“Yoshi advises the Board on the future of value creation. He helps our members understand how to leverage service design as a competitive moat in the Japanese market.”
Yoshi Fujikawa
Associate Professor, Hitotsubashi ICS Faculty In-Charge,
External Affairs Expert on Globalizing Japanese ServiceDr. Yoshi Fujikawa is one of Japan’s leading thinkers on the globalization of service innovation. As a core faculty member at Hitotsubashi University Business School (ICS)—Tokyo’s premier global MBA program—he shapes the intellectual frameworks that define how Japanese companies compete on the world stage.
His academic pedigree is formidable, holding an MBA from Harvard Business School and a Ph.D. in Marketing from Pennsylvania State University. However, Yoshi is far more than a theorist. He is a charismatic evangelist for the modernization of Japan’s service sector, working to translate the culturally specific concept of Omotenashi (hospitality) into scalable, logic-driven business models that function across borders.
His research dissects the intersection of digital technology and consumer behavior, providing a roadmap for how legacy Japanese corporations can pivot from product-centric to service-centric growth. He bridges the gap between the insular world of domestic business and the dynamic demands of the global market.