Luxury Branding and Strategy
Brand Innovation Management
Design Innovation Management
Design and Marketing of New Product
Design Tools for New Product Development (Especially, Seven Tools for New Product
Planning)
Experiential Marketing and Management
Kansei/ Affective Engineering
Sensory Evaluation
Total Quality Management
Environment-Conscious Business (Especially, Environment-Conscious Products and Waste Management
and Resource Circulation Business)
Nagasawa's Project Research Seminar at Waseda Business School, Waseda University takes, as
research objectives, "Design and Innovation Management" of companies such as European luxury
brands and Japanese long-standing companies (Shinise).
It applies the theories of the luxury strategy, experiential marketing, design management,
innovation management, etc. and has carried out useful research for the real business world.
The research results have been highly valued both nationally and internationally and have led to
the opening of the course 'Luxury Branding Chair Module' donated by LVMH Moët Hennessy. Louis
Vuitton since 2012, which highly focuses on luxury branding. This is the first course in Japan
and only the second in the world.
Compared to Europe and America, luxury business research in Japan, and research on business for
the wealthy classes, have not been active and sufficient in quantity and quality. And business
persons in the fields have rarely had the chance to study related facts and theories
systematically.
All the seminarists are business persons and experienced persons of business matters and they
manage to work at business practices and research at the seminar.
Usually the seminar is conducted through discussions. The seminarist in charge proposes the
discussion theme together with his/her research question and all the seminarists discuss on the
theme. Though the number of seminarists is somewhat below average, OB/OG or guest sometimes
attends the seminar and the seminar is doing a flourishing research and always crowded with
participants. The biggest characteristic of the seminar is to enjoy pleasant and sharp
discussions.
There are two educational philosophies in Nagasawa Seminar; one is “to have an
originality,” and the other is “to obtain dazzling results.” They are
essential and important requirements and the seminalists are required to satisfy these necessary
requirements. In spite of severe requirements the seminalists can keep their motivations in high
level, which lead a lot of results.
“Branding of Manufacturing Process by Luxury Brands and its Application to Local and Long-stanging_Companies in Japan”
FY2018 – FY2022, Grant-in-Aid for Scientific Research (B) (Dicipline: Commerce) (Principal
Investigator), Japan Society for the Promotion of Science (JSPS)
Project Period | Research Category and Title (Roll) | Dicipline |
---|---|---|
FY1989 | Grant-in-Aid for Young Scientists: “Application of Fuzzy Sets Theory to Quality Control” (Principal Investigator) | Commerce and Management |
FY1990 | Grant-in-Aid for Young Scientists: “Application of Fuzzy Sets Theory to Quality Control” (Principal Investigator) | Commerce and Management |
FY1992 | Grant-in-Aid for Young Scientists: “Fundamental Research on Marketing Information System for Kansei Product Development” (Principal Investigator) | Commerce and Management |
FY1993 | Grant-in-Aid for Scientific Research on Priority Area: “Fundamental Research on Marketing Information System for Kansei Design” (Principal Investigator) | Informatics/ Psychological Presearch of Kansei Information Processing |
FY1994 | Grant-in-Aid for Scientific Research on Priority Area: “Fundamental Research on Marketing Information System for Kansei Design” (Principal Investigator) | Informatics/ Psychological Presearch of Kansei Information Processing |
FY1996 | Grant-in-Aid for Scientific Research (B): “Planning Survey for Establishing a Framework of Interdisciplinary Collaborative Research on Kansei” (Investigator) | Material Engineering |
FY1996 – 1997 | Grant-in-Aid for Scientific Research (C): “Applied Research on Marketing Information System for Kansei Design” (Principal Investigator) | Information Science |
FY1997 | Grant-in-Aid for Scientific Research on Priority Area (A): “Basic Research on Industrial Cluster Model Considering Integrated Environmental Quality Management” (Investigator) | Construction of Material Circulation Process Aiming at Zero Emission |
FY1997 – 1999 | Grant-in-Aid for Scientific Research (C): “Research on the Design of Fashion Illustration and Aesthetic Sense” (Investigator) | Kansei Engineering |
FY1998 | Grant-in-Aid for Scientific Research on Priority Area (A): “Mathematical Model Describing Material Circulation and Prediction and Evaluation of Regional Zero Emissions” (Investigator) | Construction of Material Circulation Process Aiming at Zero Emission |
FY1998 – 1999 | Grant-in-Aid for Scientific Research (C): “Applied Research on Marketing Information System for Kansei Design” (Principal Investigator) | Kansei Engineering |
FY1999 – 2000 | Grant-in-Aid for Scientific Research (C): “Research on the Domain and Specificity of Kansei Engineering” (Investigator) | Kansei Engineering |
FY2003 – 2005 | Grant-in-Aid for Scientific Research (C): “Development of Kansei Measurement System Based on the Interrelationship of Psychological Quantity, Physiological Quantity and Physical Quantity and Its Application to Product Planning” (Principal Investigator) | Kansei Informatics and Soft-computing |
FY2009 – 2013 | Grant-in-Aid for Scientific Research (B): “Affective Value Creation and Methodologies of Technology Management for the Premium Branding of Local or Traditional Industries in Europe and Japan” (Principal Investigator) | Management |
FY2013 – 2015 | Grant-in-Aid for Exploratory Research: “Affective Value Creation and Methodologies of Technology Management for the Premium Branding of Local or Traditional Industries in Europe and Japan” (Principal Investigator) | Management |
FY2018 – 2022 | Grant-in-Aid for Scientific Research (B): “Branding of Manufacturing Process by Luxury Brands and its Application to Local and Long-stanging Companies in Japan” (Principal Investigator) | Commerce |
Year | Title (Roll) | Dicipline |
---|---|---|
Sep./1997 – Jan./2000 |
Expert Member, SpecialCommittee of Science Council, Ministry of Education (Examinor of Grant-in-Aidfor Scientific Research (C)) | Kansei Engineering |
Dec./2010 – Nov./2012 |
Expert Member, “Committeeof Grant-in-Aid for Scientific Research,” Japan Society for the Promotion ofScience (Examinor of Grant-in-Aid forExploratory Research) | Management |
Dec./2016 – Nov./2019 |
Expert Member, “Committeeof Grant-in-Aid for Scientific Research,” Japan Society for the Promotion ofScience (Examinor of Grant-in-Aid forScientific Research (B)) | Commerce |
FY | Affiliation | Book/ Translation(Foreign Language) | Academic Paper(Foreign Language) | Conference Presentation(Foreign Language) |
---|---|---|---|---|
1978 | Master Course, Waseda Univ. | 2 (0) | ||
1979 | 1 (0) | 1 (0) | ||
1980 | Nippon Light Metal Co. | 2 (0) | 1 (0) | |
1981 | Nippon Light Metal Co./Research Associate, Meiji Univ. | 1 (0) | 0 (0) | |
1982 | Research Associate, Meiji Univ. | 0 (0) | 1 (0) | |
1983 | 1 (0) | 1 (0) | 2 (0) | |
1984 | 9 (0) | 9 (0) | ||
1985 | 7 (1) | 6 (0) | ||
1986 | 11 (1) | 9 (1) | ||
1987 | 1 (0) | 4 (1) | 14 (1) | |
1988 | Assistant Prof., Sanno College | 3 (0) | 10 (2) | |
1989 | 5 (0) | 4 (0) | ||
1990 | Assitant Prof., Asia Univ. | 1 (0) | 8 (3) | 8 (0) |
1991 | Associate Prof., Asia Univ. | 1 (0) | 5 (0) | 11 (0) |
1992 | 2 (0) | 8 (0) | 17 (0) | |
1993 | 1 (0) | 8 (1) | 19 (0) | |
1994 | 2 (1) | 13 (2) | 17 (2) | |
1995 | Prof., Ritsumeikan Univ. | 3 (0) | 11 (0) | 11 (0) |
1996 | 11 (5) | 7 (0) | ||
1997 | 1 (0) | 8 (3) | 12(0) | |
1998 | 3 (0) | 7 (1) | 14 (0) | |
1999 | 1 (1) | 10 (3) | 18 (2) | |
2000 | 5 (0) | 4 (2) | 9 (0) | |
2001 | 1 (1) | 17 (3) | 11 (0) | |
2002 | 5 (1) | 17 (3) | 14 (0) | |
2003 | Prof., Graduate School of Asia-Pacific Studies, Waseda Univ. | 7 (0) | 18 (14) | 27 (7) |
2004 | 3 (1) | 13 (3) | 18 (1) | |
2005 | 8 (1) | 12 (6) | 31 (3) | |
2006 | 4 (1) | 11 (4) | 14 (0) | |
2007 | Prof., Graduate School of Commerce, Waseda Univ. | 6 (1) | 13 (8) | 26 (3) |
2008 | 4 (1) | 19 (9) | 34 (6) | |
2009 | 12 (2) | 19 (12) | 20 (6) | |
2010 | 6 (1) | 19 (14) | 13 (2) | |
2011 | 2 (1) | 18 (14) | 22 (1) | |
2012 | 1 (0) | 20 (13) | 27 (3) | |
2013 | 3 (0) | 15 (9) | 24 (0) | |
2014 | 6 (0) | 23 (18) | 23 (0) | |
2015 | 5 (1) | 23 (20) | 14 (2) | |
2016 | Prof., Graduate School of Business & Finance, Waseda Univ. | 4 (1) | 12 (9) | 14 (4) |
2017 | 2 (0) | 10 (8) | 9 (2) | |
2018 | 6 (1) | 16 (6) | 13 (2) | |
2019 | 6 (0) | 14 (10) | 12 (6) | |
2020 | 4 (0) | 9 (4) | 1 (0) | |
Cumulative Total | 115 (16) | 451 (210) | 570 (50) |
Note) Including printing. If there is a proceedings (booklet) at the international conference, it is considered as a dissertation.
Journal | Publisher | Title | Remarks |
---|---|---|---|
Luxury Research Journal, ISSN 2041-3831 (Print), 2041-384X (Online) | The Inderscience Publishers | Editorial Board Member, Regional Editor Japan | Only one of Japanese members |
Journal of Global Fashion Marketing, ISSN 2093-2685 (Print), 2325-4483 (Online) | Routledge/ Taylor & Francis Group | Editorial Board Member | One of four Japanese members |
Journal of Marketing Trends,ISSN 1961 -7798 (Print) ISSN 2114-8910 (Online) | the Marketing Trends Assoc. | Editorial Board Member | One of four Japanese members |
Luxury: History, Culture, Consumption, ISSN 2051-1817 (Print), 2051-1825 (Online) | Routledge/ Taylor & Francis Group | Editorial Advisory Board Member | Only one of Japanese members |
International Journal of Quality and Service Sciences, ISSN 1756-669X | Emerald Publishing | Editorial Advisory Board Member | Only one of Japanese members |
FY | Chair Professorship and Donated Course (Roll) | Awarded |
---|---|---|
2012 | LVMH Moët Hennessy. Louis Vuitton Chair (Professor in charge of donation course) | JPY8,000,000 |
2012 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
2013 | LVMH Moët Hennessy. Louis Vuitton Chair (Professor in charge of donation course) | JPY8,000,000 |
2013 – 2014 | ALBION Chair (Professor in charge of donation course) | JPY2,000,000 |
2014 | LVMH Moët Hennessy. Louis Vuitton Chair (Professor in charge of donation course) | JPY10,000,000 |
2015 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
2016 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
2017 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
2017 | Kyoritsu Cosmetic Surgery Chair (Professor in charge of donation course) | JPY1,000,000 |
2017 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
2018 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
2018 | Kyoritsu Cosmetic Surgery Chair (Professor in charge of donation course) | JPY1,000,000 |
2018 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
2019 | Kyoritsu Cosmetic Surgery Chair (Professor in charge of donation course) | JPY1,000,000 |
2019 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
2020 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
Grant-in-Aid for Scientific Research being received are linked to the following research results (from FY2018).
14 books have been published.
33 papers have been presented in domestic and international refereed or professional journals. These are the extracts of the papers in English.
In addition Nagasawa Seminar has become the seminar of Luxury Branding Module, whose official name of subject is “Project Research/ Degree Thesis” of Luxury Branding. Research Field has been much focused on Luxury Branding than before.
My current research theme is product design management for creation of innovative products and services. This is not limited only to visual design, but also covers a wide range of content: designing processes for new product creation; designing value that engages the senses (Kansei); and designing brands to differentiate from competitors. Along with European luxury brands such as Louis Vuitton and Chanel, I am investigating the traditions and innovations of long-established companies in Kyoto, such as Tawaraya and Suetomi.
As a working graduate student, I am currently involved with new business planning in the IT field. Often people ask, “Isn’t it completely unrelated to what you are studying?” Business planning, however, is a rather unrefined field, and it’s very important to have the background to generate new ideas. In that sense, my studies are having a very positive impact on my work. In particular, the perspective of Kansei value is a very important component of new IT businesses: so in fact, I am applying my academic knowledge in my daily business practice.
Source: Brochure 2011 of Graduate School of Commerce, Waseda University
While in school I studied luxury brands under Professor Shin’ya Nagasawa in the MOT program. You may be wondering why I chose MOT to learn about brand theory. It’s because I wanted to research luxury as a strategy from the standpoint of cosmetic products, and because luxury brands are one of Professor Nagasawa’s research themes.
As a beauty editor for women’s magazine, I have seen the transition of many cosmetic brands. Through this program, I feel that I can delve deeper into the strengths and weakness of brands and companies and the logic behind their actions from a new perspective. I’ve also appreciated the opportunity to learn about other firms that I wouldn’t have had access to in my daily work. Consequently, I now can recognize the characteristics and position of the cosmetic industry in relation to others.
There are many editors and journalists who specialize in the beauty industry, but I hope to apply the knowledge gained through this program and speak from a new and differing perspective. I would like to contribute to the development of the cosmetic industry and empower Japanese women to become even more beautiful.
Source: Brochure 2011 of Graduate School of Commerce, Waseda University