Wayne DeSarbo

Smeal Chair Distinguished Professor of Marketing
Department: Marketing
Office: 433 Business Building
Phone: 814-865-8150
Fax: 814-865-3015
E-mail: wsd6@psu.edu
Member of Faculty Since: 1996


Introduction

Wayne S. DeSarbo is the Mary Jean and Frank P. Smeal Distinguished Professor of Marketing at the Smeal College of Business at the Pennsylvania State University at University Park, Pa.  He has held similar chaired professorships at the Wharton School of the University of Pennsylvania, and the University of Michigan.  He received his B.S. degree in Economics from the Wharton School of the University of Pennsylvania.  He has M.A. degrees in Sociology, Administrative Science/O.R., and Marketing from Yale University and the University of Pennsylvania.  Wayne obtained his Ph.D. in Marketing and Statistics from the University of Pennsylvania, and completed post doctorate work in Operations Research and Econometrics there.  He has published over 120 articles in such journals as the Journal of Marketing Research, Psychometrika, Journal of Consumer Research, Journal of Mathematical Psychology, Marketing Science, Journal of Classification, Journal of Marketing, Management Science, and Decision Sciences.  His methodological interests lie in multidimensional scaling, classification, and multivariate statistics, especially as they pertain to substantive marketing problems in positioning, market structure, consumer choice, market segmentation, and competitive strategy.  He was awarded the 1988 Raymond B. Cattell Award for his outstanding research contributions in mathematical psychology and nominated as President of the Psychometric Society.  In addition, Wayne was awarded the University of Michigan Senior Research award for his research performance at the School of Business.  He was one of a few prominent Marketing scholars to be selected by the Royal Swedish Academy to serve on the Nobel Prize Nomination Committee.  He was the Chair of the Statistics in Marketing Section of the American Statistical Society.  Wayne is a member of AMA, ORSA/TIMS, Psychometric Society, ASA, RSS, Classification Society, INSNA, IMS, Econometric Society, ACR, DSI, and APA.  He serves on the review boards of Marketing Science, the Journal of Consumer Research, and the Journal of Marketing Research. Recently, he was appointed Associate Editor of Marketing Science and interim Associate Editor of the Journal of Marketing Research. He has ten years of work experience in Marketing Research at AT&T and Bell Laboratories.  Finally, Wayne has been a consultant for such diverse firms as AMERITECH, AT&T, Ad Audit, Pfizer Drug, SENMED, Pacific Bell, General Motors, Hughes Aircraft, GTE, Motorola, Marketing Metrics, Blue Cross, Eli Lilly Co., and Merck Pharmaceuticals.  He is CEO and owner of ANALYTIKA Marketing Sciences, Inc. He is the Executive Director of the newly formed Center for Sports Business and Research here at Penn State University.  Wayne was the 2003 Pennsylvania State, USA National, and World Power lifting Champion in the 275lb Masters 2 division. He also won the 2004 IPA World Power lifting title in the 319lb Raw Drug-Free division. Besides Power lifting (currently retired), Wayne's hobbies include football, chess, his Harley, cool cars, and computers.


Current Research

Wayne's methodological interests lie in multidimensional scaling, classification, and multivariate statistics, especially as they pertain to substantive marketing problems in positioning, market structure, consumer choice, market segmentation, and competitive strategy.


Publication List

DeSarbo, W.S. & R. Grewal , "Hybrid Strategic Groups", Strategic Management Journal, 2008, 29, 293-317.

DeSarbo, W.S., J. Park, & C. Scott, "A Model-Based Approach for Visualizing the Dimensional Structure of Ordered Successive Categories Data", Psychometrika, 2008, 73(1), 293-317.

Park, J., W.S. DeSarbo, & J. Liechty, "A Hierarchical Bayesian Multidimensional Scaling Methodology for Accommodating Both Structural and Preference Heterogeneity", Psychometrika, 2008, forthcoming, 293-317.

DeSarbo, W.S., R. Grewal, & C. Scott, "A Clusterwise Bilinear Multidimensional Scaling Methodology for Simultaneous Segmentation and Positioning", Journal of Marketing Research, 2008, 45(3), 280.

DeSarbo, W. S., S. Atalay, D. LeBaron, & S. Blanchard, "Estimating Multiple Ideal Points from Context Dependent Survey Data", Journal of Consumer Research, 2008, 35(1), 142.

Dube, L., A. Bechara, U. Bockenholt, A. Ansari, A. Dagher, W. DeSarbo, R. Hammond, T. Huang, S. Huettel, P. Kooreman, & A. Smidts, "Towards a Brain-to-Society Systems Model of Individual Choice", Marketing Letters, 2008, forthcoming, 142.

DiBennetto, T., W.S. DeSarbo, & M. Song, "Strategic Capabilities and Radical Innovation: An Empirical Study in Three Countries", IEEE- Transactions on Engineering Management, 2008, forthcoming, 142.

DeSarbo, W.S., S, Blanchard, & S. Atalay, "A Three-Way Clusterwise Multidimensional Unfolding Procedure for the Spatial Representation of Context Dependent Preferences", Computational Statistics and Data Analysis, 2008, forthcoming, 142.

DeSarbo, W.S., S, Blanchard, & S. Atalay, "A New Spatial Classification Methodology For Simultaneous Segmentation, Targeting, And Positioning For Marketing Research", Review of Marketing Research, 2008, forthcoming, 142.

Di Benedetto, A., M. Song, & W.S. DeSarbo, "Strategic Capabilities and Radical Innovation: An Empirical Study in Three Countries", IEEE Transactions, 2008, forthcoming, 142.


Media Mention

New center to study sports market,  Centre Daily Times


Editorship

Journal of Marketing Research

Marketing Science

Journal of Marketing

Psychometrika

Journal of the Classification Society


Education

Post Doc, Operations Research & Econometrics, University of Pennsylvania, The Wharton School,   

Ph.D., Marketing and Statistics, University of Pennsylvania, The Wharton School,   

M.A., Marketing, University of Pennsylvania, The Wharton School,   

M.A., Administrative Science, Yale University,   

M.A., Industrial Sociology, University of Pennsylvania,   

B.S., Economics, University of Pennsylvania, The Wharton School,   


Courses

BA 515, Business Statistics for Contemporary Decision Making