Professor Tatsuya Kimura serves at Waseda University's Graduate School of Business and Finance, holding a Ph.D. from Waseda University and an MBA from Lancaster University (UK). His academic appointments include Professor at the Faculty of Commerce and Graduate School of Business and Finance, with additional affiliations at the Global Education Center. His research spans Consumer Economics and Society , Marketing , Internal Marketing , and Service Management , with particular focus on Japanese market adaptations of customer satisfaction metrics. Kimura pioneered the Promoter Score Japan (PSJ) as a culturally adapted alternative to Net Promoter Score (NPS), demonstrating through empirical studies that Japanese consumer response patterns differ significantly from Western models. His publication trends reveal evolving specialization from foundational marketing theory (1990s-2000s) toward culturally-specific metric development (2010s-2020s). Recent work analyzes care worker motivation through internal marketing frameworks and examines service industry dynamics through Japanese cultural lenses. His research consistently bridges academic theory with practical business applications across manufacturing and service sectors. Nikkei Advertising Award Category Award Winner (since 1990) Fujisankei Advertising Award (since 1986) Kimura leads multiple Japan Society for the Promotion of Science research projects including Research on the promotion requirements for internal marketing (2018-2023) and Internal Marketing (2011-2013), with findings published in Routledge's Internal Marketing: Another Approach to Marketing for the Growth (2016). His international collaborations include research at Columbia University (2012-2013) on global marketing strategy. He teaches core graduate courses including Marketing & Brand Management , Service Marketing & Management , and Marketing Management , with particular emphasis on case-based learning methodologies for Japanese business professionals.
