Pedro Gardete is Professor of Marketing at Nova School of Business and Economics (Nova SBE), where he also serves as President of the Scientific Council. His research examines how consumers respond to pricing strategies, advertising, and digital information — offering insights that help organizations design more effective and data-driven commercial strategies.
His work has been published in leading academic journals and has contributed to a better understanding of price promotions, privacy policies, and the dynamics of consumer behavior in competitive markets. He often combines field experiments with advanced analytics to inform both theory and practice.
Prior to joining Nova SBE, Professor Gardete was on the faculty at Stanford Graduate School of Business. He holds a Ph.D. in Business Administration from the University of California, Berkeley, and degrees in economics and business from the Catholic University of Portugal.
– New: Nova SBE will be hosting the 2026 INFORMS Marketing Science Conference. Details here.
– New: I’ve launched a data analytics simulation. Find it here.
– New: Notes of first semester PhD Econometrics course. Find them here.