日本語
College of Business Administration  /
Department of Business Administration

 (Female)
 Mari   YOSHIDA  Associate Professor

■Concurrent affiliation
Research Organization of Open Innovation & Collaboration   /
Research Center for Innovation Management
Graduate School of Business Administration
Research Organization of Open Innovation & Collaboration   /
Research Center for Design Science
The Kinugasa Research Organization   /
Art Research Center
■Graduate school/University/other
09/2003  Ritsumeikan University  Faculty of International Relations  Graduated
03/2006  Kobe University  Graduate School, Division of Administration  Doctoral course first term (Master's)  Completed
03/2009  Kobe University  Graduate School, Division of Administration  Doctoral course second term (Doctoral)  Completed
■Academic degrees
Master's (Commerce) (03/2006 Kobe University)   Ph.D. (Commerce) (03/2009 Kobe University)  
■Career history
04/01/2014-03/31/2015  Visiting Professor, Department of Marketing, Otago Business School
04/2010-  立命館大学経営学部 准教授
04/2009-03/2010  首都大学東京 都市教養学部 助教
■Academic society memberships
"The Japan Society of Marketing and Distribution, Japan Association for Consumer Studies, The Academic Association for Organizational Science"  
American Marketing Association  
■Research summary
Dynamic understanding of product-market boundary

 My research subject is to clarify the whole image of the dynamic characteristics of product-market boundary. The product-market boundary affects the conducts of the market participants such as producers, consumers and distributors and is changed according to the market participants' conducts.
I researched the subject concerning the question, "What is a product-market boundary?" in my doctoral dissertation. In the first half of the dissertation, I derived a conceptual model to understand the dynamic characteristics of the product-market boundary through the literature review. First, I pointed out the definition of product-market boundary and its problems. Next, I derived the conceptual model of the product-market boundary to dynamically grasp the product-market boundary using 2 approaches. In addition, I explained why the product-market boundary functions as an order that seems to be reliable by establishing the self-reference relation. In the latter part of the dissertation, I performed a case analysis concerning the establishment of 2 product markets (healthy tea drink and dry beer). I confirmed the validity of the conceptual model derived from the theoretical investigation of the first half of the dissertation and investigated the remaining problem, "In what case does the introduction of a new product form a product-market boundary?" Lastly, I reinvestigated the dynamic model of the product-market boundary in addition to the discoveries from the case analysis of the conceptual model as an overall summary.
■Research keywords
Co-Creation of Value, Service Dominant Logic for Marketing, Analysis of Market Formation Process, Practice Turn in Methodology, Effectuation 
■Research activities   (Even top three results are displayed. In View details, all results for public presentation are displayed.)

Books
デジタル・ワークシフトーマーケティングを変えるキーワード30  栗木契・横田 浩一 編著, 水越康介, 江夏幾多郎, 吉田満梨ほか 著  産学社  28-40, 201-222  04/2018
Branded Beauty  マーク・タンゲート (著), 張 智利 (翻訳), 吉田 満梨 (翻訳), 渡辺紗理菜 (翻訳)  碩学舎  12/2015  978-4502123719
Effectuation  サラス・サラスバシー (著), 加護野 忠男 (翻訳), 高瀬 進 (翻訳), 吉田 満梨 (翻訳)  碩学舎  10/2015  978-4502151910
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Papers
新市場創造プロセスにおける不確実性と意思決定  吉田満梨  マーケティングジャーナル  148  03/2018
偶然を梃子にし、パートナーと共に未来を紡ぎだす  吉田 満梨  BtoBコミュニケーション  570, 22-27  12/2017
手持ちの資源と最小のリスクで一歩を踏み出す  吉田満梨  BtoBコミュニケーション  569, 12-17  11/2017
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Research presentations
大企業におけるエフェクチュエーション  日本マーケティング学会 春のリサプロ祭  03/17/2018
新市場創造プロセスにおける 不確実性と意思決定  日本商業学会 第7回全国研究報告会  12/02/2017
新市場創造プロセスにおけるマーケターの実践知-環境の不確実性の下での意思決定の論理-  組織学会2018年度年次大会  11/12/2017
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Grants-in-Aid for Scientific Research (KAKENHI)
Link to Grants-in-Aid for Scientific Research -KAKENHI-

Academic awards
Korean Scholars of Marketing Science  KSMS 2015 Best Conference Paper Award  11/2015
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■Teaching experience   (Even top three results are displayed. In View details, all results for public presentation are displayed.)

Courses taught
2017  Liberal Arts Seminar  Seminar
2017  Senior Seminar Ⅰ  Seminar
2017  Senior Seminar Ⅱ  Seminar
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Teaching achievements
旧協定校プログラム対象の商業高校向け映像教材作成  04/2016-05/2016
高大連携協定校プログラムにもとづくWEB講義の実施  05/2015-09/2015
自主ゼミにおける太田酒造株式会社と連携した新商品企画  09/2013-03/2014
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■Tel
072-665-2403
■E-mail
■Research keywords(on a multiple-choice system)
Management
Commerce