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Kenichi Matsuno

Associate Professor

Academic Division: Marketing
Malloy
# 209
781-239-4363

Bio

Dr. Matsuno has taught courses in Babson's integrated first year MBA program, marketing strategy, marketing communications, global marketing strategy, and marketing research. He has also been a faculty member in both open-enrollment and custom executive programs, such as the one for Biogen-Idec, DSM, Novartis, Toshiba, and the Bio-pharma program. He has served as a consultant in the areas of corporate and marketing strategies in such industries as automobile manufacturing, bio-tech and pharmaceutical, and information technology. Prior to his academic career, Dr. Matsuno worked at C. Itoh Fashion Systems in Japan, and at Eli Lilly & Co., Indianapolis, Indiana. His research interests include corporate and marketing strategies, business-to-business relationships, and global issues in marketing. His most recent research projects investigate apparent responses and non-responses by businesses to such external forces as aging population, natural disasters, and rising environmental consciousness. His published works can be found in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Product Innovation Management, International Journal of Physical Distribution and Logistics Management, among others.

Academic Degrees

  • Ph D, The University of Tennessee
  • MBA, University of Virginia
  • BS, University of Oregon
  • BA, Aoyama Gakuin University

Academic Interests

Fashion Industry; Pharmaceutical Industry; Competitive Strategy; Global Marketing; Japan; Market Orientation; Marketing Strategy; Technology and Product Strategy; Automotive Industry

Awards & Honors

  • 2011 - The Gerald E. Hills Award, American Marketing Association - Entrepreneurial Marketing SIG

Publications

Journal Articles

  • Zhu, Z., Matsuno, K. (2016). Entrepreneurial proclivity: its environmental conditions and growth consequences. Journal of Strategic Marketing, 24(1), 20-33. link
  • Matsuno, K. (2015). The Effects of Environmental Uncertainty and Entrepreneurial Proclivity on Market Orientation Process and Growth Momentum. Kindai Management Review, 3, 36–48.
  • Matsuno, K., Zhen, Z., Rice, M.P. (2014). Innovation Process and Outcomes for Large Japanese Firms: Roles of Entrepreneurial Proclivity and Customer Equity. Journal of Product Innovation Management, 31(5), 1106–1124.
  • Bharadwaj, N., Matsuno, K. (2006). Investigating the Antecedents and Outcomes of Customer Firm Transaction Cost Savings in a Supply Chain Relationship. Journal of Business Research, 59, Bharadwaj.
  • Cohen, A., Bhardwaj, G., Matsuno, K. (2005). The Uncertain Future. BioExecutive International, 1(3), 18-20.
  • Matsuno, K., Mentzer, J.T., Rentz, J.O. (2005). A conceptual and empirical comparison of three market orientation scales. Journal of Business Research, 58(1), 1–8. link
  • Matsuno, K., Mentzer, J.T., Ozsomer, A. (2002). The effects of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing, 66(3), 18–32. link
  • Jackson, T., David, C., Deshpande, S., Jones, J., Joseph, J., Lau, K.F., Matsuno, K., Nakano, C., Park, H., Piorunowska-Kokosuzko, J., Taka, I., Yoshihara, H. (2000). Making ethical judgements: A cross-cultural management study. Asia Pacific Journal of Management, 17(3), 443–472. link
  • Matsuno, K., Mentzer, J.T. (2000). The effects of strategy type on the market orientation-performance relationship. Journal of Marketing, 64(4), 1–16. link
  • Matsuno, K., Mentzer, J.T., Rentz, J.O. (2000). A refinement and validation of the MARKOR scale. Journal of the Academy of Marketing Science, 28(4), 527–539. link
  • Mentzer, J.T., Rutner, S.M., Matsuno, K. (1997). Application of the means‐end value hierarchy model to understanding logistics service value. International Journal of Physical Distribution & Logistics Management, 27(9/10), 630–643. link

Cases and Teaching Notes

  • Matsuno, K. (2011). Toto, Ltd..
  • Matsuno, K., Starov, S., Gladkikh, I. (2010). Asahi Beer Enters the Russian Market.

Conference Proceedings

  • Matsuno, K., Zhu, Z., Rice, M. (2011). Thw Effects of Marketing-R&D Integration and R&D Strength on Business Growth and Customer Equity: A Corporate Entrepreneurship Study. Proceedings of The 15th Biennial World Marketing Congress: The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World, Reims, France,

Presentations

  • The Pollyanna Effect in Marketing-R&D Integration
    Matsuno, K., Özturan, P., Özsomer, A. The Pollyanna Effect in Marketing-R&D Integration The 38th ISMS Marketing Science Conference, Shanghai, China (2016)
  • Caught in Inaction: Firms’ (Non)responses to Important but Uncontrollable Environmental Forces
    Matsuno, K., Kohlbacher, F. Caught in Inaction: Firms’ (Non)responses to Important but Uncontrollable Environmental Forces 2015 Academy of Management Conference, Vancouver, BC, Canada (2015)
  • Japanese Firms’ (Non-)responses to Obvious but Not-so-controllable External Forces: Aging Population, Rising Environmental Consciousness, and Significant Natural Disaster
    Matsuno, K. Japanese Firms’ (Non-)responses to Obvious but Not-so-controllable External Forces: Aging Population, Rising Environmental Consciousness, and Significant Natural Disaster DIJ Forum, Tokyo, Japan (2013)
  • Career, Learning, and Pharmaceutical Science
    Matsuno, K. Career, Learning, and Pharmaceutical Science Josai University , Saitama Japan (2012)
  • Firms non-Response to Obvious but less Controllable External Forces
    Matsuno, K., Kohlbacher, F. Firms non-Response to Obvious but less Controllable External Forces Doctoral Program Colloquium, Hitotsubashi University, Tokyo, Japan (2012)
  • Firms non-Response to Obvious but less Controllable External Forces
    Kohlbacher, F., Matsuno, K. Firms non-Response to Obvious but less Controllable External Forces 24th Annual Meeting of the Society for the Advancement of Socio-Economics, Cambridge, MA (2012)
  • The Effects of Marketing- R&D Integration and R&D Strength on Business Growth and Customer Equity: A Corporate Entrepreneurship Study
    Matsuno, K., Zhu, Z., Rice, M. The Effects of Marketing- R&D Integration and R&D Strength on Business Growth and Customer Equity: A Corporate Entrepreneurship Study 2011 Academy of Marketing Science World Marketing Congress, Rheims, France (2011)
  • The Effects of Environmental Antecedents and Perceived Market Growth On Entrepreneurial Proclivity and Growth Leadership
    Zhu, Z., Matsuno, K. The Effects of Environmental Antecedents and Perceived Market Growth On Entrepreneurial Proclivity and Growth Leadership AMA Winter Educators' Conference , Tampa, FL (2009)
  • Investigating the Antecedents and Outcomes of Customer Firm Transaction Cost Savings in a Buyer-Supplier Relationship
    Matsuno, K., Bharadwaj, N. Investigating the Antecedents and Outcomes of Customer Firm Transaction Cost Savings in a Buyer-Supplier Relationship 2004 AMA Summer Educators' Conference , () (2004)