Paulo
Rocha e Oliveira

Senior Lecturer of Marketing and Operations, Information and Technology

• Ph.D. in Management, Massachusetts Institute of Technology
• A.B. in Mathematics, Princeton University

Paulo Rocha e Oliveira is part time Senior Lecturer in the Marketing and Operations, Information and Technology Departments. He holds an A.B. in Mathematics from Princeton University and a Ph.D. in Management from the Massachusetts Institute of Technology.

His main area of expertise is the management and marketing of services, with a focus on tourism-related services. His latest research focuses on the management of issues at the marketing and operations interface, which include the management of waiting time, service quality, customization strategies and dynamic pricing policies.

Prof. Rocha e Oliveira's research has been presented at international conferences such as Frontiers in Services, INFORMS and Marketing Science and has been accepted for publication in journals such as Manufacturing and Service Operations Management and Journal of Air Transport Management.

Areas of interest.

* Management of services
* Marketing/Operations interface
* Pricing policies
* E-service and customization

Publications

Journal Articles (refereed)

HIRATA, G., ROCHA E OLIVEIRA, P. (2019). Lasting Effects of Promoting Literacy - Do When and How to Learn Matter? Education Economics, 27 (4), 339 - 357. doi:10.1080/09645292.2019.1597020. MARTINS ROCHA, L. R., FRANCESCATO VEIGA, D., ROCHA E OLIVEIRA, P., HORIBE SONG, E., MASAKO FERREIRA, L. (2013). Health Service Quality Scale. Brazilian Portuguese Translation, Reliability and Validity. BMC Health Services Research, 13 (24), 1 - 5. doi:10.1186/1472-6963-13-24. ROCHA E OLIVEIRA, P., FERRER, J. C., PARASURAMAN, A. (2013). Impact of Delays on Customers' Safety Perceptions and Behavioral Intentions. Journal of Airline and Airport Management, 2 (2), 86 - 100. doi:10.3926.jairm.7. ARIELY, D., BITRAN, G. R., ROCHA E OLIVEIRA, P. (2013). Design to Learn. Customizing Services When the Future Matters. Pesquisa Operacional, 33 (1), 37 - 61. FERRER, J. C., ROCHA E OLIVEIRA, P., PARASURAMAN, A. (2012). The Behavioral Consequences of repeated Flight Delays. Journal of Air Transport Management, 20, 35 - 38. doi:10.1016/j.jairtraman.2011.11.001. BITRAN, G. R., FERRER, J. C., ROCHA E OLIVEIRA, P. (2008). Managing Customer Experiences. Perspectives, on the Temporal Aspects of Service Encounters. Manufacturing & Service Operations Management, 10 (1), 61 - 83. doi:10.1287/msom.1060.0147.

Working Papers

ROCHA E OLIVEIRA, P., OTTONI, B., ESTRELA, L., BARREIRA, T. (2019). Automation and Unemployment: The Brazilian Case (WP-1232-E). BITRAN, G. R., ROCHA E OLIVEIRA, P., SCHILKRUT, A. (2008). Managing customer relationships through price and service quality (DI-750-E).

Articles in other publications

GARCÍA PONT, C., ROCHA E OLIVEIRA, P. (2014). Adopting a Market Mindset: Overcoming Hidden Barriers to Innovation. Rotman Management, pp. 52 - 58. GARCÍA PONT, C., ROCHA E OLIVEIRA, P. (2012). Cuando las barreras a la innovación son internas. Cómo orientarse al mercado. IESE Insight (14), pp. 20 - 27. GARCÍA PONT, C., ROCHA E OLIVEIRA, P. (2012). Overcoming the Hidden Barriers to Innovation. Adopting a Market Mind-Set. IESE Insight (14), pp. 20 - 27. BITRAN, G. R., FERRER, J. C., ROCHA E OLIVEIRA, P. (2011). Clientes satisfeitos na fila de espera: você é capaz?. Esperar não precisa ser uma coisa negativa. Pode ser neutra ou, em alguns casos, até positiva. Administradores. BITRAN, G. R., FERRER, J. C., ROCHA E OLIVEIRA, P. (2009). Gestione las experiencias, no las esperas. El tiempo es relativo. IESE Insight (1), pp. 58 - 65.

Book Chapters

GIESEN, R., ROCHA E OLIVEIRA, P., MARIANOV, V. (2015). Rural School Location and Student Allocation. In Eiselt, H.A., Marianov, Vladimir (Eds.), Applications of Location Analysis (pp. 273 - 289). Berlin: Springer.

Studies

CAPIZZANI, M., RAMIREZ HUERTA, F. J., ROCHA E OLIVEIRA, P. (2012). Retail in Latin America: Trends, challenges and opportunities.

Cases

ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes and the Space Tourism Race. IESE, M-1395-E. ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes y la carrera del turismo espacial. IESE, M-1395. ROCHA E OLIVEIRA, P., SAUERBRONN JACINTO, R., CERQUINHO, F. (2012). Amanco Brasil (A): Branding Strategy. IESE, M-1282-E. ROCHA E OLIVEIRA, P., SAUERBRONN JACINTO, R., CERQUINHO, F. (2012). Amanco Brasil (B): Developing a Marketing Plan for the Brazilian Market. IESE, M-1283-E. ROCHA E OLIVEIRA, P., SAUERBRONN JACINTO, R., CERQUINHO, F. (2012). Amanco Brasil (C): A New Threat: Defending the Brand Against a Foreign Entrant. IESE, M-1284-E.

Technical Notes

PUIG, A., ROCHA E OLIVEIRA, P., GARCÍA PONT, C. (2011). Internet Marketing. IESE, MN-370-E. PUIG, A., ROCHA E OLIVEIRA, P., GARCÍA PONT, C. (2011). Marketing en Internet. IESE, MN-370. GARCÍA PONT, C., ROCHA E OLIVEIRA, P. (2010). Market Orientation. IESE, MN-371-E. GARCÍA PONT, C., ROCHA E OLIVEIRA, P. (2010). Orientación al mercado. IESE, MN-371.