Tetsuya Usui

The purpose of marketing is to co-create "new value" through exchange between the seller (company) and the buyer (customer). When companies and customers can cooperate with each other as partners and strive to co-create new value, marketing can make a significant contribution to the development of a sustainable society. Let us study marketing together, not only for the pursuit of economic value, but also for the co-creation of new value in the future global society of coexistence.


Basic Seminar Ⅰ
Basic Seminar Ⅱ
Marketing and Consumer Behavior
Marketing Strategy
Marketing Strategy and Consumer Research in International Markets
Advanced Seminar Ⅰ
Advanced Seminar Ⅱ
Graduation Thesis

Fields of Specialization

  • International Marketing Strategy
  • Internationalization of Business Models


  • Office :South 2-414


  • 2022
    Professor, the Faculty of International Social Sciences, Gakushuin University
  • 2016
    Professor, College of Law, Nihon University
  • 2010
    Associate Professor, College of Law, Nihon University
  • 2008
    Assistant Professor, College of Law, Nihon University
  • 2006
    Assistant Professor, College of Business Management, J. F. Oberlin University
  • 2006
    PhD in International Marketing, Graduate School of Commerce, Meiji University
  • 2002
    Visiting Scholar, Fox School of Business, Temple University (U.S.A.)
  • 2002
    Master of Commerce, Graduate School of Commerce, Meiji University
  • 1998
    Odakyu Agency Co. Ltd., Marketing division
  • 1995
    B.B.A. in Entrepreneurship and Small Business Management, Georgia Southern University (U.S.A.)

Major Publications

  • Usui, T. (2023). Bridging Business Model and International Business: Strategic View, The Bulletin of the Faculty of Commerce, Meiji University, 105 (3), 23-43.
  • Usui, T. (2020). The Direction of Future Research in Japanese Management Studies: Aiming at Global Academic Attention, Soshikikagaku, 53 (4), 4-17.
  • Usui, T. (2020). Business Model Internationalization Process: A Case of Aeon Mall Indonesia, Mita journal of economics, 113 (1), 3-31.
  • Usui, T., Kotabe, M. & Murray, J. Y. (2017). A Dynamic Process of Building Global Supply Chain Competence by New Ventures: The Case of Uniqlo, Journal of International Marketing, 25(3), 1-20.
  • Kobayashi, H., Hara, Y. & Usui, T. (2017). Trust building process for new market entrants: A case study of a Japanese cosmetics company's business expansion in China, Journal of Business and Industrial Marketing, 32(6), 801-812.
  • Usui, T. (2013). The Network Structure View of Global Markets: Theoretical Basis and Some Propositions, MNE Academy Journal, 6, 87-102.
  • Usui, T. (2005). How Relation-Specific Resources in Home Country Affect Relational Exchange between Supplier and Manufacturer across Borders: Conceptualization, Measurement, and Initial Test on Japanese MNCs, Annual Bulletin of Japan Academy of International Business Studies, 11, 165-181.


  • Vice president, Japan Academy of International Business Studies (2021-)
  • Leadership team, Academy of International Business (AIB), Asia Pacific chapter, Japan (2021-)
  • President, Japan Academy of Multinational Enterprises (2019-2023)