Leading Through Innovation - The Berkeley MBA - University of ...

H a a s S c h o o l F a c u l t y
Explorers in Search of New Ideas
Haas School faculty members are explorers and
discoverers, seeking new ideas and insights at the
frontiers of knowledge. They are internationally recognized leaders in
the study of the economic, social, political, and technological forces shaping
global markets today.
At the Leading Edge of Marketing
The Haas School is among a handful of
business schools to offer a class on data-driven
marketing. Florian Zettelmeyer, (above) an
associate marketing professor, designed the
Information- and Technology-based Marketing
class to teach Berkeley MBA students how to
skillfully deal with the flood of customer
information that has inundated firms as a
result of advances in technology.
Haas faculty play an active role in the national
and international business communities, serving
as consultants, board members, and speakers at
major business conferences and seminars. They are
in demand for key government positions, and they
perform important interdisciplinary research with
colleagues at Berkeley and at other top universities
around the world. Rankings of academic reputation
consistently place the Haas faculty in the top ten of
business schools worldwide.
In their search for new knowledge, Haas School
professors go far beyond merely describing a
management or business problem and its resolution.
As members of a premier research university, Haas
scholars seek the deeper answers to why things
happen the way they do. They develop theoretical
explanations in order to understand and predict
future occurrences. These are among the tools
that eventually help executives navigate confidently
through even the most turbulent, changing times.
Several faculty members are authors of widely
used textbooks in marketing, economics, and
management. Severin Borenstein is a nearly
constant presence in the national media explaining
the ups and downs of the nation’s energy markets.
Hayne Leland and Mark Rubinstein are among the
world’s most knowledgeable securities experts.
Michael Katz is a leading thinker and strategist in
telecommunications policy. John Morgan and Teck
Ho are actively utilizing behavioral and experimental
economics to make advances in understanding
50 Years of
Great Ideas
The California
Management Review
(CMR), published by the
Haas School, is one of
the leading management
journals of its kind,
serving as a nexus
between those who
study management and
those who practice it.
CMR, which celebrates
its 50th year in 2007,
publishes researchbased
articles that
address issues of
current concern to
managers.
strategic decision making. Florian Zettlelmeyer is a pioneer in exploring the
impact of Internet technology and massive quantities of consumer data on
corporate marketing. Jennifer Chatman is a top authority on organizational
culture and postmerger integration. And David Teece is a widely sought
expert in the field of innovation and knowledge management. The list of
outstanding scholarly achievements by Haas faculty is long indeed.
John Morgan
Gary and Sharron Kalbach Professor in Entrepreneurship
Founding Director, Experimental
Social Science Laboratory (Xlab)
Faculty Co-director, Fisher Center for
the Strategic Use of Information Technology
At Haas since 2002
Course taught:
Game Theory Approaches to
Bargaining, Conflict, and Negotiations
Current research interests:
E-commerce
Organizational design
Experimental economics
Degrees:
BS, Economics
University of Pennsylvania
MA and Ph.D., Economics
Pennsylvania State University
Haas School Professor John Morgan’s popular
course on game theory offers students a
puzzling experience. The course challenges
students to formulate strategy by learning to
forecast the reactions of rivals.
“My teaching style is conversational, exploratory,
and interactive,” says Morgan, whose in-class
experiments call upon students to develop strategies
for everyone from OPEC nations to NBA
teams. He has found that students respond to
the interactivity of his classes, as well as the
accountability: Answer a question in class and a
follow-up “Why?” from Morgan is sure to follow.
This enthusiasm for inquiry has led to Morgan’s
role as a founding director of Xlab, UC
Berkeley’s laboratory for economic experiments,
and to research such as his work on eBay auction
pricing, which showed online sellers how to
boost profits. Game Theory students got an early
look at Morgan’s innovative research through a
lecture on auctions and an in-class experiment
on online pricing. The class culminates with a
final paper that lets students demonstrate their
newfound knowledge of game theory, strategy,
bargaining, and conflict negotiation.
With explorations that have ranged from
Google’s IPO auction to the pros and cons of
walking slugger Barry Bonds, Morgan finds the
work of his students compelling. “I want them to
feel that we’re on a journey to learn together,”
he says. “They’re curious, interesting, and end
up teaching me as much as I teach them.”
30 Haas School of Business Leading Through Innovation Full-time Program 2008 Haas School of Business 31