Faculty
Market Research for Decision Makers
Sara Beckman, MS, PhD teaches new product development and manufacturing and operations management at the University of California’s Haas School of Business. In nearly twenty years at the Haas School, she has developed, institutionalized and directed the school’s Management of Technology Program, initiated new courses on design, entrepreneurship in biotechnology, and new product development, won three awards from MBA students for excellence in teaching, and received the Berkeley campus Distinguished Teaching Award. Sara consults and teaches with a number of companies including Hewlett-Packard, Wells Fargo Bank and ethnographic research firm PointForward. Prior to and concurrent with her involvement at the Haas School, Sara Beckman worked for the Hewlett-Packard Company, most recently as Director of the Product Generation Change Management Team. Before joining HP and the Haas School, Sara Beckman worked in the Operations Management Services practice at Booz, Allen and Hamilton where she developed manufacturing strategy in a number of diverse industries from pharmaceuticals to aerospace. Sara has B.S., M.S. and Ph.D. degrees from the Department of Industrial Engineering and Engineering Management at Stanford University and an M.S. in Statistics from the same institution.
Rashi Glazer, MBA, PhD is a Professor at the Walter A. Haas School of Business, University of California where he has won several awards for teaching excellence at the MBA and Executive Education levels, including twice as the Haas School's Best Teacher of the Year Award. He has an MBA in 1979 and a Ph.D. in 1982 from Stanford University's Graduate School of Business and from 1982-1989 was on the faculty at Columbia University's Graduate School of Business. His teaching and research interests are in the areas of competitive marketing strategy, technology and information-technology strategy, interactive and database marketing, e-commerce, and consumer and managerial decision making. Rashi was founder of a communications company specializing in innovative applications of video technology and has consulted to and conducted executive education programs for numerous companies including Agilent, Arbor Health Care, AT&T, Autodesk, Baxter Labs, Boston Scientific, Daimler-Chrysler, Deere & Co., Fairchild Semiconductor, Genentech, Hakuhodo, Hewlett Packard, IBM, Intel, Jones Day, Levi Strauss, United Arab Emirates, and many others. He is the developer of the INFOVALUE program for measuring the value of a firm's information and SUITS, an interactive computer simulation for teaching the strategic use of information and the integration of information technology strategy with business strategy.
Ganesh Iyer, MBA, PhD is a Harold Furst Professor in the Haas School of Business at the University of California, Berkeley. He received his Ph.D. in Management from the University of Toronto. His research interests include coordination in distribution channels, competitive strategy, Internet strategy, customer information markets, and the effects of bounded rationality on competitive markets. He is an associate editor at Quantitative Marketing and Economics and is on the editorial boards of Marketing Science, Journal of Marketing, and Review of Marketing Science. Ganesh teaches the core marketing course and the elective in technology marketing. Ganesh’s research on customer information markets has won the John Little award for the best paper published in Marketing Science or Management Science.
Kristin Kurth, MBA has over 20 years experience in marketing, brand building, communications and design. Her perspective comes from a background that spans a wide range of industries, including technology products and services, the Internet, medical devices, pharmaceuticals, and consumer products and services.
Kristin founded EquiBrand Consulting in 1998, helping clients from start-ups to Fortune 100 companies strategize, plan and launch integrated brand-building initiatives. Kristin serves as one of EquiBrand’s qualitative research moderators, conducting traditional focus groups, in-depth one-on-one interviews, and ethnographic studies using a variety of traditional and projective techniques, across a wide range of client issues.
Prior to EquiBrand, Kristin spent her career in the advertising profession, as a media planner on the Procter & Gamble business. From there, she pursued account management work at BBDO Chicago. She spent the majority of her career at Ogilvy & Mather, where she was a Senior Partner/Worldwide Management Supervisor.
Kristin has a BBA from The University of Michigan and an MBA from The University of Chicago, with specialization in marketing, finance and economics. She has guest lectured extensively at the top MBA programs (Kellogg, University of Chicago, Haas), and has been an adjunct professor of marketing. She has also conducted seminars on branding and strategic marketing for the American Marketing Association.
Priya Raghubir, MS, PhD is a Professor at the Haas School of Business, University of California at Berkeley. She received her Ph.D. in Marketing from New York University in 1994. An MBA from the Indian Institute of Management, Ahmedabad, India (1985), her undergraduate degree is in Economics from St. Stephen's College, Delhi University, India (1983). Prior to doing her PhD, Priya worked in the financial industry in Hong Kong (with Jardine Fleming and Citibank) and India (with Citibank) for 5 years, from 1985-1990. She taught at the Hong Kong University of Science and Technology in Hong Kong from 1994-1997. Her research interests are in the areas of survey methods, specifically questionnaire design and experimental methods, as well as psychological aspects of price promotions, visual information processing, and the subjective value of money. Priya has also done Marketing Research courses for Google as well and consulted in Marketing Research for Boston Scientific.
She has published almost 30 articles in major journals including the Journal of Marketing Research, Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Consumer Psychology, Marketing Science, California Management Review, Memory and Cognition, Journal of Retailing, Personality and Social Psychology Bulletin, Public Opinion Quarterly, Journal of Product and Brand Managements, Journal of Applied Social Psychology, Financial Analysts Journal, Psychology and Marketing, and Marketing Letters. She is on four Editorial Boards of major Marketing journals. She has given almost 90 academic presentations of her research work at major universities, symposia, and conferences around the world. Her teaching interests are in the area of Marketing Research, Consumer Behavior, and Marketing Strategy. She has taught at the undergraduate, MBA, evening MBA, and PhD levels at the Haas School of Business, as well as done executive education in India and China.
Florian Zettelmeyer, PhD is Chair of the Marketing Group and Associate Professor of Marketing at the Haas School of Business, University of California at Berkeley. Prior to his appointment at UC Berkeley in 1998, Florian was on the faculty of the Simon Graduate School of Business at the University of Rochester. Before his Ph.D., he worked in consulting at McKinsey and Company's German office. Florian earned a Ph.D. in marketing from the Massachusetts Institute of Technology and a M.Sc. in economics from the University of Warwick (UK). In addition, he received his Vordiplom in business engineering from the University of Karlsruhe (Germany).
Florian teaches one of the most popular MBA electives, "Information- and Technology-based Marketing," in the curriculum of the Haas School of Business. The course teaches students how to make marketing decisions based on individual level customer data. He has used his expertise in consulting for companies like BMW, Johnson & Johnson, Verisign, RoundTable Group, and iMediation.
Florian’s research specializes in how the information consumers have about firms and the information firms have about consumers affect firm strategies. For example, Florian has studied the effect of the Internet on the auto retailing industry. His studies have shown that better access to information and new institutions have significantly lowered prices to Internet consumers in this industry. His most recent work is on the role that information has on the effectiveness of incentive promotions in the automotive industry.
Florian has published extensively in marketing and economics, including in Marketing Science, the Journal of Marketing Research, the Journal of Consumer Research, and the American Economic Review. In 2007 he was granted the Paul E. Green award by the American Marketing Association (AMA) for contributing to the practice of marketing research. He has been awarded multiple research grants by the National Science Foundation for his research in firm strategies. He was elected a member of the prestigious National Bureau of Economic Research (NBER), the nation's leading nonprofit economic research organization. Florian also won the 2006 Best Teacher of the Year Award at Berkeley for his teaching in the MBA and Ph.D. programs.
