Rosa-Branca Esteves


PhD in EconomicsOxford University (2005), Supervisor: Mark Armstrong .

Associate Professor
Department of Economics , Universidade do Minho

Director of the Master course in Economics, Universidade do Minho.

Member of the Economic Policies Research Unit (NIPE).

Research interests: Competitive Price Discrimination, Advertising, Digital and Telecommunications Markets, Big Data, Competition and Consumer Policy.

Personal Information: Reside in Braga, Married to Francisco Carballo-Cruz, Two children: Diego (July, 2005), David (January, 2011) 

Link to CV


  • Price Discrimination under Customer Recognition and Mergers , (with Helder Vasconcelos), Journal of Economics and Management Strategy (forthcoming Fall 2015).  Online Appendix: N Firm_Extension

  • Price Discrimination and Targeted Advertising: A Welfare Analysis, (With Paulo Guimarães), The ICFAI Journal of Applied Economics (2008), 5: 41-47.

Submitted Papers:

  • Competitive Targeted Advertising and Price Discrimination, (co-author Joana Resende),R&R at Marketing Science.
  • Behaviour Based Price Discrimination under Advertising and Imperfectly Informed Consumers.

In progress:

    • Behaviour-Based Price Discrimination with Fairness Concerns (with Ammara Mahamood)
    • Behaviour-Based Price Discrimination in a Two-Dimensional Market (with Qihong Liu and Jie Shuai)
    • Behaviour-Based Quality Discrimination in Healthcare Markets.
    • Behaviour-Based Price Discrimination in Multiproduct Markets.
    • A Survey on the Economics of Behaviour-Based Price Discrimination”.
    • Airport Competition in a Spatial Network (with Francisco Carballo-Cruz)
    • Screening Price Coordination in the Portuguese Fuel Market (with Miguel Portela and Pedro Gonçalves)
    • Competitive Targeted Advertising and poaching in product differentiated markets (with Sofia Cerqueira)
    • Price Discrimination with Incomplete Information about the Rival's Costs.

                    Financed Research Projects:


                    Title: Behaviour-Based Price Discrimination in Multiproduct Markets

                    • Researchers: Rosa Branca Esteves (Principal Investigator), Andrew Rodhes (Toulouse University) and Carlo Reggiani (Manchester University)
                    • Consultant: Prof. Mark Armstrong 
                    • Funding: Fundação para a Ciência e Tecnologia (FCT),  14680 euros (Ref: EXP/IIM-ECO/1615/2013)
                    • Duration: 1 year (2014-03-01 a 2015-03-01)


                    Title: New Insights on the Economics of Customer Recognition and Behaviour-Based Price Discrimination

                    Title: Competition and Consumer Policy Issues in Media Markets

                    Referee for: 

                    European Economic Review, Rand Journal of Economics, Journal of Industrial Economics, Journal of the European Economic Association, International Journal of Industrial Organization, Journal of Economics and Management Strategy, Economic Journal, Information Economics and Policy, Portuguese Economic Journal.


                    • Advanced Microeconomics (PhD)
                    • Advanced Industrial Economics (PhD)
                    • Competition Policy (Master)
                    • Games and Strategic Behaviour (Undergraduate)
                    • Information, Markets and Strategies (Master)

                    • Email:
                    • Tel: + 351 253601932
                    • Fax: +351253676375
                    • Mail address: Department of Economics, University of Minho, Campus de Gualtar, 4710 Braga, Portugal