Masakazu Ishihara

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

CV (pdf)


"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).

"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

"Gaming a Fashion: Strategic Differentiation and Performance in the U.S. Console Video Game Market," (with Eric Yanfei Zhao, P. Devereaux Jennings, and Michael Lounsbury), under revision for Academy of Management Journal.

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

"A Computationally Efficient Fixed Point Approach to Structural Estimation of Aggregate Demand," (with Yutec Sun), under revision for Journal of Econometrics.

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

"Identification of Dynamic Models of Rewards Program ," (with Andrew Ching).

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

Working in progress

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

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

"Optimal Product Versioning Strategy in Durable Goods Markets: The Case of the U.S. Video Game Industry," (with Yuzhou Liu and Joost Rietveld).

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


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