Clothes from Tokyo to the World, Hitotsubashi ICS Case #ICS-107-007-E, ecch 310-076-1 (with Toshikazu Imada)　Harvard Business School Cases

・Amway Japan Limited, HBS Case #9-598-029 (with David J. Arnold, John A. Quelch, and Patrick Reinmoller).

・BOOKOFF Cooperation in 2007, HBS Case #N9-711-506 (with Hirotaka Takeuchi)

・Fsas: Fujitsu Support and Service, Inc., HBS Case #9-601-003 (with Henry Chesbrough).

・EMDICO (A) & (B): Fuji Film’s Brand Relaunch Strategy in the Middle East, HBS Case #9-597-029, -030 (with John A. Quelch).

・Kumon India in 2007, HBS Case #N9-711-459 (with Hirotaka Takeuchi)

・BOOKOFF Cooperation in 2006, HBS Case #N9-711-454 (with Hirotaka Takeuchi)

・Sony Corporation: Car Navigation Systems, HBS Case #9-597-032 (with John A. Quelch)