Professor Naufel Vilcassim

Professor Naufel Vilcassim

Professor of Marketing

Department of Management

Room No
MAR 6.09
Key Expertise
Business performance among growth-oriented micro-entrepreneurs in Africa

About me

Professor Naufel J. Vilcassim is an expert on the use of economic theory and econometric techniques to analyse substantive marketing problems. He has focused his research on problems in the areas of the marketing mix, competitive interactions and market structure, pricing and price promotion, marketing channels, measurement of market response to investments inadvertising and other marketing mix elements, and household choice behavior. Currently he is undertaking research, using randomised controlled trails (RCTs), that examines the role of managerial capital and access to business information tools in enhancing the business performance among growth-oriented micro-entrepreneurs in Africa (Uganda and Rwanda). He is also involved in a research project in India on evaluating the efficacy of mobile video training of health care workers assisting TB patients in completing their treatment of drugs.

He has published extensively in leading research journals such as Marketing Science, Management ScienceJournal of Marketing ResearchJournal of MarketingJournal of EconometricsQuantitative Marketing and EconomicsInternational Journal for Research in Marketing and Journal of Retailing, among others.

At London Business School he held several administrative posts, including Deputy Dean (Faculty), Marketing Subject Area Chair, Academic Director of the Aditya Birla India Centre and Faculty Director of the Dubai Executive MBA Program, among others.

Professor Vilcassim has served as an Associate Editor for Management Science and also served on the editorial boards of Marketing ScienceJournal of Marketing ResearchQuantitative Marketing and Economics, The International Journal of Research in Marketing and the Asian Journal of Marketing.

He has also served on the research grant proposal evaluation panel of the European Research Council and the Hong Kong Universities Grant Commission Research Assessment Exercise and has evaluated research proposals for the USA National Science Foundation. He is a member ofthe Institute for Operations Research & Management Science (INFORMS) and the AmericanMarketing Association. He has also consulted for various corporations.

View CV (PDF) 

Marketing Faculty Research Group 

Expertise Details

Business performance among growth-oriented micro-entrepreneurs in Africa; problems in the areas of the marketing mix; competitive interactions and market structure; pricing and price promotion; marketing channels; market response to investments