February 23, 2001

Los Angeles — Lee Cooper, marketing professor at UCLA Anderson, is this year's Journal of Marketing recipient of the Marketing Science Institute/ H. Paul Root Award for his article, "Strategic Marketing Planning for Radically New Products." The article was published in the January 2000 issue of the Journal of Marketing.

The recipient of the award is selected each year by the members of the editorial review board of the Journal of Marketing, who choose a published article that has made the most significant contribution to the advancement of the practice of marketing. The award has been given annually since 1955 and is named after the Marketing Science Institute's past president, Paul Root.

Professor Cooper has been a member of UCLA Anderson's marketing faculty since 1969 and has conducted substantial research in market-share analysis and the measurement of marketing effectiveness. His current research stream involves developing approaches to strategic marketing planning for radically new products, digital convergence, data mining, and technology-enabled marketing.

His winning article outlines an approach to marketing planning for radically new products -- disruptive or discontinuous innovations that change the dimensionality of the consumer decision. The research was supported by grants from the Intel Corporation -- Initiated through the Center for Digital Media at UCLA Anderson.

The award carries a certificate and a cash prize, both of which are presented at the American Marketing Association's Summer Marketing Educators' Conference scheduled August 11-14, 2001, in Washington D.C., at the Washington Hilton and Towers.

The Journal of Marketing (JM), a quarterly publication of the American Marketing Association (AMA), is one of the premier refereed scholarly journals of the marketing discipline. JM is committed to the advancement of the science and practice of marketing and to serve as a bridge between the scholarly and the practical, each of which has a vital stake in what's happening on the other side.

Established in 1935, UCLA Anderson today has 134 faculty members who serve more than 600 full-time MBA students, approximately 460 fully-employed MBA students, nearly 150 Executive MBA students, and 50 Ph. D. candidates.

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