Aydin Alptekinoglu

As a natural outgrowth of my research on product variety, I have developed a strong interest in the analytics of choice — theoretical and empirical modeling of how consumers choose among the product or service options that the market or firms present them. This book was instrumental for me to understand the theoretical foundations of discrete choice and use it for demand modeling in various business contexts (e.g., assortment planning, pricing, revenue management, retail operations).