UC Berkeley's: Pricing for Profitability in the Information Age

About the Pricing Program Faculty

Pricing brings together the fields of human behavior, mathematics, economics, and business strategy. The Pricing Program at UC Berkeley’s Center for Executive Education is taught by leading experts whose research has been augmented and refined by years of consultative experience in industry. The faculty have won numerous teaching awards.

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Professor Teck-Hua Ho is the William Halford Jr. Family Professor of Marketing and the Director of the Asia Business Center at the Haas School of Business at the University of California, Berkeley. Prior to his UC Berkeley tenure, he taught at Wharton at the University of Pennsylvania (where he received his Ph.D.), and at The Anderson School at UCLA. While at Berkeley, he has served as the Associate Dean for Academic Affairs from 2004-06, and has also acted as the Chair of the Marketing Group. Most recently, he was on leave from UC Berkeley (2011-2013) to serve as the Vice President for Research Strategy at the National University of Singapore, his alma mater where he received his undergraduate and M.S. degrees.

Professor Ho has received numerous accolades for both his teaching and his research. In 2010, he received UC Berkeley's most prestigious teaching award, the Berkeley Distinguished Teaching Award, and he has always been one of the top teachers at the Haas School of Business, demonstrated by his three Earl Cheit Awards for Excellence in Teaching, and many nominations. His research interests include quantitative marketing (pricing strategy and customer value management), behavioral economics (behavioral change and nonequilibrium models) and marketing and operations interfaces (supply chain management and behavioral operations). His papers have been finalists for the John D.C. Little Best Paper award, the Paul Green Best Paper Award, and the William F. O'Dell Long Term Impact Best Paper Award.

Professor Ho serves as the Departmental Editor for Management Science; Co-Editor for Foundations and Trends in Marketing; and as an Associate Editor for the Journal of Marketing Research and Marketing Science. Professor Ho has consulted and taught for many large companies, including Autodesk, Campbell's Soup, eBay, Google, Hewlett-Packard, Intel, Johnson & Johnson, Maxim Integrated, QuickLogic Corporation, Spacelabs Healthcare, Synopsys, and Zynga. He is one of the most sought after experts on strategic pricing strategy.

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Randolph E. Bucklin is the Peter W. Mullin Professor at the UCLA Anderson School, where he has been on the faculty since 1988. He holds a Ph.D. in Business (Marketing) and an M.S. in Statistics from Stanford University and an A.B. in Economics from Harvard University.

Professor Bucklin’s research interests are in the quantitative analysis of customer purchase behavior. He specializes in choice models using historical records of customer transactions from scanner and Internet data. Using these models, he studies how customers respond to changes in marketing activity (e.g., advertising, price, promotions, distribution), how customers are segmented in their behavior, and how rival brands and stores compete. He has extensively studied customer behavior in variety of retail settings, including consumer packaged goods, automotive markets, and e-commerce. His work has been published widely in the leading academic marketing journals and several of his articles have received awards.

Professor Bucklin currently serves as co-editor-in-chief of Marketing Letters. He also serves on the editorial boards of the Journal of Marketing Research, Marketing Science, and the International Journal of Research in Marketing.

At UCLA, he teaches courses in pricing, sales and channel management, and marketing management in the MBA programs. He offers a doctoral seminar on Internet marketing models and advises PhD students, chairing seven dissertations to date. He has received five awards for teaching excellence at UCLA, including the Neidorf "Decade" Teaching Award (2001). Professor Bucklin served as chair of the UCLA Marketing faculty for six years, from 2000-04 and 2005-07.

Professor Bucklin has worked as a consultant at Bain & Company and as a business journalist for The Washington Post. In his current consulting practice, Professor Bucklin helps companies use quantitative tools to improve marketing decision-making. His clients have included Graphics Controls Corporation, Johnson & Johnson, Baxter Healthcare, Hughes Electronics, Qualcomm, Brentwood Associates, and WPP Group. He has also served as an expert witness in a variety of legal matters involving marketing practices and damages estimation.

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Terry Taylor is an associate professor in the Haas School of Business. Prior to his position at Berkeley, Terry was a professor at Columbia University’s Graduate School of Business and Dartmouth’s Tuck School of Business. Prior to his academic career, Terry was a consultant for McKinsey & Company. He received his Ph.D. and B.S. from Stanford University. 

Terry’s research interests include contracting and coordination in distribution channels, the marketing/manufacturing interface, and operations management.  His work has explored the role of on-going relationships in supply chains, contract renegotiation, outsourcing, forecasting, and product line design. He has consulted on marketing and/or operational issues in the retail, high-tech, banking, and telecommunications industries. He is an associate editor for Manufacturing and Service Operations Management, Operations Research, and Production and Operations Management. Terry received Columbia Business School Dean’s Award for Teaching Excellence in 2003. He received the UC Berkeley Cheit Award for Excellence in Teaching in 2009.  Each year students select one recipient of this award from the full-time MBA program.

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John Morgan, PhD, MA
Professor
Haas School of Business, UC Berkeley

John Morgan is the Gary and Sherron Kalbach Professor of Entrepreneurship at the University of California, Berkeley. John earned his PhD and MS from Pennsylvania State University and a BS (summa cum laude) at the Wharton School of the University of Pennsylvania. John’s most recent consulting experience is in the area of auctions and dynamic pricing for Google, Digonex, and Paging Systems. His current research focuses on auction design, platform competition, and pricing and information in online markets. John has received awards for his research from the National Science Foundation as well as being selected as a visiting scholar at the Hoover Institution and the International Monetary Fund. His research on online pricing earned him a best paper award for 2004 in Journal of Industrial Economics. His class on Game Theory is one of the most popular at the Haas School of Business. John was a finalist for the Earl F. Cheit teaching award in 2003.

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At Haas, Greg teaches primarily in the areas of finance and strategy in the MBA and MFE programs and in Executive Education. Greg has also worked in competitive intelligence and litigation consulting and has advised consulting teams in finance, marketing, and strategy. His research interests lie at the intersection of law, finance, and psychology, in the area of business strategy and risk management. Greg is the recipient of teaching awards including the Earl F. Cheit Award for Outstanding Teaching, 2009; and the Haas EWMBA Graduate Instructor of the year, 2004-2005.

Greg received a B.A. (History, Politics, Philosophy, and Economics) and a B.S. Economics (Business Administration) from the University of Pennsylvania, where he continued his education as a University Scholar and graduate fellow, studying in the schools of Arts and Sciences, Business, and Law. He later pursued a J.D. at the George Mason University and an L.L.M at Berkeley’s Boalt Hall. Greg has taught undergraduate and graduate courses in all areas of business. Prior to arriving at the Haas School in 2005, Greg taught at Wharton, Duke, and the University of Virginia.

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Holly Schroth, MA, PhD
Senior Lecturer
Haas School of Business, UC Berkeley

Holly is an award winning Senior Lecturer at the Haas School of Business, University of California, Berkeley, and an Adjunct Associate Professor in the MBA program at Santa Clara University. She teaches Negotiations and Conflict Resolution and Organizational Behavior to Executives, MBAs and Undergraduates. She has won several awards from MBA students for teaching excellence and was most recently voted “favorite professor” by a BusinessWeekonline (Sept. 2006) poll of undergraduates across the United States.

Holly Schroth teaches Negotiations and Conflict Resolution and Organizational Behavior in the MBA, Undergraduate and Executive Education programs. She has won several awards from MBA and undergraduate students for teaching excellence and was voted "favorite professor" by a BusinessWeekonline poll of undergraduates across the United States.

In addition to teaching, she is a trainer, consultant and key note speaker on negotiation and leadership issues to a variety of organizations in the United States and abroad including:

• Technology: Adobe, AMD, Applied Materials, Google, Hotwire Travel Ticker, IBM, Intel, Lam Research, Lantronix, Nuance Communications, Samsung, SanDisk, Sybase, Solon, YouTube Xerox
• Pharmaceutical and Life Sciences: Bio-Rad, Genentech, Gilead, Roche
• Pharmaceutical and Life Sciences: Bio-Rad, Genentech, Gilead, Roche
• Financial Services and Consulting: Charles Schwab, Deloitte Consulting, Ernst and Young, Franklin Templeton, J.P. Morgan, Navigant Consulting
• Retail and Consumer: Bay Area News Group, Clorox, Ebay, Fitness Anywhere, Hallmark, Meek Lumber, Global Wine Partners, Pearson Publishing, Staples, Universal Studios, Walmart.com
• Energy: Chevron, PG & E, Statoil
• Healthcare: HealthNet, Kaiser Permanente, McKesson
• Engineering, Construction and Real Estate: Glenborough Corp., Jacobs Associates, Pulte Homes, RNM Properties, Swinerton Inc.
• Education: Apollo Group, KIPP, The Thiel Foundation, Pearson Publishing
• Aerospace and Shipping: Lockheed-Martin, Matson
• Law: Law Offices of Crosby, Heafey, Roach and May, Sidley, Austin, Brown and Wood LLP
• Government and Public Services: EBMUD, Santa Clara Valley Water District, San Mateo County, City of San Ramon, and City of Walnut Creek

She has published several articles on negotiation and procedural justice in leading journals and has created several negotiation exercises in collaboration with the Dispute Resolution Research Center at the Kellogg Graduate School of Management. She is one of the leading authors of negotiation exercise materials which are used worldwide by educators and trainers.

She received a MA in psychology and a Ph.D. in social psychology from the University of California, Santa Barbara. She has also taught at Santa Clara University, Saint Mary's College of California, and Kellogg Graduate School of Management, Northwestern University. Prior to pursuing her Ph.D., she worked in a variety of functional areas in both small and large business organizations as well as in the non-profit sector.

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David Mok is the Director of Pricing at DePuy Spine (a Johnson & Johnson company), leading the pricing function for a $1B business. He is currently working on improving price realization amidst industry health care reform in a recessionary environment.

At Seagate, he managed the worldwide retail pricing team for Seagate's $1B branded storage solutions business. He helped turned a barely profitable situation into a strong and sustainable gross profit business within a year. During this time, the retail channel business attained the highest profit dollars and profit percentages in Seagate's branded solutions history, and sustaining near this level for his entire tenure.

Prior to Seagate, David was at Xilinx where he led transformational pricing efforts, deployed pricing software, architected the company's global pricing model, and developed pricing strategies across a broad spectrum of semiconductor, software, IP, products and services for a $2B business. He also managed the communications segment marketing team and led value-based pricing efforts using solutions. He was a product manager for an advanced platform system-on-chip semiconductor product family.

David has been speaking professionally on the subject of pricing at various conferences throughout the country. David began his career as a naval officer aboard a nuclear-power attack submarine where he conducted missions vital to the national security of the United States. He holds MBA, MS, and BS degrees.