Professor Pedro Gardete is President of the Scientific Council of Nova SBE.  He conducts research in quantitative Marketing, primarily using data analysis with the goals of improving firm profitability and understanding consumer behaviour. He has worked in with companies in the semiconductor industry, aviation, as well as in traditional and online retail. His research also utilizes game theory in order to understand communication credibility in advertising markets. Professor Pedro Gardete obtained his PhD in Business at the  University of California at UC Berkeley in 2011, and obtained a bachelor´s degree in Business Administration and a Master´s degree in Economics at the Universidade Católica Portuguesa. He was a Marketing professor at Stanford´s Graduate School of Business from 2011 until 2019, and has been a full professor at the Nova School of Business and Economics since 2020.

2011 - Ph.D. in Business Administration, Marketing University of California, Berkeley

2007 - M.Sc. in Economics, magna cum laude Catholic University of Portugal

2003 - B.A. in Business Administration, Catholic University of Portugal

Roles of Information in Markets, Supply-Side Industrial Organization, Marketing Strategy

• Gardete, Pedro M., Hunter, Megan (2024). Multiattribute search: Empirical evidence and information design. Marketing Science, 43 (5), 925-1151.
• Gardete, Pedro M., Guo, Liang (2021). Prepurchase information acquisition and credible advertising. Management Science, 67 (3), 1696-1717.
• Stourm, Valeria, Neslin, Scott A., Bradlow, Eric T., Breugelmans, Els, Chun, So Yeon, Gardete, Pedro M., Kannan, P. K., Kopalle, Praveen, Park, Young-Hoon, Amariles, David Restrepo, Thomadsen, Raphael, Liu-Thompkins, Yuping, Venkatesan, Rajkumar (2020). Refocusing loyalty programs in the era of big data: A societal lens paradigm. Marketing Letters, 31, 405-418.
• Elberg, Andrés, Gardete, Pedro M., Macera, Rosario, Noton, Carlos (2019). Dynamic effects of price promotions: Field evidence, consumer search, and supply-side implications. Quantitative Marketing and Economics, 17 (1), 1-58.
• Gardete, Pedro M., Bart, Yakov (2018). Tailored cheap talk: The effects of privacy policy on ad content and market outcomes. Marketing Science, 37 (5), 733-752.
• Tuchman, Anna E., Nair, Harikesh S., Gardete, Pedro M. (2018). Television ad-skipping, consumption complementarities and the consumer demand for advertising. Quantitative Marketing and Economics, 16 (2), 111-174.
• Gardete, Pedro M. (2016). Competing under asymmetric information: The case of dynamic random access memory manufacturing. Management Science, 62 (11), 3291-3309.
• Borkovsky, Ron N., Ellickson, Paul B., Gordon, Brett R., Aguirregabiria, Victor, Gardete, Pedro M., Grieco, Paul, Gureckis, Todd, Ho, Teck Hua, Mathevet, Laurent, Sweeting, Andrew (2015). Multiplicity of equilibria and information structures in empirical games: challenges and prospects: Session at the 9th Triennial Choice Symposium. Marketing Letters, 26 (2), 115-125.
• Gardete, Pedro M. (2015). Social effects in the in-flight marketplace: Characterization and managerial implications. Journal Of Marketing Research, 52 (3), 360-374.
• Gardete, Pedro M. (2013). Cheap-talk advertising and misrepresentation in vertically differentiated markets. Marketing Science, 32 (4), 609-621.