Research projects

Fumiko Kano Glückstad

Associate Professor in Cross-Cultural Market Communication

Dept. of Management, Society & Communication

Copenhagen Businesss School

Last updated on August, 2016 by Fumiko Kano Glückstad



  • Alexander Josiassen, Center for Tourism and Culture Management, Dept . of Marketing, Copenhagen Business School
  • Mikkel N. Schmidt & Morten Mørup @ Technical University of Denmark
  • Fumiko Kano Glückstad, Dept. of Management, Society & Communication, Copenhagen Business School




JSAI new challenge session "5C: Comprehending Consumers - Computing Complexity of Cultures"


has been established under the overall framework of a five-years project "Challenge for Realizing Early Profits" under the Japanese Society of Artificial Intelligence from June 2016


Due to the world-wide media coverage facilitated by contemporary telecommunication, the value formation of Asian consumers is influenced by both local and global stimulus, which diversifies Asian consumers more than ever. Cleveland et al. (2001) emphasizes that: “a proportion of individuals worldwide develop bicultural identities: one based in local traditions combined with an identity connected to an emerging global culture (Arnett, 2002; Kurasawa, 2004)” and “as corporations globalize, the key challenge for managers is to institute an effective marketing orientation across a composite of cultures (Nakata and Sivakumar, 2001)”. Consumers increasingly expect to be addressed and met on their own terms. This can only be achieved if businesses can handle very complex insights into culturally diverse subgroups (“segments”) of consumers and their behavior across the global market place. With a view to penetrating international (in particular remote and emerging Asian) markets, the study of these contemporary consumer behaviors urgently requires a “method” that simultaneously captures mono-cultural (culturally specific), multicultural (regionally specific) and transcultural (universal) characteristics of consumer segments across a multiplicity of markets.


The key issue is how the value priorities of consumers are shaped in our globalized society. The new trend of so-called Big Data mining is in this respect meaningless without fully comprehending the core insights of interpersonal values connecting people around the globe. Thus innovative and intelligent use of Big Data is a key to the success of future international marketing activities. For this reason, this project aims at developing a tool to fully comprehend consumers across boundaries of international markets by computing the cultural complexity of consumer values and behavioral data. The tool will enable us to meaningfully filter Big Data by mining relations between subjective interpersonal values and objective consumer behavioral data across boundaries of societies.



Yasuro Tanida, R&D Director @ Synergy Marketing Inc. Japan

Fumiko Kano Glückstad @ Copenhagen Business School