Richard A. Briesch Ph.D.

Education      

Northwestern University, Evanston, Illinois.
Kellogg Graduate School of Management.
Doctor of Philosophy, Marketing, 1995.
Dissertation Topic: Optimal retailer strategies incorporating trade deals, consumer expectations and inventory levels.

Rice University, Houston, Texas.
Jesse H. Jones Graduate School of Business Administration.
Master of Business Administration, May 1991.

Carnegie-Mellon University, Pittsburgh, Pennsylvania.
Bachelor of Science, Applied Mathematics (Computer Science), May 1981.

Articles in Refereed Journals          

Briesch, Richard A., Pradeep K. Chintagunta, and Rosa L. Matzkin (2009), “Nonparametric Discrete Choice Models with Unobserved Heterogeneity,” conditionally accepted at Journal of Business and Economic Statistics.

Briesch, Richard A., Pradeep Chintagunta, and Edward Fox (2009), “How Does Assortment Affect Grocery Store Choice?,” forthcoming at Journal of Marketing Research.
Briesch, Richard A., William Dillon and Robert Blattberg (2008), “Treating Zero Brand Sales Observations in Choice Model Estimation: Consequences and Potential Remedies,” Journal of Marketing Research, 45(5), 608-617.

Bridges, Eileen, Richard Briesch and Chi Kin (Bennett) Yim (2006), “Effects of Prior Usage and Promotion on Consumer Promotional Response,” Journal of Retailing, 82(4), 295-307.

Bridges, Eileen, and Richard Briesch (2006), “The ‘Nag’ Factor and Children’s Product Categories,” International Journal of Advertising, 25(2), 157-187.

Briesch, Richard A., Pradeep Chintagunta, and Rosa Matzkin (2002), "Semiparametric Estimation of Brand Choice Behavior," Journal of American Statistical Association, December, Vol. 97, No. 460, 973-982.

Krishna, Aradhna, Richard A. Briesch, Donald Lehmann, and Hong Yuan (2002), “Meta-Analysis of the Impact of Price Presentation and Deal Evaluation,” Journal of Retailing, 78, 101-118.      
Recipient of 2004 Davidson Award as best paper in 2002.

Briesch, Richard, Lakshman Krishnamurthi, Tridib Mazumdar, and S.P. Raj (1997), "A Comparative Analysis Of Internal Reference Price Models," Journal of Consumer Research, 24, 2 (September), 202-214.

Briesch, Richard (1997), "Does it Matter How Sales Promotions are Operationalized?" Marketing Letters, 8, 2, 167-181.

Bridges, Eileen, Chi Kin Yim, and Richard Briesch (1995), "A High-tech Product Market Share Model With Customer Expectations," Marketing Science, 14, 1(Winter), 61-82.
Reprinted as ----, ----, ---- (1995) “Une modélisation de la part de marché des produits de haute technologie intégrant les attentes des clients,” 10, 3, Recherche et Applications en Marketing, 63-83.

Blattberg, Robert C., Richard Briesch, and Edward J. Fox (1995), "How Promotions Work," Marketing Science, 14, 3(Part 2 of 2), G122-G132.
Nominee for 16th Paul d. Converse Award (2004).

Blattberg, Robert C., Richard Briesch, and Edward J. Fox (1994), "Les Questions en Suspens dans le Domaine de la Promotion des Ventes,” (Unresolved Issues in Sales Promotions), Recherche et Applications en Marketing, 9(3), 109-123.  

Articles in Books and Proceedings 

Blattberg, Robert C., and Richard A. Briesch (2009), “Sales Promotions,” in Oxford Book of Pricing, eds. ??, Oxford University.

Briesch, Richard, and Dawn Iacobucci (1995), "Using Neural Networks To Compare Theoretical Models: An Application To Persuasive Communications," in David W. Stewart and Naufel J. Vilcassim (eds.), Marketing Theory and Applications, 6, Chicago: AMA, 177-184.

Briesch, Richard (2008), “Promotional Bob: Blattberg’s Contribution to Sales Promotions”, in (Allenby & Jain?) (eds.), xxxxx, Chicago, Northwestern University.

Working Papers and Current Research

Bridges, Eileen, Richard A. Briesch, and Suzanne B. Shu, “The Impact of Advertising in Child, Adult, and “All Family” RTE Cereal Markets” under review.
Balasubraminan, Shridar, Richard A. Briesch and Yohong Wu (2007), “The Emergence of Standards: A Synthesis” .

Blattberg, Robert C., and Richard A. Briesch (1995), "Promotional Strategies When Consumer Expectations and Purchasing Behavior are Dynamic."

Briesch, R and E Malthouse (1994), “Nonparametric partial least squares: Bringing structural equations into the nonparametric age,” mimeo, Northwestern University.

Briesch, R (1994), “A statistical test for the weights of a feed-forward neural network,” mimeo Northwestern University.

With Robert Blattberg and William Dillion, “Are Panel Data Unbiased and Reliable?  Why We Need Both Types of Data,” under revision. 
With Ed Fox and Joonwook Park, “Destination Categories,” in model estimation.

Other Publications    

Briesch, Richard, and J.D. Neeld (1990), "Building enterprise networks: These steps can help you put together a network that meets your strategic needs," LAN Times 1990-91 Buyers' Guide, Volume VII, Issue X (September 3).

Briesch, Richard (1990), "Integrating LANs and Wide Area Networks: Looking at both OSI and ISDN technologies," LAN Times, October 8.

Student White papers/Cases

Andrew Bjorksten, David Dornseif, Jenny Draughon, Justin Driscoll, Philip Faris, Elizabeth Matthew, Nick Parks, Eric Strasser, Allan Walters, William Wheatley (1999) “Benefits of personalization In electronic commerce,” Center for Customer Insight (UT-Austin) white paper, May 7.  (Advisor role)

Andrew Bjorksten (MBA ’00) and Matt Knopf (MBA ’99) (1999), “Enterprise Software: The front and Back Office: Overview and emerging trends”, Center for Customer Insight white paper, May. (Advisor role)

Academic Experience

COX SCHOOL OF BUSINESS, Southern Methodist University
Associate Professor, September 2008 – present
Assistant Professor, August 2002 – August 2008

Hong Kong University
Lecturer, Summer 2002
Taught graduate marketing management course.

COLLEGE OF BUSINESS ADMINISTRATION, The University of Texas at Austin
Sr. Lecturer, January, 2001 – June 2002
Assistant Professor, June, 1997 – June, 2000.
Center for Customer Insight Fellow. 

LEONARD N. STERN SCHOOL OF BUSINESS, New York University
Assistant Professor, June, 1995 – June, 1997.

KELLOGG GRADUATE SCHOOL OF MANAGEMENT, Northwestern University
Adjunct Professor, 1994 – 1995.

Professional Experience

BRIESCH’S CONSULTANTS
Management Consultant, July, 1989 – May, 1999, October 2000 – Present.

Agular Systems Inc., Chicago, Il
Consultant/Advisory Board, May, 2000 – Present

POINTSERVE, INC., Austin, Texas
Vice President,  May, 1999 – May, 2000.

TELEMATICS CORPORATION
Spectrum Digital, Herndon, Virginia (acquired part of MICOM)
Principal Engineer, October 1988 – July 1989.
MICOM SYSTEMS, Simi Valley, California (now owned by NORTEL)
Product Development Manager, October 1984 – October 1988.

IBM
Communication Products Division, Raleigh, North Carolina
Product Engineer, Store Systems, May 1981 – September 1984.

Consulting and Practicum Engagements

Agere, Inc., Agular Systems, Anderson Consulting, Barnes and Noble, BSG, Dell Computer Company,  Information Resources, Inc., Just Brakes, Micom (acquired by Nortel),  Motorola, Proctor and Gamble, Teradata, Texas Instruments, T-L Ventures, and other companies.

Other  Activities and Awards

Outstanding Teaching in MBA Program, 2007.
2004 Davidson Award for best paper in Journal of Retailing in 2002.
Since 2002, Ad Hoc Reviewer for Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Retailing, Journal of Consumer Psychology, Management Science, Review of Marketing, Journal of Interactive Marketing, Israeli Science Foundation, and ACR, EMAC, AMA conferences.