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Greg Allenby

Academic Advisor
The Ohio State University, Fisher College of Business
To contact Greg Allenby, please email Michelle Syen at Michelle.Syen@brattle.com or call +1.415.217.1000

Professor 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.

Publications
Article
Calculating Reasonable Royalty Damages Using Conjoint Analysis
August 2017
Published in the American Intellectual Property Law Association (AIPLA) Quarterly Journal

The 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”).

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

An article about fundamental economic errors in approaches to damages in recent product mislabeling cases.

News & Events
August 03, 2017
Brattle Economists and Academic Advisors Publish Article in AIPLA Quarterly on Using Conjoint Analysis to Calculate Reasonable Royalty Damages

Brattle economists Lisa Cameron and Jeremy Verlinda and Academic Advisors Greg Allenby and Peter Rossi have recently contributed the article “Calculating Reasonable Royalty Damages Using Conjoint Analysis” to the American Intellectual Property Law Association Quarterly Journal.

February 28, 2017
Brattle Economists and Academic Advisors Author Article for BNA on Damages in Product Mislabeling Cases

Brattle Principal Lisa Cameron, Academic Advisors Professor Greg Allenby and Professor Peter E. Rossi, and Brattle Senior Research Analyst Yikang Li recently co-authored an article for BNA about fundamental economic errors in approaches to damages in recent product mislabeling cases.

February 27, 2017
Computing Damages in Product Mislabeling Cases: Plaintiffs' Mistaken Approach in Briseno v. ConAgra

Brattle Principal Lisa Cameron, Academic Advisors Professor Greg Allenby and Professor Peter E. Rossi, and Brattle Senior Research Analyst Yikang Li recently co-authored an article for BNA about fundamental economic errors in approaches to damages in recent product mislabeling cases.