Frank Bass

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Frank M. Bass
Born 1926
Cuero, Texas
Died December 1, 2006
Occupation Academic, Director of PhD programs at University of Texas, Dallas
Website
http://www.frankmbass.org

Frank M. Bass (1926-2006) was an American academic in the field of marketing research, and is considered to be among the founders of marketing science. He was the creator of the Bass diffusion model that describes the adoption of new products and technologies by first-time buyers. He died on December 1, 2006.

Background and early life[edit]

Bass grew up in the small town of Cuero, Texas. He served in the United States Navy for two years (1944–46).

Academic career[edit]

Bass received his B.B.A. from Southwestern University in 1949, and his M.B.A. from the University of Texas in 1950. After completing his M.B.A. at Texas, he became interested in marketing issues. He worked as a teaching assistant and assistant professor in marketing while earning his Ph.D. at the University of Illinois in 1954. In 1957 he became an assistant professor in marketing at the University of Texas.

In 1959, Bass was selected to become a Fellow at Harvard's Institute of Basic Mathematics For Application to Business. It was this exposure to advanced analytic methods that heavily influenced his research for the next 47 years. In 1961 he became a professor of industrial administration at the Graduate School of Purdue University. In 1969 he published his landmark paper[1] on modeling consumer goods, which became widely known as the Bass diffusion model. The Bass diffusion model describes the process of how new products and services are adopted as an interaction between users and potential users. The Bass Model has been described as the most famous empirical generalization in marketing, along with the Dirichlet, and is among the most cited published works.[2]

In 1974 he was appointed as Loeb Distinguished Professor of Marketing at the Krannert Graduate School of Management of Purdue University. In 1982 he returned to Texas when he was appointed Eugene McDermott Professor of Management at the University of Texas, Dallas.

Reputation[edit]

Frank Bass was seeking a more rigorous quantitative approach to marketing problems and this approach was recognized by his peers who gave him several distinguished awards. In 1986 Frank Bass was awarded the Paul D. Converse Award. In 1990 he was awarded the Richard D. Irwin/American Marketing Association Distinguished Marketing Educator Award. In 2005 Bass was awarded an honorary Doctorate by the University of South Australia, and the Ehrenberg-Bass Institute for Marketing Science at the University was named partially in his honor.

His research contributions over a 52-year career in academics and private consulting ranged widely over a broad set of marketing issues. Using models and advanced statistical techniques often adapted from economics and the social sciences, he made fundamental contributions that revolutionized the way marketing was taught in universities and applied in business [3]  · [4] The Bass diffusion model is recognized by marketing and economists specialists as the diffusion model that is the most famous and widely used in the world. Frank Bass was and still is one of the most frequently cited marketing researchers in professional journals and other scholarly publications[5] · [6] · [7] · .[8]

There are special on-line calculators with Internet to illustrate the application of the Bass diffusion model[9] · .[10]

Publications[edit]

See also[edit]

Sources[edit]

  • Biographical Information
  • Diffusion of Innovations, 5th Edition, by Everett M. Rogers, Simon and Schuster, 16 août 2003 - 576 pages, isbn=0743258231, [7]

References[edit]

  1. ^ ^ Bass, Frank (1969). "A new product growth model for consumer durables". Management Science 15 (5): p215–227. doi:10.1287/mnsc.15.5.215.
  2. ^ The Bass diffusion model
  3. ^ Diffusion model basics
  4. ^ Diffusion Models: Managerial Applications and Software, by Gary Lilien, Arvind Rangaswamy, The Pennsylvania State University, and Christophe Van den Bulte, University of Pennsylvania, ISBM Report 7-1999, [1]
  5. ^ Demystifying the Bass Diffusion Model: the hidden role of distribution channel Sungjoon Nam1, Rutgers Business School, Feb 2011, [2]
  6. ^ Note on Life Cycle Diffusion Models, John R. Hauser, MIT Sloan Courseware, [3]
  7. ^ Stochastic Forecasting of New Product Diffusion With Adherence to Historical Data, Presented by Michael A. Kubica, [4]
  8. ^ Innovators and Imitators Versus the Bass Model, by Christophe Van den Bulte, The Wharton School, University of Pennsylvania, [5]
  9. ^ Predicting the speed of technology introduction (Dr. Jordi Robert-Ribes), [6]
  10. ^ Interactive Bass Diffusion Model

External links[edit]