Frank M. Bass

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A growth model for the timing of initial purohaae of new produets is developed and tested empirically against data for eleven consumer durables. The bsaic asaumption of the model is that the timing of a consumer's initial purchase is related to the number of previous buyers. A behavioral rationale for the model is oSered in terms of innovatire and imitative(More)
M of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different versions of an advertisement. In this study, we evaluate the dynamic(More)
To increase the sales of their products through advertising, firms can use brand advertising to capture market share from their competitors or increase primary demand for the category through generic advertising. This paper examines the issues of whether, when, and how much brand advertising versus generic advertising should be done. The context is a(More)
We conducted research for planning the launch of a satellite television product, leading to a prelaunch forecast of subscriptions of satellite television over a five-year horizon. The forecast was based on the Bass model. We derived parameters of the model in part from stated-intentions data from potential consumers and in part by guessing by analogy. The(More)
Managing pricing is a challenging task due to the significant impact on shares and the likelihood of strong consumer and competitor reaction. The major contributions of this paper are to assess comprehensive share response to temporary, evolving and structural changes in prices and to determine the level of market share as a function of levels of prices.(More)
One of the most important applications of the Bass model is “guessing by analogy” — the parameter estimates of the Bass model for analogous products can be used to predict the diffusion pattern of a new product. However, estimates based on left-hand truncated data will be biased unless care is taken to adjust for the bias. We demonstrate the prevalence of(More)
The present study uses modern time series methodology to understand long-run equilibrium in markets and provides additional evidence of the frequent existence of stationary market shares for frequently purchased consumer products. Dekimpe and Hanssens, Marketing Science 1995; 14(2):G109}121 using a database of over 400 prior studies, found that 78 per cent(More)