Mark E. Bergen is a Professor and the James D. Watkins Chair in Marketing at Carlson School of Management, University of Minnesota. He previously taught for the Graduate School of Business at the University of Chicago. He has won numerous awards for teaching excellence at the Carlson School and has been recognized as an outstanding faculty member in Business Week’s ‘Guide to the Best Business Schools’ (1998, 2000). He teaches MBA and executive courses in areas such as pricing strategy, marketing strategy, marketing management, and supply chain management. His research focuses on pricing and channels of distribution, where he has studied issues such as pricing as a strategic capability, price wars, price pass-through, branded variants, dual distribution, gray markets, co-op advertising, and quick response. Bergen’s research has been published in top scholarly journals. Recent articles include "How to Fight a Price War,” published in Harvard Business Review, and “Pricing as a Strategic Capability,” published in Sloan Management Review. In addition, he has extensive pricing consulting experience with companies in the medical, services, food, retail, and industrial markets. He holds BS from the University of Wisconsin and a PhD in Economics from the University of Minnesota.