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Masakazu Ishihara
Masakazu Ishihara
Associate Professor of Marketing, NYU Stern
Verified email at stern.nyu.edu - Homepage
Title
Cited by
Cited by
Year
Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling
V Venkatraman, A Dimoka, PA Pavlou, K Vo, W Hampton, B Bollinger, ...
Journal of Marketing Research 52 (4), 436-452, 2015
6252015
Optimal distinctiveness in the console video game industry: An exemplar-based model of proto-category evolution
EY Zhao, M Ishihara, PD Jennings, M Lounsbury
Organization Science 29 (4), 588-611, 2018
1742018
Overcoming the illegitimacy discount: Cultural entrepreneurship in the US feature film industry
EY Zhao, M Ishihara, M Lounsbury
Organization Studies 34 (12), 1747-1776, 2013
1602013
The effects of detailing on prescribing decisions under quality uncertainty
A Ching, M Ishihara
QME 8, 123-165, 2010
1402010
Measuring the informative and persuasive roles of detailing on prescribing decisions
AT Ching, M Ishihara
Management Science 58 (7), 1374-1387, 2012
1382012
Dynamic demand for new and used durable goods without physical depreciation: The case of Japanese video games
M Ishihara, A Ching
Rotman School of Management Working Paper, 2016
1182016
A practitioner’s guide to Bayesian estimation of discrete choice dynamic programming models
AT Ching, S Imai, M Ishihara, N Jain
Quantitative Marketing and Economics 10, 151-196, 2012
602012
Strategic entrepreneurship's dynamic tensions: Converging (diverging) effects of experience and networks on market entry timing and entrant performance
EY Zhao, M Ishihara, PD Jennings
Journal of Business Venturing 35 (2), 105933, 2020
492020
Identification of dynamic models of rewards programme
AT Ching, M Ishihara
The Japanese Economic Review 69, 306-323, 2018
152018
A dynamic structural model of endogenous consumer reviews in durable goods markets
M Ishihara, Y Liu
Available at SSRN 2728524, 2017
142017
A computationally efficient fixed point approach to dynamic structural demand estimation
Y Sun, M Ishihara
Journal of Econometrics 208 (2), 563-584, 2019
112019
An empirical study of scarcity marketing strategies: Limited-time products with umbrella branding in the beer market
M Ishihara, M Kwon, M Mizuno
Journal of the Academy of Marketing Science 51 (6), 1327-1350, 2023
92023
Balancing exclusivity and accessibility: patterns of brand and product line extension strategies in the fashion luxury industry
M Ishihara, Q Zhang
Luxury 4 (1), 31-57, 2017
92017
Software piracy and outsourcing in two-sided markets
M Ishihara, E Muller
Quantitative Marketing and Economics 18 (1), 61-124, 2020
82020
Dynamic demand for new and used durable goods without physical depreciation
M Ishihara
University of Toronto, 2011
82011
Accounting for causality when measuring sales lift from television advertising: Television campaigns are shown to be more effective for lighter brand users
H Assael, M Ishihara, BJ Kim
Journal of Advertising Research 61 (1), 3-11, 2021
72021
Evaluating the effect of soda taxes using a dynamic model of rational addiction
JY Kim, M Ishihara
Available at SSRN 3892506, 2021
52021
Counter-cyclical price promotion: Capturing seasonal category expansion under endogenous consumption
M Kwon, T Erdem, M Ishihara
Available at SSRN 3138863, 2018
42018
Is Early Product Release Preannouncement a Signal for High Product Quality?
M Ishihara, BJ Kim
SSRN, 2018
32018
Bayesian estimation of finite-horizon discrete choice dynamic programming models
M Ishihara, AT Ching
Available at SSRN 2837384, 2016
32016
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