The Morris Hite Center for Product Development and Marketing Research was established in 1984 to honor marketing pioneer and visionary, Morris Hite. The center supports research and educational programs related to new products and the management of established products.
Marketing is the key to new product success. Whether a company is in a dynamic, high-technology industry, an industry reshaped by deregulation or an industry faced with increased competition, it must first understand customer needs. Yet a gap often exists between a company’s engineering and R&D skills and its marketing capability. To help close this gap, the center carries out activities aimed at coordinating the functions of technology and marketing.
There is no such thing as national advertising. All advertising is local and personal. It’s one man or woman reading one newspaper in the kitchen or watching TV in the den.– Morris Hite
Center Objectives
Product Development and Marketing Science
The Morris Hite Center was established to encourage research in marketing science and product development. Areas of research include topics in internet marketing and customer relationship management and product creation and sales forecasting.
Core Objectives
- To advance marketing science using quantitative techniques to find effective strategies and tools for marketing decision-making
- To create a dynamic learning environment for faculty and doctoral students
- To disseminate research results to industry representatives, students and other researchers
Principal Activities
- Support research of faculty and doctoral students consistent with the above objectives
- Conduct conferences to encourage researchers nationwide to discuss and deliberate on the latest techniques
- Teach seminars to doctoral students to train them in research methods needed to conduct research
- Teach executives and graduate students using the latest research
Bass FORMS Conference
Morris Hite Center is proud to sponsor the annual Frank M. Bass Frontiers of Research in Marketing Science (Bass FORMS) conference every year in February-March. Over 100 top researchers from all over the world gather to present their latest research over a three-day period. The conference starts on Thursday afternoon and ends on Saturday after lunch.
UTD Frank M. Bass FORMS Conference