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.

Academic Publications          

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.

Blattberg, Robert C., Richard Briesch, and Edward J. Fox (1995), "How Promotions Work," Marketing Science, 14, 3(Part 2 of 2), G122-G132.

Briesch, Richard, and Dawn Iacobucci (1995), "Using Neural Networks To Compare Theoretical Models: An Application To Persuasive Communications," Proceedings 1995 AMA Winter Educators’ Conference: Marketing Theory and Applications, Vo. 6, eds. David W. Stewart and Nauffel Vilcassim.

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. 

Working Papers and Current Research

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

Briesch, R. A., Chintagunta, P. K., and Matzkin, R. L. (1996), “Nonparametric Discrete Choice Models with Unobserved Heterogeneity,” mimeo, Northwestern University, under revision.

Blatberg, Robert C., and Richard A. Briesch, “Are Panel Data Unbiased and Reliable?  Why We Need Both Types of Data,” under revision for second review at Journal of Marketing Research.

Yim, Chi Kin (Bennett), Richard Briesch and Eileen Bridges, “Effects of Purchase History and Product Category on Response to Promotion,” under revision.

Bridges, Eileen, Richard Briesch and Chi Kin (Bennett) Yim, “Advertising Decisions and Children’s Product Categories,” under review at Journal of Marketing.

With Yohong Wu, “Forces that Underly the Inertia of Standards and the implications on Corporate Strategy”

With Pradeep Chintagunta and Edward Fox, “Investigating Variety, Cost and Distance tradeoffs in consumer store choice decisions,” under review at Journal of Marketing Research.

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
Assistant Professor, August 2002 – present

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

Presentations

Briesch, Richard, Lakshman Krishnamurthi, Tridib Mazumdar, and S.P. Raj, "A Comparative Analysis Of Internal Reference Price Models," Presented at Association of Consumer Research, Tuscon, Arizona, October, 1996.

Briesch, Richard, Pradeep Chintagunta, and Rosa Matzkin, "Nonparametric Choice Models with Unobserved Heterogeneity" presented at the Joint Statistical Meetings, Chicago, Illinois, August, 1996.

Briesch, Richard, Pradeep Chintagunta, and Rosa Matzkin, "A Nonparametric Approach To Estimating Consumers' Response To Prices And Discounts," presented at Marketing Science Conference, Gainsville Florida, March, 1996.

Blattberg, Robert, Richard Briesch, and Edward Fox, "How Retail Promotions Work,"  presented at the Empirical Generalizations in Marketing Workshop, University of Pennsylvania, February, 1994.

Bridges, Eileen,  Chi Kin Yim, and Richard Briesch, "A High-tech Product Market Share Model With Customer Expectations," presented by Eileen Bridges at The Institute of Management Sciences (TIMS) Marketing Science Conference, London, July, 1992.

Briesch, Richard, Lakshman Krishnamurthi, Tridib Mazumdar, and S.P. Raj, "A Comparative Analysis Of Internal Reference Price Models," presented at The Institute of Marketing Science conference by Tridib Mazumdar, Tucson, Arizona, March, 1994.

Briesch, Richard, and Edward Malthouse, "Nonparametric Partial Least Squares (NPLS): Using Neural Networks To Bring Structural Equations Analysis Into The Nonparametric Age," Northwestern University, presented at Northwestern University Econometrics Research Series (Department of Economics), October, 1993.

Briesch, Richard, and Edward Malthouse, "Nonparametric Partial Least Squares (NPLS): Using Neural Networks To Bring Structural Equations Analysis Into The Nonparametric Age,"  presented at the Symposium on semiparametric and nonparametric estimation, Econometrics Laboratory, University of California at Berkeley, August, 1993.

Briesch, Richard, and Dawn Iacobucci, "Using Neural Networks To Compare Theoretical Models: An Application To Persuasive Communications," presented at the University of Illinois at Chicago, March, 1993.

Briesch, Richard, and Dawn Iacobucci, "Using Neural Networks To Compare Theoretical Models: An Application To Persuasive Communications," presented at The Institute of Management Sciences (TIMS) Marketing Science Conference, St. Louis, March, 1993.

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.