Steven P. Gaskin

• CEO at Steven P. Gaskin, LLC

This article catalogs the types of scrolling waves on Yuan dynasty blue-and-white porcelain, and explores their meaning. Porcelain with the various types of waves are illustrated. It is the first article to be published on this topic. It appeared in the May 2015 issue of Orientations Magazine, a Hong Kong-based journal of Asian art.

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of seni...

The authors investigate the feasibility of unstructured direct elicitation (UDE) of decision rules consumers use to form consideration sets. They incorporate incentives into the tested formats that prompt respondents to state noncompensatory, compensatory, or mixed rules for agents who will select a product for the respondents. In a mobile phone st...

Quality function deployment (QFD) is a product-development methodology that “deploys” the Voice of the Customer (VOC) throughout the product-development process. A cross-functional team implements QFD by creating a series of one or more matrices, the first of which is referred to as the House of Quality (HOQ). These matrices relate customer wants a...

Thesis (M.S.)--Sloan School of Management, 1983. Supervised by John R. Hauser. Includes bibliographical references (leaves 96-97).

Commentary on Robinson, W. T. 1988. Marketing mix reactions to entry. 368–385.

Commentary on Robinson, W. T. 1988. Marketing mix reactions to entry. Marketing Sci. 7 368–385.

An empirical analysis indicates that the order of entry of a brand into a consumer product category is inversely related to its market share. Market share is modeled as a log linear function of order of entry, time between entries, advertising, and positioning effectiveness. The coefficients of the entry, advertising, and positioning variables are...

This paper examines the feasibility, practicality, and predictive ability of the consumer model which was proposed by Hauser and Shugan (Hauser, J. R., S. M. Shugan. 1983. Defensive marketing strategies. Marketing Sci. 2 (4, Fall) 319–360). We report results in two product categories, each representing over $100 million in annual sales. We develop...

Steven Gaskin is a Principal at Applied Marketing Sciences, Inc., 303 Wyman Street, Waltham, MA 02451, (781) 250-6311, sgaskin@ams-inc.com.