Urban, G. L. and J. R. Hauser, Design and Marketing of New Products, Prentice-Hall, Second Edition 1993.

A comprehensive text that integrates advanced, state-of-the-art techniques to provide graduate-level students and marketing professionals with an understanding of the techniques and an operating ability to design, test, and implement new products and services.

This text has been honored by being selected for both the Prentice-Hall International Series in Management and the Series in Marketing. It has been adopted at a number of major universities. In a 1988 survey it was identified as the most widely used new product textbook at the graduate level.

The revision includes new material on designing for quality, reduced cycle times, prelaunch forecasting, quality improvement, defensive and competitive strategy, value mapping, the integration of marketing and engineering, new issues of organization, customer satisfaction, and new international examples. It is available in Korean and is being translated into Japanese and Chinese.

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Urban, G. L., J. R. Hauser, and N. Dholakia, Essentials of New Product Management, Prentice Hall, 1986.

This is an undergraduate textbook which presents the essential concepts but written for a non-technical audience. It has been translated to Japanese and has sold well in Japan.

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Hauser, J. R., Applying Marketing Management: Four Simulations, Scientific Press, 1986.

This mini-text and software package contains four tutorial exercises for marketing management concepts. With this package students learn positioning, competitive strategy, new product development, and life cycle forecasting while using the personal computer to simulate marketing management problems. A detailed instructor's manual and transparency masters are also available. It is available in Japanese. Both executable code and source code are available as open-source software. Download Exe or Download Source

 

Hauser, J. R., ENTERPRISE: An Integrating Management Exercise, Scientific Press, 1989.

This mini-text and software package contains a comprehensive competitive simulation. Students compete in six markets by making marketing and production decisions. A detailed instructor's manual and administrative software is also available. It is available in Japanese. Both executable code and source code are available as open_source software. Download Exe or Download Source

Research papers

Some of these papers are available for download. The file you will receive is the final working paper converted to PDF format. It is very similar to the published version.
 

Hauser, John R., Olivier Toubia, Theodoros Evgeniou, Rene Befurt and Daria Silinskaia (2008), "Cognitive Simplicity and Consideration Sets," forthcoming Marketing Science. Download Paper (pdf)

Hauser, John R., Glen L. Urban, Guilherme Liberali, and Michael Braun (2008), “Website Morphing,” forthcoming Marketing Science. Download Paper (pdf) Download Appendix (pdf)

Toubia, Olivier, John R. Hauser and Rosanna Garcia (2007), “Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application,” Marketing Science, 26, 5, (September-October), 596-610. Download Paper (pdf)

Yee, Michael, Ely Dahan, John Hauser, and James Orlin (2007), "Greedoid-Based Non-compensatory Inference," Marketing Science 26, 4, (July-August), 532-549. Appendices, Download Paper (pdf)

Toubia, Olivier and John R. Hauser (2007), “On Managerial Efficient Designs,” Marketing Science, 26, 6, (November-December), 851-858. Appendices, Download Paper (pdf)

Garcia, Rosanna, Paul Rummel, and John R. Hauser (2007), “Validating Agent-Based Marketing Models Using Conjoint-Analysis,” Journal of Business Research, 60, 8, (August), 848-857. Download Paper (pdf)

Hauser, John R., Gerald Tellis, and Abbie Griffin (2006), “Research on Innovation: A Review and Agenda for Marketing Science,” Marketing Science, 25, 6, (November-December), 687-717. Download Paper (pdf)

Hauser, John R. and Olivier Toubia (2005), “The Impact of Utility Balance and Endogeneity in Conjoint Analysis,” Marketing Science, 24, 3, (Summer), 498-507. Appendix, Download Paper (pdf)

Glen L. Urban and John R. Hauser (2004), “'Listening-In' to Find and Explore New Combinations of Customer Needs,” Journal of Marketing, 68, (April), 72-87. Abstract, Download Paper (pdf)

Toubia, Olivier, John R. Hauser, and Duncan Simester (2004), “Polyhedral Methods for Adaptive Choice-based Conjoint Analysis,” Journal of Marketing Research, 41, 1, (February), 116-131. Abstract, Download Paper (pdf)

Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan (2003), “Fast Polyhedral Adaptive Conjoint Estimation,” Marketing Science, 22, 3, (Summer), 273-303. Abstract, Download Paper (pdf)

Dahan, Ely and John R. Hauser (2002), "The Virtual Customer," Journal of Product Innovation Management, 19, 5, (September), 332-354. Abstract, Download Paper (pdf)

Ely Dahan, John R. Hauser, Duncan I. Simester, and Olivier Toubia, (2002), "Application and Test of Web-based Adaptive Polyhedral Conjoint Analysis" May 2002. Abstract, Download Paper (pdf)

Hauser, John R. (2001), "Metrics Thermostat,"Journal of Product Innovation Management, 18, (May), 134-153. Abstract, Download Paper (pdf) Runner-up for Best Paper Award, 2002.

Simester, Duncan I, John R. Hauser, Birger Wernerfelt, and Roland Rust (2000), "Implementing Quality Improvement Programs Designed to Enhance Customer Satisfaction: Quasi-experiments in the United States and Spain," Journal of Marketing Research, 37, 1, (February), 102-112. Abstract, Download Paper (pdf)

Hauser, John R. (1998), "Research, Development, and Engineering Metrics." Management Science, 44, 12, December, 1670-1689. Abstract, Download Paper (pdf)

Hauser, John R. and Gerry Katz (1998), "Metrics: You Are What You Measure!." European Management Journal, 16, 5, (October), 516-528. Highlighted in "A Round-up of Important Articles from Business Periodicals," in Mastering Management Review published by the Financial Times. Abstract, Download Paper (pdf)

Hauser, John R., Duncan I. Simester, and Birger Wernerfelt (1997), "Side Payments in Marketing," Marketing Science, 16, 3, 246-255, Finalist, John D. C. Little Award for Best Article in the Marketing Sciences Literature, 1994. Abstract, Download Paper (pdf)   

Urban, Glen L., John R. Hauser, William J. Qualls, Bruce D. Weinberg, Jonathan D. Bohlmann and Roberta A. Chicos (1997), "Validation and Lessons from the Field: Applications of Information Acceleration," Journal of Marketing Research, 34, 1, (February), 143-153. Abstract

Hauser, John R. and Florian Zettelmeyer (1997), "Metrics to Evaluate R,D&E," Research Technology Management, 40, 4, (July-August), 32-38. Abstract, Download Paper (pdf)

Griffin, Abbie, and John R. Hauser (1996), "Integrating Mechanisms for Marketing and R&D," Journal of Product Innovation Management, 13, 3, (May), 191-215. Abstract, Download Paper (pdf) 

Hauser, John R., Duncan I. Simester, and Birger Wernerfelt (1996), "Internal Customers and Internal Suppliers," Journal of Marketing Research, 33, 3, (August), 268-280. Abstract

Urban, Glen L., Bruce Weinberg and John R. Hauser (1996), "Premarket Forecasting of Really-New Products," Journal of Marketing, 60,1, (January), 47-60. Abstracted in the Journal of Financial Abstracts, 2, 23A, (June) 1995. Winner of 1996 MSI Award for the most significant contribution to the advancement of the practice of marketing. Abstract, Download Paper (pdf)

Hauser, John R. (1996), "R&D Metrics: An Annotated Bibliography," ICRMOT Working Paper, M.I.T., Cambridge, MA 02142. (June) Also available as a Marketing Science Institute Working Paper (November). Abstract, Download Paper (pdf)

Zettelmeyer, Florian and John R. Hauser (1995), "Metrics to Evaluate R&D Groups: Phase I, Qualitative Interviews," Working Paper, International Center for Research on the Management of Technology, MIT, Cambridge, MA, 02142, (March). Abstract, Download Paper (pdf)

Hauser, John R., Duncan I. Simester, and Birger Wernerfelt (1994), "Customer Satisfaction Incentives," Marketing Science, 13, 4, (Fall), 327-350. Finalist, John D. C. Little Award for Best Article in the Marketing Sciences Literature, 1994. Abstract, Download Paper (pdf)

Hauser, John R., Glen L. Urban, and Bruce Weinberg (1993), "How Consumers Allocate their Time When Searching for Information," Journal of Marketing Research,30, 4, (November), 452-466. Abstract, Download Paper (pdf)

Hauser, John R. (1993), "How Puritan Bennett Used the House of Quality," Sloan Management Review, 34, 3, (Spring), 61-70. Reprinted in Taiwan Philips News (in Chinese), 23, 1, (Feb), 1994. Abstract

Griffin, Abbie and John R. Hauser (1993), "The Voice of the Customer," Marketing Science, vol. 12, No. 1, (Winter), 1-27. First-place, John D. C. Little Award for Best Article in Marketing Sciences Literature, 1993. Abstract, Download Paper (pdf) 

Griffin, Abbie and John R. Hauser (1992), "Patterns of Communication Among Marketing, Engineering, and Manufacturing -- A Comparison between Two New Product Teams," Management Science, vol. 38, No. 3, (March), 360-373. Abstract, Download Paper (pdf)

Urban, Glen. L., John. R. Hauser, and John. H. Roberts (1990), "Prelaunch Forecasting of New Automobiles: Models and Implementation," Management Science, Vol. 36, No. 4, (April), 401-421. To be reprinted in Modeling for Management, Vol. 1, George P. Richardson, ed., Dartmouth Publishing Co., Hampshire England. (Honorable Mention, Best Article in Marketing Science Literature, 1990). Abstract, Download Paper (pdf)

Hauser, John R. and Birger Wernerfelt (1990), "An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, Vol. 16, (March), 393-408. Abstract

Hauser, John R. and Birger Wernerfelt (1989), "The Competitive Implications of Relevant-Set/Response Analysis," Journal of Marketing Research, Vol. 26, No. 4, (November), 391-405. Abstract

Hauser, John R. and Don Clausing (1988), "The House of Quality," Harvard Business Review, Vol. No. 3, (May-June), 63-73. Reprinted in The Product Development Challenge, Kim B. Clark and Steven C. Wheelwright, eds., Harvard Business Review Book, Boston MA 1995. Reprinted in IEEE Engineering Management Review, 24, 1, Spring 1996. Translated into German and published in Hermann Simon and Christian Homburg (1998), Kunderzufriedenheit, (Druck and Buchbinder, Hubert & Co.: Gottingen, Germany). Abstract

Fader, Peter and John R. Hauser (1988), "Implicit Coalitions in a Generalized Prisoner's Dilemma," Journal of Conflict Resolution, Vol. 32, No. 3, (September), 553-582. Abstract

Hauser, John R. (1988), "Competitive Price and Positioning Strategies," Marketing Science, vol. 7, No. 1, (Winter), 76-91. Abstract, Download Paper (pdf)

Hauser, John R. (1986), "Agendas and Consumer Choice," Journal of Marketing Research, Vol. 2,3, No. 2, (August), 199-212. (Includes unpublished appendix containing "Proofs of Theorems and Other Results." Finalist, 1991 O'dell Award.). Abstract

Hauser, John R. and Glen L. Urban (1986), "Value Priority Hypotheses for Consumer Budget Plans," Journal of Consumer Research, Vol. 12, No. 4, (March), 446-462. Abstract    

Eliashberg, Jehoshua and John R. Hauser (1985), "A Measurement Error Approach for Modeling Consumer Risk Preference," Management Science, Vol. 31, No. 1, (January), 1-25. Abstract, Download Paper (pdf)

Hauser, John R., and Steven P. Gaskin (1984), "Application of the `DEFENDER' Consumer Model," Marketing Science, Vol. 3, No. 4, (Fall), 327-351. Reprinted (in French) in Recherche et Applications on Marketing, Vol. 1, April 1986, pp. 59-92. Abstract, Download Paper (pdf)

Urban, Glen L., P. L. Johnson and John R. Hauser (1984), "Testing Competitive Market Structures," Marketing Science, Vol. 3, No. 2, (Spring), 83-112. Honorable Mention, Best Article in Marketing Science Literature, 1984. Abstract, Download Paper (pdf)

Hauser, John R. (1984), "Consumer Research to Focus R&D Projects" Journal of Product Innovation Management, Vol. 1, No. 2, (January), 70.84. Abstract

Hauser, John R., and Steven M. Shugan (1983), "Defensive Marketing Strategy," Marketing Science, Vol. 2, No. 4, (Fall), 319-360. (Awarded Best Article in Marketing Science Literature, 1983). Abstract, Download Paper (pdf)

Hauser, John R., and Kenneth J. Wisniewski (1982), "Application, Predictive Test, and Strategy Implications of a Dynamic Model of Consumer Response," Marketing Science, Vol. 1, No. 2, (Spring), 143-179. Abstract, Download Paper (pdf)

Hauser, John R., and Kenneth J. Wisniewski (1982), "Dynamic Analysis of Consumer Response to Marketing Strategies," Management Science, Vol. 28, No. 5, (May), 455-486. (Awarded Best Article in Marketing Science Literature, 1982). Abstract, Download Paper (pdf)

Tybout, Alice M. and John R. Hauser (1981), "A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation," Journal of Marketing, Vol. 45, No. 3, (Summer), 81-101. Abstract

Hauser, John R., and Patricia Simmie (1981), "Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price," Management Science, Vol. 27, No. 2, (January), 33-56. Abstract, Download Paper (pdf)

Hauser, John R., Frank S. Koppelman and Alice M. Tybout (1981), "Consumer-Oriented Transportation Service Planning: "Consumer Analysis and Strategies," Applications of Management Science, Vol. 1, 91-138. Abstract

Hauser, John R., and Steven M. Shugan (1980), "Intensity Measures of Consumer Preference," Operation Research, Vol. 28, No. 2, (March-April), 278-320. Abstract, Download Paper (pdf)

Hauser, John R., and Frank S. Koppelman (1979), "Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness, Journal of Marketing Research, Vol. 16, No. 4, (November), 495-506. Abstract

Hauser, John R., and Glen L. Urban (1979), "Assessment of Attribute Importances and Consumer Utility Functions: von Neuelman, Frank S. and John R. Hauser (1979), "Destination Choice Behavior for Non-Grocery Shopping Trips," Transportation Research Record, No. 673, 157-165. Abstract

Hauser, John R. (1978), "Consumer Preference Axioms: Behavioral Postulates for Describing and Predicting Stochastic Choice," Management Science, Vol. 24, No. 13, (September), 1331-1341. Abstract, Download Paper (pdf)

Hauser, John R. (1978), "Testing the Accuracy, Usefulness and Significance of Probabilistic Models: An Information Theoretic Approach," Operations Research, Vol. 26, No. 3, (May-June), 406-421. Abstract, Download Paper (pdf)

Hauser, John R. and Glen L. Urban (1977), "A Normative Methodology for Modeling Consumer Response to Innovation," Operations Research, Vol. 25, No. 4. (July-August), 579-619. Abstract, Download Paper (pdf)

 

Published Notes
 

Hauser, John R. and Steven M. Shugan (2007), “Comments on ‘Defensive Marketing Strategy,’” Marketing Science, 27, 1, (January-February), 85-87.

Rangaswamy, Arvind , Jim Cochran, Tülin Erdem, John R. Hauser, and Robert J. Meyer (2007), “Editor-in-Chief Search Committee Report: The Digital Future is Here,” Marketing Science, 27, 1, (January-February), 1-3.

Hauser, John R. (2006), “Twenty-Five Years of Eclectic Growth in Marketing Science,” Marketing Science (invited commentary), 25, 6, (November-December), 557-558.

Hauser, John R., Greg Allenby, Frederic H. Murphy, Jagmohan Raju, Richard Staelin, and Joel Steckel (2005), “Marketing Science – Growth and Evolution,” Marketing Science, 24, 1, (Winter), 1-2, invited editorial.

Hauser, John R., Scott Carr, Barbara Kahn, James Hess, and Richard Staelin (2002), "Marketing Science: A Strong Franchise with a Bright Future," Marketing Science, 21, 1, (Winter), invited editorial. Download PDF

Hauser, John R. and Birger Wernerfelt (1988), "Existence and Uniqueness of Price Equilibria in Defender," Marketing Science, Vol. 7, No. 1, (Winter), 92-93. Abstract, Download Paper (pdf)

Hauser, John R. (1984), "Price Theory and the Role of Marketing Science," Journal of Business, Vol. 57, No. 1, (January), S65-S72.

Hauser, John R. (1980), "Comments on 'Econometric Models of Probabilistic Choice Among Products'," Journal of Business, Vol. 53, No. 3, Part 2, (July 1980), S31-S34.

Papers in Edited Volumes
 

Gaskin, Steven, Theodoros Evgeniou, Daniel Bailiff, John Hauser (2007), “Two-Stage Models: Identifying Non-Compensatory Heuristics for the Consideration Set then Adaptive Polyhedral Methods Within the Consideration Set,” Proceedings of the Sawtooth Software Conference in Santa Rosa, CA, October 17-19, 2007. Download Paper (pdf)

Hauser, John R. and Ely Dahan (2007), “New Product Development,” in Rajiv Grover, Ed., Essential Marketing Knowledge ... And Wisdom, (Columbus, OH: McGraw Hill, Inc.), forthcoming.

Toubia, Olivier, Theodoros Evgeniou, and John Hauser (2007), “Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design,” in Anders Gustafsson, Andreas Herrmann and Frank Huber, Eds, Conjoint Measurement: Methods and Applications , 4E, (New York, NY: Springer), forthcoming. Download Paper (pdf)

Hauser, John R., Ely Dahan, Michael Yee, and James Orlin (2006), ““Must Have” Aspects vs. Tradeoff Aspects in Models of Customer Decisions,” Proceedings of the Sawtooth Software Conference in Del Ray Beach, FL, March 29-31, 2006. Download Paper (pdf)

Hauser, John R. and Vithala Rao (2004), “Conjoint Analysis, Related Modeling, and Applications,” Advances in Market Research and Modeling: Progress and Prospects , Jerry Wind and Paul Green, Eds., (Boston, MA: Kluwer Academic Publishers), 141-168. Download Paper (pdf)

Dahan, Ely and John R. Hauser (2003), "Product Management: New Product Development and Launching," Handbook of Marketing , Barton Weitz and Robin Wensley, Eds, Sage Press, (June), 179-222.

Hauser, John R. (2002), "Marketing Makes a Difference," Marketing Management, (January/February), 11, 1, 46-47. Download Paper (pdf)

Dahan, Ely and John R. Hauser (2002), "Product Development -Managing a Dispersed Process," invited paper for the Handbook of Marketing, Barton Weitz and Robin Wensley, Eds, Sage Press, (June) 2002. Download Paper (pdf)

Hauser, John R. (1997), "The Role of Mathematical Models in the Study of Product Development," Proceedings of the 14th Paul D. Converse Awards Conference, University of Illinois, Champaign-Urbana, IL, 72-90. Download Paper (pdf)

Little, John D. C., Leonard M. Lodish, John R. Hauser, and Glen L. Urban (1993), "Comment on `Marketing Science's Pilgrimage to the Ivory Tower' by Hermann Simon," in Research Traditions in Marketing, Gary L. Lilien, Bernard Pras, and Gilles Laurent, eds, (Kluwer), 45-51.

Hauser, John R. (1986), "Theory and Application of Defensive Strategy" in The Economics of Strategic Planning, Lacy G. Thomas, ed., (Lexington Books, D. C. Heath & Co.: Lexington, MA), 113-140. Reprinted by the Marketing Science Institute.

Hauser, John R. (1985), "The Coming revolution in Marketing Theory," in R. Russell, ed., Marketing in an Electronic Age, (Harvard Business School Press: Boston, MA), 344-363. Download Paper (pdf)

Swanson, Derby A. and John R. Hauser (1995), "The Voice of the Customer: How Can You Be Sure You Know What Customers Really Want?," 1st Pacific Rim Symposium of Quality Function Deployment, MacQuarie University, NSW Australia, February 15-17.

Hauser, John R. and Glen L. Urban (1984), "Consumer Durables: Actual Budgets Compared to Value Priority Model - Preliminary Results and Managerial Implications," Proceedings of the ESOMAR-Congress, Rome, Italy, (September). (Awarded Best Paper at Conference).

Hauser, John R., John H. Roberts and Glen L. Urban (1983), "Forecasting Sales of a New Consumer Durable: A Prelaunch Modeling and Measurement Methodology," Advances and Practices of Marketing Science, Fred S. Zufryden, ed., (The Institute of Management Science: Providence, RI), 115-128.

Hauser, John R., and Glen L. Urban (1982), "Prelaunch Forecasting of New Consumer Durables: Ideas on a Consumer Value-Priority Model," in A. D. Shocker and R. Srivastava, eds., Analytic Approaches to Product and Market Planning, Vol. 2, (Marketing Science Institute: Cambridge Massachusetts), 276-296.

Hauser, John R. (1982), "Comments on 'A Survey of Experimental Market Mechanisms for Classical Environments'," Research in Marketing, Supplement 1: Choice Models for Buyer Behavior, L. McAlister, ed., (JAI Press: Greenwich, CT), Spring, 49-56.

Hauser, John R. (1981), "Comments on 'Violations of Regularity and the Similarity Hypothesis by Adding Asymmetrically Dominated Alternatives to the Choice Set'," Proceedings of the Special Conference on Choice Theory, Joel Huber, ed., (Duke University: Durham, NC), June.

Hauser, John R., and Frank S. Koppelman (1979), "An Empirical Comparison of Techniques to Model Consumer Perceptions and Preferences," in A. D. Shocker, ed., Analytic Approaches to Product and Marketing Planning, (Marketing Science Institute: Cambridge, Massachusetts), 216-238.

Tybout, Alice M., John R. Hauser, and Frank S. Koppelman (1977), "Consumer-Oriented Transportation Planning: An Integrated Methodology for Modeling Consumer Perceptions, Preferences and Behavior," Advances in Consumer Research, Vol. 5, (Chicago, Illinois), October.

Hauser, John R. and Steven M. Shugan (1977), "Extended Conjoint Analysis with Intensity Measures and Computer Assisted Interviews: Applications to Telecommunications and Travel, " Advances in Consumer Research, Vol. 5, (Chicago, Illinois), October.

Hauser, John R. and Frank S. Koppelman (1977), "Designing Transportation Services: A Marketing Approach." Proceedings of the Transportation Research Forum, (Atlanta, GA), October, 638-652.

Hauser, John R. and Peter R. Stopher (1976), "Choosing an Objective Function Based on Modeling Consumer Perceptions and Preferences," Proceedings of the International Conference on Cybernetics and Society, (Washington, D.C.), November, 26-31.