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Frank Myron M. Bass Edit Profile

assistant , creator , professor

Frank Myron Bass, American Management educator. Recipient Paul D. Converse award American Marketing Association, 1986, Distinguished Marketing Educator award, 1990, citation of merit award Southwestern U. Alumni Association, 1987. Member The Institute Management Sciences College on Marketing (vice-chairman 1969-1970), Institute.Mgmt. Sciences (vice president for meetings 1975-1977, president 1978-1979, associate editorMgmt. Science since 1975).


Bass, Frank Myron was born on December 27, 1926 in Cuero, Texas, United States.


Bachelor of Business Administration, Southwestern University, 1949. Master of Business Administration, University Texas, 1950. Doctor of Philosophy, University Illinois, Urbana, 1954.

Doctor in Management (honorary), Purdue University, 1988. Doctor in Business Administration (honorary), Ohio St. University, 2005. Doctor (honorary), University South Australia, 2005.


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. He served in the United States Navy for two years (1944–46).

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.

In 1974 he was appointed as Loeb Distinguished Professor of Marketing at the Krannert Graduate School of Management of Purdue University. In 1982 he returned to Texas when he was appointed Eugene McDermott Professor of Management at the University of Texas, Dallas.


  • In 1986 Bass was awarded the Paul D. Converse Award. In 1990 he was awarded the American Marketing Association/Richard D. Irwin/McGraw-Hill Distinguished Marketing Educator Award. In 2005 Bass was awarded an honorary Doctorate by the University of South Australia, and the Ehrenberg-Bass Institute for Marketing Science at the University was named partially in his honor. His research contributions over a 52-year career in academics and private consulting ranged widely over a broad set of marketing issues.

    Using models and advanced statistical techniques often adapted from economics and the social sciences, he made fundamental contributions that changed the way marketing was taught in universities and applied in business · Bass is one of the most frequently cited marketing researchers in professional journals and other scholarly publications.



Member The Institute Management Sciences College on Marketing (vice-chairman 1969-1970), Institute Management Sciences (vice president for meetings 1975-1977, president 1978-1979, associate editor Management Science 1975-2006).


Son of F. Myron and Elnora Frances (Thomson) B. Married Annie Laurie Albin, December 25, 1949. 1 child, Douglas.

F. Myron Bass

Elnora Frances (Thomson) Bass

Annie Laurie Albin

Douglas Bass