Head shot of BJ Allen

BJ Allen

Assistant Professor,
Marketing and Global Supply Chain

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B.J. Allen joined the Marriott School in 2021, and prior to coming to BYU worked as an Assistant Professor of Marketing at University of Arkansas, Walton College of Business. 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 and open innovation, 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 introductory selling textbook, “Professional Selling: A Guide for the Modern Sales Professional.” He is also the faculty leader for the BYU Selling Society (if you are interested in getting involved or recruiting BYU's selling students, then feel free to email him directly). He loves sports, being outdoors, and spending time with his awesome family.

Selected Publications

  • "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
  • "Illicit to Legal: De-Stigmatizing Products and the Role of Social Acceptability in New Product Adoption", Innovation: Organization & Management, Edition 4, Volume 22, Pages 447-468, 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
  • "Halo and Cannibalization Effects: How New Software Entrants Impact Incumbent Software in Two-Sided Markets", Journal of Marketing, Volume forthcoming
  • "Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms", Journal of Marketing, Volume forthcoming
  • "How Can Platforms Decrease Their Dependence on Traditional Indirect Network Effects? Innovating Using Platform Envelopment", Journal of Product Innovation Management