Luciano Lapa
About
Luciano Lapa is an Assistant Professor at the Smeal College of Business at Penn State University. He received his PhD in Marketing from the Kelley School of Business at Indiana University in 2023. Prior to academia, he owned a small business in his home country, Brazil.
He is interested in marketing strategy research in the intersection with finance and accounting. He studoes how different kinds of marketing-related risks affect managerial behavior and downstream consequences on firm performance. Specifically, he investigates how risk is related to myopic decision making in the form of real earnings management, such as revenue management and marketing spending.
At a broader level, his research taps into the larger issue of quarterly earnings faced by public companies. Managers of such companies often operate under a lot of pressure to deliver quarterly earnings that satisfies the expectations of several market constituents, such as investors and analysts. The decisions to meet those expectations may come at the long-term longevity of the firm. His research tries to understand when and why that happens, and what managers can do to prevent such behaviors and their detrimental consequences.
Contact information
Luciano Lapa
Penn State University
lvl5630
psu.edu