Nakato Hirakubo
Associate Professor
Finance and Business Management
Location: 207 Whitehead Hall
Phone: 718.951.5000 x2087
Fax: 718.951.4385
Email:
Nakato Hirakubo's Web site
Nakato Hirakubo is an associate professor of marketing and international business. He has published four marketing books in Japan as well as numerous articles and conference proceedings about the Japanese market. He is a columnist for a Japanese journal, Marketing and Creativity (Sendenkaigi).
Education:
D.P.S., Pace University - 1995 (Marketing)
Areas of Expertise:
Marketing strategy, consumer behavior, Japanese market, advertising, international marketing.
Books and Publications
Trust-based Marketing. Tokyo: PHP Publishing. Expected in May. (Books and Publications: Forthcoming Publications) 2013
Davis, Craig and Nakato Hirakubo. "Corporate Branding: Will It Help or Hurt a New Cosmetic Product in Japan?" Journal of Critical Incidents 5.27, Fall: 104-06. (Books and Publications: Peer Reviewed Article) 2012
Brotherton, Timothy, Craig Davis, Nakato Hirakubo and Mark Stuhlfaut. "Reviving an Iconic Advertising Campaign: Another Reason I Love NY." Annual Advances in Business Cases 30: 142-150, July 2010-2011. (Books and Publications: Peer Reviewed Article) 2011
"Comparative Advertisement: The Case of Dunkin' Donuts vs Starbucks." Sendenkaigi: Marketing and Creativity 783, Feb. 15: 82-83. (Books and Publications: Other Article) 2010
"How Comparative Advertisements Affect Rational Purchasing Decision Making." Sendenkaigi: Marketing and Creativity 786, April 15: 80-81. (Books and Publications: Other Article) 2010
"Red Bull Style Branding." Sendenkaigi: Marketing and Creativity 791, June 15: 84-85. (Books and Publications: Other Article) 2010
"The History of Comparative Advertisement in the U.S." Sendenkaigi: Marketing and Creativity 787, April. 15: 60-61. (Books and Publications: Other Article) 2010
Davis, C., E. Gerl and N. Hirakubo. "Choosing the Best Campaign Idea for Soultone Amplification." Annual Advances in Business Cases 2009: 50-69. (Books and Publications: Peer Reviewed Article) 2010
"Direct Response Marketing." Sendenkaigi: Marketing and Creativity 771, Aug. 15: 70-71. (Books and Publications: Other Article) 2009
"E-Book Revolution: Amazon Kindle." Sendenkaigi: Marketing and Creativity 767, June 15: 46-47. (Books and Publications: Other Article) 2009
"Placing Advertisements on Online TV Programs." Sendenkaigi: Marketing and Creativity 763, April 15: 74-75. (Books and Publications: Other Article) 2009
"Product Placement on Reality TV." Sendenkaigi: Marketing and Creativity 779, Dec. 15: 46-47. (Books and Publications: Other Article) 2009
"The Political Influence of U.S. Talk Shows." Sendenkaigi: Marketing and Creativity 775, Oct. 15: 56-57. (Books and Publications: Other Article) 2009
"Using Happiness as a Marketing Tool." Sendenkaigi: Marketing and Creativity 759, Feb. 15: 74-75. (Books and Publications: Other Article) 2009
Hirakubo, Nakato and Craig Davis. "Continue or to Close: A Small Retailer's Dilemma." 2008 Annual Advances in Business Cases. (Books and Publications: Peer Reviewed Article) 2009
"2008 Advertising Keywords: The Moment of Truth, Integrity. and Value." Sendenkaigi: Marketing and Creativity 732, Jan. 1: 39. (Books and Publications: Other Article) 2008
"2008 Presidential Candidates' Marketing Activities." Sendenkaigi: Marketing and Creativity 755, Dec. 15: 120-23. (Books and Publications: Other Article) 2008
"College Students Recuitment." Sendenkaigi: Marketing and Creativity 743, June 15: 120-21. (Books and Publications: Other Article) 2008
"On Campus Advertisement." Sendenkaigi: Marketing and Creativity 747, Aug. 15: 120-21. (Books and Publications: Other Article) 2008
"On Campus Dining Market." Sendenkaigi: Marketing and Creativity 739, April 15: 120-21. (Books and Publications: Other Article) 2008
"Phase III Marketing." Sendenkaigi: Marketing and Creativity 751, Oct. 15: 120-21. (Books and Publications: Other Article) 2008
"The Outlook for Manhattan Retail Market." Sendenkaigi: Marketing and Creativity 735, Feb. 15: 120-21. (Books and Publications: Other Article) 2008
Hirakubo, Nakato and Craig Davis. "Pocket Tissue: A New Advertising Medium in the U.S." 2007 Annual Advances in Business Cases. (Books and Publications: Peer Reviewed Article) 2008
Hirakubo, Nakato and Craig Davis. "The Importance of Happiness in the Corporate Environment." Business Research Yearbook. (Books and Publications: Peer Reviewed Article) 2008
"A Fall of Car Dealers." Sendenkaigi: Marketing and Creativity 711, Feb. 15: 76-77. (Books and Publications: Other Article) 2007
"Advertising War in the Insurance Industry." Sendenkaigi: Marketing and Creativity 715, April 15: 76-77. (Books and Publications: Other Article) 2007
"Apple iPhone's Pricing Strategy." Sendenkaigi: Marketing and Creativity 727, Oct. 15: 144-45. (Books and Publications: Other Article) 2007
"NCAA Basketball Tournament." Sendenkaigi: Marketing and Creativity 719, June 15: 122-23. (Books and Publications: Other Article) 2007
"NYC Taxi Cab TV." Sendenkaigi: Marketing and Creativity 731, Dec. 15: 120-21. (Books and Publications: Other Article) 2007
"Starbucks Coffee's Expansion Strategy." Sendenkaigi: Marketing and Creativity 721, August: 122-23. (Books and Publications: Other Article) 2007
Hirakubo, N. and J. Frankenstein. "Innovation and Organization: Success Factors." Emerging Theories for Educators and Practitioners. Eds. Mackenzie and Rosenberg. Cambridge Scholars. (Books and Publications: Forthcoming Publications) 2007
"Brand Extension." Sendenkaigi: Marketing and Creativity 687, Feb. 15: 119-21. (Books and Publications: Other Article) 2006
"Consumer Behavior and Brand Extension." Sendenkaigi: Marketing and Creativity 699, Aug. 15: 119-21. (Books and Publications: Other Article) 2006
"Decision Making Model." Sendenkaigi: Marketing and Creativity 703, Oct. 15: 119-21. (Books and Publications: Other Article) 2006
"Digital Video Recorders." Sendenkaigi: Marketing and Creativity 691, April 15: 119-21. (Books and Publications: Other Article) 2006
"Military Recruitment." Sendenkaigi: Marketing and Creativity 707, Dec. 15: 119-21. (Books and Publications: Other Article) 2006
"New York Opera Scene Part II." Stile 4, September: 21. (Books and Publications: Other Article) 2006
"New York Opera Scene." Stile 3, June: 21. (Books and Publications: Other Article) 2006
"Parking Your Car in Manhattan." Stile 2, February: 21. (Books and Publications: Other Article) 2006
"Video on Demand." Sendenkaigi: Marketing and Creativity 695, June 15: 119-21. (Books and Publications: Other Article) 2006
"A New Trend in Manhattan Retailing." Stile, November: 21 (special issue). (Books and Publications: Other Article) 2005
"Billboards in New York." Sendenkaigi: Marketing & Creativity 679, Oct. 15: 143-45. (Books and Publications: Other Article) 2005
"Bose Speakers and Consumer Attitude." Sendenkaigi: Marketing & Creativity 664, March 15: 48-50. (Books and Publications: Other Article) 2005
"Consumer Perception and Advertisement." Sendenkaigi: Marketing and Creativity 662, January: 49-51. (Books and Publications: Other Article) 2005
"In-store Marketing." Sendenkaigi: Marketing & Creativity 683, Dec. 15: 143-45. (Books and Publications: Other Article) 2005
"Radio Advertisement in New York." Sendenkaigi: Marketing & Creativity 670, Aug. 15: 119-21. (Books and Publications: Other Article) 2005
"Social Class and Lifestyle." Sendenkaigi: Marketing & Creativity 668, June 15: 119-21. (Books and Publications: Other Article) 2005
"The Influence of Uniforms on Corporate Image." Sendenkaigi: Marketing and Creativity 667, April 15: 77-79. (Books and Publications: Other Article) 2005
Consumer Behavior. Tokyo: Diamond Publishing. (Books and Publications: Book) 2005
"Corporate Social Responsibility and Cause Marketing." Sendenkaigi: Marketing & Creativity 660, November: 65-67. (Books and Publications: Other Article) 2004
"Integrated Marketing Communications: A New Model." Sendenkaigi: Marketing & Creativity 656, July: 61-63. (Books and Publications: Other Article) 2004
"Personal Communication." Sendenkaigi: Marketing & Creativity 658, September: 59-61. (Books and Publications: Other Article) 2004
"Tie-in Advertisement." Sendenkaigi: Marketing & Creativity 654, May: 179-181. (Books and Publications: Other Article) 2004
Hirakubo, Nakato, Wesley Merz and Alicia Dewar. "Kozy Shack: A Rice Pudding Company." 2003 Annual Advances of Business Cases, December: 35-46. (Books and Publications: Peer Reviewed Article) 2004
Hirakubo, N. and K. Matsumae. The New Consumerism: Current Trends in American Advertising. Tokyo: Nihon Jitsugyo Publishing. (Books and Publications: Book) 2002
Hirakubo, N., M. Kublin and R. Kanematsu. "Enigma of the Japanese Luxury Goods Market." The Journal of International Marketing and Marketing Research 27.2, July: 81-85. (Books and Publications: Peer Reviewed Article) 2002
Hirakubo, Nakato and Hershey H. Friedman. "Dot-Bombs: Lessons From the Dot-Com Debacle." The Journal of Internet Commerce 1, Spring. (Books and Publications: Peer Reviewed Article) 2002
Nikkei BP MBA Series: MBA Marketing. Tokyo: Nikkei Book Publishing. (Books and Publications: Book) 2001
Marketing: Management's Guiding Philosophy. Tokyo: Nihon Jitsugyo Publishing. (Books and Publications: Book) 2000
Hirakubo, N., M. Kublin and M. Topol. "The Myth of Japanese Buyer-Supply Alliances." The Mid-American Journal of Business 15, Fall: 85-92. (Books and Publications: Peer Reviewed Article) 2000
"The End of Lifetime Employment." Business Horizons 42, November-December: 41-46. (Books and Publications: Peer Reviewed Article) 1999
Hirakubo, N. and M. Kublin. "Industrial Source Selection Criteria." International Journal of Purchasing and Material Management 34, Spring: 19-24. (Books and Publications: Peer Reviewed Article) 1998
"The Best and the Next Best: The Two-Tiered Approach to Recruitment by Japanese Employers." The Journal of Career Planning and Employment 53, March: 64-67. (Books and Publications: Peer Reviewed Article) 1993
Conferences, Seminars and Symposiums
Davis, Craig and Nakato Hirakubo. "Here's the Brief: The Decision Points for Wendy's New Ad Campaign." 49th Annual MBAA International Conference. (Conferences, Seminars and Symposiums: Conference Presentation) 2013
Hirakubo, Nakato and Craig Davis. "Datsun." 49th Annual MBAA International Conference. (Conferences, Seminars and Symposiums: Conference Presentation) 2013
Kim, Hyeongjung, Nakato Hirakubo and Craig Davis. "Japanese Cell Phone Manufacturers Near the Edge of a Cliff." 49th Annual MBAA International Conference. (Conferences, Seminars and Symposiums: Conference Presentation) 2013
Kim, Hyeongjung, Nakato Hirakubo and Craig Davis. "Samsung: Localization Versus Globalization." 49th Annual MBAA International Conference. (Conferences, Seminars and Symposiums: Conference Presentation) 2013
Davis, C., and N. Hirakubo. "Determining the Role of the Corporate Brand in Launching a New Product in Japan." 47th Annual MBAA International Conference. (Conferences, Seminars and Symposiums: Conference Presentation) 2011
Hirakubo, N. and C. Davis. "Price War: The Case of Japanese Beef Bowl Restaurant Chains." 47th Annual MBAA International Conference. (Conferences, Seminars and Symposiums: Conference Presentation) 2011
Brotherton, T., C. Davis, N. Hirakubo and M. Stuhlfaut. "Reviving an Iconic Advertising Campaign: Another Reason, I Love NY." Society for Case Research 32nd Annual Summer Case Writer's Workshop. Hanover, Ind., July 15-17. (Conferences, Seminars and Symposiums: Conference Presentation) 2010
Davis, C., T. Brotherton and N. Hirakubo. "Another reason, I LOVE NEW YORK." Society for Case Research Annual Conference. Chicago, March 24-26. (Conferences, Seminars and Symposiums: Conference Presentation) 2010
Hirakubo, N. and C. Davis. "Launching a New Product in a Mature Market: The Case of an Innovative String Trimmer (2009)." Society for Case Research 32nd Annual Summer Case Writer's Workshop. Hanover, Ind., July 15-17. (Conferences, Seminars and Symposiums: Conference Presentation) 2010
"Convergence of Culture: The Case of the U.S. and Japan." Faculty Day. Brooklyn College. May 20. (Conferences, Seminars and Symposiums: Contributed Talk) 2009
Davis, C., E. Gerl and N. Hirakubo. "Choosing the Best Campaign Idea for Soultone Amplification." Society for Case Research 31st Annual Summer Case Writer's Workshop. Murfreesboro, Tenn., June 25-27. (Conferences, Seminars and Symposiums: Conference Presentation) 2009
Hirakubo, N. and C. Davis. "A Next Generation CRM Program." Society for Case Research 30th Annual Summer Case Writer's Workshop. Highland Heights, Ky., July 10-12. (Conferences, Seminars and Symposiums: Conference Presentation) 2008
Hirakubo, N. and C. Davis. "To Continue or to Close: A Small Retailer's Dilemma." Society for Case Research 30th Annual Summer Case Writer's Workshop. Highland Heights, Ky., July 10-12. (Conferences, Seminars and Symposiums: Conference Presentation) 2008
Hirakubo, Nakato, Craig Davis and Tim Brotherton. "The Use of Human Flourishing Theory in Advertising." 2008 Association for Education in Journalism and Mass Communication Midwinter Conference. Point Park University. Pittsburgh. (Conferences, Seminars and Symposiums: Conference Presentation) 2008
"AdPack: A New Advertising Medium." Society for Case Research 29th Annual Summer Case Writer's Workshop. July. (Conferences, Seminars and Symposiums: Conference Presentation) 2007
"Innovation and Organization: Success Factors." 2006 Northeast Business & Economics Association Annual Conference. October. (Conferences, Seminars and Symposiums: Conference Presentation) 2006
"Developing a Growth Strategy for a Small Apparel Firm." Society for Case Research 26th Annual Summer Case Writers' Workshop. June. (Conferences, Seminars and Symposiums: Conference Presentation) 2004
"TTP EZ Cutter." Society for Case Research 26th Annual Summer Case Writers' Workshop. June. (Conferences, Seminars and Symposiums: Conference Presentation) 2004
Hirakubo, N., M. Kublin and R. Kanematsu. "Convenience Stores in Japan." Spring 2002 Marketing Management Association Conference. February. (Conferences, Seminars and Symposiums: Conference Presentation) 2002
Hirakubo, Nakato, Wesley B. Merz and Alicia Dewar. "Kozy Shack: A Rice Pudding Company." Society for Case Research 24th Annual Summer Case Writers' Workshop. June 20. (Conferences, Seminars and Symposiums: Conference Presentation) 2002
Hirakubo, N. and M. Kublin. "Japan's Post Bubble Consumers." Emerging Issues In Business & Technology, November. (Conferences, Seminars and Symposiums: Conference Presentation) 2001
Hirakubo, N. and J. Lawson. "The Challenge of a Small Japanese Apparel Firm." Society for Case Research 21st Annual Summer Case Writer's Workshop. July 17. (Conferences, Seminars and Symposiums: Conference Presentation) 1999
Hirakubo, N., B. Judd and M. Kublin. "A Scale for Comparing U.S. and Japanese Engineering Purchase Manager's Selection Criteria." New England Business Administration Association Conference. Nov. 4. (Conferences, Seminars and Symposiums: Conference Presentation) 1997
