 In 1993, Ehrenberg became Professor of Marketing at the London South Bank University where he founded the Centre for Research in Marketing, and started the Research and Development Initiative which was funded by businesses internationally to pursue and disseminate quantitative marketing knowledge.The R. and D. I. became closely associated with the Marketing Science Centre at the University of South Australia and in 2004, Ehrenberg was succeeded as Director of the R. and D. I. by Professor Byron Sharp of the School of Marketing at UNISA.In 2005, Ehrenberg retired completely from the R. and D. I.