Pedro M. Gardete

Pedro M. Gardete
Associate Professor, Marketing
Contact Info
PedroM.Gardete
Associate Professor of Marketing
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 Associate 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.

Academic Degrees

  • Phd, Marketing, University of California, Berkeley, 2011
  • MSc, Economics, magna cum laude, Catholic University of Portugal, 2007
  • BA, Catholic University of Portugal, 2003

Academic Appointments

  • Associate Professor, Marketing, Stanford GSB, 2016-present
  • Assistant Professor, Marketing, Stanford GSB, 2011-2016
  • Visiting Professor, Católica Lisbon, School of Business & Economics, 2014-2015

Awards and Honors

  • Finalist, Frank M. Bass Dissertation Paper Award, 2017
  • Finalist, John D. C. Little Award, 2017
  • Fletcher Jones Faculty Scholar, 2016-2017
  • Dissertation Award, Competition Policy Center – UC Berkeley, 2012
  • Hayase Award, UC Berkeley, 2010
  • AMA-Sheth Doctoral Consortium Fellow, Georgia State University, 2009
  • Graduate Fellowship, Pinto-Fialon, UC Berkeley, 2006-2010
  • Graduate Fellowship, Fundação para a Ciência e a Tecnologia, 2005-2010
  • Summer Institute in Competitive Strategy (SICS), UC Berkeley, 2006-2009
  • Rated 1st overall Teaching Assistant (Student Semester Evaluations), Catholic University of Portugal, 2003
  • Tuition and Fees waiver, Catholic University of Portugal and Somague, 1998-1999

Publications

Journal Articles

Anna Tuchman, Harikesh S. Nair, Pedro M. Gardete. Quantitative Marketing and Economics (forthcoming). 2017.
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

Dynamic Effects of Price Promotions: Field Evidence, Consumer Search, and Supply-Side Implications | PDF
Andres Elberg, Pedro M. Gardete, Rosario Macera, Carlos Noton, June 2017
Tailored Cheap Talk | PDF
Pedro M. Gardete, Yakov Bart, May 2017

Teaching

Degree Courses

2017-18

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...

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...

Stanford Case Studies

Cheese.io | M368
Pedro M. Gardete2017
Orb: The Next Big Thing (A) | M363A
Pedro M Gardete, Debra Schifrin2016

Conferences, Talks, and Speaking Engagements

  • Seminar Presentation | Tailored Cheap Talk
    Warrington College of Business, University of Florida, February 2017 | MIT Sloan School of Management, September 2016
  • Seminar Presentation | Dynamic Effects of Price Promotions: A Large-Scale Field Experiment
    Haas School of Business, UC Berkeley, November 2015
  • Seminar Presentation | Complementarities in Consumption and the Consumer Demand for Advertising
    The Fuqua School of Business, Duke University, September 2015 | Rotterdam School of Management, February 2015 | INSEAD Business School, January 2015
  • Seminar Presentation | Informative Advertising with Discretionary Search
    The Wharton School at the University of Pennsylvania, December 2014
  • Seminar Presentation | Dynamic Effects of Price Promotions: A Large-Scale Field Experiment
    Santa Clara University, Leavey School of Business, May 2017 | HKUST, HKUST Business School, March 2014 | University of Washington at St. Louis, Olin Business School, January 2014
  • Seminar Presentation | Competing under Asymmetric Information: The case of DRAM Manufacturing
    Católica Lisbon, School of Business & Economics, October 2014 | Yale University – Industrial Organization Seminar, March 2013 | University of Zurich (UZH), March 2012 | The University of Chicago Booth School of Business, March 2012 | Harvard Business School, Harvard University, February 2012 | S. C. Johnson Graduate School of Management, Cornell University, January 2012 | University of Washington at St. Louis, Olin Business School, November 2010 | University of Toronto, Rotman School of Management, November 2010 | UT Dallas, School of Management, November 2010 | Stanford University, Graduate School of Business, November 2010 | Columbia University, Columbia Business School, October 2010 | New York University, Stern School of Business, October 2010 | Carnegie-Mellon University, Tepper School of Business, October 2010 | HKUST, HKUST Business School, October 2010 | National University of Singapore, NUS Business School, October 2010 | University of Virginia, Darden School of Business, October 2010 | IESE Business School – Barcelona, August 2010 | University of California at Berkeley – Haas School of Business, August 2010
  • Conference Presentation | Dynamic Effects of Price Promotions: A Large-Scale Field Experiment
    2017 Quantitative Marketing and Economics Conference, September 2017
  • Conference Presentation | Tailored Cheap Talk
    Marketing Analytics and Big Data Conference, Columbia Business School, September 2017 | 2017 INFORMS Marketing Science Conference, June 2017 | Marketing Science – Federal Trade Commission Economic Conference on Marketing and Consumer Protection, September 2016 | Summer Institute in Competitive Strategy, July 2016
  • Conference Presentation | Discussion of ‘Social Learning and Solar Photovoltaic Adoption: Evidence from a Field Experiment’ by
    Quantitative Marketing and Economics Conference, October 2015
  • Conference Presentation | Complementarities in Consumption and the Consumer Demand for Advertising
    Summer Institute in Competitive Strategy, July 2015
  • Conference Presentation | Informative Advertising with Discretionary Search
    2015 INFORMS Marketing Science Conference, June 2015
  • Conference Presentation | Social Effects in the In-Flight Marketplace: Characterization and Managerial Implications
    Yale Customer Insights Conference, May 2014 | 2014 INFORMS Marketing Science Conference, June 2014
  • Conference Presentations | Discussion of ‘When Technology Products Meet Social Needs: Product Pricing and Design’
    Jiong Sun, Tao Chen, Jihong Xie, Fei Li and Gao Wang | Summer Institute in Competitive Strategy, July 2013
  • Conference Presentation | Discussion of ‘Dynamic Platform Competition in a Two-Sided Market’
    Byung-Cheol Kim, Jeongsik Lee and Hyunwoo Park | NET Institute, Berkeley, June 2013
  • Conference Presentation | Cheap-Talk Advertising and Misrepresentation in Vertically-Differentiated Markets
    Seventh Annual UT Dallas FORMS Conference, February 2013
  • Conference Presentation | Incentives to Share Market Information: The Case of the DRAM Industry
    2012 INFORMS Marketing Science Conference, June 2012

Service to the Profession

Referee Service

  • Information Systems Research
  • Journal of Applied Econometrics
  • Journal of Economics & Management Strategy
  • Journal of Marketing Research
  • Management Science
  • Marketing Science
  • Quantitative Marketing and Economics
  • RAND Journal of Economics

Membership

  • American Marketing Association
  • INFORMS (Institute of Operations Research and Management Science)

In the Media

Insights by Stanford Business

September 14, 2017
Today’s big discounts make tomorrow’s consumers more likely to respond to deals — even small ones.
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.