Professor Teck-Hua Ho is the William Halford Jr. Family Professor of Marketing and the Director of the Asia Business Center at the Haas School of Business at the University of California, Berkeley. Prior to his UC Berkeley tenure, he taught at Wharton at the University of Pennsylvania (where he received his Ph.D.), and at The Anderson School at UCLA. While at Berkeley, he has served as the Associate Dean for Academic Affairs from 2004-06, and has also acted as the Chair of the Marketing Group. Most recently, he was on leave from UC Berkeley (2011-2013) to serve as the Vice President for Research Strategy at the National University of Singapore, his alma mater where he received his undergraduate and M.S. degrees. Professor Ho has received numerous accolades for both his teaching and his research. In 2010, he received UC Berkeley’s most prestigious teaching award, the Berkeley Distinguished Teaching Award, and he has always been one of the top teachers at the Haas School of Business, demonstrated by his three Earl Cheit Awards for Excellence in Teaching, and many nominations. His research interests include quantitative marketing (pricing strategy and customer value management), behavioral economics (behavioral change and nonequilibrium models) and marketing and operations interfaces (supply chain management and behavioral operations). His papers have been finalists for the John D.C. Little Best Paper award, the Paul Green Best Paper Award, and the William F. O’Dell Long Term Impact Best Paper Award. Professor Ho is the Editor-in-Chief of Management Science. Professor Ho has consulted and taught for many large companies, including Autodesk, Campbell’s Soup, eBay, Google, Hewlett-Packard, Intel, Johnson & Johnson, Maxim Integrated, QuickLogic Corporation, Spacelabs Healthcare, Synopsys, and Zynga. He is one of the most sought after experts on strategic pricing strategy and behavioral change.