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Chicago GSB Professor Guenter Hitsch Honored for Marketing Research

June 19, 2009

Guenter Hitsch, associate professor of marketing at the University of Chicago Graduate School of Business, has received the 2007 Frank M. Bass Award from the Institute for Operations Research and the Management Sciences (INFORMS).

The award is given for the best marketing research derived from a PhD thesis published in either Marketing Science or Management Science, two highly regarded journals in the field.

Hitsch’s thesis, “An Empirical Model of Optimal Dynamic Product Launch and Exit Under Demand Uncertainty,” was published in Marketing Science. His research on dynamic decision models is considered a frontier area for marketing.

Hitsch teaches courses in data-driven marketing and marketing strategy to students in the full-time and part-time MBA programs.

His research interests include consumer choice and competition, quantitative marketing and industrial organization, and the economics and marketing of new products.

Hitsch joined the Chicago GSB faculty in 2001 after receiving a PhD in economics from Yale. He is a member of the American Economic Association, American Marketing Association and Econometric Society.

“This year’s award to Guenter is an important signal of the impact the area of dynamic decision models is starting to have on the field of marketing,” said Jean-Pierre Dubé, Sigmund Edelstone Professor of Marketing at Chicago GSB and runner-up for the 2005 Bass Award.

Hitsch received the award at the 2008 INFORMS Society of Marketing Science Conference in Vancouver, Canada, earlier this month.

The award is named for Frank M. Bass, former editor of the Journal of Marketing Research.

The University of Chicago Graduate School of Business is one of the leading business schools in the world. The school’s faculty includes many renowned scholars and its graduates include many business leaders across the United States and worldwide.

The Chicago Approach to Management Education is distinguished by how it leverages fundamental knowledge, its rigor, and its practical application to business challenges.

Chicago GSB offers a full-time MBA program, an evening MBA program, a weekend MBA program, an executive MBA program, a PhD program, open enrollment executive education, and custom corporate education.