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Using aggregate marginal distributions to estimate individual consumer heterogeneity

My Publications

 

Jun B. Kim, Paulo Albuquerque, and Bart J. Bronnenberg, "Online Demand under Limited Consumer Search,” forthcoming at Marketing Science. pdf

Short Summary: We study search and demand for products at Amazon, and estimate both search costs and attribute preferences using data about webpage viewing.

A presentation of the paper is available here.

 

Jun B. Kim, Paulo Albuquerque, and Bart J. Bronnenberg, "Mapping Online Consumer Demand,” forthcoming at Journal of Marketing Research. pdf

Short Summary: The paper uses data about consumer search at Amazon to produce maps of networks of brands,  which are useful to measure substitution patterns and provide insights in portfolio management.

 

Paulo Albuquerque and Bart J. Bronnenberg (2009), “Estimating Demand Heterogeneity Using Aggregated Data: An Application to the Frozen Pizza Category," Marketing Science, March, 28 (2), 356—372. pdf
A technical appendix for this paper is available here. pdf

Short Summary: This paper proposes a method to combining multiple market-level data sets in order to estimate consumer heterogeneity in aggregate demand models, for consumer packaged goods.

 

Bronnenberg, B. J., Dube, J. P., Mela C. F., Albuquerque, P., Erdem, T., Gordon, B., Hanssens, D., Hitsch G., Hong, H., B. Sun (2008), “Measuring Long Run Marketing Effects and their Implications for Long Run Marketing Decisions, ” Marketing Letters, Volume 19, Numbers 3-4, December.  pdf

Short Summary: The authors discuss several aspects of modeling decisions that have long term implications or when the agents—both firms and consumers—tend to be forward looking.

 

Paulo Albuquerque, Bart J. Bronnenberg, and Charles Corbett (2007), "A Spatio-temporal Analysis of Global Diffusion of ISO 9000 and ISO 14000 Certification," Management Science, Vol. 53, No. 3, March, pp.451-468. pdf
A technical appendix for this paper is available here. pdf

Short Summary: The paper explains the global diffusion of managerial standards, taking into account several aspects of distance between countries, such as geographic, cultural and economic proximity.

 

Bronnenberg, Bart J. and P. Albuquerque (2003), “Geography and Marketing Strategy in Packaged Goods,” Advances in Management Strategy, Vol. 20, pp.215-238. pdf

Short Summary: Descriptive paper about the impact of geography on marketing strategy.

 

 

 

Paulo Albuquerque

Assistant Professor of Marketing

ISO 9000 and ISO 14000 diffusion in the Netherlands (above) and in China (below), due to different contagion effects.

Location of products and attribute vectors for the camcorder category