A creative marketing plan for a medical device aimed at adults with spinal cord injuries earned a Berkeley MBA team second place at the 2014 Elite Eight Brand Management Case Competition November 6. The three-day, invite-only competition is hosted by the University of Minnesota’s Carlson School of Management. This year’s Haas team — Jana Beiswenger […]
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New approach puts brain scans on the witness stand in trademark disputes
Research shows how neuroscience could reduce bias, revolutionize intellectual property law Imagine you’re browsing the toothpaste aisle and see next to Colgate a new brand called Colddate, packaged in a box with similar colors and designs. “You might think this is clearly a copycat brand,” said Ming Hsu, William Halford Jr. Family Chair in Marketing […]
Brain Trust
Revolutionizing legal disputes Imagine you’re browsing the toothpaste aisle and see next to Colgate a new brand called Colddate, packaged in a box with similar colors and design. “You might think this is clearly a copycat brand,” says Associate Professor Ming Hsu, the William Halford Jr. Family Chair in Marketing. Yet in a real-life trademark […]
Learn the Ins and Outs of Careers for “Quants,” Sept. 17
"Quants" have come to play a major role in today's finance sector, designing and implementing mathematical models to price derivatives, assess risk, or predict market movements. Students interested in exploring these kinds of careers can learn more at "How I Became a Quant," a panel discussion on Thursday, Sept. 17, at 6:00 p.m. in Andersen […]
Schwab Series to Address Social Impact through Hybrid Ventures, Tech, Consulting
The Haas School's Center for Nonprofit and Public Leadership will offer three panels this semester through the Schwab Charitable Philanthropy Speaker Series, exploring hybrid business models (Sept. 18), technology for the lowest-income populations (Nov. 2), and social impact consulting (Nov. 15). The first panel, on how hybrid business models blend purpose with profit, will be […]
Support Haas Initiatives on New Crowdfunding Sites
Berkeley-Haas launched two crowdfunding platforms to enable the Haas community to support campus initiatives and each other’s private ventures. The crowdfunding platforms aim to help attract engagement and financial support for research and innovation, community activity, and entrepreneurial ventures that typically fall between the campus’s normal funding methods and models. “These campaigns showcase the good […]
Marketing Expert David Aaker to Speak on New Book, Feb. 16
Haas Professor Emeritus David Aaker, vice-chairman of international brand and marketing consulting firm Prophet, will be the first speaker to address the Haas community in 2011. Aaker will speak on Feb. 16 at 12:30 p.m. in the Wells Fargo Room. Aaker, a world-recognized marketing expert, will talk about his new book, Brand Relevance, to be released […]
How to Trust What Your Customers Say About Your Brand
Berkeley-Haas researchers dive into the brain to validate consumer insights Marketers would love to get inside the consumer’s brain. And now they can. Researchers at UC Berkeley’s Haas School of Business are using functional magnetic resonance imaging (fMRI) to see if what people say about brands matches what they are actually thinking. In their paper, […]
“Best for the World Gathering” to Celebrate Responsible Business
By Krysten Crawford Victoria Fiore, MBA 12, was drawn to Berkeley-Haas for its track record of cultivating future business leaders who make a social impact. Today, she’s become one of those leaders. As director of brand strategy & marketing at Emeryville, Calif.-based baby and kid’s food maker Plum Organics, Fiore works for a company that […]
How to Trust What Your Customers Say About Your Brand
Berkeley-Haas researchers dive into the brain to validate consumer insights Marketers would love to get inside the consumer’s brain. And now they can. Researchers at UC Berkeley’s Haas School of Business are using functional magnetic resonance imaging (fMRI) to see if what people say about brands matches what they are actually thinking. In their paper, […]
Patrick Schneider, MBA 12
Global Brand Manager, Hasbro
When it comes to Star Wars toys, few people match the enthusiasm of Patrick Schneider. As one of two global brand managers working on Star Wars toys at Hasbro, the franchise’s master toy licensor, Schneider’s mission is to expand the business selling Kylo Ren electronic lightsabers, remote-control BB-8’s, and black series diecast Millennium Falcon vehicles. […]
Synergistic Frontiers: Human Expertise and AI-Driven Language Models in Management
Scarcity as Strategy: Innovative Business Models for a Resilient Future
3 Models for Assessing and Improving AI Corporate Performance
Ana Alanis, FTMBA 21: From Explorer to Marketing & Brand Management
Financial Engineering Students Win Competition with Basel III Models
A diverse team of Berkeley-Haas Master of Financial Engineering (MFE) students from three countries and six professions bested 31 competitors to win the annual International Association of Financial Engineers competition. The winning team, announced Feb. 7 in New York, consisted of Alfred Haohan Yuan (team captain), Lisa Yanfei Li, Allen Yan Wang, Yi Zhang, Shivesh […]
Research challenges relevance of popular ESG scoring models for investment returns
The ESG investing industry has attracted trillions of dollars, in part through marketing that tells investors they can “do well by doing good.” Thousands of funds and other investment products have been created around the idea that identifying companies with rising scores on environmental, social, and governance (ESG) measures can lead to market-beating returns. Yet […]
Sins of the machine: Fighting AI bias
In a new working paper, Haas post-doc scholar Merrick Osborne examines how bias occurs in AI, and what can be done about it. While artificial intelligence can be a powerful tool to help people work more productively and cheaply, it comes with a dark side: Trained on vast repositories of data on the internet, it […]
Trial by Fire
Trio of alumni heat up cookware industry with direct-to-consumer brand Six months after the 2017 launch of cookware company Made In, Chip Malt, MBA 15, and his co-founder, Jake Kalick, emailed a pitch deck to a dream collaboration partner: celebrity chef Tom Colicchio. “We didn’t hear back from him for two months, and it was […]
Prof. Emeritus David Aaker Named to Marketing Hall of Fame
Haas Marketing Professor Emeritus David Aaker, widely considered the father of modern branding, has been selected for the 2015 Marketing Hall of Fame for his outstanding lifetime contributions to the field. Aaker is one of four inductees chosen this year, and the only academic honored by the American Marketing Association’s New York chapter. Winnowed from […]