Raphael Thomadsen

Assistant Professor

Phone: (310) 794-2100



Raphael Thomadsen's research, which has appeared in leading marketing and economics journals, focuses primarily on the link between firms' product offerings and pricing strategies. Specifically, much of his research studies how competition, as moderated through product differentiation, affects prices. This relationship between pricing and competition then has implications for optimal product offerings, which has been the topic of several follow-up papers. In addition to examining how firms should position their products, Prof. Thomadsen's research reveals surprising results from the interplay between competition and pricing, such as the fact that a firm's profits can increase even with the introduction of other competing products to the market. More recently, Prof. Thomadsen's research has focused on how retailers set their assortments and how marketing mix decisions made by retailers – including the mix of products the retailer offers – affect consumer choices.

Before joining the UCLA Anderson faculty, Professor Thomadsen taught at Columbia Business School.

Download Professor Thomadsen's CV


Ph.D. 2001, Stanford University
A.M. 1996, Stanford University
B.A. 1994, University of Wisconsin


Pricing, Pricing Strategies, Geographic Competition, Applied Game Theory
  • R. Thomadsen. (2013). You Can Benefit from a Rival's New Product. Harvard Business Review, April 2013. [ Link ]
  • R. Zeithammer and R. Thomadsen. (Forthcoming). "Vertical Differentiation with Variety-Seeking Customers". Management Science, [ Link ]
  • R. Thomadsen. (2012). Seeking an Expanding Competitor: How Product Line Expansion Can Increase All Firms' Profits. Journal of Marketing Research, Vol. 49, No. 3, pp. 349-360. [ Link ]
  • Raphael Thomadsen, Robert Zeithammer, Ganesh Iyer, Dina Mayzlin, Yesim Orhun, Amit Pazgal, Devavrat Purohit, Ram Rao, Michael Riordan, Jiwoong Shin, Monic Sun and Miguel Villas-Boas. (2012). A Reflection on Analytical Work in Marketing: Three Points of Consensus. Marketing Letters, 23:381-389. [ Link ]
  • Brett R. Gordon, Raphael Thomadsen, Eric T. Bradlow, Jean-Pierre Dube and Richard Staelin. (2011). Revisiting the Workshop on Quantitative Marketing and Structural Econometrics. Marketing Science, 30(6), 945-949. [ Link ]
  • R. Thomadsen and P. Bhardwaj. (2011). Cooperation in Games with Forgetfulness. Management Science, 57(2), 363-375. [ Link ]
  • M. Hwang, B. Bronnenberg and R. Thomadsen. (2010). An Empirical Analysis of Assortment Similarities Across U.S. Supermarkets. Marketing Science, 29(5), 858-879. [ Link ]
  • R. Borzekowski, R. Thomadsen and C. Taragin. (2009). Competition and Price Discrimination in the Market for Mailing Lists. Quantitative Marketing and Economics, 7, 147-149. [ Link ]
  • R. Dehejia , B. Jorgensen and R. Thomadsen. (2008). Optimal Minimum Wage in the Classic Labor Supply and Demand Paradigm. Journal of Poverty, 12(4), pp. 481-495.
  • M. Draganska, S. Misra, V. Aguirregabiria, P. Bajari, L. Einav, P. Ellickson, D. Horsky, S. Narayanan, Y. Orhun, R. Reiss, K. Seim, V. Singh, R. Thomadsen and T. Zhu. (2008). Discrete Choice Models of Firms' Strategic Decisions. Marketing Letters, 19(3-4), pp 399-416.
  • R. Thomadsen. (2007). Product Positioning and Competition: The Role of Location in the Fast Food Industry. Marketing Science, 26(6), pp. 792-804. [ Link ] [ Finalist, 2007 John D.C. Little Best Paper Award ]
  • R. Thomadsen and Ki-Eun Rhee. (2007). Costly Collusion in Differentiated Industries. Marketing Science, 26(5), pp. 660-665. [ Link ] [ Technical Appendix ]
  • R. Thomadsen. (2005). The Effect of Ownership Structure on Prices in Geographically Differentiated Industries. RAND Journal of Economics, 36(4), 2005, pp. 908-929.
  • R. Thomadsen. (2005). Existence of Pure Strategy Equilibria among Geographically Dispersed Firms. Economics Bulletin, 12(12), 2005, pp. 1-4. [ Link ]
  • B. Douglas Bernheim, R. Thomadsen. (2005). Memory and Anticipation. Economic Journal, 105(503), pp. 271-304. [ Link ]
  • E. Bradlow, B. Bronnenberg, G. Russell, N. Arora, D. Bell, S. Devi Deepak, F. ter Hofstede, C. Sismeiro, R. Thoomadsen, and S. Yang. (2005). Spatial Models in Marketing. Marketing Letters, 16(3-4).
  • J. Dube, P. Chintagunta, B. Bronnenberg, R. Goettler, A. Petrin, K. Sudhir, R. Thomadsen and Y. Zhao. (2002). Structural Applications of the Discrete Choice Model. Marketing Letters, 13(3).

Working Papers

R. Thomadsen (October 2012). "The Impact of Switching Stores on State Dependence in Brand Choice." [ Link ]

M. Hwang and R. Thomadsen (May 2012). "When Push Comes to Shelf: How Point-of-Sale Marketing Mix Impacts National-Brand Purchase Shares" [ Link ]

R. Thomadsen, A. Pazgal & D. Soberman. (July 2012). "Location Choice and Profit-Increasing Entry." [ Link ]

A. Pazgal, D. Soberman & R. Thomadsen (August 2012). Profit-Increasing Consumer Exit. [ Link ]

Columbia-UCLA-Duke Workshop on Quantitative Marketing