May 31, 2007

Dominique M. Hanssens Wins the 2007 William F. O'Dell Award from the American Marketing Association

Award is given for long-term contribution to marketing theory, practice or methods


Mike HanssensLOS ANGELES -- Dominique M. Hanssens, professor of marketing and holder of the Bud Knapp Chair in Management at UCLA Anderson, has won the 2007 William F. O'Dell Award. Recognizing long-term contribution to theory, practice or methods, the award is given by the American Marketing Association, one of the largest professional associations for marketers with worldwide membership.

Published in the November 2002 Journal of Marketing Research, Hanssens' article, "The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity," was recognized for its impact. The coauthors of the paper are both former doctoral students at UCLA Anderson: Koen Pauwels, now associate professor of business administration at Dartmouth, and S. Siddarth, now associate professor of marketing at USC. Another Anderson-related paper co-authored by Bart J. Bronnenberg, professor of marketing, and Catarina Sismeiro, former doctoral student, was a finalist for the award.

Hanssens' winning study was the first to measure the total long-term effect of price promotions on all three components of brand sales: total number of buyers in the product category, the share of these consumers buying the brand and the average quantity purchased by the brand's consumers. Since promotions account for the main share of marketing budgets for most consumer packaged goods and results revealed a virtual absence of significant permanent effects for any of the sales components, the implications for management are important.

About UCLA Anderson School of Management
UCLA Anderson School of Management, established in 1935, is regarded among the very best business schools in the world. UCLA Anderson faculty are ranked #1 in "Intellectual Capital" by BusinessWeek and are renowned for their teaching excellence and research in advancing management thinking. Each year, UCLA Anderson provides management education to more than 1,600 students enrolled in MBA, Executive MBA, Fully-Employed MBA and doctoral programs, and to more than 2,000 professional managers through executive education programs. Combining highly selective admissions, varied and innovative learning programs, and a world-wide network of 35,000 alumni, UCLA Anderson develops and prepares global leaders.

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