TECK HO is the Chair of the Marketing Group and William Halford, Jr. Family Professor of Marketing at the University of California, Berkeley. He is also the Director of the Berkeley Experimental Social Sciences Laboratory. Prior to his position at Berkeley, heheld academic positions at the Wharton School of Business, University of Pennsylvania, where he earned his Ph.D, and the Anderson School of Business, UCLA. Dr. Ho serves as Associate Editor of Management Science, and is on the Editorial Boards of Journal of Marketing Research and Manufacturing and Service Operations Management. He has consulted on new product and technology strategy development for Campbell Soups, Ingersoll-Rand, INTEL, HP, Boston Scientific Corporation, Martek, and Boeing. Current research areas include new product development, competitive strategy, pricing, customer value analysis, and marketing/manufacturing coordination.

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