Research
I am a quantitative researcher focused on empirical problems in marketing strategy. My work studies how firms innovate, compete, and allocate attention and resources in contexts shaped by digitalization, sustainability, regulation, and changing customer behavior.
My research combines applied econometrics with large-scale data construction. I use panel data methods, instrumental variables, time-varying effect models, entity matching, text analysis, and AI-assisted classification to build transparent empirical designs that connect academic theory with real business decisions.
Published Papers
Farinha, R. L., Colicev, A., & Bart, Y. (2026). How to match entities in secondary datasets in marketing strategy: Three approaches . International Journal of Research in Marketing. DOI: 10.1016/j.ijresmar.2026.06.003
This paper develops a transparent and auditable workflow for matching entities across secondary marketing datasets using deterministic, probabilistic, and machine-learning- and LLM-assisted approaches.
Ongoing Projects
With Anatoli Colicev and Yakov Bart
Status: Preparing for submission to Journal of Marketing
Show Abstract
As firms increasingly commit to environmental, social, and governance (ESG) goals, an open question is whether these commitments complement or constrain innovation. Drawing on the attention-based view of the firm, we argue that ESG initiatives can absorb managerial attention and organizational resources, potentially crowding out product innovation.
Using quarterly panel data on publicly listed U.S. firms, we examine how ESG performance relates to new product introductions and how this relationship varies with firm context. The project studies whether R&D intensity, competitive pressure, profitability, and financial constraints shape firms' ability to sustain innovation while pursuing sustainability objectives. The findings speak to an important trade-off between purpose and innovation and offer guidance on aligning ESG commitments with product strategy.
With Anatoli Colicev, Yakov Bart, and Serguei Netessine
Status: Empirical strategy development; target Management Science
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This project examines whether ESG performance changes the direction and composition of firms' innovative activity. Rather than treating sustainability as a simple driver of more or less innovation, we study whether ESG-oriented firms reallocate innovative effort across technological domains.
Using firm-level patenting data linked to sustainability measures, we distinguish between sustainability-aligned and non-aligned technological classes. The empirical design investigates whether ESG performance stimulates innovation in some domains while constraining it in others, and whether these patterns vary with firms' resources, competitive environment, and strategic orientation.
With Kusum Ailawadi, Leandro Guissoni, Jonny Rodrigues, and Thales Teixeira
Status: Empirical strategy development; target Journal of the Academy of Marketing Science
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This project studies how product innovation performance depends on the channels through which firms sell. Innovation research often distinguishes between new products and incremental improvements, while channel research emphasizes how direct and indirect routes to market shape incentives, information flows, and adoption. We bring these perspectives together by asking when channel type complements or competes with different forms of product innovation.
The empirical setting uses detailed product, customer, and sales data from a large biochemical industry. The project examines how channel structure conditions the sales returns to different innovation types, with attention to customer adoption, market-share gains, and the strategic role of incremental innovation.
With Rajkumar Venkatesan, Leandro Guissoni, and Jonny Rodrigues
Status: Data collection
Show Abstract
Firms often make strategic choices based on executive beliefs about customer priorities, market positioning, and the sources of competitive advantage. This project studies what happens when those beliefs diverge from customers' own perceptions. We examine whether executive-customer misalignment affects strategic execution and commercial outcomes, and which types of disagreement appear most consequential for firm performance.
Conference and Invited Presentations
- “Does ESG Performance Hinder Product Innovation” - ISMS Marketing Science Conference, June 2026, Portugal; Marketing Dynamics Conference, May 2026, France.
- “Complement or Compete: The Interplay Between Channel Type and Product Innovation Type in Determining Product Sales” - ISMS Marketing Science Conference, June 2026, Portugal.
- “Out with the New, In with the Old: The Impact of Reformulating Existing Ingredients on Market Share Gains” - ISMS Marketing Science Conference, June 2025, Washington, DC; San Diego State University, January 2025, San Diego, CA; Theory + Practice in Marketing, May 2024, Austin, TX; Fundação Getulio Vargas, March 2024, São Paulo, Brazil; University of California San Diego, March 2023, San Diego, CA.
- IFAMA Annual World Conference, 2017, Miami, FL; and 2016, Aarhus, Denmark.