Professor Günter Hitsch Wins Bass Award for Marketing Research

Associate professor of marketing Günter Hitsch won the Frank M. Bass Award from the Institute For Operations Research and the Management Sciences (INFORMS) for 2007. Named after the former editor of the Journal of Marketing Research, the honor goes to the best marketing research derived from a PhD thesis published in an INFORMS-sponsored journal. Hitsch’s research on dynamic decision models for his thesis, “An Empirical Model of Optimal Dynamic Product Launch and Exit Under Demand Uncertainty,” is considered a frontier area for marketing and was published by Marketing Science.

“This year’s award to Günter is an important signal of the impact that the area of dynamic decision models is starting to have on the field of marketing,” said professor of marketing and Neubauer Family Faculty Fellow Jean-Pierre Dubé, who was a finalist for the Bass Award in 2005.

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

Hitsch, who joined the GSB faculty in 2001, teaches courses in data-driven marketing and marketing strategy to students in the Full-Time MBA Program and the Evening MBA and Weekend MBA Programs.