Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute, based at the University of South Australia, is the world's largest research institute for marketing science and the institutional home of the empirical school. It continues Andrew Ehrenberg's programme: finding buying-behaviour patterns that replicate across categories, countries and decades, and only then theorising. From this work come the best-known marketing laws, from double jeopardy to the penetration logic of growth, and books like How Brands Grow. The institute is funded by corporate sponsors who receive access to the research. A critical note for the reader: the evidence base is strongest in repeat-purchase markets, and translation beyond them requires care.

Key work How Brands Grow (Sharp, 2010); Marketing Science-onderzoeksprogramma

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