Nakato Hirakubo
Associate Professor
Management, Marketing and Entrepreneurship
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
Hirakubo, N (2023). Consumer Behavior (Revised edition). Tokyo: Diamond Publishing. (Books and Publications: Book (Authored)) 2023
Hirakubo, N. (January 2023). "Marketing that Pursues Social Well-being." The Ohmae Report. Vol. 340. pp. 27-33. (Books and Publications: Article (Other)) 2023
Hirakubo, N., Chen, C., Davis, C. and Whaley, G. (2023). Ikinari Steak: Reflections on a Failed Foreign Market Expansion. Journal of Case Studies. Vol. 41. Issue 1. 52-67. (Books and Publications: Article (Peer-reviewed)) 2023
Conner, B., Davis, C., Hirakubo, N. and Lapoe, V. (2019). "Snickers and Mr. T: Offensive or Funny?" Global Jesuit Case Series. August 28, 2019. (Books and Publications: Article (Peer-reviewed)) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019) "International retailer Sanyo Shokai's future direction after Burberry license agreement loss." International Journal of Case Method Research & Application, XXX1, 3. (Books and Publications: Article (Peer-reviewed)) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019) "The Short and Long-term Impact of Clearance Sale at Yuri USA, Inc." 2019 Journal of Critical Incidents (accepted for publication). (Books and Publications: Article (Peer-reviewed)) 2019
Hirakubo, N. (2015). Glocalization Challenge: a small apparel company in New York City. Journal of Case Studies, 33, 78-86. (Books and Publications: Article (Peer-reviewed)) 2015
"Consumer psychology in the Internet age." Editorial review. Sendenkaigi: Marketing & Creativity 874, August: 46-47. (Books and Publications: Article (Other)) 2014
Hirakubo, N. (senior author) and C. Davis. "Datsun returns: reviving a brand." Journal of Critical Incidents 7: 56-58. (Books and Publications: Article (Peer-reviewed)) 2014
Trust-based Marketing: Key to Success in the Global Internet Age. Tokyo: PHP Institute. (Books and Publications: Book (Authored)) 2013
Kim, H., N. Hirakubo and C. Davis. "Korean vs. Japanese cell phone manufacturers: sustaining a long-term competitive advantage in the global marketplace." SS International Journal of Business and Management Research 3: 44-57. (Books and Publications: Article (Peer-reviewed)) 2013
Davis, C. and N. Hirakubo. "Corporate Branding: Will It Help or Hurt a New Cosmetic Product in Japan." Journal of Critical Incidents 5: 104-06. (Books and Publications: Article (Peer-reviewed)) 2012
Brotherton, T., C. Davis, N. Hirakubo and M. Stuhlfaut. "Reviving an Iconic Advertising Campaign: Another Reason I Love NY." 2010-2011 Annual Advances in Business Cases 30: 142-50. (Books and Publications: Article (Peer-reviewed)) 2011
"Comparative advertisement: the case of Dunkin' Donuts vs. Starbucks." Editorial review. Sendenkaigi: Marketing and Creativity 783, Feb. 15: 82-83. (Books and Publications: Article (Other)) 2010
"Red Bull's branding strategy." Editorial review. Sendenkaigi: Marketing and Creativity 791, June 15: 84-85. (Books and Publications: Article (Other)) 2010
"The history of comparative advertisement in the U.S." Editorial review. Sendenkaigi: Marketing and Creativity 787, April 15: 60-61. (Books and Publications: Article (Other)) 2010
Davis, C., E. Gerl and N. Hirakubo. "Choosing the best campaign idea for Soultone Amplification." 2009 Annual Advances in Business Cases 29: 50-69. (Books and Publications: Article (Peer-reviewed)) 2010
"Convergence of Culture: The Case of the U.S. and Japan." Faculty Day. Brooklyn College. May 20. (Books and Publications: Article (Other)) 2009
"Direct response marketing." Editorial review. Sendenkaigi: Marketing and Creativity 771, Aug. 15: 70-71. (Books and Publications: Article (Other)) 2009
"E-book revolution: Amazon Kindle." Editorial review. Sendenkaigi: Marketing and Creativity 767, June 15: 46-47. (Books and Publications: Article (Other)) 2009
"Placing advertisements on online TV programs." Editorial review. Sendenkaigi: Marketing and Creativity 763, April 15: 74-75. (Books and Publications: Article (Other)) 2009
"Product placement on reality TV." Editorial review. Sendenkaigi: Marketing and Creativity 779, Dec. 15: 46-47. (Books and Publications: Article (Other)) 2009
"The political influence of American TV talk shows." Editorial review. Sendenkaigi: Marketing and Creativity 775, Oct. 15: 56-57. (Books and Publications: Article (Other)) 2009
"Using happiness as a marketing tool." Editorial review. Sendenkaigi: Marketing and Creativity 759, Feb. 15: 74-75. (Books and Publications: Article (Other)) 2009
Hirakubo, N. (senior author) and C. Davis. "To continue or to close: a small retailer's dilemma." 2008 Annual Advances in Business Cases 28. (Books and Publications: Article (Peer-reviewed)) 2009
"Advertising keywords: the moment of truth, integrity, and value." Editorial review. Sendenkaigi: Marketing and Creativity 732, Jan. 1: 39. (Books and Publications: Article (Other)) 2008
"College students recruitment." Editorial review. Sendenkaigi: Marketing and Creativity 743, June 15: 120-21. (Books and Publications: Article (Other)) 2008
"On campus advertisement." Editorial review. Sendenkaigi: Marketing and Creativity 747, Aug. 15: 120-21. (Books and Publications: Article (Other)) 2008
"On campus dining market." Editorial review. Sendenkaigi: Marketing and Creativity 739, April 15: 120-21. (Books and Publications: Article (Other)) 2008
"Phase III marketing." Editorial review. Sendenkaigi: Marketing and Creativity 751, Oct. 15: 120-21. (Books and Publications: Article (Other)) 2008
"Presidential candidates' marketing activities in 2008." Editorial review. Sendenkaigi: Marketing and Creativity 755, Dec. 15. (Books and Publications: Article (Other)) 2008
"The outlook of Manhattan retail market." Editorial review. Sendenkaigi: Marketing and Creativity 735, Feb. 15: 120-21. (Books and Publications: Article (Other)) 2008
Hirakubo, N. (senior author) and C. Davis. "Pocket tissue: a new advertising medium in the U.S." 2007 Annual Advances in Business Cases 27. (Books and Publications: Article (Peer-reviewed)) 2008
Hirakubo, N. (senior author) and C. Davis. "The importance of happiness in the corporate environment." Business Research Yearbook 15.1: 418-23. (Books and Publications: Article (Peer-reviewed)) 2008
"A fall of car dealers." Editorial review. Sendenkaigi: Marketing and Creativity 711, Feb. 15: 76-77. (Books and Publications: Article (Other)) 2007
"Advertising war in the insurance industry." Editorial review. Sendenkaigi: Marketing and Creativity 715, April 15: 76-77. (Books and Publications: Article (Other)) 2007
"Apple iPhone's pricing strategy." Editorial review. Sendenkaigi: Marketing and Creativity 727, Oct. 15: 144-45. (Books and Publications: Article (Other)) 2007
"NCAA basketball tournament." Editorial review. Sendenkaigi: Marketing and Creativity 719, June 15: 122-23. (Books and Publications: Article (Other)) 2007
"NYC taxicab TV." Editorial review. Sendenkaigi: Marketing and Creativity 731, Dec. 15: 120-21. (Books and Publications: Article (Other)) 2007
"Starbucks Coffee's expansion strategy." Editorial review. Sendenkaigi: Marketing and Creativity 721, Aug. 15: 122-23. (Books and Publications: Article (Other)) 2007
Hirakubo, N. (senior author) and J. Frankenstein. "Chapter 16: Innovation and organization: success factors." Emerging Business Theories for Educators and Practitioners. Eds. M.L. Mackenzie and S.T. Rosenberg. Newcastle Upon Tyne, United Kingdom: Cambridge Scholars. 217-32. (Books and Publications: Book Chapter) 2007
"Decision making models." Editorial review. Sendenkaigi: Marketing and Creativity 703, Oct. 15: 119-21. (Books and Publications: Article (Other)) 2006
"Military recruitment." Editorial review. Sendenkaigi: Marketing and Creativity 707, Dec. 15: 119-21. (Books and Publications: Article (Other)) 2006
"New York Opera Scene Part II." Editorial review. Stile 4.21, September. (Books and Publications: Article (Other)) 2006
Consumer Behavior. Tokyo: Diamond Publishing. (Books and Publications: Book (Authored)) 2005
Conferences, Seminars and Symposiums
Hirakubo, N., and Davis, C. (2023) "Otsuka Kagu: Competitive Strategy." The MBAA International Conference, March 22 to 24. (Conferences, Seminars and Symposiums: Conference Presentation) 2023
Hirakubo, N., Davis, C., and Nguyen, Q. (2023) Momo New York: Repositioning the brand. 45th Annual Society for Case Research and Global Jesuit Case Series Summer Workshop, July 26-28, 2023. (Conferences, Seminars and Symposiums: Conference Presentation) 2023
Hirakubo, N. (2022). "Three Happiness Hormones: Dopamine, Oxytocin, and Serotonin." Business Breakthrough Seminar. October 13, online. (Conferences, Seminars and Symposiums: Invited Talk) 2022
Hirakubo, N., Chen, C., Davis, C. and Whaley, G. (2022) "Ikinari Steak: Reflections on a Failed Foreign Market Expansion." 19th BIENNIAL CONFERENCE - Eastern Academy of Management International, June 7 - 11. (Conferences, Seminars and Symposiums: Conference Presentation) 2022
Hirakubo, N., Chen, C., Davis, C. and Whaley, G. (2021) "Ikinari Steak: Reflections on a Failed Foreign Market Expansion." 43rd Annual Society for Case Research/ Global Jesuit Case Series Summer Workshop, July 19 to 21. (Conferences, Seminars and Symposiums: Conference Presentation) 2021
Hirakubo, N., Davis, C. and Whaley, G. (2020) "The Aftermath of Failed Ikinari Steak Expansion in New York City." 2020 Annual MBAA International Conference, March 25 to 27. (Conferences, Seminars and Symposiums: Conference Presentation) 2020
Hirakubo, N. (2019). "Management in the post-Heisei era." Business Breakthrough Seminar. March 30, Tokyo, Japan. (Conferences, Seminars and Symposiums: Invited Talk) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019) "Sanyo Shokai: After Losing the Burberry License What's Next?" Eastern Academy of Management International, June 16 to 20, Dubrovnik, Croatia. (Conferences, Seminars and Symposiums: Conference Presentation) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019) "The Short and Long-term Impact of a Clearance Sale." 2019 Annual MBAA International Conference, March 27 to 30. (Conferences, Seminars and Symposiums: Conference Presentation) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019). "International retailer Sanyo Shokai's future direction after Burberry license agreement loss." WACRA 2019, the 36th International Conference on Case Method Research and Application, Helsinki, Finland, June 30 - July 4, 2019. (Conferences, Seminars and Symposiums: Conference Presentation) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019). "International retailer Sanyo Shokai's future direction after Burberry license agreement loss." WACRA 2019, the 36th International Conference on Case Method Research and Application, Helsinki, Finland, June 30 - July 4, 2019. (Conferences, Seminars and Symposiums: Conference Presentation) 2019
Hirakubo, N., Davis, C. and Whaley, G. (2019). "International retailer Sanyo Shokai's future direction after Burberry license agreement loss." Western Case Association Conference, March 7, Rohnert Park, CA. (Conferences, Seminars and Symposiums: Conference Presentation) 2019
Hirakubo, N. (2018). "Happiness 3.0." Business Breakthrough Seminar. March 25 and September 29, Tokyo and Osaka, Japan. (Conferences, Seminars and Symposiums: Invited Talk) 2018
Hirakubo, N. (senior author) C. David, and H. Kim. "Entering the South Korean Restaurant Market." The 2018 Annual MBAA International Conference. April 18 to 20. (Conferences, Seminars and Symposiums: Conference Presentation) 2018
"How to Implement a Marketing Plan." Shizuoka Chamber of Commerce Seminar. Jan. 20, Shizuoka, Japan. (Conferences, Seminars and Symposiums: Invited Talk) 2015
Hirakubo, N. (2015). "Strategic Marketing Overview." Business Breakthrough Seminar. January 20, Tokyo, Japan. (Conferences, Seminars and Symposiums: Invited Talk) 2015
Hirakubo, N. (senior author) and J. Frankenstein. "Sanyo Shokai to Lose Burberry License in Japan." 50th Annual MBAA International Conference. March 25-27. (Conferences, Seminars and Symposiums: Conference Presentation) 2015
"Golden Eagle Jeans Co." Society for Case Research's 36th Annual Summer Case Writer's Workshop. July 10-12. (Conferences, Seminars and Symposiums: Conference Presentation) 2014
Hirakubo, N. (senior author) and C. Davis. "Datsun Returns: Reviving an Abolished Brand for Select Global Markets." 50th Annual MBAA International Conference. March 25-27. (Conferences, Seminars and Symposiums: Conference Presentation) 2014
Kim, H., N. Hirakubo and C. Davis. "Japanese Cell Phone Manufacturers Near the Edge of a Cliff." 49th Annual MBAA International Conference. Feb. 27-March 1. (Conferences, Seminars and Symposiums: Conference Presentation) 2013
Kim, H., N. Hirakubo and C. Davis. "Samsung: Localization Versus Globalization." 49th Annual MBAA International Conference. Feb. 27-March 1. (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. March 23-25. (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's 32nd Annual Summer Case Writer's Workshop. July 15-17. (Conferences, Seminars and Symposiums: Conference Presentation) 2010
Hirakubo, N. (senior author) and C. Davis. "Launching a New Product in a Mature Market: The Case of an Innovative String Trimmer." Society for Case Research's 32nd Annual Summer Case Writer's Workshop. July 15-17. (Conferences, Seminars and Symposiums: Conference Presentation) 2010
Davis, C., E. Gerl and N. Hirakubo. "Choosing the Best Campaign Idea for Soultone Amplification." Society for Case Research's 31st Annual Summer Case Writer's Workshop. June 25-27. (Conferences, Seminars and Symposiums: Conference Presentation) 2009
Davis, C. and N. Hirakubo, N. "A Next Generation CRM Program." Society for Case Research's 30th Annual Summer Case Writer's Workshop. July 10-12. (Conferences, Seminars and Symposiums: Conference Presentation) 2008
Davis, C., N. Hirakubo and T. Brotherton. "The Use of Human Flourishing Theory in Advertising." Association for Education in Journalism and Mass Communication Midwinter Conference. February. (Conferences, Seminars and Symposiums: Conference Presentation) 2008
Hirakubo, N. (senior author) and C. Davis. "To Continue or to Close: A Small Retailer's Dilemma." Society for Case Research's 30th Annual Summer Case Writer's Workshop. July 10-12. (Conferences, Seminars and Symposiums: Conference Presentation) 2008
Hirakubo, N. (senior author) and C. Davis. "AdPack: A New Advertising Medium." Society for Case Research's 29th Annual Summer Case Writer's Workshop. July 12-14. (Conferences, Seminars and Symposiums: Conference Presentation) 2007
Hirakubo, N. (senior author) and J. Frankenstein. "Innovation and Organization: Success Factors." Northeast Business & Economics Association Annual Conference. October. (Conferences, Seminars and Symposiums: Conference Presentation) 2006
