Empirical Research on Global Marketing of Creative Industries: The Role of Cross-Cultural Gatekeepers

2017 Fiscal Year Final Research Report

• Project/Area Number: 25301035
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Partial Multi-year Fund
• Section: 海外学術
• Research Field: Commerce
• Research Institution: Hitotsubashi University
• Principal Investigator: Matsui Takeshi 一橋大学, 大学院商学研究科, 教授 (70323912)
• Co-Investigator(Kenkyū-buntansha): 鈴木 智子 一橋大学, 大学院国際企業戦略研究科, 准教授 (20621759) ; 上原 渉 一橋大学, 大学院商学研究科, 准教授 (30515060) ; 大竹 光寿 明治学院大学, 経済学部, 准教授 (40635356) ; 鷲田 祐一 一橋大学, 大学院商学研究科, 教授 (80521286) ; 山下 裕子 一橋大学, 大学院商学研究科, 教授 (90230432)
• Project Period (FY): 2013-04-01 – 2018-03-31
• Keywords: 異文化ゲートキーパー / グローバル・マーケティング / ポップカルチャー / 日本食

Outline of Final Research Achievements

This research project aims to inquire the global marketing of Japanese popular culture and Japanese cuisine in other countries. We conducted fieldwork in India, France, the United States, and Thailand. We presented many papers at conferences and published many papers and research monographs. Those are evaluated as high-quality outputs. For example, Uehara, Washida, and Matsui (2014) presented at 2014 Global Marketing Conference received Taylor and Francis Best Conference Paper Award. The principal investigator will publish a research monograph "Exporting Japanese Comics to the United States: Global Marketing of Popular Culture" soon.

Free Research Field

マーケティング、消費文化理論、文化社会学