Masakazu Ishihara

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

CV (pdf)
Google Scholar


"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), forthcoming in Organization Science.

"Identification of Dynamic Models of Rewards Program," (with Andrew Ching), forthcoming in Japanese Economic Review (special issue on Marketing)

"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

"Dynamic Demand for New and Used Durable Goods without Physical Depreciation: The Case of Japanese Video Games," (with Andrew Ching), under minor revision for Marketing Science.

"A Computationally Efficient Fixed Point Approach to Dynamic Structural Demand Estimation," (with Yutec Sun), under 2nd round review at Journal of Econometrics.
    - Source Codes for the Monte Carlo exercises (NFP, MPEC, and PFP)

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

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

"Strategic Paradox in Market Entry: Divergent Drivers of Entry and Performance in the U.S. Console Video Game Market" (with Eric Y.F. Zhao and P. Devereaux Jennings), under invited revision for Journal of Management Studies.

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

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).

"Software Piracy and Outsourcing in Two-Sided Markets," (with Eitan Muller).

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

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

"When and How Do Firms Benefit from Limtied-Time Products?" (with Makoto Mizuno).

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


"Dynamic Demand for New and Used Durable Goods without Physical Depreciation," Ph.D. dissertation, University of Toronto, 2011.