Ehrenberg-Bass Institute

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Ehrenberg-Bass Institute, University of South Australia

Frank Bass

Professor Frank Bass' well-known paper, 'A New Product Growth Model for Consumer Durables,' published in Management Science in 1969 (today the 5th most cited article in management science) launched the field of mathematical modelling of new product sales. It also helped establish marketing as a science in which well tested mathematical models could be used to predict the behaviour of future marketing.

Both Ehrenberg and Bass have championed the development of simple generalized laws that can be describe mathematically and that can be used by managers over and over again. Both have spoken out against the pseudo-science of complex once-off statistical modelling.

Wikipedia article on Frank Bass and the Bass Model.

Frank Bass receiving an honorary doctorate from the University of South Australia in 2005.