Dan Horsky

Background

Horsky is a citizen of the United States, the United Kingdom, and Israel. His academic training began in Israel and led to a long career in the United States, where he combined quantitative modeling with research on marketing and consumer decision-making.

Education

Horsky studied industrial engineering at the Technion—Israel Institute of Technology, earning a Bachelor of Science degree, and continued there for a Master of Science degree in operations research. He later completed a Ph.D. in industrial administration at Purdue University. His education established the quantitative and analytical foundation for his subsequent work in marketing science.

Career

Horsky joined the University of Rochester's Graduate School of Management as an assistant professor of marketing by 1979 and remained associated with the institution for more than four decades. At the Simon School of Business, he advanced to the Benjamin L. Forman Professor of Marketing and served as area coordinator for marketing. His research examined consumer and firm behavior in marketing, including brand switching, advertising and sales-force effectiveness, optimal advertising and sales-force policies, multiattribute choice models, new-brand positioning, and the diffusion of durable goods. His work on the effects of price, income, and information on the diffusion of new products received support from the National Science Foundation. He taught in MBA and executive MBA programs in the United States, the Netherlands, Switzerland, Australia, and Israel, and consulted internationally on consumer choice and the life cycles of new consumer durables. He was retired from the university by 2016 and subsequently described as a former business professor.

Achievements

• Developed quantitative marketing research on consumer brand switching, advertising response, sales-force policy, new-brand positioning, and the diffusion of new durable products.

• Conducted National Science Foundation-supported research on the effects of price, income, and information on the diffusion of new durable products.

• Taught and advised students in MBA, executive MBA, and doctoral programs at the University of Rochester and in international business programs.

Works

• journal article

  • An Approach to the Optimal Positioning of a New Product

    (Co-authored with Bezalel Gavish and Kizhanatham Srikanth;...)

    1983
  • Does it Pay to Change Your Company's Name? A Stock Market Perspective

    (Co-authored with Patrick Swyngedouw; published in Marketi...)

    1987
  • Testing the Statistical Significance of Linear Programming Estimators

    (Co-authored with Paul Nelson; published in Management Sci...)

    2006
  • Untangling the Effects of Purchase Reinforcement and Advertising Carryover

    (Co-authored with Moshe Givon; received the 1991 John D. C...)

    1990
  • New Brand Positioning and Pricing in an Oligopolistic Market

    (Co-authored with Paul Nelson; received the 1993 John D. C...)

    1992
  • A Diffusion Model Incorporating Product Benefits, Price, Income and Information

    (Article by Dan Horsky published in Marketing Science.)

    1990
  • Stating Preference for the Ethereal but Choosing the Concrete: How the Tangibility of Attributes Affects Attribute Weighting in Value Elicitation and Choice

    (Co-authored with Paul Nelson and Steven S. Posavac; publi...)

    2004
  • Try It, You Will Like It—Does Consumer Learning Lead to Competitive Price Promotions?

    (Co-authored with Marshall L. Freimer; published in Market...)

    2008
  • Periodic Advertising Pulsing in a Competitive Market

    (Co-authored with Marshall L. Freimer; published in Market...)

    2012
  • Advertising and the Diffusion of New Products

    (Co-authored with Leonard S. Simon; published in Marketing...)

    1983

Membership

Horsky was a member of The Institute of Management Sciences and the American Marketing Association. He served on the editorial board of Marketing Science and participated in the professional marketing and management-science communities through research, teaching, and academic advising.

• Professional membership documented during his academic career.

  The Institute of Management Sciences , United States

• Professional membership documented during his academic career.

  American Marketing Association , United States

• Served on the journal's editorial board.

  Marketing Science , United States

References

• Simon Graduate School of Business Information Guide 2012–2014 Documents Horsky's professorship, research interests, publications, John D. C. Little Awards, teaching, consulting, international instruction, professional membership, and education.
  2012
• Former University Business Professor sentenced to Prison for Hiding over $220 Million in Offshore Banks Documents Horsky's retirement from university teaching, citizenship, more than three decades as a business professor, and his 2017 criminal sentence.
  2017
• Simon School Information Guide 2010–2012 Documents Horsky's academic position, research profile, awards, professional memberships, and educational credentials.
  2010