UC Berkeley's: Product Management

Translating Market Opportunities into Profitability

About the Product Management Training Program Faculty

The Product Management Training Program at UC Berkeley's Center for Executive Development is taught by leading experts whose research has been augmented and refined by years of consultative experience in industry.

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Dr. Homa Bahrami
Senior Lecturer
Haas School of Business, UC Berkeley

Dr. Homa Bahrami is an international educator, author and advisor, specializing in organizational design for global knowledge-based companies. She is a Senior Lecturer at the Haas School of Business, UC Berkeley, University of California, Berkeley, and an advisor to senior executive teams on re-organizations and related challenges. Homa is the co-author (with Harold Leavitt) of a leading textbook in organizational behavior entitled "MANAGERIAL PSYCHOLOGY: MANAGING BEHAVIOR IN ORGANIZATIONS", published by the University of Chicago Press, and translated into many languages. Her new book "SUPER-FLEXIBILITY FOR KNOWLEDGE ENTERPRISES" provides practical suggestions for architecting super-flexible organizations. She is active in executive coaching and executive development and serves on several advisory boards in Silicon Valley and Europe.

Influence Without Authority: Product Mangers as SuperHubs

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Sara Beckman
Senior Lecturer
Haas School of Business, UC Berkeley

Sara Beckman teaches new product development and manufacturing and operations management at the University of California's Haas School of Business, UC Berkeley. In nearly fifteen 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 Beckman has also taught for Stanford University's Department of Industrial Engineering and Engineering Management, and been a visiting faculty member at MIT in both 1994 and 1999 where she taught in the Leaders for Manufacturing Program. She also teaches regularly in Pepperdine University's Masters in Science and Technology Management program.

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. This group was responsible for supporting strategic decision-making, workforce planning and design, manufacturing education and training, and environmental, health and safety management throughout the company. She also managed the corporate-wide Surface Mount Technology program that was responsible for the rollout of new, standard board assembly processes at HP.

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 Beckman 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. She is a member of the Board of Directors of the Building Materials Holding Corporation and the Corporate Design Foundation.

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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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Rashi Glazer
Professor
Haas School of Business, UC Berkeley

Rashi Glazer is Professor at the Walter A. Haas School of Business, UC Berkeley, University of California, Berkeley and Co-Director of the School's Management of Technology Program. He has also served as the Director of the Haas School's Center for Executive Education and the Director of the Center for Marketing and Technology. He earned 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. He was the founding Co-Editor of Journal of Interactive Marketing and an Associate editor of Management Science. His articles have appeared in Marketing Science, Management Science, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing and other leading publications and he is the co-author of three books, The Marketing Information Revolution, Readings On Market-Driving Strategies and Cable TV Advertising. He 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, BellSouth, Boston Scientific, CBIS/Matrixx, Daimler-Chrysler, Deere & Co., Deluxe, Equitable Life, Exigen Group, Gemini Consulting, Genencorp, Genentech, Hakuhodo, Hewlett Packard, IBM, Intel, Jones Day, Levi Strauss, MicroUnity Systems, MIPS, Mitsubishi, Motorola, Pacific Bell, Pacific Gas & Electric, SAP, SBC, Siemens, SmithKline, SUN Microsystems, Telegroup, Telekurs/Teknekron, Time, Inc., Toshiba, Trans Union, United Arab Emirates, Visa and Wells Fargo. 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. 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 and has been a finalist for the UC Berkeley Campus-Wide Distinguished Teacher Award.

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Teck-Hua Ho is the William Halford, Jr. Family Professor of Marketing at the Haas School of Business, University of California, Berkeley. He is currently the chair of the marketing faculty group and director of the Asia Business Center there. From 2004-2006, Teck also served as the Associate Dean of Academic Affairs and is currently an elected member of the Policy and Planning Committee at the Haas School of Business.

Teck's professional leadership includes roles as Departmental Editor of Management Science, Area Editor of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics.  Publishing extensively in leading marketing and economics journals, Teck is one of the most cited authors in the marketing field. His research has appeared in the American Economic Review, Econometrica, Journal of Consumer Research, Journal of Economic Theory, Journal of Marketing Research, Marketing Science, Management Science, and Quarterly Journal of Economics and he has been funded by the National Science Foundation for his innovative research in experimental and behavioral economics from 1995 to the present. Two of Teck’s research papers received honorable mentions for the prestigious John D.C. Little Best Paper Award in 2006 and Paul Green Best Paper Award in 2005 respectively.

Teck earned his Ph.D. from the Wharton School at the University of Pennsylvania in 1993 and became a tenured professor there in 1999. In 2002, he relocated to UC Berkeley, where he has been teaching a highly popular MBA elective called “Strategic Pricing” and is the faculty director of several executive education programs in marketing and advanced management. He won the Best Teacher of the Year Award three years in a row.  His recent consulting clients include Autodesk, Boston Scientific, Campbell’s, eBay, HP, QuickLogic, and Security Network of America.

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Ganesh Iyer, MBA, PhD
Professor
Haas School of Business, UC Berkeley

Ganesh Iyer is a Harold Furst Associate 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.

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Priya Raghubir
Associate Professor
Haas School of Business, UC Berkeley

Priya Raghubir is an Associate Professor at the Haas School of Business, UC Berkeley, 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 as 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, UC Berkeley, as well as done executive education in India and China.

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Paul Tiffany
Adjunct Professor
Haas School of Business, UC Berkeley

Paul Tiffany is a Senior Lecturer at The Haas School of Business, UC Berkeley, University of California, Berkeley, and an Adjunct Associate Professor of Management at the Wharton School of the University of Pennsylvania. He has taught at Wharton since 1983 and at Haas since 1994. He earned an undergraduate degree from Loyola University, an MBA from Harvard Business School, and a Ph.D. from Berkeley. Paul has also taught in the past at Stanford Business School, INSEAD (the European business school in France), and is currently a Visiting Professor at SASIN (the graduate business school of Chulalongkorn University, Bangkok, the top-rated university in Thailand).

Dr. Tiffany is the author of Business Plans for Dummies, currently in its 15th printing and available in eleven languages. This book was a finalist for the Financial Times/Booz Allen "Best Global Business Book of 1998" prize. He has also authored The Decline of American Steel (Oxford University Press, 1988). In addition, he has published numerous articles and reviews in a variety of journals.

Professor Tiffany was given the Anvil Award as the best professor at Wharton. His current classes at Berkeley in Global Strategy, Competitive Strategy, and Business and Public Policy are among the most in-demand courses at the Haas School of Business, UC Berkeley. He has traveled extensively with students in overseas educational programs in Europe, Asia, and Latin America.

Dr. Tiffany, through Paul Tiffany & Associates, serves as a consultant and educator to numerous firms both in the United States and abroad. Recent clients have included Morgan Stanley, MBNA, Johnson & Johnson, Microsoft, Asia Pacific Breweries (Singapore), Deutsche Post World Net, Banc of America, Ericsson, Aventis Behring, Janssen Pharmaceutica, Cisco, Ortho Biotech, Armstrong Industries, Merck, Management Centre Europe, Irish Management Institute, SASIN Senior Executive Program - Thailand, and Qualcomm, among many others. Dr. Tiffany also is actively involved with high-tech start-ups and serves on the board of directors or advisors of several such firms in northern California.

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Rich Mironov
Interim/acting VP Marketing Mentor Consulting
Enthiosys Inc.

Rich Mironov, Chief Marketing Officer, Enthiosys Rich Mironov is CMO of Enthiosys, an agile product management consulting firm He is a software product strategist and veteran of four high-tech startups, and is considered one of the pre-eminent experts on software product management and marketing. Rich has consulted to more than 20 large and small technology companies on business strategy, product strategy and market analysis, and as an interim product executive. He had product/marketing leadership roles at Silicon Valley start-ups: Wayfarer Communications, iPass, Slam Dunk Networks and AirMagnet. His early career as a developer and product manager was at Hewlett-Packard, Tandem Computers and Sybase. Author of the popular newsletter on technology product strategy, Product Bytes, Rich is a regular speaker and lecturer on product management and technology. He has an MBA from Stanford University (Arjay Miller Scholar) and a B.S. in Physics from Yale University. Rich serves as VP of Marketing for the Northern California Product Development & Marketing Association (Norcal PDMA).

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Holly Schroth
Senior Lecturer
Haas School of Business, UC Berkeley

Holly Schroth is a Senior Lecturer at the Haas School of Business, UC Berkeley, University of California, Berkeley, and an Adjunct Associate Professor in the MBA program at Santa Clara University. Prior to joining the faculty at the Haas School of Business, UC Berkeley in 1992, she was a visiting scholar at the Kellogg Graduate School of Management, Northwestern University. She received a MA in psychology and a Ph.D. in social psychology from the University of California, Santa Barbara. She teaches Negotiations and Conflict Resolution and Organizational Behavior to both 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. 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: Google, Intel, AMD, Kaiser Permanente, T-Mobile, The GAP, Erste Bank, Silicon Graphics, Lockheed-Martin, Charles Schwab, Universal Studios, TRW Credit Service, Xerox, Applied Materials, Zhanra.com, KIPP, Altera Corp., Pulte Homes, Deloitte Consulting, Jacobs Associates, Law Offices of Crosby, Heafey, Roach and May, Council of Law Librarians, Murphy Companies, Glenborough Corporation, CIO Institute, American Electronics Association, Women in Business Society, WineRepublic.com, Staples, Conceptus, Cruelworld.com, Careercentral.com, Walmart.com, Women's Wealth Network, Sidley, Austin, Brown & Wood LLP, Mexico's Federal Electricity Commission, SNP Communications, Partners in Business Systems, CREW, National Association of State Budget Officers (NASBO) and other government entities. 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.

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Jane Creech
Catalyst for Cross-Functional Collaboration
Strategic Business Systems

Jane Creech is the Founder and Principal Consultant for Strategic Business Systems, a Business Management & Consulting firm based in Silicon Valley since 1999. Jane's practice integrates her background in Product Development System Design & Implementation with her extensive corporate experience in change management, leadership, and executive development and coaching. Additionally, Jane has been an organization development consultant for the past 25 years and provides her clients expertise and measurable results in the areas of strategic planning, organization design, succession planning, culture and values development, teambuilding, conflict resolution and designing and implementing performance and talent management systems. Jane has a B.S. in Psychology from Santa Clara University and an MA in Educational Psychology from San Francisco State University. She has lectured on Product Development teams at Haas and at USC over the past 12 years as well as Change Management and Managing Virtual Teams at San Jose State since the early 1990s.