Mizuno Makoto

J-GLOBAL         Last updated: Nov 25, 2018 at 12:07
Mizuno Makoto
Meiji University
School of Commerce
Job title
BA in Social Science(University of Tsukuba), Master of economics(University of Tsukuba), Ph.D in Economics(The University of Tokyo)
Research funding number

Research Areas


Academic & Professional Experience

Apr 2014
Sep 2008
Mar 2014
Associate Professor
Oct 2007
Sep 2008
Associate Professor
Apr 2005
Mar 2008
Apr 2005
Mar 2007


Apr 1976
Mar 1980
Economics, 1st Cluster, College of Social Sciences, University of Tsukuba
Apr 1983
Mar 1985
Graduate School, Division of Business Administration and Economic Policy, University of Tsukuba
Apr 1996
Mar 2000
Graduate School, Division of Economics, The University of Tokyo

Published Papers

Makoto Mizuno, Yufu Kuwashima, Hidetada Higashi, Naoko Kishi
Akamon Management Review   13(11) 415-442   Nov 2014   [Refereed]
How Consumer-Generated Advertising Works: An Empirical Agent-Based Simulation
Makoto Mizuno
Advances in Computational Social Science, The 4th World Congress (Agent-Based Social Systems), Springer   17-30   2014   [Refereed]
The Methodological Issues of agent-based modeling on Inter-consumer Interactions
Makoto Mizuno
Memories of Social Sciences, Meiji University   51(2) 61-74   Mar 2013   [Refereed]
Gaining Consumer Insight: The Case of a Creative Agency
Makoto Mizuno, Fumihiko Ikuine
Akamon Management Review   10(6) 441-461   2011   [Refereed]
New Product Diffusion and Dynamics of Word-of-Mouth Contagion: Abet-based Modeling Using Real Data
Makoto Mizuno, Toshikatsu Mori, Munenori Baba, Yuto Takakai, Kota Sera
Journal of Marketing Science   19(1) 91-109   2011   [Refereed]


The Age of Consumer-Generated Ads: An Approach of Agent-Based Modeling
Makoto Mizuno
Journal of the Japanese Society for Artificial Intelligence   32(4) 473-480   Jul 2017   [Invited]
Co-created Enthusiasm: Lesson from the Carp-Joshi
Makoto Mizuno
ER (Fujitsu Research Institute-Economic Research Center)   4 38-39   Jan 2017   [Invited]
Will Marketers' Dream on Big Data Come True? - A Viewpoint of Top-Down Thinking vs. Bottom-Up Thinking
Makoto Mizuno
Organizational Science   48(4) 35-46   Jun 2016   [Invited]
How Will Marketing Evolve? - Viewpoint from a Conflict between Top-Down and Bottom-Up Thinkings
Makoto Mizuno
AD STUDIES   49 23-27   Sep 2014   [Invited]
Communicating with Customers Using Twitter: Dialogue and Contagion
Makoto Mizuno, Yuto Takakai, Naoki Shinbo
Communications of the Operations Research Society of Japan   58(8) 427-435   Aug 2013   [Invited]

Books etc

Management Science of Enthusiasm for Professional Baseball; Psychology of Funs and Sports Business
Asako Miura, Nobuyuki Inamizu and others (Part:Joint Editor, Introduction, Chapter 1 & 2)
University of Tokyo Press   Aug 2016   
Marketing Evolution: Thinking of Creative Market+ing
Makoto Mizuno
Dobunkan Shuppan   Jun 2014   ISBN:978-4-495-64661-5
Handbook of Research on International Advertising
Shintaro Okazaki (ed.) (Part:Contributor, Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market (pp.497-517, with Hirokazu Takada and Ling Bith-Hong))
Edward Elgar Publishing   Apr 2012   ISBN:978-1848448582
Dictionary of Simulation
Japan Society of Simulation Technology (ed.) (Part:Contributor, Marketing Science (p.321))
Colona Publishing   Feb 2012   
Understanding Economics with 50 Keywords: What is Socio-Economic Physics?
Masanao Aoki, Yuji Aruka, Hiroshi Yoshikiawa, Hideaki Aoyama (ed) (Part:Contributor, Long Tail Business Model: Secrets of Amazon's Success)
Tokyo Tosho   May 2011   

Conference Activities & Talks

Measuring "Creative Occupation": For Analyses of the Relationship between Work Styles and Consumption
Makoto Mizuno
The 66th Conference of Japanese Association for Mathematical Sociology   30 Aug 2018   
Agent-Based Modeling for Diffusion of Innovation: Review and Agenda
Makoto Mizuno
17th International Schumpeter Society Conference   3 Jul 2018   
Empirical Generalization on Failures of New Product Diffusion in Packaged Goods Markets
Makoto Mizuno, Masakazu Ishihara, Eitan Muller
INFORMS Marketing Science Conference   16 Jun 2018   INFORMS
Empirical Generalization on Failures of New Product Diffusion in Packaged Goods Markets
Makoto Mizuno, Masakazu Ishihara, Eitan Muller
103rd Conference of Japan Institute of Marketing Science   2 Jun 2018   
Agent-based Modeling of Consumer Behavior: A Review
Makoto Mizuno
22nd Conference of Japan Society for Evolutionary Economics   29 Mar 2018   

Research Grants & Projects

How "Stars" Affect the Relationship with Brands: A Case Study of Professional Baseball in Japan
Yoshida Hideo Memorial Fundation: 
Project Year: Apr 2014 - Mar 2015    Investigator(s): Makoto Mizuno
Consumer Behavior with Focus on Creativity and Tastes
Project Year: Apr 2013 - Mar 2016
CRM Methods Accounting for Dynamics of Customer Behaviors
Project Year: Apr 2010 - Mar 2013
Media Characteristics and Effectiveness of Affiliate Advertising
Project Year: Apr 2010 - Mar 2012
Inter-Consumer Interactions and Dynamic Change of Preference
Project Year: Apr 2007 - Mar 2010