Frank Bass
| Frank M. Bass | |
|---|---|
| Born |
December 27, 1926 Cuero, Texas |
| Died | December 1, 2006 (aged 79) |
| Occupation | Academic, Director of PhD programs at University of Texas, Dallas |
Frank M. Bass (December 27, 1926 – December 1, 2006) was an American academic in the field of marketing research and marketing science. He was the creator of the Bass diffusion model that describes the adoption of new products and technologies by first-time buyers. He died on December 1, 2006.
Bass grew up in the small town of Cuero, Texas. He served in the United States Navy for two years (1944–46).
He received his B.B.A. from Southwestern University in 1949, and his M.B.A. from the University of Texas in 1950. After completing his M.B.A. at Texas, he became interested in marketing issues. He worked as a teaching assistant and assistant professor in marketing while earning his Ph.D. at the University of Illinois in 1954. In 1957 he became an assistant professor in marketing at the University of Texas.
In 1959, Bass was made a Fellow at Harvard's Institute of Basic Mathematics For Application to Business. This exposure to advanced analytic methods influenced his research for the next 47 years. In 1961 he became a professor of industrial administration at the Graduate School of Purdue University. In 1969 he published the paper on modeling consumer goods, which later became known as the Bass diffusion model. The model describes the process of how new products and services are adopted as the outcome of an interaction between users and potential users. The Bass Model is a well-known empirical generalization in marketing, along with the Dirichlet (Ehrenberg et al. 2004; Goodhardt et al. 2006; Goodhardt et al. 1984, Schmittlein, Bemmaor and Morrison 1985), and is widely cited in published works.
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