MAKOTO
MIZUNO@ >Japanese
Associate Professor
Major: Marketing and Consumer
Behavior
Meiji University, School
of Commerce
1-1 Kanda-Surugadai,
Chiyoda-ku
Tokyo 101-8301, JAPAN
E-Mail: makoto&kisc.meiji.ac.jp
(Please replace & by @)
RESEARCH INTEREST
Consumer Preference Formation/Change/Evolution
Measuring and Modeling Bounded-rational Consumer Behavior
Predictive/Creative Consumer Behavior
Application of Agent-based Modeling for Marketing and Management
EDUCATION
Ph.D. in Economics, University of Tokyo, 2003
M.S. in Economics, University of Tsukuba, 1985
B.A. in Social Science, University of Tsukuba, 1980
WORK EXPERIENCE
2008-present, Associate
Professor, School
of Commerce, Meiji University
2007-2008, Associate
Professor, Graduate School of Systems
& Information Engineering, University of Tsukuba
2004-2007, Assistant
Professor, Graduate School of Systems & Information
Engineering, University of Tsukuba
2003-2004, Assistant
Professor of Marketing, Institute of Policy and Planning Sciences, University
of Tsukuba
1998-2003, Research
Director, R&D Division, Hakuhodo
Inc.
1986-1998, Researcher,
R&D Division, Hakuhodo Inc.
1980-1986, Planner,
Marketing Division, Hakuhodo Inc.
PUBLICATIONS
- Mizuno, Mizuno
(2011), Long-Tail Business Model: Secrets of Success of amazon.com, in M. Aoki,
Y. Aruka, H. Yoshikawa, H. Aoyama eds., 50 Keywords for
Introduction to Economics, Tokyo: Tokyo Tosho, 332-339. <Japanese>
- Mizuno, MizunoCFumihiko Ikuine (2011), Gaining Customer Insight:
A Case of Creative Ad Agency, Research Note, Akamon Management
Review, 10(6),@441-461.
<Japanese> [Refereed]
- Mizuno, Mizuno, Toshukatsu Mori, Yasunori Baba, Yuto Takakai, Hirota
Sera (2010), Dynamics of New Product Diffusion and WOM Contagion:
Empirically-based Agent-based Modeling Journal of Marketing Science, forthcoming. <Japanese> [Refereed]
- Mizuno, Mizuno
(2010), The Effects of Valence of Word-of-Mouth and Its Propagation by
Non-Adopters on New Product Diffusion: An Agent-based Approach, Proceedings of
the Third World Congress on Social Simulation (WCSS10). [Refereed]
- Mizuno,
Makoto (2009),
Exploring Complexity in Consumer Behaviors: Possibilities of Agent-Based
Modeling, Journal
of Marketing and Distribution, 481, 41(4), 29-36. <Japanese>
- Mizuno,
Makoto (2009), Complexity in Marketing and
Consumer Behavior: A Brief Review for Future Research Opportunities, Proceedings of
the 9th Asia-Pacific Complex Systems Conference (Complexf09), 188-194.
- Mizuno, Makoto, Akira Saji, Ushio Sumita and Hideo Suzuki (2008), Optimal Threshold Analysis
of Segmentation Methods for Identifying Target CustomersCEuropean Journal of Operational
Research,
186(1), 358-379. [Refereed]
- Mizuno, Makoto, Shoichiro Inoue, and Masami Noguchi (2007), Emergence of
the Leader-Follower Structure among Consumers: What type of consumers would be
most influential in the marketplace?, in (S. Takahashi, D. Sallach
and J. Rouchier eds.) Advancing Social Simulation:
The First World Congress (Post-Proceedings of The First World Congress on
Social Simulation: WCSS06), 117-128, Tokyo, Springer. [Refereed]
- Mizuno, Makoto and Yufu Kuwashima (2007), Manufacturing-Based Brand Strategy
– Lesson from Mazdafs Practice, in Takahiro Fujimoto ed., Manufacturing
Management, Tokyo, Japan: Koubunsha, 97-114. <Japanese>
- Mizuno, Makoto (2006), Japanese Status Perception and Its
Impact on the Values and Lifestyles, Consumer Studies, 13(1), 57-77 <Japanese> [Refereed]
- Mizuno, Makoto (2006), How Will the Long Tail Reshape
Marketing? Information
Processing, 47(11), 20-26. <Japanese>
- Mizuno, Makoto, and Takahiro Hoshino (2006), Assessing the Short-term
Causal Effect of TV Advertising via the Propensity Score Method, Department of
Social Systems and Management Discussion Paper Series, No.1162, University
of Tsukuba.
- Mizuno,
Makoto and Nishiyama, Naoki (2003), Interacting
TV Viewers: A Case of Empirical Agent-based Modeling and Simulation for
Business Applications, Advances in Complex Sciences, 6(3), 361-373. [Refereed]
- Mizuno,
Makoto and Odagiri, Hiroyuki (1990), Does
Advertising Mislead Consumers to Buy Low-Quality Products?, International Journal
of Industrial Organization, 8, 545-558. [Refereed]
MAIN RESEARCHES IN
PROGRESS
- Information Propagation and Preference Formation (Empirical &
Simulation Studies)
- Detecting Latent Influential Consumers from Purchase History Data,
- Customer-Based Long
Tail Business Model
- Creative Work-Orientation and Consumption
- Measuring Predictive
Capability of Consumers
- Neuro-scientific Approach to Consumer
Choice
- Measuring Product Integrity of Automobile
- Management of Creative
Works and Concept Generation
TEACHING
(Meiji
University, School of Commerce)
@ Creative Marketing
(Meiji
Business School, MBA Program)
@ Multivariate Data Analysis