Webinar: New Technology Forecasting With Bass Model ME^XL--November 14, 2007

Dr. Arvind Rangaswamy
Anchel Professor of Marketing
The Pennsylvania State University

To view a recording of this webinar, please visit our Webinar Archives Page.

This webinar will describe analytical approaches for forecasting the long-term adoption patterns for a fundamentally new technology, product, or idea (e.g., hybrid car, beta blocker, personal computer, organic food). Developing such forecasts is important for understanding the long-term business opportunities and challenges associated with emerging technologies. Opportunities include growth in primary demand (e.g., end-user products based on a technology), secondary demand (B-to-B products), as well as derived demand (related products), and the challenges include potential sales decline for those companies selling substitute products and technologies. In the webinar, we will focus on the “how,” “why”, and “so what” of the Bass forecasting model, which has had a long history of applications in Marketing.

Dr. Rangaswamy will provide a practical and intuitive introduction to the Bass model. The presentation will cover:

• What every company should know about forecasting the adoption of new technologies
• Overview of the concepts and methods associated with implementing the Bass model
• Demo of the new ISBM supported Marketing Engineering for Excel (ME^XL) software that you can use to implement the Bass model at low cost
• Some applications and business impact of the Bass model
• Pitfalls to avoid

Who Should Attend

Marketing managers and directors, product and brand managers, marketing research managers, as well as marketing professors who teach forecasting concepts and tools.

For more information

Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413