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Mark Bergen

Professor, James D. Watkins Chair in Marketing


  • BS 1982
    Economics Univ. of Wisconsin-Madison

  • PhD 1990
    Economics Univ. of Minnesota


  • Pricing
  • Cooperative Marketing
  • Private Labels/Store Brands
  • Gray markets
  • Channels of distribution
  • Marketing strategy

Mark E. Bergen is the James D. Watkins Chair in Marketing at the Carlson School of Management. Bergen's research focuses on pricing and channels of distribution, where he has studied issues such as pricing as a strategic capability, price wars, pricing as truces, pass-through, branded variants, dual distribution, gray markets, co-op advertising, and quick response. Bergen's work has been published in a broad array of scholarly journals and business press, including the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, Marketing Science, Managment Science, the Quarterly Journal of Economics, the Review of Economics and Statistics, the Journal of Monetary Economics, Harvard Business Review, and the Sloan Management Review. He teaches undergraduates, MBAs, executives and PhDs in courses on pricing strategy and marketing management, earning him numerous awards for teaching excellence at the Carlson School and recognition as an outstanding faculty member. Additionally, he serves as a consultant with companies in the medical, service, food, retail, and industrial markets. Professor Bergen holds a BS and a PhD in economics from the University of Wisconsin – Madison and the University of Minnesota respectively.

Selected Works

"Price Points and Price Rigidity," with Haipeng Chen, Dongwon Lee, Robert Kauffman and Daniel Levy, Review of Economics and Statistics, 2011
"When Truces Collapse: A Longitudinal Study of Price-Adjustment Routines," with Mark Zbaracki, Organization Science, 2010
"Holiday Price Rigidity and the Cost of Price Adjustment," with Georg Muller, Shantanu Dutta and Daniel Levy. Economica, 2010
"When Little Things Mean a Lot: On the Inefficiency of Item Pricing Laws," Bergen, Mark, Daniel Levy, Sourav Ray, Paul Rubin and Benjamin Zeliger, Journal of Law and Economics, 2008
"Asymmetric Price Adjustment in the Small," with Haipeng Chen, Sourav Ray and Daniel Levy, Journal of Monetary Economics, 2008
"(How) Does Enforcement Deter Gray Market Incidence?" with Kersi Antia, Shantanu Dutta and Robert Fisher, Journal of Marketing. 2006
"Asymmetric Wholesale Price Adjustment: Downstream Menu Costs and Upstream Channel Pricing," with Sourav Ray, Haipeng Chen and Daniel Levy, Marketing Science. 2006
"Managerial and Customer Costs of Price Adjustment: Direct Evidence from Industrial Markets," with Mark Zbaracki, Mark Ritson, Shantanu Dutta and Daniel Levy, Review of Economics and Statistics, 2004
"Pricing Process as a Capability: A Resource-Based Perspective," with Shantanu Dutta and Mark Zbaracki,Strategic Management Journal, 2003
"Heterogeneity in Price Rigidity: Evidence from Primary Micro-Level Data," with Daniel Levy and Shantanu Dutta, Journal of Money, Credit and Banking, 2002
"The Flexibility of Retail Prices and Rigidity of Wholesale Prices in Response to Exogenous Cost Changes: Evidence From Store Level Data," with Daniel Levy and Shantanu Dutta, Journal of Economic Dynamics and Control, 2002
"How to Fight a Price War," with Akshay Rao and Scott Davis, 2000, Harvard Business Review.
"Menu Costs, Posted Prices and Multiproduct Retailers," with Shantanu Dutta and Daniel Levy, 1999, Journal of Money, Credit and Banking.
"Vertical Territorial Restrictions and Public Policy: Theories and Industry Evidence," with Jan Heide and Shantanu Dutta, 1999, Journal of Marketing.
"Exclusive Dealing and Business Efficiency: Evidence From Industrial Markets" (with Shantanu Dutta and Jan Heide), 1998, Journal of Law and Economics.
"Price Adjustment at Multiproduct Retailers," with Daniel Levy, Shantanu Dutta and Robert Venable, 1998, Managerial and Decision Economics.
"Managing Gray Markets Through Tolerance of Violations," with Jan Heide and Shantanu Dutta, 1998, Managerial and Decision Economics.
"Quick Response in Manufacturer-Retailer Channels," with A. Iyer, Management Science, 1997
"The Magnitude of Menu Costs: Evidence from Large U.S. Supermarket Chains," with D. Levy, S. Dutta and R. Venable, Quarterly Journal of Economics, 1997
"Branded Variants: A Retail Perspective," with S. Dutta and S. Shugan, Journal of Marketing Research, 1996
"Understanding Dual Distribution: The Case of Reps and House Accounts," with S. Dutta, J. Heide and G. John, Journal of Law, Economics and Organization, 1995
"The Governance of Exclusive Territories when Retailers can Bootleg," with S. Cutta and G. John, Marketing Science, 1994

Current Activities

Administrative Appointments

  • Member of the CSOM Faculty Consultative Committee