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Visualizing Taste: How Business Changed the Look of What You Eat (Harvard University Press, 2019)

Shikakuka-suru Mikaku: Shoku wo Irodoru Shihonshugi [Visualizing taste: Capitalism and a color of food] (Iwanami Shinsho, 2021)

Journal Publications


(with Nathaniel Chapman), “The ‘Wine Revolution’ in the United States, 1960–1980: Narratives and Category Creation,” Business History (2021)


“Selling Food in Clear Packages: The Development of Cellophane and the Expansion of Self-service Merchandising in the United States, 1920s–1950s,” International Journal of Food Design 2, no. 2 (2017): 139–152


“The Rise of Synthetic Colors in the American Food Industry, 1870–1940,” Business History Review 90, no. 3 (Autumn 2016): 483–504


“Home Cooking: Betty Crocker and Womanhood in Early Twentieth-Century America,” Japanese Journal of American Studies (21) (2010): 211–230


“Betty Crocker no hyosho to amerika shakai no hensen [The Portraits of Betty Crocker and the transformation of American society],” Pacific and American Studies 9 (2009): 128–141



“Mikaku to Shikaku no Kyoukai: 1960 nendai ni Okeru Shokuhin Kisei to Kigyou Senryaku [Boundaries between Taste and Vision: Food Regulation and Business Strategies in the United States during the 1960],” Ritsumeikan Gengo Bunka Kenkyu (Ritsumeikan Studies in Language and Culture) 32, no. 1 (July 2020).

(with Takafumi Kurosawa) “Keieishi kenkyu no houhou, kadai, sonzaiigi [Methodology and research questions in business history outside Japan],” Keiei Shigaku 53 (2) (2018): 27–49; and 53 (3) (2018): 29–45.

“Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing,” Harvard Business School Working Paper (May 2017)

“Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture,” Harvard Business School Working Paper (May 2017)


“Standardized Color in the Food Industry: The Co-Creation of the Food Coloring Business in the United States, 1870-1940,” Harvard Business School Working Paper (October 2016)

“Negotiating Taste: Food Market Research in the Hagley Library,” Digest: A Journal of Foodways and Culture 2 (1) (Fall 2013)

Other Publications

[Encyclopedia entries]

“Retoruto Shokuhin [Retort Pouch Food],” in Sekai no shokubunka hykkajiten [Encyclopedia of global food culture], ed. Atsushi Nobayashi, et al. (Tokyo: Maruzen, 2021)

“Shoku bunka [Food culture]” and “Ekusasaizu, himan, shokuiku [Exercise, obesity, and food education],” in Amerika bunka jiten [Encyclopedia of American culture], ed. Yuko Matsumoto (Tokyo: Maruzen, 2017)


“Consistency of Food Products/Ingredients” and “Food Additives,” in Food Issues: An Encyclopedia, ed. Ken Albala (Thousand Oaks, CA: Sage, 2015), 280–282, 526–531

[Translation (English to Japanese)]

Monisha Das Gupta, “Domestic Workers,” Aidan Smith, “Dr. Phil,” and Angela Krattiger, “Sports Utility Vehicle,” in Gendai amerika no ki-wa-do [Keywords for contemporary America], eds. Mari Yoshihara and Yujin Yaguchi (Tokyo: Chuko-shinsho, 2006), 61–65, 69–71, 313–317

[Book reviews]

Etsuo Abe, Keieishigaku no Houhou: Posuto Chandler Moderu wo Motomete [Business history methodology: Seeking for a Post Chandlerian Model], in Keieishigaku 55, no. 3 (2020): 52–55

Michael A. Haedicke, Organizing Organic: Conflict and Compromise in an Emerging Market (Stanford: Stanford University Press, 2016) in Business History Review 91 (2) (Summer 2017): 431–433

Ruth Oldenziel and Karin Zachmann, eds., Cold War Kitchen: Americanization, Technology, and European Users (Cambridge, MA: MIT Press, 2009) in Journal of Cold War Studies 15, no. 1 (Winter 2013): 166–168

Carolyn M. Goldstein, Creating Consumers: Home Economists in Twentieth-Century America (Chapel Hill: University of North Carolina Press, 2012) in Business History Review 87 (2) (Summer 2013): 381–384


(series articles) Modern Times (May 2022–)

“Machi no iro [Color of the city]," Gunzo (March 2022): 328–329. 

Lost in Translation: Gokan no Rekishi to Tabi no Kioku [The History of the Senses and Travel Memories],” Hou to Keiei-kenkyu [Law and Management Studies] 3 (February 2020): 91–92.

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