Pedro Gardete

Pedro Gardete is a Professor of Marketing at Nova School of Business and Economics (Nova SBE), where he also serves as President of the Scientific Council. He is an active researcher in quantitative marketing, focusing on consumer behavior, pricing, advertising, and data-driven strategies. Prior to joining Nova SBE in 2020, he was a faculty member at Stanford Graduate School of Business from 2011 to 2019.

Education:

• Ph.D. in Business Administration (Marketing), University of California, Berkeley (2011)
• M.Sc. in Economics, magna cum laude, Catholic University of Portugal (2007)
• B.A. in Business Administration, Catholic University of Portugal (2003)

His research lies at the intersection of marketing, economics, and data science. He investigates how information shapes market outcomes, with a focus on pricing strategies, advertising credibility, privacy policies, and consumer search behavior. His work often combines empirical analysis, game theory, and field data to inform both academic theory and business practice.

The recent publications highlight a consistent trend in understanding strategic communication, information design, and consumer decision-making under uncertainty. His work spans domains such as retail, aviation, digital advertising, and technology markets, demonstrating methodological rigor and practical relevance. He frequently publishes in top-tier journals like Marketing Science and Management Science.

Scientific Awards:

• No awards explicitly mentioned in the text.

Professor Gardete actively contributes to academic leadership and education. He is involved in organizing the 2026 INFORMS Marketing Science Conference and shares teaching materials, including PhD-level econometrics notes and a data analytics simulation tool. While no formal students are listed, his role at Nova SBE and Stanford suggests an active mentorship and advising capacity. He has collaborated with leading scholars across institutions, reflecting strong academic engagement. His research has practical implications for firms in pricing, advertising, and data strategy.

Labs and Teams:

While no formal lab is named, his research involves collaboration with interdisciplinary teams and engagement with industry partners in semiconductor, aviation, and retail sectors. His leadership in the Scientific Council at Nova SBE indicates institutional influence and academic governance involvement.