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Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, one of the University of South Australia's flagship research institutes. The Ehrenberg-Bass Institute receives untied sponsorship from global corporations such as Coca-Cola, Mars, Procter and Gamble, Unilever, CBS, Turner Broadcasting and a number of other global HQ. Dr Sharp is author of the best-selling research book "How Brands Grow" (Oxford University Press, 2010), voted best marketing book of 2013 by AdAge readers. In 2015 he published the follow up book "How Brands Grow part 2" with Professor Jenni Romaniuk.
His textbook "Marketing Management: theory, evidence, practice" (Oxford Univerity Press, 2013) released it's second edition in 2017.
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About me
Professor Byron Sharp is Director of the Ehrenberg-Bass Institute, one of the University of South Australia's flagship research institutes. The Ehrenberg-Bass Institute receives untied sponsorship from global corporations such as Coca-Cola, Mars, Procter and Gamble, Unilever, CBS, Turner Broadcasting and a number of other global HQ. Dr Sharp is author of the best-selling research book "How Brands Grow" (Oxford University Press, 2010), voted best marketing book of 2013 by AdAge readers. In 2015 he published the follow up book "How Brands Grow part 2" with Professor Jenni Romaniuk.
His textbook "Marketing Management: theory, evidence, practice" (Oxford Univerity Press, 2013) released it's second edition in 2017.
Professor Sharp's research has been reported in The Economist, the Financial Times, Bloomberg.
He has published over 100 journal articles and conference papers. He is on the editorial boards of six international journals, and was 2012 outstanding reviewer for the European Journal of Marketing.
With Professor Jerry Wind at Wharton he organised two conferences at the Wharton School on empirical laws concerning advertising, both conferences resulted in special issues of the Journal of Advertising Research.
About me
| Date | Title |
|---|---|
| 06/11/2015 |
How the Mad Men lost the plot, https://www.ft.com/content/cd1722ba-8333-11e5-8e80-1574112844fd |
About me
Doctor of Philosophy The University of Adelaide
Master of Business University of South Australia
Bachelor of Commerce The University of Auckland
1999 - present Professor of Marketing Science, University of South Australia
1995 - present Director, Ehrenberg-Bass Institute, University of South Australia
1989 - 1991 Marketing Manager, Techsearch Inc
1988 - 1989 Business Information Services Representative, Dun & Bradstreet
Research
Excludes commercial-in-confidence projects.
How viewers learn about new TV programs: the influence of TV promotions and word-of-mouth, ARC - Linkage Project, 18/09/2008 - 30/06/2013
Research
Research since 2008 is shown below. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2016 |
Open access
2
|
| 2009 |
12
8
|
| Year | Output |
|---|---|
| 2010 |
|
| Year | Output |
|---|---|
| 2018 |
|
| 2017 |
|
| 2017 |
|
| 2016 |
|
| 2016 |
8
|
| 2016 |
|
| 2016 |
|
| 2016 |
|
| 2016 |
|
| 2013 |
|
| 2013 |
|
| Year | Output |
|---|---|
| 2021 |
Open access
|
| 2020 |
1
1
|
| 2020 |
Open access
2
|
| 2019 |
Open access
6
|
| 2018 |
Open access
2
1
15
|
| 2017 |
Open access
1
1
2
|
| 2017 |
5
6
|
| 2017 |
7
8
|
| 2017 |
3
4
5
|
| 2016 |
Open access
12
7
10
|
| 2016 |
Open access
23
20
22
|
| 2016 |
Open access
2
|
| 2016 |
Open access
3
3
|
| 2014 |
Open access
24
22
11
|
| 2013 |
19
11
|
| 2013 |
4
2
|
| 2012 |
Open access
9
|
| 2012 |
69
50
8
|
| 2012 |
45
47
|
| 2010 |
10
7
|
| 2010 |
|
| 2009 |
12
8
|
| 2009 |
Open access
23
22
|
| 2009 |
Open access
10
10
|
| 2009 |
7
7
|
| 2009 |
Sharp, BM 2009, 'Detroit's Real Problem', Marketing Research, vol. 21, no. 1, pp. 26-27.
3
|
| 2009 |
Open access
35
31
|
| 2009 |
23
22
|
| 2009 |
Open access
27
24
|
| 2008 |
|
| 2008 |
Romaniuk, JT & Sharp, BM 2008, 'Where knowledge of your brand resides', no. 44, pp. 1-3. |
| 2008 |
Sharp, BM & Anderson, KC 2008, 'Are Younger Consumers Easier to Win', no. 45, pp. 1-3. |
| 2008 |
Sharp, BM 2008, 'A Marketing Guide: What to do in a Recession', (July) pp. 1-5. |
| 2008 |
Sharp, BM 2008, 'Is there a silver lining to recession?', September, pp. 1-4. |
| 2008 |
Sharp, BM 2008, 'Penetration vs Loyalty: a Clarification', no. 46, pp. 1-1. |
| Year | Output |
|---|---|
| 2016 |
|
| 2012 |
Open access
|
| 2011 |
Open access
|
| 2010 |
Open access
|
| 2010 |
|
| 2008 |
Open access
|
| 2008 |
Open access
|
| Year | Output |
|---|---|
| 2019 |
Sharp, B, Romaniuk, J & Graham, C 2019, Marketing's 60/20 Pareto Law, SSRN, US.
7
|
| 2018 |
|
| 2018 |
|
| 2017 |
Open access
|
http://marketinglawsofgrowth.com/index.html
Research
External engagement & recognition
| Organisation | Country |
|---|---|
| Ecole Supérieure d¿Agriculture | FRANCE |
| Kingston University | UNITED KINGDOM |
| London South Bank University | UNITED KINGDOM |
| Massey University | NEW ZEALAND |
| Monash University | AUSTRALIA |
| Private Individual | AUSTRALIA |
| University of Adelaide | AUSTRALIA |
| University of Pennsylvania | UNITED STATES |
| University of South Australia | AUSTRALIA |
| University of Strasbourg | FRANCE |
| Wharton School | UNITED STATES |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Editorial Review BoardInternational Journal of Advertising |
2018 |
Editorial Review BoardJournal of Advertising Research |
2018 |
Editorial Board MemberJournal of Consumer Marketing |
2017 |
Editorial Board MemberMarketing Theory |
2017 |
Editorial Board MemberJournal of Advertising Research |
2017 |
Editorial Board MemberAustralasian Marketing Journal |
2017 |
Editorial Board MemberMarketing Bulletin |
2017 |
MemberFuture of Advertising project, Wharton SEI Center |
2017 |
Editorial Board MemberJournal of Advertising Research |
2016 |
Editorial Board MemberJournal of Advertising Research |
2015 |
Editorial Board MemberJournal of Advertising Research |
2014 |
Best Marketing BookAdAge readers |
2013 |
Editorial Board MemberJournal of Advertising Research |
2013 |
Editorial Board MemberJournal of Advertising Research |
2012 |
Outstanding ReviewerEuropean Journal of Marketing |
2012 |
Editorial Board MemberJournal of Advertising Research |
2011 |
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| An empirical analysis of deviations in brand image data across multiple conditions | Current |
| Off-strategy buying and consumption: How broad should targets be? | Current |
| Purchasing patterns of smart home product brands - how they compete and grow | Current |
| The great outdoors: an investigation into the value of out-of-home advertising | Current |
| Using double jeopardy to forecast small brand growth | Current |
| Advertisements that sell | Completed |
| Assessing the value of neurophysiological measurement for advertising pre-testing. Are biometrics better? | Completed |
| Better together? An examination of price promotion and advertising interaction effects | Completed |
| Branding element variation: a consumer and industry examination | Completed |
| Can nudging principles encourage behaviours associated with obesity prevention? | Completed |
| Comparing advertising avoidance across television viewing devices | Completed |
| Descriptive patterns in wine buying: insights obtained from the evaluation of attributes | Completed |
| Did you get the message? Exploring the effects of advertising brand perceptions on mental availability | Completed |
| Do commercial brand equity metrics provide useful information? | Completed |
| Do younger category buyers buy brands and consume media differently from other category buyers? | Completed |
| From paddock to plate: an investigation of the local food supply chain in Australia | Completed |
| How bands grow: an examination of patterns of competition in listening behaviour | Completed |
| How do disruptions to physical and mental availability of brands affect consumer behaviour? | Completed |
| How do mental availability metrics respond to advertising? | Completed |
| Investigating the cross-category purchasing between brand extensions | Completed |
| Is once really enough? measuring the advertising response function | Completed |
| Let’s get physical! Expanding marketing science to physical activity behaviour | Completed |
| Light TV viewers: who they are and how they can be reached | Completed |
| More than meets the eye. Audio branding tactics and advertising memory | Completed |
| The devil wears Prada...and Chanel...and Calvin Klein. Uncovering the patterns of luxury brand competition | Completed |
| The effect of television promos on audience behaviour: new programs | Completed |
| The formation of loyalty, how natural is it? | Completed |
| The validity of online proprietary panels for social and marketing research | Completed |
| The value of a brand: a wine retailers perspective | Completed |
| To what extent does cross category loyalty exist for brand extensions? | Completed |
| Understanding consumer knowledge about private labels. A study of brand perceptions and rejection | Completed |
| Understanding new product performance: a descriptive investigation across multiple categories and two countries | Completed |
| Understanding the value of memory metrics in brand health tracking research | Completed |
| What happens when brands stop advertising? Documenting long-term sales trends | Completed |
| What matters in media? An investigation of media decision makers' perceptions of value | Completed |
| What's the category got to do with it: investigation of retailer performance at the category level in the UK market | Completed |
