Steven Schnaars
Professor of Marketing
Steven.Schnaars@baruch.cuny.edu
Education:
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.
