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 Marketing Management and a Pricing elective across the MBA, Master in Management, and Executive Education programs.

His research examines optimal 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 applied perspective on data-driven decision-making, market dynamics, and developments in artificial intelligence.

His work has been featured at the National Bureau of Economic Research (NBER), the European Central Bank, and in prominent outlets such as The Economist, Bloomberg, and the U.S. Bureau of Labor Statistics, reflecting its impact on both academic discourse and public policy.

Areas of interest.

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

Publications

Journal Articles (refereed)

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) APARICIO, D., METZMAN, Z., RIGOBON, R. (2024). The pricing strategies of online grocery retailers. QME-Quantitative Marketing and Economics, 22 (1), 1–21, doi:10.1007/s11129-023-09273-w.

Working Papers

SPANN, M., BERTINI, M., KOENIGSBERG, O., ZEITHAMMER, R., APARICIO, D., CHEN , Y., FANTINI, F., JIN, G., MORWITZ, V., LESZCZYC, P., ... VITORINO, M. (2024). Algorithmic pricing. Implications for consumers, managers, and regulators (No. w32540). Cambridge, MA: National Bureau of Economic Research. 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.

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.