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Using improved theoretical calculations of the decay form factors in the Light Cone-QCD sum rule approach, we investigate the decay rates, dilepton invariant mass spectra and the forward-backward (FB) asymmetry in the decays $B model (SM) and a number of popular variants of the supersymmetric (SUSY) models. Theoretical precision on the differential decay rates and FB-asymmetry is estimated in these theories taking into account various parametric uncertainties. We show that existing data on $B \to X_s \gamma$ and the experimental upper limit on the branching ratio ${\cal B}(B \to K^* \mu^+ effective theory. We argue that the FB-asymmetry in $B \to K^* \ell^+ \ell^-$ constitutes a precision test of the SM and its measurement in forthcoming experiments may reveal new physics. In particular, the presently allowed large-$\tan \beta$ solutions in SUGRA models, as well as more general flavor-violating SUSY models, yield FB-asymmetries which are characteristically different from the corresponding ones in the SM

physical review. d. particles, fields, gravitation, and cosmology/physical review. d. particles and fields

Comparative study of the decays<mml:math xmlns:mml="http://www.w3.org/1998/Math/MathML" display="inline"><mml:mrow><mml:mrow><mml:mover><mml:mrow><mml:mi>B</mml:mi></mml:mrow><mml:mrow><mml:mo>→</mml:mo></mml:mrow></mml:mover></mml:mrow></mml:mrow><mml:mrow><mml:msup><mml:mrow><mml:mo>(</mml:mo><mml:mi>K</mml:mi><mml:mo>,</mml:mo><mml:mi>K</mml:mi></mml:mrow><mml:mrow><mml:mi>*</mml:mi></mml:mrow></mml:msup></mml:mrow><mml:mrow><mml:msup><mml:mrow><mml:mo>)</mml:mo><mml:mi>l</mml:mi></mml:mrow…

Comparative study of the decaysB→(K,K*)l