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Greg M. Allenby

Biography: 

Professor Allenby's research focuses on the development and application of quantitative methods in marketing.  He is the author of two books: Bayesian Statistics and Marketing (2005, Wiley) that is used to train doctoral students throughout the world, and Seven Summits of Marketing Research (2014) that is used for MBA students. His research is used to improve product, pricing, promotion and targeting strategies at leading firms.

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Recent Commentary

Valuation of Patented Product Features

by Greg M. Allenby, Jeff Brazell, John R. Howell, Peter Rossivia IP2 Working Paper Series
Wednesday, October 1, 2014

IP² Working Paper No. 14014 (originally published April 1, 2014) - Ultimately, patents have value to the extent to which the product features enabled by the patents have economic value in the marketplace. Products which are enhanced by inclusion of patented features should generate incremental profits. Incremental profits can be assessed by considering demand for products with patented features and contrasting that demand to demand for the same product without the patented feature.