Commerce Associate Professor
Master of Business Administration (MBA) and a Doctor of Commerce (Ph.D.)from Hitotsubashi University. Before joining NUCB, worked as an adjunct lecturer at the Graduate School of Business Administration, Hitotsubashi University. Specializes in consumer behavior, marketing, and consumer culture theory. I am particularly interested in the process of institutionalization in market creation, i.e., the process by which products or services with a negative image come to be legitimized by society. In recent years, I have been working on clarifying the role of marketing in relation to changes in gender norms using text mining such as SNS.
Consumer Behavior, Marketing
Ph.D., Hitotsubashi University
- Yumiko Oda (2020) Outsourcing intimate lives: diffusion of practices while maintaining traditional norms—The case study of the Japanese marriage hunting ‘konkatsu’ boom—. Journal of Marketing & Distribution 23 (1)
- Yumiko Oda (2020) Destigmatization of Consumer Practice through Cooperation of Conflicting Logic. Marketing Review 1 (1)
- (2020) Outsourcing private life: How existing gender norms are maintained in the marketization process. Japan Society for the Promotion of Science Primary Researcher
- (2017) Value Transformation and Market Creation: based on the perspectives of Economic Sociology using case study of mate selections. Yoshida Hideo Memorial Foundation Primary Researcher