A co-authored marketing case study has been published in the latest issue of the “Marketing Journal” by the Japan Marketing Academy. It is available for free on J-STAGE, providing an opportunity for a wide audience to access the research. This work is built upon the academic foundations of Professor Ichiro Furukawa of Musashino University and Professor Chunji Jin of Seijo University, along with valuable insights from professionals in the Chinese gaming industry.
The research began in April last year when I resumed life in Tokyo and was invited by Professor Furukawa to present at a study session. What started as a presentation deck gradually evolved into a full research project, shaped by my experiences living in China since 2017 and the need to analyze an unfamiliar market using MBA frameworks.
Close proximity among the research team enabled timely discussions and efficient collaboration. Beyond academics, I also received tremendous personal support, especially from Professor Jin, which helped ease my transition back to life in Tokyo. I am deeply grateful to everyone who contributed to this journey.
Related article:
https://www.jstage.jst.go.jp/article/marketing/45/2/45_2025.024/_article/-char/en