Marketing
Researcher
I’m a
Instructor
&
Interested in Marketing’s Impact on Firm Performance
I’M MARCELINO CHÁVEZ
I am a Ph.D. candidate in Marketing at the McCombs School of Business, The University of Texas at Austin (expected 2026). My research examines how and when marketing creates firm value, with a focus on business-to-business (B2B) firms, the role of marketing within top management teams, and the allocation of marketing resources during economic shocks.
I have been recognized as a 2025 AMA Sheth Foundation Doctoral Consortium Fellow and awarded multiple fellowships at UT Austin.
Featured Research
My job market paper, currently under revision at the Journal of the Academy of Marketing Science, investigates whether marketing is as effective for B2B firms as it is for B2C firms. Using a novel classification of B2B firms built from text analysis of SEC filings, I show that B2B firms benefit from sales force investments to the same extent that B2C firms benefit from advertising.
My research interests include marketing strategy, firm performance and marketing influence, the marketing-finance interface, sales, and B2B marketing.
I integrate tools from econometrics, causal inference, panel data analysis, and natural language processing (NLP) to examine marketing’s strategic influence.
I am an active member of the marketing academic community, presenting at premier conferences such as AMA Winter, Theory + Practice in Marketing, EMAC, and the Marketing Strategy Consortium.
Teaching and Mentorship
At UT Austin, I have independently taught Principles of Marketing and served as a teaching assistant in multiple courses, including Marketing Strategy and Marketing Policies.
My teaching philosophy is rooted in both academic training and professional practice, where I managed cross-functional marketing projects and developed customer-focused programs.
I view marketing as both a theory-driven discipline and a practice essential to business growth. My teaching goal is to equip students with analytical frameworks and practical tools that help them understand how marketing decisions influence firm performance and how strategic thinking can be applied to solve real-world business problems across industries and contexts.
My teaching interests span several areas within marketing, including Business-to-Business Marketing, Introduction to Marketing, Channels and Sales Management, Marketing Strategy, Brand Management, Digital Marketing, and Marketing Analytics.
About Me
Originally from Peru, I hold an MBA from ESAN University and a B.S. in Civil Engineering from the Pontificia Universidad Católica del Perú.
Outside of academia, I am a passionate marathon runner, having completed the 42K races in New York, Berlin, Chicago, Lima, and Tokyo. Running keeps me grounded and goal-oriented—both in research and in life.
I am also a lifelong music enthusiast, with a deep appreciation for opera, classical, and rock.
CONTACT
