Brett Hollenbeck

Assistant Professor of Marketing
“I’ve always been interested in trying to fix deficiencies in economic models with respect to uncertainty and information. This is crucial to understanding strategic interactions between companies.”
Areas of Expertise:
  • Antitrust Policy
  • Conjoint Analysis
  • Econometrics
  • Quantitative Marketing




Brett Hollenbeck researches the changing role of firm strategy in an era of growing consumer information. His work is characterized by cutting-edge use of modeling and statistical tools for studying and simulating industry dynamics. His main innovation is incorporating uncertainty and information into these types of models.

He has used these tools to study firm economies of scale, the effects of online reputation platforms on the hotel industry, optimal antitrust policies and the relationship between industry concentration and innovation. In particular, as online ratings and review platforms have grown in use and importance, Hollenbeck has shown these have dramatically reduced the value to firms of brand names and have significantly altered firm advertising strategy.

Before pursuing his Ph.D. in economics at the University of Texas at Austin, Hollenbeck worked as an economist in the Office of Tax Policy at the U.S. Department of the Treasury and as a research fellow at the U.S. Chamber of Commerce. He teaches Customer Assessment and Analytics at Anderson, equipping his MBA students with quantitative tools to measure customer preferences and use models to analyze data.

Originally from Missouri, Hollenbeck is a film buff (foreign and Western), an avid traveler and a big supporter of Texas Longhorns football.



Ph.D. Economics, University of Texas at Austin

M.S. Economics, University of Texas at Austin

B.S. Economics, George Washington University

B.A. Political Science, George Washington University


Working Papers

"Taxation and Market Power in the Legal Marijuana Industry" (with Kosuke Uetake)

"Leveraging Limited Loyalty Programs Using Competitor Based Targeting" (with Wayne Taylor)

"Firm Size and Entrepreneurial Learning: Evidence from Retail Lotteries" (with Renato Giroldo)

"Revealed Preference Heterogeneity from Online Ratings" (with Yufeng Huang)



"Horizontal Mergers and Innovation in Concentrated Industries"
Quantitative Marketing and Economics, forthcoming

"The Economic Advantages of Chain Organization"
RAND Journal of Economics 2017, Vol. 48(4), p. 1103-1135

"Online Reputation Mechanisms and the Decreasing Value of Chain Affiliation"    
Journal of Marketing Research, 2018, Vol. 55(5), p. 636-654   

"Advertising Strategy in the Presence of Reviews: An Empirical Analysis"(with Sridhar Moorthy and Davide Proserpio) 
Marketing Science, forthcoming