Greg allenby

Academic Affiliation
The Ohio State University, Fisher College of Business

Greg Allenby is the Helen C. Kurtz Chair in Marketing at The Ohio State University’s Fisher College of Business, where he is also a Professor of Marketing and Professor of Statistics. His research focuses on the development and application of quantitative methods in marketing, which is used to improve product, pricing, promotion, and targeting strategies at leading firms.

Professor Allenby is the author of two leading graduate-level books: Bayesian Statistics and Marketing (2005, Wiley) and Seven Summits of Marketing Research (2016). A prolific author, he has published over 100 articles that have appeared in leading journals in marketing, statistics, and economics. He is a past editor of Quantitative Marketing and Economics, and past associated editor of Marketing Science, Management Science, Journal of Marketing Research, and the Journal of Business and Economic Statistics.

Professor Allenby is a fellow of the Informs Society for Marketing Science and the American Statistical Association. An active member of the American Marketing Association, he has served as Vice President of the Research Council and has chaired the Advanced Research Technique (ART) Forum, a national conference that brings together quantitative researchers from industry and academia. He has also served as Chair of the Section on Statistics in Marketing for the American Statistical Association.

August 2017
Published in the American Intellectual Property Law Association (AIPLA) Quarterly Journal

This article reviews the economic framework behind the calculation of reasonable royalty damages and explain how to implement two key methods of computing these damages—referred to as the Market Share Method (“MSM”) and the Equilibrium Profit Method (“EPM”).

Computing Damages in Product Mislabeling Cases: Plaintiffs’ Mistaken Approach in Briseno v. ConAgra
February 27, 2017
Published in Bloomberg Bureau of National Affairs (BNA)