Presented by: Dr. Arvind Rangaswamy
Anchel Professor of Marketing, The Pennsylvania State University

November 14, 2007

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This webinar will describe analytical approaches for forecasting the long-term adoption patterns for a fundamentally new technology, product, or idea (e.g., hybrid car, beta blocker, personal computer, organic food). Developing such forecasts is important for understanding the long-term business opportunities and challenges associated with emerging technologies. Opportunities include growth in primary demand (e.g., end-user products based on a technology), secondary demand (B-to-B products), as well as derived demand (related products), and the challenges include potential sales decline for those companies selling substitute products and technologies. In the webinar, we will focus on the “how,” “why”, and “so what” of the Bass forecasting model, which has had a long history of applications in Marketing.

Dr. Rangaswamy will provide a practical and intuitive introduction to the Bass model. The presentation will cover:

• What every company should know about forecasting the adoption of new technologies

• Overview of the concepts and methods associated with implementing the Bass model

• Demo of the new ISBM supported Marketing Engineering for Excel (ME^XL) software that you can use to implement the Bass model at low cost

• Some applications and business impact of the Bass model

• Pitfalls to avoid