This paper explores the tradition of critical marketing studies in Japan, launched by Professor Fujiya Morishita. From his Osaka-based university appointments, Morishita's paradigm criticized disadvantageous aspects of the marketing practices of dominant manufacturers. Based on Marxian economic thinking, his ideas resonated well with the disaffected groups during the 1950-75 high-growth phase of Japan. As the economic context in Japan changed, Morishita's ideas lost some of their validity and appeal. Nonetheless, understanding the contributions of Morishita is important in the overall analysis of the development of marketing knowledge in Japan.
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"Critical Marketing in Japan: The Legacy of Fujiya Morishita,"
Markets, Globalization & Development Review:
1, Article 2.
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Kazuo Usui holds the degree of Doctor of Commerce. He is currently Specially-appointed Professor of Saitama Gakuen University. He is also Professor Emeritus and former Dean of Saitama University, Japan. He is also Honorary Professor, University of Edinburgh, UK. His main research field is marketing history, comparative study of marketing, knowledge management in marketing and critical marketing. He is the author of Marketing and Consumption in Modern Japan (Routledge, 2014) and The Development of Marketing Management: The Case of the USA c.1910–1940 (Ashgate, 2008).