This webinar will describe analytical approaches for forecasting the long-term adoption patterns for a fundamentally new technology, product, or idea (e.g., hybrid car, beta blocker, personal computer, organic food). Developing such forecasts is important for understanding the long-term business opportunities and challenges associated with emerging technologies. Opportunities include growth in primary demand (e.g., end-user products based on a technology), secondary demand (B-to-B products), as well as derived demand (related products), and the challenges include potential sales decline for those companies selling substitute products and technologies. In the webinar, we will focus on the “how,” “why”, and “so what” of the Bass forecasting model, which has had a long history of applications in Marketing.

Dr. Rangaswamy will provide a practical and intuitive introduction to the Bass model.

Who Should View
Marketing managers and directors, product and brand managers, marketing research managers, as well as marketing professors who teach forecasting concepts and tools.


Duration: 61 min

What every company should know about forecasting the adoption of new technologies
Overview of the concepts and methods associated with implementing the Bass model
Demo of the new ISBM supported Marketing Engineering for Excel (MEXL) software that you can use to implement the Bass model at low cost
Some applications and business impact of the Bass model
Pitfalls to avoid