Yeck Center

THE 2005 ACADEMIC LEADERS

Your staff will get knowledge and inspiration from a faculty of leading authorities from the business and academic worlds. In addition to one other leading academic, this year’s international faculty members include:

Peter S. Fader
Frances and Pei-Yuan Chia Professor, Professor of Marketing, Wharton School of Business, University of Pennsylvania

Professor Fader’s expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with a wide range of data sources from industries such as consumer packaged goods, e-commerce, and music (online and offline). Much of his research highlights the common behavioral patterns that exist across these and other seemingly different domains. Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives and practices in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. His current projects include building a variety of predictive and explanatory models for electronic commerce (e.g., forecasting models for Web site usage and purchasing behavior), the music industry (e.g., understanding the role of pre-launch orders in generating album sales), and consumer packaged goods (e.g., models of new product trial and repeat purchasing patterns).

Bruce Hardie
Associate Professor of Marketing, London Business School

Bruce Hardie is an Associate Professor of Marketing at London Business School. He holds MA and PhD degrees from the University of Pennsylvania, and B.Com and M.Com degrees from the University of Auckland (New Zealand).

His primary research interest lies in the development of data based models to support marketing analysts and decision makers. Collaborating frequently with Dr. Fader, current projects focus on the development of stochastic models of buyer behaviour that use information on the history of customer purchase patters to identify which individuals are most likely to be active (or inactive) customers, to predict future purchasing patterns by those customers listed in the firm's transaction database, compute customer lifetime value, etc. Dr. Hardie's research on new product sales forecasting models and choice modelling has appeared in academic journals such as Marketing Science, the Journal of Marketing Research, and the Journal of Forecasting.