About Rodrigo Farinha
I am a quantitative marketing scholar working at the intersection of marketing strategy, innovation, and AI.
I’m Rodrigo Lourenço Farinha.
I study how companies make product and innovation decisions—what they launch, how they position their offerings, how they respond to competitors, and when those choices create value. I use large-scale market, firm, and customer data to study these questions, with a growing interest in how AI can support better marketing and managerial decisions.
I hold a PhD in Marketing from FGV EAESP, one of the leading business schools in Latin America and a Triple Crown institution accredited by AACSB, EQUIS, and AMBA. I was approved with distinction, and my doctoral training included visiting research periods at the University of California, San Diego, and Georgia State University.
My work combines research, teaching, and practice. As a scholar, I develop empirical research on innovation and marketing strategy, including published work on entity matching in secondary datasets. As an educator, I teach topics such as marketing analytics, artificial intelligence in business, digital transformation, marketing strategy, and innovation. As a consultant, I have led several engagements for Fortune Global 500 firms, across agriculture, consumer goods, and industrial B2B markets. My work has included marketing research, market-entry and go-to-market programs spanning more than 20 countries, as well as digital transformation, innovation strategy, and long-term strategic planning.
Academic and professional profiles: Google Scholar, ORCID, LinkedIn, GitHub, Substack, and X. You can also view my curriculum vitae.
