Masakazu Ishihara

Associate Professor of Marketing
Leonard N. Stern School of Business
New York University

CV (pdf)
Google Scholar


"Accounting for Causality When Measuring Sales Lift from Television Advertising," (with Henry Assael and Baek Jung Kim), Journal of Advertising Research, 61(1), 2021, 3-11 (lead article).

"Software Piracy and Outsourcing in Two-Sided Markets," (with Eitan Muller), Quantitative Marketing and Economics, 18(1), 2020, 61-124.

"Strategic Entrepreneurship's Dynamic Tensions: Converging (Diverging) Effects of Experience and Networks on Market Entry Timing and Entrant Performance," (with Eric Yanfei Zhao and P. Devereaux Jennings), Journal of Business Venturing, 35(2), 2020, 1-23.

"Dynamic Demand for New and Used Durable Goods without Physical Depreciation: The Case of Japanese Video Games," (with Andrew Ching), Marketing Science, 38(3), 2019, 392-416.

"A Computationally Efficient Fixed Point Approach to Dynamic Structural Demand Estimation," (with Yutec Sun), Journal of Econometrics, 208(2), 2019, 563-584.
    - Source Codes for the Monte Carlo exercises (NFP, MPEC, and PFP)

"Identification of Dynamic Models of Rewards Programme," (with Andrew Ching), Japanese Economic Review (special issue on Marketing and Industrial Organization), 69(3), 2018, 306-323.

"Optimal Distinctiveness in the Console Video Game Industry: An Exemplar-Based Model of Proto-Category Evolution," (with Eric Yanfei Zhao, P. Devereaux Jennings, and Michael Lounsbury), Organization Science, 29(4), 2018, 588-611.

"Balancing Exclusivity and Accessibility: Patterns of Brand and Product Line Extension Strategies in the Fashion Luxury Industry," (with Poppy Zhang), Luxury: History Culture Consumption (special issue on the Business of Luxury), 4(1), 2017, 31-57.

"Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling,” (with Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou, Khoi Vo, William Hampton, Bryan Bollinger, Hal E. Hershfield, and Russell S. Winer), Journal of Marketing Research, 52(4), 2015, 436-452.

"Overcoming the Illegitimacy Discount: Cultural Entrepreneurship in the U.S. Feature Film Industry," (with Eric Yanfei Zhao and Michael Lounsbury), Organization Studies, 34(12), 2013 1747-1776.

"Measuring the Informative and Persuasive Roles of Detailing on Prescribing Decisions," (with Andrew Ching), Management Science, 58(7), 2012, 1374-1387.

"A Practitioner's Guide to Bayesian Estimation of Discrete Choice Dynamic Programming Models," (with Andrew Ching, Susumu Imai, and Neelam Jain), Quantitative Marketing and Economics, 10(2), 2012, 151-196 (lead article).
    - Source Codes for the Monte Carlo exercises (in C and MATLAB)

"The Effects of Detailing on Prescribing Decisions under Quality Uncertainty," (with Andrew Ching), Quantitative Marketing and Economics, 8(2), 2010, 123-165 (lead article).

Working papers

"A Dynamic Structural Model of Endogenous Consumer Reviews in Durable Goods Markets," (with Yuzhou Liu), under revision.

"Counter-Cyclical Price Promotion: Capturing Seasonal Category Expansion Under Endogenous Consumption," (with Minjung Kwon and Tülin Erdem), under review.

"An Empirical Study of Scarcity Marketing Strategies: Limited-Time Products with Umbrella Branding," (with Minjung Kwon and Makoto Mizuno), under review.

"On the Dynamics of Brand Extensions: The Case of Movies," (with Sridhar Moorthy).

"The Effect of Acquisitions on Product Quality, Innovativeness, and Sales Performance: Evidence from the Console Video Game Industry (2002-2010)," (with Joost Rietveld).

"Is Early Product Release Preannouncement a Signal for High Product Quality?" (with Baek Jung).

"Bayesian Estimation of Finite-Horizon Discrete Choice Dynamic Programming Models," (with Andrew Ching).

Selected works in progress

"Price Discrimination via Versioning with Limited Quantity and Time: The Case of Special Edition Video Games," (with Joost Rietveld and Yuzhou Liu).

"Identifying a Latent Seasonal Market Segment in the Year-End U.S. Video Game Market," (with Minjung Kwon and Bryan Bollinger).

"Evaluating Soda Taxes Using a Dynamic Rational Addiction Model" (with Jong Yeob Kim).

"Uncovering Latent Consumption/Purchase Occasions from Observational Data on Brand and Quantity Choices" (with Eunkyung An and Makoto Mizuno).

"Understanding Changes in Purchase Behavior due to Aging for Consumer Goods: A Hierarchical Gaussian Process Approach" (with Akira Shimizu and Takashi Teramoto).

"Dynamic Competition for New and Used Durable Goods without Physical Depreciation,” (with Andrew Ching and Matthew Osborne).