May 19, 2005

Dominique HanssensLOS ANGELES – On July 1, 2005, Professor Dominique Hanssens, Bud Knapp Chair in Marketing at the UCLA Anderson School of Management, will begin a two-year term as the executive director of the Marketing Science Institute (MSI) in Cambridge, Mass.  He will take a leave of absence from UCLA during this period.

Established in 1961 as a link between business and academia, MSI is a not-for-profit center for marketing research that aims to advance marketing practice and knowledge.  Its mission is to initiate, support and disseminate leading edge studies by academic scholars that address research issues specified by member companies, including such firms as The Coca-Cola Company, Intel Corporation, Johnson & Johnson, Yahoo! Inc. and The Procter & Gamble Company.

Prof. Hanssens’ role will be to oversee the quality and content of MSI-sponsored research, and to facilitate the matching of research interests between the Institute’s corporate members and academics from universities around the world.  He will also help identify speakers and topics for MSI’s renowned ‘50/50’ conferences (where the audience is half academics, half practitioners).

The MSI executive director position, which directs and oversees the academic agenda of the Institute, rotates among senior marketing faculty.  Predecessors have come from several prestigious universities, including Columbia, Duke, Harvard, Stanford, Texas and Pennsylvania.  Prof. Hanssens will be the first executive director to come from the University of California.

“In his new role, Prof. Hanssens will be responsible for protecting and growing MSI's equity with the leading marketing academics worldwide,” said Leigh McAlister, current executive director of MSI and a professor at the University of Texas, Austin.  “In addition, he will work with the senior management team at MSI to find ways to make that worldwide academic equity useful for practitioners.”

Prof. Hanssens looks forward to funding the research of talented young academics whose work is worthy of publication in top journals and can help determine the next leading practice for companies.  “The MSI executive director position is an exciting opportunity to contribute to cutting-edge marketing research as well as marketing practice,” he commented. “MSI already has a distinguished 40+ year history, and I am honored to be the first University of California faculty member to occupy this leadership position.”

Prof. Hanssens is a leading international authority on marketing strategy and the effectiveness of marketing efforts.  He has applied his expertise in econometrics and time-series analysis to his award-winning research in strategic marketing problems, particularly marketing productivity.

Of the more than 40 journal articles Prof. Hanssens has authored on various aspects of marketing, including distribution, retailing, market expansion, advertising effectiveness and pricing, three have won Best Paper awards in Marketing Science (1995, 2001 and 2003) and Journal of Marketing Research (1999).

“Prof. Hanssens is a scholar of world class repute,” said Prof. Rakesh Sarin, senior associate dean and chair of the faculty at UCLA Anderson School of Management.  “His work combines theory, econometric analysis and practice.”

Prof. Hanssens has served as an area editor for Marketing Science and an associate editor for Management Science.  He is the co-author of “Market Response Models: Econometric and Time Series Analysis,” whose second edition was published in 2001 (Kluwer Academic Publishers). 

He received his masters in management in 1976 and his doctorate in management in 1977 from Purdue University.  A member of the UCLA Anderson faculty since 1977, Prof. Hanssens, who teaches courses in marketing strategy & planning, customer information strategy, and research in marketing management, has served as the school’s faculty chair, associate dean and marketing area chair.  Additionally, Prof. Hanssens most recently served as faculty director of the Entertainment and Media Management Institute at UCLA Anderson, a position in which he oversaw research in the burgeoning field of entertainment.  His own research in this area focused on marketing spending effectiveness in entertainment companies, including expenditures associated with marketing films.

“Prof. Hanssens was selected to be the next executive director of the Marketing Science Institute because his award-winning research addresses the problems facing business today,” says McAlister.  “As an accomplished scholar, teacher and administrator, he is perfect for this important job.”

About the Marketing Science Institute
MSI is a unique, not-for-profit institute established in 1961 as a bridge between business and academia.  Its mission is to initiate, support and disseminate leading-edge studies by academic scholars that address research issues specified by member companies.  MSI functions as a working sponsorship and brings together executives with leading researchers from approximately 100 universities worldwide.

About UCLA Anderson School of Management
UCLA Anderson School of Management is perennially ranked among the top-tier business schools in the world.  Award-winning faculty renowned for their research and teaching, highly selective admissions, successful alumni and world-class facilities combine to provide an extraordinary learning environment.  UCLA Anderson students are part of a culture that values individual vision, intellectual discipline and a sense of teamwork and collegiality.

Established in 1935, UCLA Anderson School of Management provides management education to more than 1,400 students enrolled in MBA and doctoral programs, and some 2,000 executives and managers enrolled annually in executive education programs.  Recognizing that the school offers unparalleled expertise in management education, the world’s business community turns to UCLA Anderson School of Management as a center of influence for the ideas, innovations, strategies and talent that will shape the future.

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