Shinichiro Kawakami is Associate Professor at the Graduate School of Management, Globis University. He received a BA from Economics Dept. of Waseda University in Tokyo, Japan, and successfully completed IFDP in IESE Business School, Navarra University in Barcelona, Spain. He started his career as a staff editor of ‘Nikkei Business’ magazine, the most popular business weekly in Japan. He was also involved the successful launch of ‘Nikkei Business Express’, the first membership online magazine in Japan. After joining Globis as a faculty of Marketing, he has not only written many business cases in marketing and entrepreneurship, but also teaches consumer behavior, branding, and internet business strategy for both Globis University and corporate training programs in Japanese companies. He is recognized as one of the best writer of cases in terms of both case numbers and quality.