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Barry Bayus

Barry Bayus

Roy O. Rodwell Distinguished Professor of Marketing


McColl 4526, CB 3490 Chapel Hill, NC 27599-3490


Innovation, new product development, and design thinking 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, and marketing strategies for startups in a new market.

The Journal of Product Innovation Management cited him as one of the world’s top five scholars in innovation management (2007 and 2012) and Management Science named his as one of the top researchers in the field of innovation (2004). He received UNC Kenan-Flagler’s 2013 Weatherspoon Award for Excellence in Research.

Dr. Bayus has published over 50 research papers in academic and business journals.

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 on the evolution of the phonograph and branding. His research published in Journal of Product Innovation Management was recognized with the Thomas P. Hustad Best Paper Award (1997) as well as a finalist for this award (2007). His 2001 publication in the Journal of Marketing Research was a finalist for the Paul E. Green Best Paper Award.  His Management Science article “Crowdsourcing New Product Ideas Over Time: An Analysis of the Dell IdeaStorm Community” was a finalist for the 2014 John DC Little Best Paper Award and co-winner of the 2018 INFORMS Technology, Innovation, Management and Entrepreneurship (TIMES) Best Paper Award for Five-Year Impact. His 2022 research published in Creativity and Innovation Management was awarded the Tudor Rickards and Susan Moger Best Paper Award.

Dr. Bayus is a co-editor of the Journal of Product Innovation Management and editor of the “Product Innovation & Management” volume for the “Wiley International Encyclopedia of Marketing” (2011).

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

In addition, 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.