□□Discover Kobe U |Starting from his research on Goethe, Hisayama is trying to launch “atmospheric studies” as a cross-cultural and cross-disciplinary □eld and foster international collaboration at KOIAS (Kobe Institute for Atmospheric Studies).Yoshida investigates how businesses shape new product-market boundaries through marketing actions and customer interactions, with a focus on e□ectuation — a mindset based on non-predictive control — and the impact of category-expanding strategies.Suetsugu studies plant–fungus–insect interactions and evolution, focusing on orchids and mycoheterotrophic plants to reveal shifts between cooperation and parasitism.Pioneering atmospheric studiesMarket formation and e□ectuationYOSHIDA Mari, associate professorGraduate School of Business AdministrationParasitism–mutualism continuum in plantsSUETSUGU Kenji, professorGraduate School of ScienceHISAYAMA Yuho, associate professorGraduate School of Humanities
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