Pedro Gardete

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.

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

Teaching

Degree Courses

2018-19

MGTECON 603: Econometric Methods I

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...

2017-18

MGTECON 603: Econometric Methods I

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...

MKTG 240: Marketing Management

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

MKTG 240: Marketing Management

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...

In the Media

Do Fellow Airline Passengers Influence What You Buy?

Stanford GSB, June 19, 2015

Insights by Stanford Business

writtenCan Ad-Skipping Be Good for Advertisers?

July 13, 2018

TV sponsors will soon know when you click away, and that’s valuable information.

writtenThe Lingering Impact of Promotional Price Cuts

September 14, 2017

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

videoThe Data Dilemma

August 19, 2016

Using big data to tailor ads can backfire with customers.

writtenPedro Gardete: The Real Price of Cheap Talk

May 10, 2016

Do customers benefit from highly targeted online ads?

writtenImpact: The Recommended List

February 1, 2016

Stanford GSB professors share their reading list for topics related to impact.

videoPedro M. Gardete: Should Competitors Share Information?

July 6, 2015

Concealing knowledge could hurt your company and your industry.

videoPedro M. Gardete: Do Fellow Airline Passengers Influence What You Buy?

June 22, 2015

A marketing professor explores how our behavior is influenced by others.

writtenPedro Gardete: Why Companies Should Share Their Secrets

May 14, 2015

Information-sharing can help better predict market ups and downs.

writtenPedro M. Gardete: Fellow Airline Passengers Influence What You Buy

February 6, 2015

Seeing someone make a purchase makes us more likely to do the same.

writtenPedro Gardete: When Do Advertisers Tell the Truth?

November 5, 2013

A marketing professor explores what happens when the interests of an advertiser and a consumer aren’t such a perfect match.