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Pedro M. Gardete

Pedro M. Gardete
Associate Professor, Marketing
Contact Info
PedroM.Gardete
Associate Professor of Marketing
Fletcher Jones Faculty Scholars for 2016-2017
Academic Area: 
Marketing

Research Statement

Professor Gardete specializes in marketing strategies in contexts of high uncertainty. In his current work he studies the DRAM manufacturing industry and analyzes the use and value of market research information to aid in decision-making on significant industry investments. His research also spans the areas of truth-in-advertising, where he investigates favorable market conditions for advertising credibility to take place. A third stream of his research addresses the realm of online consumer ratings, and estimates their impact on other consumers’ opinions.

Bio

Pedro Gardete joined the Stanford Graduate School of Business as an Assistant Professor in 2011. He received a PhD in Business Administration,Marketing,from the University of California, Berkeley, and his master’s degree in Economics at the Catholic University of Portugal. Prior to his graduate studies he engaged in consulting activities for firms in the healthcare and energy sectors.

Professor Gardete teaches the core Marketing Management class in the MBA program. He previously taught courses in Microeconomics, Statistics and Decision-Making and Optimization.

Publications

Journal Articles

Pedro M. Gardete. Management Science. February 3, 2016, Vol. 62, Issue 11, Pages 3291-3309.
Pedro M. Gardete. Journal of Marketing Research . June 2015, Vol. 52, Issue 3, Pages 360-374.
Ron N. Borkovsky, Paul B. Ellickson, Brett R. Gordon, Victor Aguirregabiria, Pedro M. Gardete, Paul Grieco, Tod Gureckis, Teck-Hua Ho, Laurent Mathevet, Andrew Sweeting. Marketing Letters. 2014.
Pedro M. Gardete. Marketing Science. July 2013, Vol. 32, Issue 4, Pages 609-621.

Working Papers

Complementarities in Consumption and the Consumer Demand for Advertising | PDF
Anna Tuchman, Harikesh S. Nair, Pedro M. Gardete, August 192016
Tailored Cheap Talk | PDF
Pedro M. Gardete, Yakov Bart, March 2016
Dynamic Effects of Price Promotions: A Large-Scale Field Experiment | PDF
Pedro M. Gardete, Andres Elberg, Rosario Macera, Carlos Noton, January 12016

Teaching

Degree Courses

2016-17

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

2015-16

This is the first course in the sequence in graduate econometrics. The course covers some of the probabilistic and statistical underpinnings of econometrics, and explores the large-sample properties of maximum likelihood estimators. You are...

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

2014-15

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

Stanford Case Studies

Orb: The Next Big Thing (A) | M363A
Pedro M Gardete, Debra Schifrin2016

In the Media

Insights by Stanford Business

August 19, 2016
Using big data to tailor ads can backfire with customers.
May 10, 2016
Do customers benefit from highly targeted online ads?
February 1, 2016
Stanford GSB professors share their reading list for topics related to impact.
July 6, 2015
Concealing knowledge could hurt your company and your industry.
June 22, 2015
A marketing professor explores how our behavior is influenced by others.
May 14, 2015
Information-sharing can help better predict market ups and downs.
February 6, 2015
Seeing someone make a purchase makes us more likely to do the same.
November 5, 2013
A marketing professor explores what happens when the interests of an advertiser and a consumer aren’t such a perfect match.