Business & Management

Business & Management Experts

Ken Matsuno

Department of Marketing
Ramon Llull University


Ken Matsuno has joined ESADE Business School in January 2016 as a Visiting Professor of Marketing. He is also an Associate Professor of Marketing at Babson College in the United States. He earned his Bachelor of Economics from Aoyama Gakuin University (Tokyo, Japan) in 1983, and B.S. in Marketing from University of Oregon in 1984. In 1991, he received an MBA from The Colgate Darden Graduate School of Business at University of Virginia, where he was a Rotary International Graduate Scholar. He has completed his doctoral program in marketing at the University of Tennessee in 1996, with a minor in international business studies. He has taught marketing research, global marketing, marketing management, marketing strategy, seminar in biotechnology business, marketing communications, and integrated MBA core marketing courses at Babson College. Ken has also taught many executive programs for companies in consumer products, automobile, bio-pharmaceutical, chemical, and electronics industries. He taught a doctoral seminar in marketing strategy as a visiting professor at the School of Economics and Management at Tsinghua University in Beijing, China. Prior to pursuing an academic career, he worked for Itochu Fashion System Co., Ltd. (IFS), a marketing consulting firm in Osaka, Japan, and Eli Lilly & Co. (Indianapolis, IN). 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. In 2011, his Journal of Marketing article published in 2002 has been selected for the Gerald E. Hills Award by American Marketing Association as the best paper in the previous 10 years that made a significant impact to research on entrepreneurial marketing. His other published works can be found in such journals as 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.

Research Interest

Marketing Strategy, New Product Development and Innovation

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