1

Dr. Fsun F. Gnl

CURRENT EMPLOYMENT
Associate Professor of Marketing, School of Business, Slippery Rock University
Aug 2008 present
Teaching undergraduate students in the business school. Courses include
business statistics, B2B marketing, consumer behavior, macroeconomics,
microeconomics, marketing research, marketing seminar, and principles of
marketing.

MAJOR UNIVERSITY EXPERIENCES
Associate Professor of Marketing, Tepper School of Business, Carnegie Mellon University
June 1988 June 2000
Taught undergraduate and graduate students in the business school. Courses
included marketing management, marketing research, database marketing,
doctoral level econometrics, statistics, product management, and distribution
channels. Have developed original courses including Database Marketing,
Statistical Applications in Management, and Introduction to Statistical Inference.

Associate Professor of Marketing, Simon Graduate School of Business Administration
University of Rochester
July 2000 Sep 2001
Taught graduate students in the business school. Courses included database
marketing and statistics.

Research Professor, The H. John Heinz III School of Public Policy and Management,
Carnegie Mellon University, June 2002 Dec 2004
Conducted academic research related to software quality.

OTHER UNIVERSITY EXPERIENCES
Professor, Marketing Research, Graduate School of Social Sciences, MBA Program,
zmir Ekonomi niversitesi, zmir, Trkiye, May 2009.

Faculty of Marketing, Statistics, and Economics at notable universities including
University of Pittsburgh, Point Park University, Seton Hill University, Slippery Rock
University, St. Vincent College, Jan 2005 Aug 2008.

Visiting Professor of Marketing, Katz School of Business, University of Pittsburgh,
Sep 2001 April 2002

Network Faculty, Recruitment Coordinator and Curriculum Developer, School of
Business, Sabanc University, stanbul, Trkiye, 1998.

Post Doctoral Fellow, NORC, A Social Science Research Center, University of Chicago,
Aug 1987 - June 1988.

Assistant Professor, Department of Economics, University of California, Davis, Sep 1986 -
June 1987

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EDUCATION
Ph.D. Economics (with minor in Statistics), Ohio State University, 1986.
M.A. Economics (with minor in Operations Research), Case Western Reserve University,
1982.
B.Sc. Economics and Statistics, Middle East Technical University, Ankara, Trkiye, 1979.

ACADEMIC PUBLICATIONS
Note: The publications listed below have exceeded 1,000
+
citations to date
(scholar.google.com/citations?user=WeqsA_QAAAAJ).

22. Gnl, F. F and P.T.L. Popkowski Leszczyc (forthcoming 2012), Determinants of
Elapsed Time to Switch between Auctions: Findings from a Hazard Function Model with
Unobserved Heterogeneity, Journal of Research in Interactive Marketing 6 (2), 96 - 109.
10.1108/17505931211265417

21. Gnl, F. F. and F. J. Carter (2012),"Estimation of Promotional Strategies for Newer
vs. Older Drugs Based on Physician Prescribing Data," International Journal of
Pharmaceutical and Healthcare Marketing, 6 (1), 39 54.
http://dx.doi.org/10.1108/17506121211216897

20. Gnl, F. F and P.T.L. Popkowski Leszczyc (2011), Snipe Bidding Behavior in eBay
Auctions, International Journal of Electronic Marketing and Retailing, Vol. 4, No. 1, 16-
29.

19. Gnl, F. F, and F. J. Carter (2010), Impact of e-Detailing on the Number of New
Prescriptions, Health Care Management Science 13 June (2), 101 - 111.

18. Gnl, F. F. and F. ter Hofstede (2006), How to Compute Optimal Catalog Mailing
Decisions, Marketing Science 25 (1), 65 74.

17. Akura, T. M., F. F. Gnl, and E. Petrova (2004), Consumer Learning and Brand
Valuation: An Application on Over-the-Counter Drugs, Marketing Science 23 (1), 156 -
169. http://bear.cba.ufl.edu/centers/mks/articles/2ff9e2ee00_article.pdf

16. Gnl F. F., F. J. Carter, E. Petrova, and K. Srinivasan (2001), "Promotion of
Prescription Drugs and Its Impact on Physicians Choice Behavior," Journal of Marketing
65 July (3), 79-90. (154 citations as of September 1, 2012.)

Note: This article is cited in 2 undergraduate marketing textbooks:
i. R. A. Kerin, S. W. Hartley, E. N. Berkowitz, and W. Rudelius (2006),
Marketing, 8
th
edition, McGraw-Hill/Irwin, New York, NY, Ch. 18, fn. 19
ii. R. A. Kerin, S. W. Hartley, W. Rudelius (2011), Marketing: The Core, 4
th

edition, McGraw-Hill/Irwin, New York, NY, Ch. 15, fn. 17; and (2009), 3
rd

edition Ch. 15, fn. 20.


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15. Gnl, F. F., F. J. Carter, and J. Wind (2000), "What Kinds of Patients and Physicians
Value Direct-to-Consumer Advertising of Prescription Drugs," Health Care Management
Science 3, 215-226. (57 citations as of September 1, 2012.)


14. Gnl, F.F., B. Kim, and M. Shi (2000), Mailing Smarter to Catalog Customers,
Journal of Interactive Marketing, Spring 14 (2), 2-16.

Note: This article is cited in 2 undergraduate marketing textbooks:
i. W. D. Perreault, Jr. and E. J. McCarthy (2005), Basic Marketing: A Global-
Managerial Approach, 15/E, McGraw-Hill/Irwin, New York, NY, Ch. 14, fn.
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ii. W. D. Perreault, Jr. and E. J. McCarthy (2006), Essentials of Marketing: A
Global-Managerial Approach, 10
th
edition, McGraw-Hill/Irwin, New York,
NY, Ch. 13, fn. 9.

13. Gnl, F.F. (1999), Estimating Price Expectations in the OTC Medicine Market: An
Application of Dynamic Structural Discrete Choice Models to Scanner Panel Data,
Journal of Econometrics 89, 41-56.

12. Gnl, F. F. and A. A. Smith, Jr. (1999), "A Method to Infer Coupon Availability from
Coupon Redemption in the Supermarket Scanner Panel Data, Journal of Retailing and
Consumer Services, 6 (2), April, 107-115.

11. Gnl, F. F. and M. Shi (1998), "Optimal Mailing of Catalogs: A New Methodology
Using Estimable Structural Dynamic Programming Models, Management Science, Vol.
44 (9), 1249-1262. (135 citations as of September 1, 2012.)

Note: This is the first article in the literature that combines the customers
optimization problem with the firms optimization problem, and solves for the
optimal timing and spacing of direct mail catalogs.

10. Gnl, F. F. and K. Srinivasan (1997), A Dynamic Model of Repeat Purchase and
Brand Switching Behavior in a Consumer Products Category, Journal of Retailing and
Consumer Services Vol. 4 (3), 185-191.

9. Gnl, F. F. and K. Srinivasan (1996), "Estimating the Impact of Consumer
Expectations of Coupons on Purchase Behavior: A Dynamic Structural Model," Marketing
Science, Vol. 15 (3), Summer, 262-279. (109 citations as of September 1, 2012.)

8. Gnl, F.F., P.T.L. Popkowski Leszczyc, and T. Sugawara (1996), Joint Estimates of
Purchase Timing and Brand Switch Tendency: Results from a Scanner Panel Data of
Frequently Purchased Products, Canadian Journal of Economics, Special Issue, Vol.
XXIX, Part 2, April, S501-4.

7. Popkowski Leszczyc, P.T.L. and F.F. Gnl (1996), Multiple Ways of Measuring Brand
Loyalty, Canadian Journal of Economics, Special Issue, Vol. XXIX, Part 2, April, S494-7.


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6. Horowitz, J. L., D. Bolduc, S. Divakar, J. Geweke, F.F. Gnl, V. Hajivassiliou, F.S.
Koppelman, M. Keane, R. Matzkin, P. Rossi, P. Ruud (1994), "Advances in Random
Utility Models," Marketing Letters, Vol. 5, No. 4, October, 311-322.

5. Gnl, F. F. and K. Srinivasan (1993), "Consumer Purchase Behavior in a Frequently
Bought Product Category: Estimation Issues and Managerial Insights from a Hazard
Function Model with Heterogeneity," Journal of the American Statistical Association, Vol.
88 (424), December, 1219-1227. (61 citations as of September 1, 2012.)

Note: The article is cited by the Wall Street Journal for its finding that coupons
are more effective than equivalent price cuts in promoting brand choice,
November 26, 1993, p. B1.

4. Gnl, F. F. and K. Srinivasan (1993), "Modeling Unobserved Heterogeneity in
Multinomial Logit Models: Methodological and Managerial Implications," Marketing
Science, Vol. 12 (3), Summer, 213-229. (241 citations as of September 1, 2012.)

Note: This is the 5
th
most cited article in the history of Marketing Science
(Shugan, S. M. (2002), Editorial: The Mission of Marketing Science, 1, 1-13).

3. Gnl, F. F. (1992), "New Evidence on Whether Unemployment and Out of the Labor
Force are Distinct States," The Journal of Human Resources, Vol. 27 (2), Spring, 329-
361. (82 citations as of September 1, 2012.)


2. Gnl, F. F. (1989), "Comparison of Hazard Functions with Duration Dependence and
Stayer-Mover Structure with an Application to Divorce," Economic Letters, Vol. 30, 31-
36.

1. Gnl, F. F. (1989), "Dynamic Labor Force Participation Decisions of Males in the
Presence of Layoffs and Uncertain Job Offers," The Journal of Human Resources, Vol. 24
(2), Spring, 195-220.

OTHER PUBLICATIONS
2010, Bid for the Best, Butler County Business Matters, August, pp.8-9.

2006, View from the Trenches: What Software Quality Means to CIOs, Help
Desk Institutes File Library, March 4.
http://www.thinkhdi.com/library/searchfiles.aspx?subject=45

2005, Degrees of Education: Demand is Up, and Online Universities Increased
Offerings Raise Questions, Pittsburgh Post-Gazette, August 9, p. E2.

2004, Know Thy Market: Why Do So Many People Use So Many Cellphones So
Much, Pittsburgh Post-Gazette, June 15, Section B.
http://www.postgazette.com/pg/04167/331796.stm


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2002, Stereotyping Bites the Dust: Marketers No Longer Focusing on
Demographic Profiling, Pittsburgh Post-Gazette, February 26, Section B.
http://www.postgazette.com/businessnews/20020226forum0226bnp5.asp

1998 - 2005
Marketing Science Columnist, Cumhuriyet Bilim Teknik (a weekly publication of
science and technology), stanbul, Trkiye.

NEWS
March 28, 2012. For an interview of Pearson Education, Inc. with Dr. F. F. Gnl
on online teaching, please visit: http://www.myeconlabcommunity.com/training-
tips-guidance/case-studies/case-study-shifting-the-goals-of-the-classroom-
experience/

June 29, 2006. For an article that includes an interview with Dr. F. F. Gnl on
missing values in the data, please see:
http://www.uppernetwork.com/cms/cms.php?pageName=18&newsId=25

January 1991. For an interview with Dr. F. F. Gnl on unemployment, please
see: Measuring the Misery Index: New Evidence on Whether Unemployment
and Out of the Labor Force are Distinct States, Pittsburgh Supercomputer News,
pp. 3-4.

March 26, 1987. For an interview with Dr. F. F. Gnl, please see: Economics
of Childbearing: Maternity Prevents Women from Advancing to Better Careers,
Davis Professor Asserts, The Daily Republic, p.2.

EDITORIAL EXPERIENCE
Associate Editor, Journal of Research in Interactive Marketing, 2010 present.

Abstracts Section Editorial Board Member, Journal of Direct Marketing, 1994 1996.

Reviewer for American Economic Review, American Marketing Association Conference
Proceedings, Dove Medical Press, Health Care Management Science,
International Economic Review, Journal of Business and Economic Statistics,
Journal of Development Economics, Journal of Interactive Marketing, Journal
of Marketing, Journal of Marketing Research, Journal of Population
Economics, Journal of Research in Interactive Marketing, Journal of Retailing
and Consumer Services, Journal of the American Statistical Association,
Management Science, Marketing Letters, Marketing Science.

Reviewer for McGraw-Hill Higher Education, name mentioned in Reviewers list of
Schiller, B. S. (2010), The Economy Today, p. xviii.

WORK-IN-PROGRESS
Innovative Teaching: An Empirical Study of Computer Aided Instruction in
Quantitative Business Courses, with R. A. Solano, under 1
st
revision for Journal of
Statistics Education.

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Does Providing More Information in Online Auctions Lead to Lower Ending Prices? An
Experimental Study, with Popkowski Leszczyc, P.T.L., M. Qiu, and P. Messinger,
intended journal Journal of Marketing Research.
Minority Graduation: A Longitudinal Study of African Americans at a Predominantly
White College, with R. A. Solano.

NEW COURSES DEVELOPED
1. Introduction to Statistical Inference: Started an interdisciplinary hands-on
introductory two-course sequence in econometrics for doctoral students in all
business areas. The course uses state of the art econometric methods and real
data sets. (Carnegie Mellon University 1990)

2. Statistical Applications in Management: Started an innovative course for MBA
students to expose them to state of the art econometric methods with emphasis
on hands on learning, to enable them to hone their skills in statistical
applications and gain the ability to read and critically evaluate academic articles.
(Carnegie Mellon University 1991)

3. Database Marketing: Started an undergraduate-level course in direct marketing
that involves database marketing and utilizes a real catalog data set with hands-
on applications in targeted mailing. (Carnegie Mellon University 1994)

AWARDS AND GRANTS
Innovative Teaching, co-authored with R. A. Solano at ACBSP Region 2
Conference, Latrobe PA, 'Best Presentation,' November 2011.

Award of participation, Global Conference on Business and Finance, The Institute for
Business and Finance Research, for Strategic Twittering: A Conceptual Model, co-
authored with D. D. Galbraith, Costa Rica, May 2010.

Weil Prize for best paper in problem-solving research, 1997.

Full salary support from the Wharton School of University of Pennsylvania, to
research Value of Marketing in the Pharmaceutical Industry, July 1995 - June 1996.

Paid Extern at A.C. Nielsen and Quaker Companies, funded by Advertising
Educational Foundation, July 1995.

Faculty Development Grant, Household Heterogeneity and Brand Choice Models,
Carnegie Mellon University, 1990.

William and Flora Hewlett Foundation Post-Doctoral Fellowship, NORC, University of
Chicago, July 1987 June 1988.

Summer Research Grant, University of California, Davis, 1987.



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INVITED TALKS AT ACADEMIC INSTITUTIONS
1. "A Methodology for Determining Whether Unemployment and Out of the Labor
Force are Distinct States
Department of Economics, Ohio State University, June 1985;
Department of Economics, Pennsylvania State University, January 1986;
Department of Economics, University of California, Davis, February 1986;
Demography Workshop, NORC, University of Chicago, April 1988.
2. "An Empirical Analysis of the Effects of AFDC on Work, Childbearing, and
Marital Status Decisions of Young Women
Labor Workshop at University of Pittsburgh, November 1988;
Department of Economics, Brown University, January 1989.
3. "A Dynamic Stochastic Optimization Model of Consumer Expectations of
Promotions
Economics/Finance Workshop, Graduate School of Industrial
Administration, Carnegie Mellon University, September 1991;
School of Business, Bilkent University, Ankara, May 1994;
Economics Department, The Middle East Technical University, Ankara,
May 1994 (presented in Turkish).
4. "A Reinvestigation of Price and Advertising Exposures Interaction
Department of Economics, University of Delaware, April 1992.
5. "Optimal Mailing Policy for Catalog Customers
School of Management, Ko University, stanbul, Trkiye, March 1996;
Department of Marketing, Ohio State University, Columbus, October
1996.
6. Estimating Price Expectations in the OTC Medicine Market: An Application of
Dynamic Structural Discrete Choice Models to Scanner Panel Data
Simon School of Business, University of Rochester, Rochester, May 1997.
7. Competitive Strategies in Healthcare Industry
Simon School of Business, University of Rochester, Rochester, January
1999;
Department of Marketing, Southern Illinois University, Carbondale,
February 1999;
Faculty of Management, McGill University, Montreal, Canada, February
1999
Department of Marketing, The Pennsylvania State University, March
1999;
Department of Marketing, SUNY-Buffalo, March 1999;
Department of Business Economics and Management Science, University
of Groningen, The Netherlands, March 1999.
8. Promotion of Prescription Drugs to Physicians
Department of Marketing, Ko University, stanbul, Trkiye, April 1999;
Stern School of Business, New York University, June 1999;
Graduate School of Business, Columbia University, June 1999;
Department of Economics, St. Vincents College, January 2002.
9. Academia and Industry Cooperation
Anadolu University, Eskiehir, Trkiye, December 2003.
10. Advice to the MBA and Ph.D. Candidates on Studying in USA
Anadolu University, Eskiehir, Trkiye, December 2003.

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11. The Economic Cost of Software Failure
Slippery Rock University, Slippery Rock PA, March 2007.
12. Bidding in Internet Auctions
The Middle East Technical University, Ankara, Trkiye, December 2008.
13. Pharmaceutical Marketing
Long Island University, Brookville NY, April 2011.

INVITED TALKS IN INDUSTRY AND IN CONFERENCES
1. Omitted Variable Bias in Regression Models
Econometric Society Meetings, Duke University, North Carolina, June
1986.
2. Advances in Random Utility Models
1
st
Invitational Choice Symposium, Fuqua School of Business, Duke
University, June 1993.
3. Impact of Pharmaceutical Marketing on Health Outcomes
Pharmaceutical Research and Manufacturers of America (PhRMA),
Washington, DC, May 1995.
4. Social Value of Marketing in the Pharmaceutical Industry
Ad Hoc Economics Group Committee, Pfizer, Inc., New York, October
1995.
5. Optimal Timing and Spacing of Newsletters: A New Methodology Using
Estimable Structural Dynamic Programming Models
American Statistical Association Meetings, Chicago IL, August 1996.
6. Promoting Products Directly to the Consumer (DTC): A Micro Modeling
Approach to Address Issues Facing a Detail-Intensive Industry
INFORMS Marketing Cluster, Dallas TX, October 1997.
7. Estimating Price Expectations in the OTC Medicine Market: An Application of
Dynamic Structural Discrete Choice Models to Scanner Panel Data
INFORMS Marketing Cluster, Dallas TX, October 1997.
8. Should You Be Taking Care of Your Customers DIRECTLY?
Strategic Leadership Forum, Pittsburgh PA, February 2002.
9. Promotion of Prescription Drugs to Physicians
RAND, Pittsburgh PA, February 2002.
10. Research Findings on Cost of (Low) Software Quality
Sustainability in Computing Consortium, Tempe, AZ, March 2003.
11. The Appearance of Trkiye from USA
BUSD, GESYD, and Lyons Club, Bursa, Trkiye, December 2003.
12. Innovative Teaching
ACBSP International Conference, Baltimore, MD, June 15, 2012.


CONFERENCE SESSION CHAIR/ORGANIZER
1. "New Product Strategy Using Scanner Data
TIMS College of Marketing Special Interest Conference on New Directions
and Current Issues in the Analysis and Use of Scanner Data, Toronto,
Canada, September 1993.
2. "Models for Marketing Analysis and Decision Making
American Statistical Association Meetings, Chicago IL, August 1996.

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3. "Pharmaceutical Marketing
INFORMS Marketing Cluster, Atlanta GA, November 1996.

CONFERENCE PRESENTATIONS
1. "A Methodology for Determining Whether Unemployment and Out of the
Labor Force are Distinct States
American Economic Association Meetings, New York, December 1985.
2. "Male Youth Employment: An Estimable Dynamic Model with Layoffs
Econometric Society Meetings, Duke University, North Carolina, June
1986.
3. "Hazard Functions with Dynamic Regressors
Econometric Society Meetings, New Orleans, December 1986.
4. "An Empirical Analysis of the Effects of AFDC on Work, Childbearing, and
Marital Status Decisions of Young Women
Population Association of America Meetings, Baltimore, March 1989.
5. "Comparison of Hazard Functions with Duration, Dependence and
Stayer-Mover Structure with an Application to Divorce
Population Association of America Meetings, Baltimore, March 1989.
6. "A Longitudinal Analysis of Consumer Brand Choice Decisions: A Competing
Risks Specification
TIMS Marketing Science Conference, Duke University, March 1989.
7. "Dynamic Brand Choice Models with Stayer-Mover Structure
ORSA/TIMS National Meetings, New York, October 1989.
8. "Random Parameter Estimates in Multinomial Logit Models
TIMS Marketing Science Conference, University of Illinois, March 1990.
9. "Fixing Heterogeneity in Panel Data
TIMS Marketing Science Conference, University of Illinois, Urbana-
Champaign, March 1990.
10. "Deal-Proneness and Brand Choice: A Probabilistic Evaluation in the Absence
of Data on Household Members
ORSA/TIMS National Meetings, Philadelphia, October 1990.
11. "A Dynamic Stochastic Optimization Model of Consumer Expectations of
Promotions
TIMS College of Marketing Special Interest Conference University of
California, Los Angeles, January 1991.
12. "A Reinvestigation of Price and Advertising Exposures Interaction: A Random
Coefficients Probit Approach
TIMS/ORSA National Meetings, Orlando, April 1992.
13. "Coupons and Market Share: Joint Estimates of Brand Choice and Coupon
Redemption from Scanner Panel Data
TIMS Marketing Science Conference, University of Arizona, Tucson, March
1994;
TIMS College of Marketing Special Interest Conference, Toronto, Canada,
September 1993.
14. "Joint Estimates of Purchase Timing and Brand Switch Tendency: Results
from a Scanner Panel Data of Frequently Purchased Products
Canadian Economics Association Meetings, Calgary, Canada, June 1994.
15. "Optimal Mailing Policy for Catalog Customers

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TIMS Marketing Science Conference, Gainesville, Florida, March 1996.
16. Promoting Products Directly to the Consumer (DTC): A Micro Modeling
Approach to Address Issues Facing a Detail-Intensive Industry
INFORMS Marketing Cluster, Atlanta GA, November 1996.
17. How Accurately Can We Observe Consumers Given a Database
INFORMS Marketing Science Conference, Syracuse University, Syracuse,
May 1999.
18. Estimating the Cost of Software Failure
INFORMS Conference, Washington D.C., October 2008.
19. Innovative Teaching
ACBSP Region 2 Conference, Latrobe PA, November 2011.
Note: Selected as the 'Best Presentation' from Region 2's Fall 2011 meeting.


CONSULTING EXPERIENCE: MAJOR CLIENTS
MARC USA, Pittsburgh PA November 2006 January 2007
Developed RFM models to rank order customers from the highest to the lowest in order
to maximize the client organizations marketing effectiveness and efficiency.

Morgan Anderson Consulting, New York NY August 2003, January 2004
Related actual and benchmark estimates of advertising agency staffing costs to agency
deliverables with multivariate statistical methods.

Management Science Associates, Inc., Pittsburgh PA February 1996
Investigated long-run trends in the ready-to-eat cereal industry; developed macro-
econometric models to estimate category-level price elasticity.

Respironics, Inc., Murrysville PA November 1994, April 1993
Conducted optimal product width analyses for the new product and acquisition decisions
of the firm. Assessed the performance of a new cardiac output measure device in
comparison with more traditional devices.