Professor Johansson has consulted with companies around the world, including Standard Oil of Indiana, General Electric and General Telephone and Electronics in the U.S., Ford Werke AG in West Germany, and Mazda and Fuji Film in Japan. In addition to publishing over 70 academic articles and chapters in books, he has conducted seminars at academic institutions, including Stanford, M.I.T., and Columbia University in the U.S., INSEAD in France, Vienna's Neue Wirtschaftsuniversitat, and Hitotsubashi, Kobe and Nagoya Universities in Japan.

Professor Johansson is the author of Global Marketing and co-author of Relentless: The Japanese Way of Marketing.