Simon Business School
article

Faculty Profile

Dan Horsky
Benjamin L. Forman Professor of Business Administration
Professor of Marketing
Associate Professor of Marketing
Assistant Professor of Marketing
Phone: 585.275.4483
Office: 3-210 Carol Simon Hall

Bio

Horsky has taught in MBA and Executive MBA programs in the US, 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 (MBA) 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.

Teaching Interests

New Product Strategy, Marketing Models

Research Interests

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 with emphasis on consumer learning. He has conducted empirical studies of sales response to pricing, advertising and salesforce efforts, and examined optimal managerial policies related to these marketing activities. He has studied the estimation of multi-attribute utility models and the optimal positioning of new brands. He has further worked on the integration of advertising, price, income and information into models of diffusion of new durable products. Professor Horsky's publications have appeared among others in Management Science, Marketing Science, and the Journal of Marketing Research. He has twice received the John D. C. Little Award for the best paper published in Marketing Science; once with Moshe Givon for “Untangling the Effects of Purchase Reinforcement and Advertising Carryover,” and once with Paul Nelson, for “New Brand Positioning and Pricing in an Oligopolistic Market.”

Professional History

Benjamin L. Forman Professor of Business Administration
University of Rochester Simon School of Business, Rochester NY
1989 -
Professor of Marketing
University of Rochester Simon School of Business, Rochester NY
1987 -
Associate Professor of Marketing
University of Rochester Simon School of Business, Rochester NY
1980 -
Assistant Professor of Marketing
University of Rochester Simon School of Business, Rochester NY
July 1974 -
Senior Lecturer
Tel-Aviv University-Graduate School of Business Administration
1980 - 1982
Instructor
Purdue - Krannert Graduate School of Industrial Administration
1971 - 1974
Officer
Air-Force - Israel
1967 - 1971

Education

Purdue University - 1974
Ph D
Industrial Administration
Technion-Israel Institute of Technology - 1971
MS
Operations Research
Technion-Israel Institute of Technology - 1967
BS
Industrial Engineering

Publications

2012
Periodic Advertising Pulsing by Competitive Firms
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 31
Issue: 4
2012
Disentangling Preferences and Learning in Brand Choice Models
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 31
Issue: 1
2008
Discrete Choice Models of Firms Strategic Decisions
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Letters
Volume: 19
Issue: 2008
2008
Try It You Will Like It - Does Consumer Learning Lead To Competitive Price Dealing
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 27
Issue: 5, 2008
2006
Observed and Unobserved Heterogeneity in Brand Choice Models
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 25
Issue: 4
2006
Observed and Unobserved Preference Heterogeneity in Brand Choice Models
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 25
Issue: 4 (July-August 2006)
2006
Testing the Statistical Significance of Linear Programming Estimators
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Management Science
Volume: 52
Issue: 1 (January 2006)
2005
Adjusting Choice Models to Better Predict Market Behavior
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Letters
Volume: 16

Current Research Programs

Estimation of Individual Level Multi-Attribute Utility from Ordered Paired Preference Comparisons
Product Line Considerations in New Product Development
Subjective Attributes and Objective Firms
 
Done