 
Education:
Ph.D.
in Marketing, The Wharton School, University
of Pennsylvania.
M.A.
in Statistics, The Wharton
School, University of Pennsylvania.
M.B.A., University of Chile.
Industrial Engineer, University of Chile.
B.Sc. in Industrial Engineering, University of Chile.
Methodological and application areas related to my
research:
·
Bayesian Methods, Econometrics and
Stochastic Models:
Bayesian statistics, missing data problems, Markov chain Monte Carlo (MCMC)
methods, structural estimation, ecological inference, empirical industrial
organization, stochastic dynamic programming and mathematical programming
with equilibrium constraints (MPEC).
·
Marketing: retailing, sales promotion,
category management, pricing, customer relationship management, consumer
response to out-of-stocks, choice modeling, product line competition.
Published Articles and Working Papers:
Andrés Musalem, Eric T. Bradlow and
Jagmohan S. Raju (2008), "Who's Got The Coupon: Estimating Consumer Preferences
and Coupon Usage from Aggregate Information" - Full
Text – Technical
Appendix , Journal of Marketing
Research, 45 (December): 715-730.
Andrés Musalem, Eric T. Bradlow and
Jagmohan S. Raju (2009), "Bayesian Estimation of Random-Coefficients
Choice Models using Aggregate Data" - Full Text
– Technical Appendix
, Journal of Applied Econometrics,
24 (3): 490-516.
Andrés Musalem and Yogesh Joshi
(2009), "How Much Should You Invest In Each Customer Relationship"
- Full Text
, Marketing Science, 28 (3):
555-565.
Andrés Musalem, Marcelo Olivares,
Eric Bradlow, Christian Terwiesch and Daniel Corsten, “Structural Estimation
of the Effect of Out-of-Stocks” – Full Text
(under third-round review at Management
Science).
SSRN: Author
Page
Work In Progress:
“When
Demand Projections Are Too Optimistic: A Structural Model Of Product Line And
Pricing Decisions,” with Woochoel Shin.
“How
Wal-Mart's entry affects retailers' pricing policy,” with Carl Mela and
Huihui Wang.
“Under-promising
and over-delivering: word-of-mouth and competitive implications,” with Yogesh
Joshi.
“A
dynamic model of the inter-temporal trade-off between TV self-promotions and
advertising revenue,” with Anita Elberse, Kenneth Wilbur and Patricio del
Sol.
“The
effect of waiting time on customer purchases in a retail setting,” with
Marcelo Olivares, Ariel Schilkrut and Yina Lu.
“An
Ecological-Inference model for drawing conclusions about individuals from
aggregate data,” with Wagner Kamakura.
Main Research Interests:
My
research interests focus upon consumer and firm behavior in the context of limited
information. Central to shaping these insights, I develop statistical and
economic models that enable a researcher to make inferences about limited
information states and the resulting implications for firms' strategic
conduct.
It is
worth noting that these “limited information” instances are very common in
practice. For example, on the demand side, firms often have access to market
level shares and sales, but lack information about the choices of their
individual consumers as this information is often not recorded or is costly.
Limited consumer information arises, for instance, when studying
heterogeneity in consumer preferences for different product attributes
(Musalem, Bradlow and Raju 2009) or the effectiveness of coupon promotions
(Musalem, Bradlow and Raju 2008). Similarly, a retailer interested in
understanding how consumers react to out-of-stocks may only have limited
information about product inventory on the shelf because it is costly to
continually monitor inventory of every item in a store. In particular, many
retailers operate with a periodic inventory review system, where inventory is
observed precisely only at specific time epochs and cannot be perfectly
inferred at other points in time (Musalem, Olivares, Bradlow, Terwiesch and
Corsten 2009).
Examples
of limited information on the firm side include product assortment decisions,
where retailers cannot observe the demand of combinations of items they do
not stock; even though these latent demand states are relevant to product
assortment decisions (Musalem and Shin 2009). Even in the context of field
experiments, it is normally not feasible to consider all possible
combinations of items, making this problem even more relevant to retailers.
The
methodologies developed in my research to address these problems are the
result of combining different marketing and industrial organization theories
of consumer and firm behavior with recent advances in the fields of Bayesian
statistics (e.g., Markov chain Monte Carlo simulation, data augmentation) and
econometrics (e.g., mathematical programming with equilibrium
constraints). The basic principle
behind these methods relies on using the limited available information to
place constraints on the unobserved consumer or firm behavior. For example,
when individual choices are not known, aggregate level data on market shares
help identify underlying patterns of choices that would give rise to these
aggregate statistics. Given these constraints, the unobserved consumer and
firm behavior can be recovered using, for example, Bayesian simulation
methods.
Op-Eds:
“Farmacias:
¿compensación o estrategia de marketing?,” with Ricardo Montoya, Revista
Poder, August 1, 2009, Santiago, Chile. (Translation: “Pharmacies:
compensation or marketing strategy?”).
“¿Cuánto bajan
los precios cuando Wal-Mart entra en un Mercado?,” with Ricardo Montoya, La
Tercera, January 23rd, 2009, Santiago, Chile. (Translation: “How much do prices
drop when Wal-Mart enters a market?”).
“La
Revolución de las Nuevas Tecnologías en el Marketing,” El
Mercurio, June 21st, 2008, Santiago, Chile.(Translation: “The Revolution
of New Technologies in Marketing”).
Industry Projects:
Optimization/Auctions: Use of mathematical modeling to
assign contracts in a combinational auction for the supply of eyeglasses for
the Chilean School System (with Rafael Epstein, Gabriel Weintraub and Jaime
Catalán 2001).
ECR/Category
Management:
Documentation of the implementation and results of the first Category
Management projects in the Chilean Supermarket Industry (with Máximo Bosch, Cristián
Espinoza, Cristián Paz and Martín Vega 1999-2000).
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Hobbies: tennis, drums and guitar.
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GATE: Global Academic Travel Experience - South America
SAN PEDRO DE ATACAMA – CHILE
SAN CARLOS DE BARILOCHE-ARGENTINA
ESTANCIAS PATAGÓNICAS-ARGENTINA
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