Professor Masataka Yamada holds a Ph.D. in Quantitative Analysis and Marketing from New York University. He is currently Professor of Commerce at Global MBA Program at NUCB Graduate School and NUCB. He is also Professor Emeritus of Kyoto Sangyo University.
Prior to joining NUCB, he served on the faculty of Kyoto Sangyo University, NUCB, and Hofstra University, USA and was a visiting scholar at College of Business, State University of New York at Stony Brook. His major research includes Adoption and Diffusion of Innovation in Marketing. Professor Yamada currently teaches courses for MBA students and undergraduate students in Marketing, Marketing Management, and Consumer Behavior. He is also a guest editor of Social Interdependencies and Diffusion of Innovation in Marketing for Journal of Marketing Science, JIMS.
[Recent research presentation]
Consumer Innovativeness and Structure of Innovation Diffusion, 2010.
INFORMS Marketing Science Conference, Cologne, Germany, 201006.
An Investigation of Scales for Consumer Innovativeness, 2011 INFORMS.
Marketing Science Conference, Houston, TX, USA, 201106.
Innovation adoption and diffusion theory, refer to J-GLOBAL
Ph.D. (New York University)
- "A Statistical Approach to Evaluation of Opera Performances", DISCUSSION PAPER SERIES Graduate School of Economics Kyoto Sangyo University, No.2016-01, 201601
- "Statistical research on evaluation of animation CM", Kyoto Sangyo University essays. Social science series, No.32, 201503
- "The Ubiquitous Model for Dynamic Diffusion of Information Technology", Discussion Paper, Center for Data Science and Service Research, Graduate School of Economic and Management,Tohoku University, Vol.36, 201502
- Analyses of ICT Innovations: Interactions between Industries, Firms, and Consumer Behaviors, Fujiwara, Masatoshi and Gu, Sun Fan, Minerva Shobo, 201203
- Learning Management, Ch. 3. Marketing Strategies, Faculty of Business Administration, Kyoto Sangyo University, Minerva Shobo, 200802