Dan Horsky

Benjamin L. Forman Professor of Marketing and Area Coordinator, Marketing Office: CS-3-210 Carol Simon Hall Phone: (585) 275-4483 Email: dan.horsky@simon.rochester.edu

  

Professor Horsky has primary research interests in the analysis of consumer and firm be­havior as they relate to marketing activities. He has applied stochastic models to describe consumers’ brand-switching behavior. He has conducted studies of sales response to ad­vertising and salesforce efforts, examined optimal advertising and salesforce policies and studied the estimation of multiattribute models and the optimal positioning of new brands. Horsky’s research on the effects of price, income and information on the diffusion of new durable products has been funded by the National Science Foundation.

Horsky’s publications have appeared in Management Science, Marketing Science,the Journal ofMarketing Researchand the Journal of Business.In 1991, Horsky and his co-author, Moshe Givon, received the John D. C. Little Award for “Untangling the Effects of Purchase Reinforcement and Advertising Carryover,” which was selected as the best marketing-related paper published in 1990 in either Marketing Scienceor Management Science.Horsky received the John D. C. Little Award again in 1993 jointly with his co-author, Paul Nelson, for “New Brand Positioning and Pricing in an Oligopolistic Market.”  Horsky is a member of the editorial board of Marketing Science.

Horsky has taught in M.B.A. and Executive M.B.A. programs in the U.S., the Netherlands, Switzerland, Australia and Israel. Based on his achievements in research and teaching, Horsky has been named a University Mentor and received the Executive Development (M.B.A.) Program Class of 1987 Superior Teaching Award. He has consulted on marketing-related topics, in particular on consumer multiattribute brand choice and on life cycles of new consumer durables, with firms worldwide.

 

B.S., Industrial Engineering,

Technion, Israel Institute of Technology

M.S., Operations Research,

Technion, Israel Institute of Technology

Ph.D., Industrial Administration,

Purdue University