General Profile


Boulevard de Constance

Fontainebleau 77305




paulo.albuquerque at


Office Location:

Plessis Mornay 1.04




I'm an Associate Professor of Marketing at INSEAD. I did my Ph.D. in Management at the UCLA Anderson School of Management. Before joining the Ph.D. program, I worked for about 3 years at Warner Lambert Portugal, as product manager and trade marketing manager, involved with the introduction and management of brands such as Listerine, Sudafed, Trident, and Halls. I spent 8 years at the Simon Business School, University of Rochester, lecturing the marketing core and the distribution channels elective class. I became the Faculty Director of the MBA program there in 2016. I was fortunate to be in teaching honor roll multiple times and win the best teaching award twice, in 2012 and 2013.


My research interests are quite diverse, studying firm decisions to introduce new products, how products are adopted and sales spread over different markets, and consumer decisions to search and purchase products online. This diverse research has appeared in several top marketing academic journals, such as Marketing Science, Journal of Marketing Research, and Management Science. My recent projects used data from some of the most known firms and products, for example, and Hewlett-Packard. I am currently studying the role of online games and virtual rewards on product usage in the context of children's education and excessive and addictive usage.



Ph.D. (2006): UCLA Anderson School of Management

B.A. (1998): Católica Lisbon School of Business and Economics


CV: Download CV.pdf