Diego
Aparicio

Assistant Professor of Marketing

• Ph.D. in Economics, Massachusetts Institute of Technology

Diego Aparicio is an Assistant Professor in the Marketing Department at IESE Business School. He teaches the MBA elective on Pricing as well as the core Marketing Management course across the MBA, Master in Management, and Executive Education programs.

His research explores pricing and assortment strategies, monetization models, digital platforms, and retail analytics. Prior to joining IESE, Diego worked in the finance and technology sectors—experience that continues to shape his data-driven approach to research and teaching. He brings a practical perspective to topics such as market dynamics, algorithmic pricing, and the evolving role of artificial intelligence in commerce.

His work has been featured by the National Bureau of Economic Research (NBER), the European Central Bank, and the Federal Trade Commission, and has been covered in leading outlets such as The Economist, Bloomberg, and the U.S. Bureau of Labor Statistics—reflecting its influence on both public policy and business practice.

Areas of interest.

• Pricing
• Economics of Digitization
• Artificial Intelligence
• Lab Experiments
• Industrial Organization

Publications

Journal Articles (refereed)

SPANN, M., BERTINI, M., KOENIGSBERG, O., ZEITHAMMER, R., APARICIO, D., CHEN, Y., FANTINI, F., JIN, G. Z., MORWITZ, V., LESZCZYC, P. P., VITORINO, M. A., WILLIAMS, G. Y., ... YOO, H. (2025). Algorithmic pricing: Implications for marketing strategy and regulation. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2025.05.001. APARICIO, D., PRELEC, D., ZHU, W. (2025). Choice overload and the long tail. Consideration sets and purchases in online platforms. Manufacturing & Service Operations Management. doi:10.1287/msom.2021.0318. (Online first) MARTÍNEZ DE ALBÉNIZ, V., APARICIO, D., BALSACH, J. (2025). The Resilience of fashion retail stores. Production and Operations Management. doi:10.1177/10591478251317485. (Online first)

Working Papers

APARICIO, D., ECKLES, D., KUMAR, M. (2023). Algorithmic pricing and consumer sensitivity to price variability.

Proceedings

LADA, A., PEYSAKHOVICH, A., APARICIO, D., BAILEY, M. (2019). Observational data for heterogeneous treatment effects with application to recommender systems. EC '19: Proceedings of the 2019 ACM Conference on Economics and Computation (pp. 199-213). New York, NY: Association for Computing Machinery.

Book Chapters

APARICIO, D., MISRA, K. (2022). Artificial intelligence and pricing. In Sudhir, K. and Toubia, O. (Eds.), Artificial intelligence in marketing (pp. 103-124). Bingley: Emerald Publishing Limited.

Non-refereed articles

BERTINI, M., APARICIO, D., AYDINLI, A. (2023). Can friction improve your customers' experiences? MIT Sloan Management Review, 64 (2), 42-47.

Cases

NADER TAVASSOLI, N., APARICIO, D., CAROLINA INES PAN, C. (2024). Santiago Artemis. Growing a luxury brand and business. Harvard Business School Publishing. KEENAN, E. A., APARICIO, D., CARLOTA MONIZ, C., MARIA JOSE SATRUSTEGUI, M. J. (2024). ECOALF. Fashion for the Future. Harvard Business School Publishing.