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Maria Ana Vitorino

Associate Professor of Marketing


Maria Ana Vitorino is an Associate Professor of Marketing at INSEAD. Professor Vitorino holds a Ph.D. and an MBA from The University of Chicago Booth School of Business and was on the faculty of the Wharton School (University of Pennsylvania) and of the Carlson School of Management (University of Minnesota) prior to joining INSEAD.

Professor Vitorino's research interests include firms’ pricing strategies, consumer-choice models and using game-theoretic models to explain the strategic impact of firms’ decisions. Professor Vitorino also does research in the intersection of Marketing and Finance. More specifically, she is interested in understanding how firm value is affected by Marketing activities such as Advertising.

For more information please refer to: Personal Website.

Latest posts

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Economics & Finance

Where a Firm’s Value Truly Lies

F. Belo, M. A. Vitorino

A new approach to uncovering the sum of all the parts of a modern firm.


Coffee Pods: Tied Goods and the Pursuit of Profit

Maria Ana Vitorino

How licensing and price competition can lead to win-win agreements.