Ehrenberg-Bass Institute
Professor Malcolm
Wright
Professor Malcolm Wright is head of the School of Marketing as well
as Head of the Marketing Metrics & Buyer
Behaviour Group at the Ehrenberg-Bass Institute. Prior to this
he was an Overseas Research Associate of the Institute for many
years.
Malcolm's research interests include the use of scientific principles to improve sales forecasting, predicting brand loyalty and defection, predicting new product uptake rates, brand performance evaluation and management decision-making.
Recent projects include:
Malcolm has over 100 academic publications, presentations and technical working papers, including work in many leading European and American journals. He has extensive consulting and management experience, and was recently a successful CEO for a large private investment company.
To view his publications, click here.
Malcolm's research interests include the use of scientific principles to improve sales forecasting, predicting brand loyalty and defection, predicting new product uptake rates, brand performance evaluation and management decision-making.
Recent projects include:
- Forecasting sales of new agricultural services prior to launch
- Extending trial purchase predictions for new frequently bought goods
- Examining the effect of concept formulation on new concept test scores
- Improving the use of purchase intention and purchase probability scales
- Improving benchmarks of brand defection
Malcolm has over 100 academic publications, presentations and technical working papers, including work in many leading European and American journals. He has extensive consulting and management experience, and was recently a successful CEO for a large private investment company.
To view his publications, click here.
