Jean-Pierre Dubé

Jean-Pierre Dubé is Professor of Marketing and Neubauer Family Faculty Fellow at the Graduate School of Business, University of Chicago. He received his M.Phil. and PhD in economics from Northwestern University, and his H.B.Sc. in quantitative methods in economics from the University of Toronto, Toronto, Canada.

He teaches Marketing Strategies for High-Technology and the Internet and Pricing Strategies at the University of Chicago. He has also taught microeconomics at Northwestern University.

His research typically follows a structural approach, whereby economic models are used as the building blocks for empirical frameworks used to solve marketing problems in various domains such as pricing, advertising, customer valuation, direct marketing and Internet marketing. The structural approach is useful for measuring economic phenomena that are unobserved to the researcher, such as profits or customer valuation. The structure can also be used to create industry "simulators" with which one can conduct hypothetical, or "what-if", scenarios to design new marketing strategies. For instance, some of his research has investigated the potential profitability of targeting prices by consumer segment or by store. The economic foundation of such models also helps control for competitive reactions.

His recent research has investigated the role of dynamics in the strategies of competing firms. He has presented his research at many universities in the United States and abroad and his papers have appeared in Marketing Science, Quantitative Marketing and Economics and Marketing Letters. He was the Beatrice Foods Scholar at the University of Chicago in 2001-2002, 2005-2006, the True North Scholar in 2003-2004 and a Kilts fellow in 2002-2003.