Research Director Yukio Matsushita (Professor, Faculty of Commerce and Business Administration)
Collaborative researcher Naoshi Suzuki (Professor, Faculty of Commerce and Business Administration)
Maimi Akita (Professor, Graduate Graduate School of Commerce)
Takamasa Ishii (Professor, Graduate Graduate School of Commerce)
Kazuo Imai (Professor, Graduate Graduate School of Commerce)
Fumito Ono (Professor, Graduate Graduate School of Commerce)
Mitsunori Tsunoda (Professor, Graduate Graduate School of Commerce)
Susumu Maeda (CEO, Management Core Maeda Co., Ltd.)

Project Purpose

Through interviews with SMEs about turning points, sharpening of strengths, overcoming challenges, etc., we will accumulate information on how they are adapting to diverse business environments. For example, what methods and trial and error they used to provide value that is supported by customers, when and how they tried to resolve challenges, and how they communicated their appeal.