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Naufel Vilcassim

Professor of Marketing; Chair, Marketing Faculty


MBA (Texas) PhD (Cornell)

Professor Naufel J. Vilcassim is an expert on the use of economic theory and econometric techniques to analyze substantive marketing problems. He has focused his research on problems in the areas of the marketing mix, competitive interactions and market structure, pricing and price promotion, marketing channels, measurement of market response to investments in advertising and other marketing mix elements, and household choice behavior. Currently, he is undertaking research that examines the role of managerial capital and access to business information tools in enhancing the business performance among growth-oriented microentrepreneurs in Africa (Uganda and Rwanda).

He has published extensively in leading research journals such as Marketing ScienceManagement Science, Journal of Marketing Research, Journal of Econometrics, Quantitative Marketing and Economics, International Journal for Research in Marketing, and Journal of Retailing, among others.

At London Business School, he has held several administrative posts including, Deputy Dean (Faculty), Marketing Subject Area Chair, Academic Director of the Aditya Birla India Centre and Faculty Director of the Dubai Executive MBA Program, among others.

Professor Vilcassim was an Associate Editor for Management Science and has served on the editorial boards of Marketing Science, Journal of Marketing Research, Quantitative Marketing and Economics and the International Journal of Research in Marketing and the Asian Journal of Marketing.

He has also served on the research grant proposal evaluation panel of the European Research Council and the Hong Kong Universities Grant Commission Research Assessment Exercise and has evaluated research proposals for the USA National Science Foundation. He is a member of the Institute for Operations Research & Management Science (INFORMS) and the American Marketing Association. He has also consulted for various corporations.

2014

Countercyclical pricing: A consumer heterogeneity explanation

Guler U; Misa K; Vilcassim N

Economic Letters 2014 Vol 122:2 p 343-347

2012

Price discrimination in service industries

Lambrecht A; Seim K; Vilcassim N; Cheema A; Chen Y; Crawford G S; Hosanagar K; Iyengar R; Koenigsberg O; Lee R; Eugenio J M; Miravete E; Sahin O

Marketing Letters 2012 Vol 23:2 p 423-438

When talk is “free”: The effect of tariff structure on usage under two and three-part tariffs

Ascarza E; Lambrecht A; Vilcassim N

Journal of Marketing Research 2012 December Vol 49:6 p 882-889

2008

easyJet pricing strategy: Should low-fare airlines offer last-minute deals?

Koenigsberg O; Muller E; Vilcassim N

Quantitative Marketing and Economics 2008 September Vol 6:3 p 279-297

Structural demand estimation with varying product availability

Vilcassim N; Hernan B

Marketing Science 2008 Vol 27:6 p 1126-1131

2007

Assessing the economic value of distribution channels: an application to the personal computer industry

Junhong C; Chintagunta P; Vilcassim N

Journal of Marketing Research 2007 Vol 44:1 p 29-41

2006

Endogeneity and simultaneity in competitive pricing and advertising: a logit demand analysis

Chintagunta P; Kadiyali V; Vilcassim N

Journal of Business 2006 Nov Vol 79:6 p 2761-2787

2005

Recent advances in structural econometric modeling: dynamics, product positioning and entry

Dube J-P; Vilcassim N et al.

Marketing Letters 2005 Dec Vol 16:3/4 p 209-224

Structural modeling and policy simulation

Bronnenburg B; Rossi P E; Vilcassim N

Journal of Marketing Research 2005 Feb Vol 42:1 p 22-26

2004

Do promotions increase store expenditures?: a descriptive study of household shopping behavior

Dreze X; Nisol P; Vilcassim N

Quantitative Marketing and Economics 2004 Mar Vol 2:1 p 59-92

Structural modeling of competition: a marketing perspective

Chintagunta P; Kadiyali V; Vilcassim N

In Moorman C and Lehman D R eds., Assessing marketing performance, Marketing Science Institute, 2004

2000

Power in manufacturer-retailer interactions: an empirical analysis of pricing in a local market

Vrinda K; Chintagunta P; Vilcassim N

Marketing Science 2000 Vol 19:2 p 127-148

1999

Investigating dynamic multifirm interactions in price and advertising: a conjectural variation approach

Vilcassim N; Kadiyali V; Chintagunta P

Management Science 1999 Vol 45:4 p 499-518

Pricing patterns of cellular phones and phonecalls: a segment-level analysis

Jain D; Muller E; Vilcassim N

Management Science 1999 Vol 45:2 p 131-141

Product line extensions and competitive market interactions: an empirical analysis

Kadiyali V; Vilcassim N; Chintagunta P

Journal of Econometrics 1999 Vol 1:2 p 339-363

1998

Empirical implications of unobserved household heterogeneity for manufacturer and retailer pricing

Chintagunta P; Vilcassim N

Journal of Retailing and Consumer Services 1998 Vol 5:1 p 15-24

1996

Empirical analysis of competitive product line pricing decisions: lead, follow or move together?

Kadiyali V; Vilcassim N; Chintagunta P

Journal of Business 1996 Oct Vol 69:4 p 459-487

Investigating retailer pricing strategies from household scanner panel data

Vilcassim N; Chintagunta P

Journal of Retailing 1995 Vol 71:2 p 103-128

1994

A random-coefficients logit brand choice model applied to panel data

Jain D; Vilcassim N; Chintagunta P

Journal of Business and Economic Statistics 1994 Vol 12:3 p 317-328

Estimating household purchase rates for consumable nondurable goods

Jain D; Vilcassim N

Applied Stochastic Models and Data Analysis 1994 p 15-26

Estimating household purchase rates for consumer nondurable goods

Jain D; Vilcassim N

Applied Stochastic Models and Data Analysis 1994 Vol 10:1 p 15-26

Marketing investment decisions in a dynamic duopoly: a model and empirical analysis

Chintagunta P; Vilcassim N

International Journal of Research in Marketing 1994 Jun Vol 11:3 p 287-306

Random-coefficients logit brand-choice model applied to panel data

Jain D; Vilcassim N; Chintagunta P

Journal of Business and Economic Statistics 1994 Jul Vol 12:3 p 317-328

1993

Equilibrium pricing and advertising strategies for nondurable experience products in a dynamic duopoly

Chintagunta P; Rao V; Vilcassim N

Managerial and Decision Economics 1993 May/Jun Vol 14:3 p 221-234

1992

Empirical investigation of advertising strategies in a dynamic duopoly

Chintagunta P; Vilcassim N

Management Science 1992 Sep Vol 38:9 p 1230-1244

1991

Investigating heterogeneity in brand preferences in logit models for panel data

Chintagunta P; Jain D; Vilcassim N

Journal of Marketing Research 1991 Nov Vol 28:4 p 417-428

Investigating household purchase timing decisions: a conditional hazard function approach

Jain D; Vilcassim N

Marketing Science 1991 Winter Vol 10:1 p 1-23

1989

Extending the Rotterdam model to test hierarchical market structures

Vilcassim N

Marketing Science 1989 Spring Vol 8:2 p 181-190

Testing functional forms of market share models using the Box-Cox transformation and the Lagrange multiplier approach

Jain D; Vilcassim N

International Journal of Research in Marketing 1989 Dec Vol 6:2 p 95-107

Testing functional forms of market share models: Using the box-cox transformation and the lagrange multiplier approach

Jain D; Vilcassim N

International Journal of Research in Marketing 1989 p 95-107

1987

Supporting a higher shelf price through coupon distributions

Vilcassim N; Wittink D R

Journal of Consumer Marketing 1987 Spring Vol 4:2 p 29-39

Executive Education Programmes


  • Marketing Strategy

  • Pricing Policies

  • Developing New Products and Services

  • Global Marketing


Graduate Level



  • Marketing Management (MBA and EMBA)

  • Marketing Strategy (MBA and EMBA)

  • Product Policy / New Products (MBA)

  • Marketing Research (MBA)

  • Doctoral Seminars in Marketing Strategy, Marketing Models

Research Awards


  • Best Core Teacher Award: London Business School, Executive MBA Program Core (B), 2003.

  • Winner 1991 John D. C. Little Award for the Best Paper published in Marketing Science / Management Science (Marketing Area).

  • Finalist (two separate papers) 1996 O’Dell Award for the Best Paper published in 1991 in The Journal of Marketing Research.

  • CIBEAR International Research Proposal Award 1993 - 1994.

  • James R. McManus Research Professorship 1990 - 1991.

  • Beatrice Foundation Research Professorship 1987 - 1988.

  • Recognized for Excellence in Teaching at Kellogg Graduate School, Northwestern University (Winter 1991, Spring 1989, Winter 1989, Spring 1988).

  • AMA Doctoral Consortium Fellow, 1985.

  • Beta Gamma Sigma, National Business Honor Society, 1982.

Research Interests


  • Marketing and competitive strategy
  • Pricing and price promotions
  • Panel data analysis
  • Marketing resource allocation.