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Japanese Graduate Writes The Book On Marketing With MBA In Denmark

Graduate co-authors two marketing strategy books after Copenhagen Business School MBA in Europe.

Japanese marketer Masayuki Takeda graduated from The Copenhagen MBA program (full-time) at Copenhagen Business School in 2009.

As the increasingly fragmented marketing world evolves into an industry disrupted by digital tools and data, he has since co-authored two books exploring today’s marketing strategies.

Masayuki is an accomplished marketer, having worked as a marketing consultant on corporate branding projects for large Japanese companies in the consumer goods sector. Through The Copenhagen MBA, he was able to develop further his expertise and in particular, learn more about the B2B marketing space.

Masayuki benefited from CBS’ leadership development camp and consultancy project, and the use of case studies as a teaching tool, which are less common in Japan. He also values the Danish business school’s diverse cohort.

Alongside co-authoring two books – loosely translated to: Success Stories: A Marketing Encyclopaedia, and Learn Success Stories of Marketing Strategy – which have sold a combined 17,500 copies, he has moved into a management position at Brainsgate, a medical device company specializing in improving the outcome of patients suffering from ischemic strokes.

He ultimately hopes to increase Japanese firms’ competitiveness, especially SMEs, by developing the marketing skill-sets of their employees.

What inspired both your first and second books?

By utilizing my knowledge about marketing theory, cases and experiences, I wanted to contribute to enlightening Japanese business people, because it had been said that Japanese companies were behind western countries in marketing. 

In addition, as this [book writing] was group work with my boss who had already authored many books, I wanted to learn from him.

What success have the books had?

In the case of the first book, it sold well after they published it in June 2013. It ran a second impression in July; a third impression in October; and a fourth impression in February 2015. In total 11,500 copies have been sold.

This has been used as a text book for entry- to mid-career marketing and sales professionals, as well as for marketing classes in universities and graduate schools.

As a result of our success of the first book, the same editor requested that my boss and I write a second. This book also sold well, with 6,000 total copies sold, winning an award of excellence.

You have a marketing background. In which ways has an MBA improved your abilities in this area?

My ability in marketing was improved – especially in B2B marketing - through the integrated strategy project in The Copenhagen MBA.

In spite of having touched only on consumer goods marketing before my MBA, I have now focused on new customer development and consulting work for industrial goods and service companies, such as car and airplane parts manufacturers and machinery companies.

This is because I got experience through a case study, in which I had to develop a new business for an industrial printer company.

Why did you decide to begin an MBA?

Firstly because Professor Majken Shultz of corporate branding was a faculty member of The Copenhagen MBA. Before my MBA, I had worked as a marketing consultant in corporate branding projects for large Japanese companies in the consumer goods industry [and had heard of Professor Majken].

Secondly, the world-renowned Danish design [industry] and lifestyle was interesting for me.

What made The Copenhagen MBA unique?

Firstly, the cohort is diversified in terms of nationalities, with people from all over the world, career experiences and backgrounds. In the MBA there were lawyers, pilots, army personnel, PhD holders, and business owners.

Secondly, the MBA program values practices like the Leadership Discovery Process, a special training camp; the Integrated Strategy Project, in which you consult for a company that sponsors the project; and A-board, advising entrepreneurs in Copenhagen. [These modules] emphasize the use of knowledge in real-life situations, in addition to learning through lectures.

Finally, there are many Danish business cases in the MBA program. Coming from Japan, I was not familiar with them.

What value do you place on your MBA now?

Now I value the soft skills [more] than the knowledge which I learned from The Copenhagen MBA. Through the Leadership Discovery Process, and Integrated Strategy Project, I developed a tough mind-set while under pressure.

In addition, I also enjoyed the teamwork – producing excellent [work] and achieving goals. 

What does your role at Brains Gate involve?

My role involves maintaining clients and developing client relationships; managing consulting projects; [and] presenting lectures about marketing to my company.

What are your career plans for the future?      

First I would like to write a new book about marketing, as a sole author. If possible, I would like to contribute to the PR [sector] in Denmark [but] here in Japan, by writing a book showcasing Danish firms’ excellent business and marketing cases, for Japanese readers.

I hope to return to Copenhagen, and I want to show the Japanese firms’ cases to Danish [businesses]. I would also like to hold marketing lectures in universities.

Finally, I want to contribute to increasing Japanese firms’ competitiveness, especially SMEs, by utilizing marketing skills.

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