Professor of Marketing
BS University of Dayton 1972 MBA Baruch College 1979 PhD CUNY 1982
Areas of Expertise:
Marketing strategy, the History of Innovation, and How Radically New Technologies Evolve from Concept to Market Success or Failure
"The Essentials of Scenario Writing" (with Lilia Ziamou). Business Horizons, 44 (4): 25-31, July-August 2001.
"A Survey of New Product Forecasting Practices in Industrial High Technology and Low Technology Businesses" (with Gary Lynn and Richard Skov). Industrial Marketing Management, 28 (6): 565-71, November 1999.
Marketing Strategy: Customers and Competition. 2d ed. New York: Free Press, 1998.
Managing Imitation Strategies: How Later Entrants Seize Markets from Pioneers. New York: Free Press, 1994.
Megamistakes: Forecasting and the Myth of Rapid Technological Change. New York: Free Press, 1989.
Member, Mission Statement Committee, 2002.
Chairman, Department of Marketing, 1991-97.
Member, Department Executive Committee, 1985-present.
Chairman, School Personnel and Budget Committee, 1992-95.
Coordinator, PhD Program in Marketing, 1987-91.
Associate Editor, International Journal of Forecasting, 1990-99.
Invited Panelist, "Forecasting New Technology," AMA Winter Educators' Conference, Marketing Theory and Applications, St. Petersburg, Fla., 1999.
Columnist, Forecast Magazine, 1993-96.
Rigdon, Joan, "The Second-Mover Advantage," Red Herring, September 2000, pp. 462-70: An interview with Prof. Schnaars about his research.
Awards, Honors, etc.:
College President's Excellence in Teaching Award, 1986.