As an academic research base for conducting theoretical and empirical studies on new market creation from the perspective of Blue Ocean Strategy (BOS),

WABOSI aims at accumulating and sharing knowledges on BOS

and contribute to both academics and managers through abundant case studies as well as quantitative studies.

Dr. IKEGAMI, Jusuke

Greetings from WABOSI Director

How to balance winning in the red ocean and creating a blue ocean is a critical issue for companies. “Blue Ocean strategy (BOS)” is a well established theoretical framework for creating a new market by making competition irrelevant. Since its start in April 2016, Waseda Blue Ocean Shift Institute (WABOSI) has been energetically bridging the gaps between marketing, strategy, and innovation to better understand BOS and its related theories. We will keep putting our best efforts to nurture this intellectual platform for academics and managers. We appreciate your continued support and cooperation.



IKEGAMI, Jusuke, Professor, Waseda Business School (Graduate School of Business and Finance)

Associate Director

KAWAKAMI, Tomoko, Professor, Waseda Business School (Graduate School of Business and Finance)


IRIYAMA, Akie, Associate Professor, Waseda Business School (Graduate School of Business and Finance)Researcher

Negoro, Tatsuyuki, Professor, Waseda Business School (Graduate School of Business and Finance)


Visiting Researchers (alphabetical)

ISHII, Junzo, Emeritus Professor of Marketing, Kobe University

IWAMOTO, Akinori, Associate Professor of Marketing, Kansai University

KAWAHARA, Hidehisa, Professor of Natural Material Engineering, Kansai University

KOTABE, Masaaki, Professor of Global Business and Marketing, Temple University, U.S.

MATSUBAYASHI, Kenji, Professor of Management, Kanazawa Institute of Technology

PARRY, Mark E., IProfessor of Marketing and Entrepreneurship, University of Missouri Kansas City, U.S.

SUGIMITSU, Kazunari, Professor of Intellectual Property, Kanazawa Institute of Technology

SUZUKI, Satoko, Associate Professor, Hitotsubashi University Business School

Research Partners

Joint Research Partners   (2016-2018)       *alphabetical

Inoue Public Relations, Inc.

Japan Business Management Inc.

JINS Co., Ltd.

Marketo Japan Inc.

Nestle Japan Ltd.

Recruit Marketing Patners Co., Ltd. 

Sagamiya Foods Co., Ltd.

Yume no Machi Souzou Iinkai Co., Ltd.

Introduction of WABOSI Director

IKEGAMI, Jusuke, Ph.D.

Professor Ikegami received Doctor of Business Administration from Hitotsubashi University in 2015. After working for Boston Consulting Group (BCG) Tokyo office, he joined MARS Japan. While he is working for Softbank EC Holdings as a Director of New Business Development, he also served as BOD of several subsidiaries. He also worked for Nissay Capital Co. Ltd., before joining Waseda Business School. His research interest includes corporate strategy, global management, new business development and global leadership. He is a member of international committee of JAIBS (Japan Academy of International Business Studies). He is also an outside company auditor of Toyo INK SC Holdings.


Academic Degrees

D.B.A., Hitotsubashi University (Japan) 2015

M.B.A., ,Judge Business School, University of Cambridge (UK) , 1999

M.A., University of Sheffield (UK),1992

M.A., University of Kent at Canterbury (UK), 1991