The Ehrenberg-Bass Institute for Marketing Science

The Ehrenberg-Bass Institute for Marketing Science is a marketing research institute within the School of Marketing at the University of South Australia in Adelaide, Australia. It is an independent, not-for-profit institute. Previously named the Marketing Science Centre, it was elevated to institute status in 2005 after recognition of over a decade of achievements. It is the first university institute devoted to marketing science. To signal the Institute's research philosophy it was renamed after two marketing academics, Professor Andrew Ehrenberg and Professor Frank Bass. Both Ehrenberg and Bass have championed the development of simple generalised laws that can be described mathematically and can be widely applied.

The Institute aims to uncover law-like patterns and relationships and build empirically grounded theory to explain and predict buyer behaviour and brand performance.

The Institute Director is Professor Byron Sharp and it is governed by three Advisory Boards that meet annually to discuss research directions and key priorities. These are held in the United States, the United Kingdom and Australia.

The Institute's research into marketing is sponsored by corporations such as The Coca-Cola Company, Unilever, Procter & Gamble and Turner Broadcasting through the Corporate Sponsorship Program. This R&D program has been established to research some of the fundamental issues of marketing and buyer behaviour.Empirical Generalisations have been established through this R&D program. The Institute's Corporate Sponsors receive discoveries in reports and in-house briefings.

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