BENEXY staff performing shoe care on a pair of shoes, prolonging shoe life for health and fashion

Influencer Marketing

Expand your reach and engage with your target audience using this trending technique that blends celebrity endorsements with social media marketing.

Leading High Performing Remote Teams

How can leaders ensure that performance remains high in remote or hybrid-work environments?

Design Thinking

Learn the 5 phases of this problem-solving methodology and switch from technology-centered to user-centered thinking.


Learn what reciprocity is and how it can motivate people and boost sales.

Gantt Chart

Invented in the early 20th century, the Gantt Chart is one of the building blocks of modern project management. In this online course, you'll learn how this tool can be used effectively to monitor progress and achieve your team's goals.

Navigating Change Successfully

The working landscape is continually shifting and being disrupted, so how to employees maintain a sense of stability? Listen to CEO and president of Carl ZEISS Japan Stefan Sacre share his expertise on dealing with change in organizations and entire industries.

Halo Effect

The halo effect is often leveraged for marketing and promotion. But as a type of cognitive bias, it can also have a subconscious impact on decision-making in the workplace. Learn why and (how to overcome it) in this online course.

Anchoring and Framing

Want to increase your confidence during negotiations? Master the principles of anchoring and framing to take your negotiation skills to the next level.


Understanding ZOPA and BATNA will help you become a better negotiator, create more value, and feel more confident at the table.

Content Marketing

In this course, you’ll learn how compelling blogs, videos, podcasts, and other media can reach customers and drive sales. You’ll also learn steps for creating an effective content marketing plan, and some important ways to measure its impact and success.

Content marketing is a essential digital marketing strategy for companies looking to provide relevant and useful information to support your community and attract new customers.

Get started on your content marketing journey today.

Sustainable Innovation in Times of Disruption: Choices for a Better Society

There are opportunities for progress all around us. The key is to innovate on these opportunities sustainably.

To help identify most effective path forward, you'll need to gain a global perspective to these challenges in an open discussion. How can Japan and the world take action to create a more sustainable, innovative world? Where do you fit in?

It's time to find out.

Social Media & Digital Communications: Impact on Global Public Opinion

Social and digital media have dominated the communications industry for decades. But it's no secret that social media has the power to sway public opinion, and the way in which many companies use these platforms could be seen as manipulative.

What do companies need to be aware of when utilizing social and digital media? How can these mediums be used to better communicate strategically with the world?

Discover what top media and communications experts have to say.


Blockchain is one of the most captivating technologies out there. Learn what it is and how to make use of its opportunities in this short online course.

Mehrabian’s Rule

The 7-38-55 Rule, developed by Albert Mehrabian, suggests that effective communication relies less on the words we choose than on our tone of our voice, appearance, and body language. Learn how to put this theory to use for better communication in business.

Pareto Principle

Your time and resources are limited. Efficiency means learning to prioritize. The Pareto principle (also called the 80-20 rule) can help you identify the best way to use your time for maximum results.

Country Analysis Framework

Overseas expansion requires careful planning. The Country Analysis Framework can help you look beyond an industry-level analysis and reframe your view based on performance, strategy, and context. Try this short course to learn how it works.

SECI Model

The SECI model illustrates how knowledge is created and shared. Learn how to put it to use for best practices, and how the Japanese concept of “ba” fits in to broaden your perspective.

Johari Window Model

The Johari Window Model is a self-awareness framework that helps you better understand . . . you. Learn how its four quadrants can help you identify gaps between how you see yourself, and how others see you.

Sunk Costs

Wondering if you should continue an investment or look for something new? Sunk costs can have a powerful psychological impact on decision-making. Learn how to recognize them to ensure rational decisions.

CAGE Distance Framework

Want to expand overseas? The CAGE distance framework can help ensure you're constructing a solid global strategy in four areas: cultural, administrative, economic, and geographic. Learn how to leverage useful differences between countries, identify potential obstacles, and achieve global business success.


Groupthink refers to group pressure and the perception of consensus which together lead to ill-formed decisions—or even unnecessary risks. Learn to identify the warning signs of groupthink and apply countermeasures in this online course.

Deductive and Inductive Reasoning

Solving problems with the best results means using two types of thinking: deductive and inductive reasoning. In this online course, learn to form a broad premise, make observations, and form conclusions from different perspectives.

Critical Thinking: Hypothesis-Driven Thinking

Anyone can come up with a good idea. The real challenge is putting that idea into action. In this online course, explore how to form compelling, testable hypotheses and bring ideas to life in your own organization.

Critical Thinking: Structured Reasoning

Even a few simple techniques for logical decision making and persuasion can vastly improve your skills as a leader. Explore how critical thinking can help you evaluate complex business problems, reduce bias, and devise effective solutions.

Critical Thinking: Problem-Solving

Problem-solving is a central business skill, and yet it's the one many people struggle with most. This course will show you how to apply critical thinking techniques to common business examples, avoid misunderstandings, and get at the root of any problem.

How to Dream

Join globally renowned author and Columbia Business School professor Dr. Sheena Iyengar as she explains how to approach your dreams with a new perspective. Learn to reflect on what you long to accomplish and what stands in your way.

Logical Thinking

Logical thinking is at the heart of confident, persuasive decisions. This course will equip you with a five-point approach to more becoming a more logical thinker. Learn to classify ideas and distinguish fact from opinion.

Investing & Diversity: The Changing Faces of Venture Capitalists

Is the venture capital industry embracing diversity in investors? Watch global venture capitalists from around the world discuss the state of things and what needs to be done for a more inclusive future.

Servant Leadership

There's more to leadership than driving a team to profit. In fact, there's a word for looking beyond self-interest to prioritize individual growth: servant leadership. Try this course for a quick breakdown of what that is, how it works, and how it can lead to organizational success.

Organizational Behavior and Leadership

Ever wonder what makes a great leader? Whether your role requires leadership or not, understanding organizational behavior is useful for your career. This course from GLOBIS Unlimited can set you on your way.

Leadership vs. Management

Leadership and management are different skills, but today’s leaders must have both. Try out this course from GLOBIS Unlimited to understand the difference, as well as when and why each skill is necessary for motivation, communication, and value.

Strategy: Creating Value Inside Your Company

Have you ever wondered why certain companies are more successful than others? The answer is strategy: internal processes that control costs, allocate resources, and create value. This course from GLOBIS Unlimited can give you the tools you need for that strategic edge.

Strategy: Understanding the External Environment

To plan strategy on any level, you need to understand your company's external environment. In fact, your level of understanding can impact hiring, budgeting, marketing, or nearly any other part of the business world. Want to learn how to do all that? This course from GLOBIS Unlimited is the perfect first step!

Using Japanese Values to Thrive in Global Business

Japanese companies have unique cultural, communication, and operational challenges. But they also have values that have led to remarkable longevity. Check out this seminar to hear how these values help earn trust from overseas head offices and develop employees.

Turnaround Leadership: The Differences Between Japan and the West

What's the best way for leaders to communicate a shift in corporate strategy? How do you even know when it's time for such a change? This course explains how Japan might have one answer, Western companies another.

Conflict Management

Conflicts in the workplace are inevitable. But they can lead to positive outcomes if they’re managed well. Check out this online course for a two-step process that can help you manage conflict successfully.

Evernote Founder: How Tech Startups Can Break through in Japan

Can startup models from Hollywood and Silicon Valley succeed anywhere? Phil Libin, cofounder and CEO of startup incubator All Turtles, explains how AI can solve everyday problems to bring products to market.

Women Empowerment: Lessons from Cartier

How can women overcome gender inequality and reach their leadership goals? Cartier Japan CEO June Miyachi shares her secret in this special course from GLOBIS Unlimited.

Marketing: Reaching Your Target

Every company works hard to get its products into the hands of customers. Are you doing everything you can to compete? In this course, you’ll find a winning formula to turn a product idea into real sales. Follow along through the fundamentals of the marketing mix and see how companies successfully bring products to market.

Marketing Mix

Seeing good products into the hands of customers is no easy task. The marketing mix can help. It's a collection of strategies and tactics companies utilize to get customers to purchase their products or services, and is an essential part of the overall marketing process.

The Principles of Negotiation

With the proper skills and attitude, anyone can become a successful negotiator.  But first, you'll need to learn the basics to prepare for, assess, and respond to offers for the best results. GLOBIS Unlimited can help.

Negotiation: Creating Value

Want to create more shared value between yourself and your negotiation opponent? Discover how cognitive bias affects the judgment of others. Try this course from GLOBIS Unlimited to master the value of negotiation.

Finding Your Life Purpose with Ikigai

Ikigai can guide you in your quest for self-discovery. Listen to Japanese brain scientist Ken Mogi explain why and how.

Maslow’s Hierarchy of Needs

Want to leverage Maslow's Hierarchy of Needs as a leader? Try this short course to see how the theory can be applied in practical work scenarios.

Confirmation Bias

We all subconsciously collect information that reinforces our preconceptions. It's natural . . . but it does lead to a kind of flawed decision-making called confirmation bias. To become more objective and impartial, check out this course from GLOBIS Unlimited!

An Investor's Lesson to Entrepreneurs

Entrepreneurs have the power to transform societies for the better. But how do you attract investors to start or grow a business? Or to sell one? Check out this seminar for the answers to these and more, straight from a master venture capitalist!

Managerial Accounting

Managerial accounting is a powerful way to measure progress, identify problems, and meet your goals. Check out this course to learn how data-backed decisions can help you run your business.

Finance Basics: 1

For a healthy mix of quantitative planning, evaluation, and management, you need solid decision-making. And finance is the secret sauce! Get the essentials of finance in this two-part course from GLOBIS Unlimited.

Basic Accounting: Financial Analysis

Want to compare your performance vs. a competitor? Or evaluate a potential vendor? Then you'll need to conduct a financial analysis. This course will teach you how to use three financial statements and evaluate financial performance in terms of profitability, efficiency, soundness, growth, and overall strength.

Career Anchors

What drives you to be good at your job?

Career anchors are based on your values, desires, motivations, and abilities. They are the immovable parts of your professional self-image that guide you throughout your career journey.

Try this short GLOBIS Unlimited course to identify which of the eight career anchors is yours!

Digital Marketing Psychology to Transform Your Business

How does digital marketing really differ from traditional marketing? How is social media changing things really? And what's going on in Asia?

Pyramid Structure

Having the pyramid structure in your communication toolkit can not only help you approach a problem, but convince others that your solution is valid. Break away from linear thinking and test your logical thinking with this course from GLOBIS Unlimited!

Leadership with Passion through Kokorozashi

The key ingredient to success? Passion.

Finding your kokorozashi will unify your passions and skills to create positive change in society. This GLOBIS Unlimited course will help you develop the values and lifelong goals you need to become a strong, passion-driven leader.

AI First Companies – Implementation and Impact

AI is changing the way companies operate. How do you structure teams to increase efficiency?

Technovate in the Era of Industry 4.0

Is Industry 4.0 is the next step of human evolution human civilization? Dr. Jorge Calvo seems to think so. Join him to learn how the past can help you set goals for an exciting future of digital innovation.

Technovate Thinking

Business leaders of tomorrow need to harness the power of technology and innovation. That means understanding algorithms and how they drive business results. Discover opportunities to make technology work for your competitive edge.

Product Life Cycle

Every product takes a natural course through the market—there's a how, when, and why customers adopt products at different stages. Check out this course from GLOBIS Unlimited to find out how a product you use every day is part of this cycle.

Logic Tree

Logical thinking is the most valuable asset any business professional can have. That's why logic trees are such a valuable tool—they can help you identify a problem, break it down, and build it back up to a solution.

MECE Principle

Using the MECE principle can help ensure you categorize without gaps or overlaps. Check out this course from GLOBIS Unlimited for a practical demonstration of how it works!

Fashion: a multi-billion-dollar industry that’s evolved far beyond putting clothes on our backs. The fashion industry has become a platform for free artistic expression, a haven for marginalized communities, and a driving force for social change.

Believe it or not, it can also have a positive impact on health and quality of life.

Japan’s love affair with fashion stretches back to the introduction of the kimono in the Heian period (794 – 1195) with Western fashion debuting in the mid-1800s. But Japanese fashionistas today, like many of their counterparts around the world, often sacrifice comfort to look good. That means business leaders have a ripe opportunity to make meaningful social impact through health and beauty. Particularly when it comes to the fashion on your feet.

Yasuyuki Umino knew from his university days that he wanted a career in fashion. Now, as president and CEO of BENEXY Corporation, based in Tokyo, he works on the frontlines of footwear distribution, retail operation, and shoe repair. Since getting his GLOBIS MBA in 2019, social impact has become a driving force behind BENEXY’s core value.

Profile image of Yasuyuki Umino, who has dedicated his career to marketing footwear for fashion and health
Mr. Yasuyuki Umino | © BENEXY CORPORATION

Finding Social Impact in Feet

Insights: How did you get started with a career in footwear?

Umino: I’d dreamed of joining the clothing or footwear industry since university. As for why I chose BENEXY, it was the unique company mission that came with a social benefit.

BENEXY is in shoe repair and footwear distribution, including famous brands like Birkenstocks from Germany. But we work to provide end consumers with a physical experience—not just an attractive shoe. That starts with tailored shoe-fitting based on orthopedic expertise, which gives our shoes a lifelong benefit for the consumer.

The positive impact of BENEXY really appealed to me, so in 2005, I joined the company as marketing staff.

Insights: To ensure that lifelong health benefit, do you employ trained orthopedic professionals in stores?

Umino: Our footwear is made with orthopedic know-how, but employing orthopedic specialists is a bit tricky. In Japan, only licensed orthopedists or podiatrists are allowed to recommend footwear from a medical perspective. So what we do is employ professionally certified Shoe Fitters to train all BENEXY shop clerks, who can then advise customers on the best shoe size, width, and fit, as well as how to walk.

The interior of a BENEXY store, where marketing footwear is about fashion and health
BENEXY stores are a haven for foot fashion and healthy feet. | © BENEXY CORPORATION

Learning to Market the Story of Shoes

Insights: You were appointed CEO of BENEXY in January 2021. Marketing staff to CEO is quite a rise in status! How have you seen things change for the company over time?

Umino: As business got bigger, we started to feel the culture gap between the European style of marketing and that of Japan. The consumer mindset in Japan is more high context, so we learned that we need more storytelling in our marketing strategy, rather than a one-shot marketing campaign.

Insights: What does it mean to incorporate storytelling into shoe sales?

Umino: Consider the role shoes play in Japan vs. Europe: In European markets, most people are taught from childhood how to tie their shoes, etc. There’s a lot of focus on the practical function of shoes. But in Japan, people think about shoes very differently. Shoes are more like hats—you might put them on and take them off several times in a single day. Therefore, Japanese customers tend to choose their footwear based on cosmetic fashion trends, such as tight fit or loose fit. I guess this comes from our tatami floor culture and the tendency to go barefoot at home.

Even Japanese customers who come to our stores are surprised by the detailed fitting services we provide. On average, it takes thirty minutes for one customer to make a decision to buy a pair of shoes at BENEXY—far longer than other footwear businesses. But we think of those thirty minutes as a must. We’ve realized we need to explain, pretty much from scratch, the lifelong benefit of well-fitted footwear.

Insights: It sounds like mindset is key to your approach. Do you rely a lot on word-of-mouth marketing?

Umino: Yes, we make word of mouth a huge priority. And that’s been important for our demographics, as well. We’ve found that female customers can be a bit more stubborn accepting shoes as anything but fashion—they tend to want smaller shoes.

A woman has her foot measured by shop staff at BENEXY, which has a mission of marketing footwear for fashion and health
Cinderella might’ve known better than to go with glass slippers if she’d consulted with the staff at BENEXY. | © BENEXY CORPORATION

Insights: And did your MBA play a role in the way you adjusted your marketing?

Umino: Before enrolling in GLOBIS for my MBA, I had a different attitude. I felt that we, as a distributor, just sell products, and consumers just consume them. But I began to suspect I needed a more holistic, 360-degree approach to see the social value we were providing.

I learned a lot at GLOBIS, and after graduation I happily accepted the appointment to CEO at BENEXY. The most important takeaway from my MBA studies was how to provide core value. To lead a nationwide distribution network (and 300 employees) under fickle, global-scale market changes, you have to include all stakeholders.

I also learned the importance of continuous, day-to-day exploration. Even after graduation, I’ve tried to expand my understanding of what “social good” is. That’s a big part of creating and communicating our core value, as well.

Marketing Footwear for Fashion and Health

Insights: What do you consider your biggest success so far?

Umino: Unleashing the narrow, limited image of “footwear” and communicating footwear benefits as both health and fashion. We want consumers to understand our products and services from a broader perspective—they need to see that we’re contributing that social benefit. BENEXY supports health by providing comfort in daily walking, improving posture, etc.

I’ll consider our efforts a success if I see fewer people walking on the street with bent backs and toes!

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