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Steven Schnaars

Professor of Marketing

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

Selected Publications:

"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.

Academic Activities:

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.

Professional Activities:

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.

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