The Sloan School has received another accolade in marketing research: two faculty members have just won the prestigious Paul D. Converse Award, given every five years for outstanding contributions to the development of the science of marketing. A total of three Sloan faculty have now been so honored-more than at any other business school.
John R. Hauser, Kirin Professor of Marketing, was cited this year for contributions such as Design and Marketing of New Products (1980), a book co-authored by Dean Glen L. Urban. Professor Hauser is also an expert in competitive marketing strategy and customer satisfaction programs.
Dean Urban was cited as well this year for such contributions as "Pre-Test Market Evaluation of New Packaged Goods: a Model and Measurement Methodology," co-authored by Alvin Silk and published in the Journal of Marketing Research in 1978. He is well known for developing Information Acceleration, a computer-based technique that can simulate future sales of products such as cars, computer systems, telecommunications and drugs.
Established in 1946 by the American Marketing Association, the Converse Award is made to the most influential marketing scholars, as judged by a national jury drawn from universities, business and government.
Institute Professor John D.C. Little, a pioneer in studying the marketing implications of electronic bar-code read data, won the Converse Award in 1992. The 1996 winners, who also include David Aaker, Gilbert Churchill, George Day and Yoram Wind, will present papers at a special symposium held in their honor at the University of Illinois in May.
