Donald R. Lehmann (born 1944)[1] is the George E. Warren Professor of Business Professor at Columbia Business School.
A Fellow of the American Marketing Association, he is known for his work on choice and decision making, innovation, and new product development.
[2] Lehmann receive his BA from Union College, and his doctorate from Purdue University in 1969 .
His doctoral thesis "Choice among similar alternatives : an application of a model of individual preference to the selection of television shows by viewers" was written under the supervision of Frank Bass.
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