In order to understand the needs for a smart society with high integration of information, energy and services, we will conduct research on strategies and behaviors of organizations and consumers as they pursue economic and social goals simultaneously. Our research results will be disseminated domestically and overseas.

Director　Prof. Tomoko KAWAKAMI
Graduate School of Business and Finance
(Business School), Waseda University

Tomoko KAWAKAMI

Sustainable Marketing

A new marketing perspective to manage the relationships among various stakeholders in the market including consumers, shareholders, competitors, collaborators, government, local community etc. and attain the dual goal for society and economy simultaneously.

Customer Engagement in Smart Society

Engaging customers in the marketing process is a topic that has attracted considerable attention in recent years. Through our research, we will examine how organizations can enhance the level of experiential values for customers in smart society.

Consumer Behaviors in Emerging Countries

The globalization of business calls for research with better understanding on cultural differences from the marketing viewpoint. To address this issue, we will try to accumulate research and insights about marketing and consumers in fast-growing emerging countries.

MISSION

Research Sustainable Marketing in Smart Society