Cisternas Vera, Francisco

Biography

Dr Francisco Cisternas is a Senior Lecturer of Marketing at The Chinese University of Hong Kong (CUHK) Business School. He received his PhD in Business Administration (Marketing) from Carnegie Mellon University, and a BS in Industrial Engineering and MS in Operation Management from the University of Chile. His research focuses on modelling the interactions between the digital and physical channels using big data. His research applications include financial, sports and retail industries. Dr Cisternas’ work was awarded two research grants from the PNC Centre for Financial Services and Innovations and was distinguished with the Dipankar and Sharmila Chakravarti fellowship for his contributions to research in Marketing.

Teaching Areas

Marketing Research
Marketing Analytics

Research Interests

Marketing Analytics
Mobile and Online Marketing
Multi-channel Management
Demand Optimisation

• Publications & Working Papers

  Publications

  • Y. Zhou, Y. Wang, Q. Cui, X. Guan and F. Cisternas (2025), “Basket-Enhanced Heterogenous Hypergraph for Price-Sensitive Next Basket Recommendation,” ICASSP 2025 – 2025 IEEE International Conference on Acoustics, Speech and Signal Processing (ICASSP), pp. 1-5.
  • Cisternas, Francisco, Chongyan Sun, Carolina A. Contador, Sven Anders, May Chu, Nhi Phan, Bo Hu, Zhiguang Liu, Hon-Ming Lam, and Lap Ah Tse (2024), “Cultural and Generational Factors Shape Asians’ Sustainable Food Choices: Insights from Choice Experiments and Information Nudges,” Cell Reports Sustainability, 1(2).
  • Chu, M., Anders, S., Deng, Q., Contador, C. A., Cisternas, F., Caine, C., Zhu, Y., Yang, S., Hu, B., Liu, Z., Tse, L. A., and Lam, H-M (2022), “The future of sustainable food consumption in China,” Food and Energy Security, 00, e405.
  • Cisternas, F., Donne, D., Durán, G. et al. (2013), “Optimizing salmon farm cage net management using integer programming,” Journal of the Operational Research Society, 64, 735–747.

  Working Papers

  • Chaimanowong W, Cisternas F, Despotakis S (2023), “The effects of microtargeting on conversion rates and the role of information asymmetry.”
  • Cisternas Francisco, Chaimanowong Wee, Montgomery Alan L., and Derdenger Timothy (2024), “Influencing Product Competition Through Shelf Design.”
  • Cisternas-Vera, F., Montgomery, A., van Hoeve, W.-J. (2016),  “Reshaping bank branch networks due to mobile banking.”

  Book Chapters

  • Cisternas, Francisco, Carolina A. Contador, and Hon-Ming Lam (2025), “Cross-Cultural Differences in Sustainable Food Choices,” ISBN 9780081005965.
  • Cisternas, Francisco (2025),  “Chapter 8: Digital Transformation on Agricultural Products and Food Markets,” Agrobiotechnology in Perspectives, pp. 125-137.