Fumiko Kano Glückstad

Presentation

I am a main initiator of a prestigious interdisciplinary innovation project UMAMI, co-headed with Prof. Alexander Josiassen, Director of Center for Tourism & Culture Management at Dept. of Marketing. In this project, we investigate tourists’ interpersonal values, motivations and mental representation of tourist destinations which influence their behavioral intensions to select and visit a specific destination.

My main role in this project is to bridge the two fundamentally opposing methodological approach, i.e. a theory-driven positivistic approach used in the marketing science and a data-driven explorative approach (pattern analysis based on the Bayesian relational modeling) for the analyses of diverse multicultural data, e.g. response patterns of survey items available from e.g. World Value Survey / European Social Survey and consumer survey data.

In particular, segmentation of consumers, segment-specific behavior prediction, as well as development of segment-specific product development & communication strategy are some of my major research interests.

Primary research areas

• Social & Cross-Cultural Psychology
• Consumer Psychology (Consumer Segmentation & Segment-specific Consumer Analysis)
• Intercultural Data Analysis Methods
• Business Intelligence (Application of Machine Learning technologies to Social Sciences in particular focus on Consumers and Tourists Big Data)

Courses

• Consumer Behavior, MA in Intercultural Market Studies – partnership programme with University of Copenhagen (CIKMO1000U, Spring 2017)
• Understanding Markets Across Cultures (Elective in MAIBC, planned in Fall 2017)
• 3C: Comprehending Consumers across Cultures (Elective in BAIMK, planned in Fall 2017)

Supervision

• Supervisions and exams of approx. 50 students from the Asian Study Program (Bachelor)
• Supervisions of 50+ Master level students (Master thesis and 2nd semester projects)