Portrait image for Andres Terech

Andres Terech

Adjunct Professor of Marketing; Faculty Director, Morrison Center for Marketing and Data Analytics
“I strive to help people find knowledge in themselves — to think differently than they did before.”


Working as a consultant at Accenture in his home country of Argentina, Andres Terech (Ph. D. ’04) became a victim of the Mexican government’s decision to devalue the peso against the U.S. dollar in 1994. The “tequila effect” that this action had on the South American economy was the prime reason Terech left consulting and took advantage of a full EMBA scholarship at IAE Business School, Universidad Austral in Buenos Aires, before receiving a second scholarship to earn a Ph.D. at UCLA Anderson in 2004.

He began his academic career as an IAE faculty member in 1997, teaching MBA students and executive programs. After he received his Ph.D., Terech traded southern hemisphere summers for winters, traveling north to the U.S. to teach elective courses and conduct research as a visiting professor at UCLA Anderson.  He later became a full-time adjunct associate professor of marketing in 2009.

It’s not surprising that Terech’s strongest area of research is in retailing and includes modeling consumer choice behavior and competitive market structure.

“I grew up in the retail environment, as my family had two stores in a town north of Buenos Aires,” he says. His consulting experience covers several marketing challenges, such as new product launches, marketing plans and growth strategies, promotion and communication programs, distribution strategy, pricing and sales promotions, and feasibility analysis. He has advised startups and Fortune 500 clients in a variety of industries, including retailing, agribusiness, financial services, textile and automobile, and sits on the advisory boards of several start-up companies.

Terech’s current work focuses on studying the integration of different methods of shopping available to consumers and retailers performance metrics. He takes a special interest in marketing issues related to branding, pricing, franchising and retailing — evident in the Latin American Franchising Research Council (CLIF) he founded in 2007 in Argentina, which brought together academics and franchisors to help promote intellectual leadership in franchising. He teaches courses in pricing, marketing strategy, marketing analysis and frameworks, retail management, and sales force and distribution channel strategy. He has also taught executive seminars at different business schools in Spain, Mexico, Chile, Peru, and Ecuador.

He enjoys writing cases for publications, describing it as “the ideal way to connect theory and practice, to provide real context to frameworks and theories.” Much of his work has been published in scholarly journals and specialized business publications, such as Case Research Journal, Marketing Letters and Harvard Business Review. When not focusing on his research, Terech can be found occasionally on a basketball court, coaching soccer and baseball, or taking the family on yearly camping trips.



Ph.D. Marketing, 2004, UCLA Anderson School of Management

MBA 1997, IAE Business School, Universidad Austral

B.A. Business Administration, 1994, Universidad de Buenos Aries



Terech, Andres, Martha Rivera, and María Guadalupe Torres, “KidZania: Spreading Fun Around the World,” Case Research Journal, Vol. 38, Issue 3, Summer 2018

Rivera, Martha and Andres Terech, “KidZania: Estrategia de Diferenciación, Crecimiento y Diversificación,” IPADE, August 2017.

Andres Terech with Guillermo D’Andrea and Pablo Alegre. (2012). TIGO Paraguay –Emerging Mobile Telephone Services. Case Study, IAE, Austral University

Andres Terech with Javier Silva and Maria Barale. (2012). Pricing Strategy at Officenet Staples. Case Research Journal. NACRA.

Andres Terech with Cacho-Elizondo, Silvia, Francisco Espinoza Manzo, and Maria Guadalupe Torres Padilla. (2012). Mejores Prácticas y Desafíos de Empresas Medianas en México. ISTMO.

Andres Terech with Guillermo D'Andrea and Luciana Silvestri. (January 2010). Climbing the Ladder of Retail Innovation for Emerging Consumers: Insights from Latin America. Effective Executive, The Icfai University Press.

Andres Terech with with Guillermo D'Andrea and Luciana Silvestri. (December 2009). La innovacion minorista para los consumidores emergentes en America Latina. Harvard Business Review, Edicion America Latina.

Andres Terech with Randolph E. Bucklin and Donald G. Morrison. (September 2009). Consideration, Choice, and Classifying Loyalty. Marketing Letters, 20 (3).

Andres Terech. (2008). Tácticas para Preservarse de la Inflación que Acecha. Revista Mercado, Editorial Coyuntura

Andres Terech. (2004). Three Essays on Consideration Sets. UCLA, Ph.D. Dissertation.

Andres Terech. (1999). Estudio del Mercado de las Franquicias en Argentina. Asociacion Argentina de Franquicias - IAE, Universidad Austral.

Andres Terech with with Guillermo D'Andrea. (1998). Aspectos Cuantitativos de las Decisiones Comerciales. IAE, Universidad Austral.

Andres Terech with with Guillermo D'Andrea. (1996). Prity. Business Case Collection, IAE, Universidad Austral.


Working Papers

“Managing Marketing Risk by Improving Customer Retention”

“Hot Wheels ID: reinventing an classic toy”  

“eMasterMatrix: optimizing the performance of etailers” (with Julian Villanueva and Luiz Fernandez”).



Fully Employed MBA Teaching Excellence Award (2014)

Fully-Time MBA Teaching Excellence Award (2014)

Deloitte Consulting Award for Management Field Study, Faculty Advisor (2014)

Informs Doctoral Consortium Fellowship. (2002, 2003)

UCLA, Summer Doctoral Fellowship Program (2000 – 2002)

IAE, Austral University, Graduate Fellowship (1999 – 2004)

IAE, Austral University, Graduate Fellowship (1996 – 1997)

Cum Laude Buenos Aires University (1994)

Best Workshop Award, Iniciativa Foundation (1992)