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Market-Based Solutions to Vital Economic Issues


Kenan Institute 2024 Grand Challenge: Business Resilience
Market-Based Solutions to Vital Economic Issues

Barry Bayus

Professor of Marketing

Innovation, new product design and development, marketing strategy and technological change are the teaching and research interests of Barry Bayus.
His recent research is concerned with issues such as crowdsourcing and crowdfunding new product ideas, the creation and evolution of innovative products and services, technology commercialization, marketing strategies for startups in a new market, and consumer options.

Dr. Bayus has served as an expert witness in patent infringement cases involving high-tech products.

Based in part on his in-depth historical study of the phonograph industry from its invention by Thomas Edison in 1877, he was interviewed for “His Master’s Voice: The Marvelous Talking Machine,” a documentary film on the evolution of the phonograph and branding.

Dr. Bayus has published over 50 research papers in academic and business journals. The Journal of Product Innovation Management cited him as one of the world’s top five scholars in innovation management (2007 and 2012). Management Science named his as one of the top researchers in the field of innovation (2004). He is the editor of the “Product Innovation & Management” volume for the “Wiley International Encyclopedia of Marketing” (2011).

He has taught in several programs dealing with the topics of innovation and product development, product management, and marketing strategy. He also has delivered custom courses on these topics for programs offered by UNC Kenan-Flagler, Product Development Management Association, GfK (Germany) and the University of Georgia.

Dr. Bayus worked in both industry and academia before joining UNC Kenan-Flagler. After receiving his PhD, he joined RCA as a senior member of its corporate staff and worked on market forecasting approaches. He served on the business school faculties at Cornell University and the Wharton School.

He received his PhD and MS from the University of Pennsylvania and BS degrees in economics and mathematics from the Massachusetts Institute of Technology.