09 Dec 2022

New Faculty Profiles: Isamar Troncoso


HBS faculty comprises more than 300 scholars and practitioners who bring leading-edge research, extensive experience, and deep insights into the classroom, to organizations, and to leaders across the globe. We asked new faculty at HBS about their background, their new roles, and their interests.

Isamar Troncoso, assistant professor, Marketing

What is your educational background?
I have a bachelor of engineering science and an industrial engineering degree from the University of Chile, and a PhD in marketing from the University of Southern California.

What is your area of research and what led you to it?
My research areas include digital marketplaces and AI applications in marketing. The questions I study come from my experience on these platforms, my interest in topics like equality and inclusion, and my curiosity about using machine learning methods to obtain insights from text and images.

What will you be teaching?
I will be teaching Marketing in the MBA Required Curriculum.

What would you be doing if you weren’t an academic?
Maybe I would be a marketing data scientist. I really enjoy working with data and learning new methods to analyze it.

Where are you from?
I am from Chile. I was born in the north, grew up in the center, and visited the lovely south several times.

What is something you like to do outside of your academic work?
I like indoor bouldering. It is a mentally and physically demanding activity, at least for me, and I love that it is all I can think about while doing it.

What’s your favorite book, movie, or piece of art?
A book I recently enjoyed reading is The Double X Economy by Linda Scott. But I must admit that the first thing that came to mind after reading this question were the Batman movies by Christopher Nolan.

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