The Anderson Graduate School of Management

Associate Professor of Marketing

Jorge Silva-Risso is Associate Professor of Marketing at the A. Gary Anderson Graduate School of Management, University of California, Riverside, since 2003. Previously he was Executive Director of Marketing Science at J.D. Power and Associates and a visiting assistant professor of Marketing at the Anderson School at UCLA. At J.D. Power, which he joined in 1996, Silva-Risso started the Marketing Science group, which specializes in developing and implementing quantitative models of consumer-level response to marketing programs offered by the automobile industry. These models are currently being used by firms accounting for more than 80% of the US automobile industry to plan and optimize their pricing, promotion and advertising programs.

Prof. Silva-Risso’s current research interests include econometric models of consumer response, marketing effectiveness, pricing and the effects of the Internet on marketing. His work has been published in the American Economic Review, Journal of Marketing Research, Marketing Science, Journal of Econometrics, Journal of Industrial Economics, Journal of Marketing, Quantitative Marketing and Economics, Interfaces and the Journal of Product and Brand Management. His consulting practice focuses on utilizing quantitative tools and models to help automobile manufacturers increase the effectiveness and efficiency of their pricing, promotion and advertising programs. He is also currently working on models to assist the product planning process. Silva-Risso’s modeling work for the automobile industry was distinguished with the 2006 Practice Prize by the INFORMS Society for Marketing Science and was a finalist for the 2007 INFORMS Edelman award. He also won the 2007 Paul E. Green best paper award from the Journal of Marketing Research.

Prof. Silva-Risso studied business administration (with a focus on quantitative methods) in his native Uruguay. He served in the faculty of the School of Business and Economics at Universidad de la República (Uruguay), where he taught in the areas of finance, operations research, statistics and organizational economics and served as academic assistant to the Dean. He also held several management and consulting positions in multinational and Uruguayan firms.

In 1989 he accepted an offer from the Fulbright Commission to come to UCLA as a Fulbright Scholar, where he earned an MBA (1991, Carter Fellow, Beta Gamma Sigma) and a Ph.D. in Management (1996). His doctoral dissertation on the optimization of promotional calendars received the prestigious Clayton Award from the Marketing Science Institute. Prof. Silva-Risso served in the Advisory Board of the Institute for Operations Research and the Management Sciences (INFORMS) Society of Marketing Science (ISMS) from 2002 to 2007 and he was Vice-President of Practice of ISMS in 2006-2007.

SELECTED PUBLICATIONS

• "A Latent Look at Empirical Generalizations," (1995), Marketing Science, Summer, pp. G61-G70 (with Donald G. Morrison)
• "Long-Run Effects of Price Promotions in Scanner Markets," (1999), Journal of Econometrics, 89, 1-2, pp. 269-291 (with Marnik Dekimpe and Dominique M. Hanssens)
• "A Decision Support System for Planning Manufacturers' Sales Promotion Calendars," (1999), Marketing Science, Vol. 18, N.3, pp.274-300 (with Randolph E. Bucklin and Donald G. Morrison).
• "Internet Car Retailing," (2001), Journal of Industrial Economics, Vol. XLIX, 4, December (with Fiona Scott Morton and Florian Zettelmeyer)
• "Consumer Information and Price Discrimination: Does the Internet Affect the Pricing of New Cars to Women and Minorities?" (2003), Quantitative Marketing and Economics, Vol.1 (1), pp.65-92, NSF funded (with Fiona Scott Morton and Florian Zettelmeyer)
• "Product Innovations, Promotions and Long-Term Firm Value" (2004), Journal of Marketing, Vol.68, October, pp.142-156 (with Dominique M. Hanssens, Koen Pauwels and Shuba Srinivasan).
• "Capturing the Effect of Coupon Promotions in Scanner Panel Choice Models" (2004), Journal of Product and Brand Management, Vol.13 (6), pp.442-452 (with Randolph E. Bucklin).
• "How the Internet Lowers Prices: Evidence from Matched Survey and Auto Transaction Data" (2006), Journal of Marketing Research, Vol. 43, May, pp. 168-181 (with Fiona Scott Morton and Florian Zettelmeyer).
  
  This paper was the winner of the Journal of Marketing Research 2007 Paul E. Green best paper Award
  
• “$1000 Cash Back: The Pass-Through of Auto Manufacturer Promotions” (2006) American Economic Review, September, pp. 1253-1270 (with Meghan Busse and Florian Zettelmeyer).
• “Lease or Buy: A Structural Model of the Vehicle Acquisition Decision” (2007), Journal of Marketing Research, Vol. 44, August, pp.490-502 (with Srabana Dasgupta and S. Siddarth).
• “Chrysler and J.D. Power: Pioneering Scientific Pricing Customization in the Automobile Industry” (2008), Interfaces, Vol. 38, No.1, Jan-Feb, pp. 26-39 (with Will Shearin, Irina Ionova, Alexei Khavaev and Deirdre Borrego)
  
  This paper was a finalist of the 2007 INFORMS Edelman Award competition
  
• “A Nested Logit Model of Product and Transaction-Type Choice for Planning Automakers’ Pricing and Promotions” (2008), Marketing Science, forthcoming (with Irina Ionova)
  
  This paper was the winner of the 2006 INFORMS Society for Marketing Science Practice Prize
  
• “Distribution Intensity and New Car Choice” (2008), Journal of Marketing Research, forthcoming, (with Randolph E. Bucklin and S. Siddarth).
• “Product Innovations, Advertising Spending and Stock Returns” (2008), Journal of Marketing, forthcoming (with Dominique M. Hanssens, Koen Pauwels and Shuba Srinivasan).

Prof. Jorge Silva-Risso’s CV