Home   NCHU   CANR   70 Anniversiry  Library  AEMP  Office of Int'l Affair  APRC  Other Websites   Site Map   Login     中文  English
 
Faculty
Chairs
Full Time
Part Time
Adjunct Prof.
Emeritus Professor
Visiting Professor
Administration
 
New Album
Faculty
Home > Faculty > Part Time
Part Time
 
 
 
 
Title
Chair Professor
Name
Lynn Y.S Lin ( 林英祥 )
Classification
Part Time
Academic Background
Ph.D. in Statistics from the University of Minnesota
Specialty
Statistics, Marketing, Advertising Research, New Product Research
E-Mail
Lynn.Lin@lynnlinconsulting.com
Tel
886-4-22840402 ext 313、343
 
 
Present Academic Positions :
  • President, Lynn Y.S. Lin Consulting, Inc., Cincinnati, Ohio
  • Chair Professor, National Chung-Hsing University, Taiwan
 
Course :
  • Practical New Product Development and Marketing
  • New Product Pricing Research and Pricing Strategy
 
Previous Academic Positions:
  • Taught statistics at the University of Minnesota (Twin Cities Campus), from 1968-1969.
  • Joint Manager of Quantitative Method Development & Market Information Services, Pillsbury Company in Minneapolis, from 1969-1977.
  • Vice President, Booz Allen & Hamilton, from 1977-1980.
  • Senior Vice President of BMSI, from 1980-1984.
  • President, Burke Analytical and Consulting Services/Burke Marketing Services, Inc., from 1989-1997.
  • Vice Chairman of ACNielsen BASES, from 1985-2002.
  • Chairman/CEO, Burke International Research, Inc., from 1985-2002.
  • Advisor for International Marketing Section for the Council of Agriculture in Taipei, Taiwan, from 1996-2006, 2009-2012.
  • As a speaker/lecturer at top business schools, Wharton (UPENN), Columbia University, Johnson (Cornell), Haas (Cal-Berkeley), Fisher (Ohio State University), Carlson (University of Minnesota), Kansas State University (mathematics & statistics), McDonough (Georgetown University), BiMBA and Guanghua (Peking University), Antai (Shanghai Jiao Tong University), Xian Jiao Tong University, Beijing Film Academy.
  • His past professional association memberships include Advertising Research Foundation, American Agricultural Economics Association, American Association for the Advancement of Science, American Marketing Association, American Statistical Association, Biometric Society, Chinese Academic & Professional Association in Mid-America, Chinese Statistical Society in America, European Society of Opinion and Marketing Association and Institute of Mathematical Statistics.
 
Honors and Awards:
  • Dr. Lin is the developer of the Lin Model and BASES New Product Sales Forecasting system and co-founder of the BASES Company; BASES is the most frequently used new product sales forecasting model in the world, with 75% market share worldwide.  Since 2002, Lin Model, marketed by Lin Consulting, has been forecasting sales potential for consumer packaged goods, durable products and services very successfully in 60 plus countries, the BASES and Lin Model, currently with 80-85% market share worldwide.
  • An active member of the New York Academy of Sciences, January 17, 1980.
  • A member of 135 noted alumni of the College of Liberal Arts (CLA) at the University of Minnesota in October, 2005 for CLA’s 135th anniversary.
  • Distinguished alumnus award from Kansas State University, February, 2009.
  • Distinguished alumnus award from the National Chung-Hsing University in Taiwan, 2009.
  • Alumni of Notable Enterpreneuer by CLA of the University of Minnesota, October, 2013.
  • Alumni of Notable Achievement by CLA of the University of Minnesota, October, 2015.
 
Book Publications:
  1. Lin, L.Y.S, W. McKenna, R. Rhodes, and S. Wilson, 1980, “New Product Analysis and Testing - How To Optimize Them,” in Albert, K. J., ed., Handbook of Business Problem Solving, New York: McGraw-Hill.
  2. Lin, L.Y.S, 1997, BASES: New Product Sales Forecasting Model –A Collection of Earlier BASES & BASES Related Papers, Taichung: National Chung Hsing University, Research Institute of Agricultural Economics.
  3. Lin, L.Y.S, 2013, “From Innovation to Blockbusters: The Secrets of Successful New Product Launch” (in Chinese) published by Global View – Commonwealth Publishing Corp., Taipei, Taiwan.
  4. Tommy Hsiung, 2016, Dr. Lin’s memoir entitled “Poor Kid Became World Famous Forecasting Guru, Dr. Lynn Y.S. Lin, and His Unpredictable Life” (in Chinese) published by Global View – Commonwealth Publishing Corp., Taipei, Taiwan.
 
Journal Publications:
  1. Lin, L.Y.S., 1963, “Economic Cycle Theory and Policy,” Journal of Agricultural Economics by The Research Institute of Agricultural Economics, National Chung-Hsing University, 1:16-29.
  2. Sunoo, D.H. and L.Y.S. Lin, 1978, “Sales Effects of Promotion and Advertising,” Journal of Advertising Research, 18(5):37-40.
  3. Lin, L.Y.S., 1978, “A Procedure for Estimating Non-Linear Repeat Curves Using Diary Panel Data,” Journal of Agricultural Economics by the Research Institute of Agricultural Economics, National Chung-Hsing University,23:1187-200.
  4. Lin, L.Y.S., 1978, “Serial Correlation Coefficient and Durbin-Watson Test for Time Series Data,” Journal of Agricultural Economics by the Research Institute of Agricultural Economics, National Chung-Hsing University,24:187-194.
  5. Sunoo, D.H. and L.Y.S. Lin, 1979, “A Search for Optimal Advertising Spending Level,” Journal of Advertising, 8(3):25-28.
  6. Lin, L.Y.S., 1983, “Marketing Research and New Product Forecasting Models: BASES - A New Product Forecasting Model with Most Recent Validation Update,” Journal of Agricultural Economics by the Research Institute of Agricultural Economics, National Chung-Hsing University,34:119-159.
  7. Lin, L.Y.S., 1983, “Tangible and Intangible Reasons for New Product Failure,” Journal of Agricultural Economics by the Research Institute of Agricultural Economics, National Chung-Hsing University,35: 149-156.
  8. Lin, L.Y.S., 1986, “Tangible and Intangible Reasons For New Product Failure.” New Product Development, ESOMAR Monograph, 1:7-24.
  9. Lin, L.Y.S., 1986, “Consumer Behavior during Recession and Manufacturers' Reactions and Strategies,” Journal of Agricultural Economics by the Research Institute of Agricultural Economics, National Chung-Hsing University,40:111-124.
  10. Bhalla, G., and L.Y.S. Lin, 1987, “Cross-Cultural Marketing Research: A Discussion of Equivalence Issues and Measurement Strategies,” Psychology and Marketing, 4(4):275-285.
  11. Lin, L.Y.S., 1987, “Estimating Price Elasticity of Food Products Using Consumer Survey Data,” Journal of Agricultural Economics by the Research Institute of Agricultural Economics, National Chung-Hsing University,42: 175-189.
  12. Lin, L.Y.S., 1991, “BASES: Past, Present and Future,” Casro Journal, 119-121.
 
Conference Presentation:
  1. Sunoo, D.H. and L.Y.S. Lin, "An Empirical Approach to Determining Advertising Spending Level.” Paper presented at the Advertising Division, Association for Education in Journalism Annual Conference, Seattle, Washington, August, 1979.
  2. Lin, L.Y.S, “New Product Sales Forecasting Recent BASES Model Experiences in Europe and in the United States,” Paper presented at the 1982 ESOMAR Congress in Vienna, Alain Pioche and Patrick Standen, August 29-September 2, 1982.
  3. Lin, L.Y.S, “Does Intent Predict Behavior?” Paper presented at the International Attitude Research Conference, Hilton Head Island, S.C., March 26-28, 1984.
  4. Lin, L.Y.S, “Managing New Product Development for Consumer Packaged Goods.” Paper presented at Mid-America Chinese Scientific and Technical Conference, Oak Brook, Illinois, June 1-3, 1984.
  5. Lin, L.Y.S, “Forecasting New Product Demand Based on Consumer Attitudinal Responses.” Paper presented at the Fourth International Symposium on Forecasting, London Business School, London, England, July 8-11, 1984.
  6. Bol, J. W. and L.Y.S Lin, “Strategies for Utilizing Single Source Consumer Panel Records (Product Bar Codes) to Determine Effective Media Frequency.” Paper presented at the ESOMAR Symposium, Rome, Italy, September 2-6, 1984.
  7. Kalleskog, P. and L.Y.S Lin, “A State of the Art Eye Movement Research - Burke Diagnostic Package Test and Print Ad Test.” Paper presented at the ESOMAR Symposium, Copenhagen, Denmark, October 17-19, 1984.
  8. Lin, L.Y.S. and P. Standen, “Measuring Awareness, Do We Measure Advertising Effects?” Paper presented at the ESOMAR Symposium, Copenhagen, Denmark, October 17-19, 1984.
  9. Lin, L.Y.S., A. Pioche and P. Standen, “Price Sensitivity, Does It Increase During Recession?” Paper presented at the ESOMAR Symposium, Copenhagen, Denmark, October 17-19, 1984.
  10. Lin, L.Y.S. “BASES, A New Product Forecasting Model.” Paper presented at the South Africa Marketing Research Association Conference, Swaziland, South Africa, November 7-11, 1984.
  11. Lin, L.Y.S. “BASES - A New Product Forecasting Model and Its Application to OTC Product.” Paper presented at the 1985 Pharmaceutical Management Sciences        Association Conference, Captiva Island, Florida, May 5-8, 1985.
  12. Lin, L.Y.S. “Evaluation of New Product Concepts at Different Price Levels.” Paper presented at the American Marketing Association’s 17th Annual New Product Conference, New York, June 20, 1985.
  13. Lin, L.Y.S. “Tangible and Intangible Reasons for New Product Failure.” Paper presented at the 38th ESOMAR Congress, Wiesbaden, Germany, September 1-5, 1985.
  14. Lin, L.Y.S. “Validation Records of Four Pre-Test Market Forecasting Models for New Consumer Products.” Paper presented at the 6th International Symposium on Forecasting, Paris, June 15-18, 1986.
  15. Lin, L.Y.S., A. Pioche, and P. Standen, “Estimating Sales Volume Potential for New Innovative Products with Case Histories.” Paper presented at the 39th ESOMAR Congress, Monte Carlo, September 14-18, 1986. (Best Paper Award Winner)
  16. Lin, L.Y.S., “Consumer Behavior during Recession and Manufacturers’ Reactions and Strategies,” Paper presented at the Strategies & Tactics for Successful Marketing of Consumer Goods conference, Singapore, May 8, 1986.
  17. Lin, L.Y.S., “Forecasting New OTC Product Sales at Various Price Levels.”  Paper presented at the E.PH.M.R.A./ESOMAR Seminar, Copenhagen, Denmark, March 4-6, 1987.
  18. Lin, L.Y.S. and P. Sampson, “Estimating New Product Price Elasticity Before Launching - Some Case Histories.” Paper presented at the EMAC/ESOMAR Seminar, Tutzing/Munich, Germany, October 26-28, 1987.
  19. Lin, L.Y.S. and S. Factor, “Forecasting the Sales Impact Of New Product Improvement.” Paper presented at the EMAC/ESOMAR Seminar, Tutzing/Munich, Germany, October 26-28, 1987.
  20. Lin, L.Y.S., “Forecasting New Over-The-Counter Drug Sales at Various Price Levels.” Paper presented at the Decision Sciences Institute’s Annual Meeting, Boston, Massachusetts, November 23-25, 1987.
  21. Lin, L.Y.S., “The U.S. Test Marketing Scene and a New Test Marketing Methodology for Capturing All Panelist Purchases.” Paper presented at the ESOMAR Seminar on New Methodologies in Test Marketing, Amsterdam, Netherlands, June 1-3, 1988.
  22. Lin, L.Y.S., and G. Hustaix, “Our Experiences of Forecasting Non-Fast Moving Consumer Goods Products & Services.” Paper presented at the 42nd ESOMAR Marketing Research Congress, Stockholm, September 3-7, 1989.
  23. Lin, L.Y.S., “Comparison of Survey Responses among Chinese,  Japanese, European and American Consumers and Their Interpretations.” Paper presented at the ESOMAR Conference on Marketing and Marketing Research for Trade with China, Beijing, China, November 20-22, 1989.
  24. Lin, L.Y.S., “Difference in Consumers’ Responses from Various Countries and Their Interpretations.” Paper presented at the American Marketing Association, Kansas City Chapter, February 6, 1990.
  25. Lin, L.Y.S., “How Does One Calibrate a Forecasting Model for the Developing Markets of the 1990’s?” Paper presented at the MRSI/ ESOMAR Conference on Research for the Emerging Markets of the 90’s, New Delhi, India, February 22-24, 1990.
  26. Lin, L.Y.S., “Comparison of Survey Responses among Asian, European and American Consumers and Their Interpretations.” Paper presented at the ESOMAR Conference on America, Japan and EC'92: The Prospects for Marketing, Advertising and Research, Venice, Italy, June 18-20, 1990.
  27. Lin, L.Y.S., “Which Strategy Should I Take: New Brand or Line Extension?”  Paper presented at the 141st ESOMAR Seminar on New Product Development, Barcelona, Spain, November 28-30, 1990.
  28. Lin, L.Y.S., “Brand Equity, Profitability, Price Elasticity & Repeat Rate.” Paper presented at the ESOMAR/MRSI Conference, Bombay, India, March 1-2, 1993.  (Best Paper Award Winner)
  29. Lin, L.Y.S., “Valuation and Monitor of a Brand’s Worth.” Paper presented at the Advertising Research Foundation’s Sixth Annual Brand Equity Workshop, New York, February 15-16, 1994.
  30. Lin, L.Y.S., “Calibrating the Conversion from Intention to Behavior from Various Countries.” Paper presented at the American Marketing Association’s 1994 Advanced Research Techniques Forum, Beaver Creek, Colorado, June 14, 1994.
  31. Lin, L.Y.S., “Brand Equity & Brand Personality.” Paper presented at the Strategic Brand Marketing Conference, Manila, Philippines, February 24, 1995.
  32. Lin, L.Y.S., “BASES R&D: Selected Learning.” Paper presented at the TIMS Marketing Science Conference, Sydney, Australia, July 2-5, 1995.
  33. Lin, L.Y.S., “BASES R&D: Selected Learning.” Paper presented at the Primer Congreso De Marketing Y Comunicacion Conference, Santiago, Chile, October 30-31, 1995.
  34. Lin, L.Y.S., “Interpreting Multinational Consumer Survey Data for International.” Paper presented at the International Marketing Research Forum, New York, October 17, 1995.
  35. Lin, L.Y.S., “Regional Diversity in China and Its Impact on Pricing Strategy.”  Paper presented at the 1st ESOMAR East and South East Asian Conference, Hong Kong, November 24-26, 1996.
  36. Huang, C.C., and L.Y.S. Lin, “Rediscovering pure Indigenous Tea in Taiwan.” Paper presented at the World Tea Expo, Las Vegas, U.S.A., June 11, 2010.
 
Seminar/Presentation:
  1. Lin, L.Y.S, “Can We Read New Product Test Market Results Earlier?” Speech given at the Proprietary Association Marketing Seminar, New York, December 8, 1983.
  2. Lin, L.Y.S, “Tangible and Intangible Reasons Of New Product Failures.” Speech given at the Research Institute of Agricultural Economics, National Chung-Hsing University, Taichung, Taiwan, January 27, 1984.
  3. Lin, L.Y.S, “Advertising Research in the U.S.” Speech given to HaiTai Confectionery and Koran Advertising Agency, Seoul, Korea, February 19, 1984.
  4. Lin, L.Y.S, “One Way to Read Test Market Earlier.” Speech given at the American Marketing Association New Product Seminar, Chicago, March 12, 1984.
  5. Lin, L.Y.S., “Launching a New Product is Exciting & Also Risky.” Speech given at the Parma University, Parma, Italy, October 13, 1992.
  6. Lin, L.Y.S., “BASES New Product Sales Forecasting Model & It’s Application,” Speech given at the Peking University, Beijing, China, December 11, 1992.
  7. Lin, L.Y.S., “Conducting Business & Investing in China – My Biased Observation.” Lecture presented at the Carlson School of Management. Sponsored by the Chinese American Business Association of MN. Cosponsored by University of Minnesota China Center and Peking University Alumni Association of MN.
  8. Lin, L.Y.S., “New product Innovation Approaches and Keys to New Product Success.” Speech given at Para Mountain Conference, Shanghai China, November 7, 2013.
  9. Lin, L.Y.S., “New product Innovation Approaches and Keys to New Product Success.” Speech given at BenQ Company, Taipei, Taiwan, March 26, 2014.
  10. Lin, L.Y.S., “New product Innovation Approaches and Keys to New Product Success.” Speech given at the Innovative DigiTech-Enabled Applications & Services Institute (IDEAS), Taipei, Taiwan, March 31, 2014.
  11. Lin, L.Y.S., “From Innovation to Blockbuster: Secrets of Launching New Product successfully." Lecture presented at the Harvard Business Reviews, Taipei, Taiwan, October 15, 20, 29, 2014.
  12. Lin, L.Y.S., “From Innovation to Blockbuster & Secrets of New Product Success.” Speech given at Food Industry Research and Development Institute Hsingchu, Taiwan, September 30, 2015.
  13. Lin, L.Y.S., “LIN Model, Innovation and Secrets of New Product Success.”  Speech given at Hey Song Company, Taipei, Taiwan, September 18 – October 16, 2015.
  14. Lin, L.Y.S., “Innovation Approaches and Secrets of New Product Success.”  Speech given at Training Program on Innovation and Entrepreneurship of Biotechnology, National Chung-Hsing University, Taichung, Taiwan, October 22, 2015.
  15. Lin, L.Y.S., “LIN Model, Innovation and Secrets of New Product Success.”  Speech given at Vitalon Food Company, Taichung, Taiwan, November 2, 2015.
 
 
BACK