Masakazu Ishihara

Masakazu Ishihara joined New York University Stern School of Business as an Assistant Professor of Marketing in July 2011.

Professor Ishihara's research focuses on quantitative marketing and empirical industrial organization, with particular interest in the dynamic effects of marketing strategies, forward-looking decision making by consumers and firms, and marketing in the entertainment industry. In a recent paper, he used data from the Japanese video game market to study consumers' forward-looking buying and selling behavior in the video game industry, and to examine the impact of the elimination of used video game markets on new video game sales.

Professor Ishihara is the recipient of the Inaugural 2010 ISMS Doctoral Dissertation Competition Award.

Professor Ishihara received his B.S. and M.S. in Economics from the University of Wisconsin-Madison, and his Ph.D. in Marketing from the Rotman School of Management at the University of Toronto.

Research Interests

• Quantitative marketing
• Empirical industrial organization
• Dynamic effects of marketing strategies
• Decision making by consumers and firms
• Marketing in the entertainment industry

Academic Background

B.S., Economics
University of Wisconsin-Madison

M.S., Economics
University of Wisconsin-Madison

Ph.D., Marketing
University of Toronto

Honors and Awards

• Best Paper Award, Journal of Advertising Research, 2022
• Faculty fellow, 10th Summer School, Japan Society of Marketing and Distribution, 2021
• Data Analysis Competition, Japan Institute of Marketing Science Division, Winner (2019, 2020) & Runner-up (2021)
• Hosoya Prize, 2020
• Marketing Science Institute (MSI) Young Scholar, 2017
• Distinguished Paper Award, Academy of Management, Business Policy and Strategy (BPS) Division, 2012
• Honorable Mention of Dick Wittink Prize, 2011
• Inaugural ISMS Doctoral Dissertation Proposal Competition, Winner, 2010
• Doctoral Completion Award, School of Graduate Studies, University of Toronto, 2010 – 2011
• AMA-Sheth Doctoral Consortium Fellow, Texas Christian University, 2010
• ISMS Doctoral Consortium Fellow, Singapore Management University, 2007, University of Michigan, Ann Arbor, 2009
• Rotman Excellence in Teaching Award, 2008
• Distinguished Teaching Assistantship, University of Wisconsin-Madison, Spring 2003, Fall 2003

Publications

• “Accounting for Causality When Measuring Sales Lift from Television Advertising” (with Henry Assael and Baek Jung Kim), Journal of Advertising Research, vol. 61(1), pp. 3-11, 2021 (lead article)
• “Software Piracy and Outsourcing in Two-Sided Markets” (with Eitan Muller), Quantitative Marketing and Economics, vol. 18(1), pp. 61-124, 2020
• “Strategic Entrepreneurship’s Dynamic Tensions: Converging (Diverging) Effects of Experience and Networks on Market Entry Timing and Entrant Performance” (with Eric Y.F. Zhao and P. Devereaux Jennings), Journal of Business Venturing, vol. 35(2), pp. 1-23, 2020
• “Dynamic Demand for New and Used Durable Goods without Physical Depreciation: The Case of Japanese Video Games” (with Andrew Ching), Marketing Science, vol. 38(3), pp. 392-416, 2019
• “A Computationally Efficient Fixed Point Approach to Dynamic Structural Demand Estimation” (with Yutec Sun), Journal of Econometrics, vol. 208(2), pp. 563-584, 2019
• “Identification of Dynamic Models of Rewards Programme” (with Andrew Ching), Japanese Economic Review (special issue on Marketing and Industrial Organization), vol. 69(3), pp. 306-323, 2018
• “Optimal Distinctiveness in the Console Video Game Industry: An Exemplar-Based Model of Proto-Category Evolution” (with Eric Y.F. Zhao, P. Devereaux Jennings, and Michael Lounsbury), Organization Science, vol. 29(4), pp. 588-611, 2018
• “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, vol. 52(4), pp. 436-452, 2015