Yasuhiro Karakawa

Yasuhiro (Yasu) Karakawa is Managing Director of Market Creation Strategies at the Center for Sustainable Global Enterprise at the Johnson Graduate School of Management, Cornell University. Yasu is responsible for developing and implementing market creation projects and initiatives that impact Japanese firms. He works with Japanese enterprises leading project teams to conceptualize and experiment new market opportunities and nurture next-generation leaders for business innovation by mixing human-centered design and organizational psychology.

Before joining the Center for Sustainable Global Enterprise, Yasu spent 15 years in marketing and branding at PricewaterhouseCoopers, Interbrand and Saatchi & Saatchi. For the five and a half years before joining the Cornell MBA program, he worked as a strategic planning director at Saatchi and Saatchi Fallon Tokyo, leading cross-functional teams to develop brand marketing strategies and implement integrated marketing campaigns for various clients ranging from international brands such as Heineken, Starbucks, Nikon, and Novartis to small and medium-sized enterprises as well as entrepreneurs and Non-Profit Organization.