Masakazu Ishihara

Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou et al. · Journal of Marketing Research · 2014 · 483 citations

Behavioral Decision Making, Traditional Measures, Targeted Advertising +26

Optimal Distinctiveness in the Console Video Game Industry: An Exemplar-Based Model of Proto-Category Evolution

Eric Yanfei Zhao, Masakazu Ishihara, P. Devereaux Jennings et al. · Organization Science · 2018 · 155 citations

Game Ai, Video Game Development, Game Theory +23

Fragrant sesquiterpenes from agarwood

Masakazu Ishihara, Tomoyuki Tsuneya, Kenji Uneyama · Phytochemistry · 1993 · 141 citations

Botany, Agricultural Economics, Fragrant Sesquiterpenes +3

Measuring the Informative and Persuasive Roles of Detailing on Prescribing Decisions

Andrew T. Ching, Masakazu Ishihara · Management Science · 2012 · 127 citations

Clinical Decision-making, Consumer Research, Brand Strategy +24

Overcoming the Illegitimacy Discount: Cultural Entrepreneurship in the US Feature Film Industry

Eric Yanfei Zhao, Masakazu Ishihara, Michael Lounsbury · Organization Studies · 2013 · 124 citations

Film Study, Business Culture, Mass Culture +24