Head shot of BJ Allen

BJ Allen

Assistant Professor,
Marketing and Global Supply Chain

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B.J. Allen is an Assistant Professor of Marketing, and prior to coming to BYU worked as an Assistant Professor of Marketing at University of Arkansas. B.J. earned his B.S. in Business Management from Brigham Young University and his Ph.D. in Marketing from University of Texas-San Antonio. His research interests include new product innovation, crowdsourcing, professional selling, and marketing strategies in online platform markets. His research has been published in journals such as the Journal of Marketing, Journal of Retailing, Journal of Product Innovation Management, and Journal of Cultural Economics. He serves on the Editorial Board of the Journal of Product Innovation Management. B.J. currently teaches or has taught New Product Innovation, Marketing Strategy, and Professional Selling. He is the author of the textbook, “Professional Selling: A Guide for the Modern Sales Professional.” He was a finalist for the Matthew Joseph Emerging Scholar Award and the Journal of Marketing Best Paper Award. B.J. also received the PDMA (Product Development Management Association) Best Dissertation Award. In 2020, B.J. was awarded the Walton College of Business Outstanding Teacher of the Year. He is also the faculty leader for the BYU Sales Society. He loves sports, being outdoors, and spending time with his awesome family.

Selected Publications

  • "Halo and Cannibalization Effects: How New Software Entrants Impact Incumbent Software in Two-Sided Markets", Journal of Marketing, Edition 3, Volume 86, 2022
  • "Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms", Journal of Marketing, Edition 2, Volume 86, 2022
  • "How Can Platforms Decrease Their Dependence on Traditional Indirect Network Effects? Innovating Using Platform Envelopment", Edition 5, Volume 38, Journal of Product Innovation Management, 2021
  • "Is Everybody an Expert? An Investigation into the Impact of Professional vs User Reviews in the Movie Industry", Journal of Cultural Economics, Volume 44, Pages 57–96, 2020
  • "Design Crowdsourcing: The Impact on New Product Performance of Sourcing Design Solutions from the Crowd", Journal of Marketing, Edition 2, Volume 82, Pages 106-123, 2018
  • "The Economic Benefits to Retailers from Customer Participation in Proprietary Web Panels", Journal of Retailing, Edition 2, Volume 92, Pages 147-161, 2016