Philip Sugai is the Director of the Value Research Center (VRC) and Professor of Marketing, Doshisha University Graduate School of Business. He is the author of Building Value through Marketing, a Step-by-Step Guide and multiple case studies available through Harvard Business Publishing on value creation and innovation in Japan and globally. He teaches classes on Marketing, eMarketing, Marketing Research and Sustainable & Responsible Marketing to global MBA students from more than 30 countries. Philip also served as Visiting Professor, Stanford University, 2015–17, when he taught Innovation in Japan at the Stanford Overseas Campus in Kyoto. Prior to joining the Doshisha University faculty, Prof. Sugai taught at the International University of Japan (IUJ) in Niigata where he also served as Dean and Associate Dean of the IUJ Business School for six years.