Lee Cooper

Professor Emeritus

Phone: (310) 339-8036

lee.cooper@anderson.ucla.edu

Biography

Since joining the marketing faculty in 1969, Lee Cooper conducted research in market-share analysis and the measurement of marketing effectiveness.  His achievements include the development of a system of competitive analysis and marketing planning based on data obtained from retailer scanners, methods for analyzing consumer perceptions and competitive mapping, and an actionable segmentation scheme for online advertising and ecommerce.  His most recent research activities involve developing approaches to strategic marketing planning for radically new products, datamining, digital convergence, and technology-enabled marketing.

Dr. Cooper was the principal investigator on Project Action: Planning for Radically New Products supported by grants from Intel Corporation (1996-99) and software donations from Microsoft Corporation.  Project Action was dedicated to addressing the issues of research on and planning for radically new products.  Its second phase, the Venture Development Project, focused on helping to bring the radical innovations from UCLA labs to market and using that effort as a learning laboratory for UCLA students interested in the process of new-venture creation.

Dr. Cooper served as area chair of the marketing faculty from 1988 to 1991.  He has also served on the Faculty Advisory Committee for the Program in Social Statistics and the Museum of Cultural History and as director of the Management in the Arts Program.  He became Professor Emeritus in November 2004. He was recalled for 2005-2006 to teach strategic marketing planning for new ventures at UCLA Anderson and directed the Venture Development Project in the Price Center for Entrepreneurial Studies.

In 1999, he started Strategic Data Corporation, which developed e-commerce and display-ad optimization for a number of major web portals. In 2007, the company was acquired by Fox Interactive Media.  Since then he has been an adviser to a few Internet companies, one of which was recently acquired by Google.

Recently, he was appointed to the Board of the UCLA Institute of the Environment and Sustainability and has been connecting Conservation International with students and faculty at UCLA that are interested in helping design sustainable businesses for threatened ecosystems. 

Education

Ph.D. Psychology, 1970, University of Illinois
A.M. Psychology, 1969, University of Illinois
B.A. Psychology, 1966, UC Berkeley

Interests

High Technology Marketing, Entrepreneurship, Market Research, Social Entrepreneurship, Sustainability

Recognition

Design Excellence Award (Research Category) National Endowment for the Arts. For Perloff, Bullock, Cooper, Eisner, and Faine, Arts in the Economic Life of the City. New York: ACA, Inc., 1979.


Ashton-Tate Achievement Award Grand Prize Winner for the development of CASPER (Competitive Analysis System for Promotional Effectiveness Research), Fall, 1987. (Contest judged and co-sponsored by PC Magazine.)


Award for Outstanding Contribution, Japan Society for Commercial Sciences, for Market Share Analysis, 1988.


Excellent Publication Award for 1996, Japan Society for Commercial Sciences for "Building Market Structures from Consumer Preferences," Journal of Marketing Research.


Marketing Science Institute -- H.Paul Root Award for 2000 (Given by the American Marketing Association, this award honors the Journal of Marketing article that has made the most significant contribution to the advancement of the practice of marketing), for "Strategic Marketing Planning for Radically New Products."
  • L. Cooper. (Forthcoming). Personalization and Technology-Enabled Marketing. In Karmakar and Upte, Managing in the Information Economy: Current Research Issues,
  • M. Trusov, A. Bodapati and L. Cooper. (2006). Retailer Promotion Planning: Improving Forecast Accuracy. Journal of Interactive Marketing,
  • Rhim, H. and L. Cooper. (2005). Assessing Potential Threats to Incumbent Brands: New Product Positioning Under Price Competition in a Multi-segmented Market. International Journal of Research in Marketing,
  • L. Cooper. (2004). Midlife Startup: Lessons from Venturing Out of the Ivory Tower. New Venture Press,