Professor of Maketing Science
Director of the Ehrenberg-Bass Institute, University of South Australia.
Byron was born in New Zealand and did his undergraduate marketing degree at Auckland University. He worked in Australia for several years before becoming marketing manager of the University of South Australia's consulting and technology transfer company. That's how he fell into academia completing a Masters by Research and then PhD in marketing.
He is the founding director of the Ehrenberg-Bass Institute, where a team of 50+ university marketing scientists work on discovering law-like patterns in buyer behaviour and brand performance. The Ehrenberg-Bass Institute is sponsored by the HQs of companies such as CBS, Coca-Cola, P&G, Mars, Red Bull, and Unilever.