Faculty & Research

Faculty and Executive Leadership Directory

Rashi H. Glazer

Professor Emeritus
Co-Director, Center for Marketing and Technology
Distinguished Teaching Fellow
Haas Marketing Group
Email: click on the envelope icon below for full email address
Academic Status: Emeritus
Office Hours: By appointment, F597
Curriculum Vitae (in PDF format, Acrobat Reader required)


PhD, Marketing, Stanford University
MBA, Stanford University
BA, Sociology and Psychology, Brandeis University

Positions Held

At Haas since 1989
1997 – present, Professor Emeritus, Haas School of Business
1992 – 1997, Associate Professor, Haas School of Business
1989 – 1992, Assistant Professor and Northern Telecom Scholar, Haas School of Business
1982 – 1989, Associate Professor, Graduate School of Business, Columbia University
1974 – 1977, Founder and Partner, ETL, Inc., Boston/New York
1971 – 1973, Independent Communications Consultant, Boston

External Service and Assignments

  • UCLA Anderson School of Management
  • Yale School of Organization and Management
  • Co-Editor, Journal of Interactive Marketing
  • Associate editor, Journal of Management Science
  • Member, editorial board of Journal of Marketing Research, Marketing Letters, California Management Review, and Journal of Market-Focused Management
  • Reviewer, California Management Review, Journal of Consumer Research, Journal of Marketing, and Marketing Science
  • Consultant, Arthur Andersen, AT&T, Bay Networks, Deere & Company, Equitable Life Assurance, Hewlett Packard, IBM, Intel, Mitsubishi Industries, Motorola, Pacific Bell, Pacific Gas & Electric, Time, Inc., Visa, and Wells Fargo
  • Consultant of new ventures, MicroUnity Systems, Mips, MicroMed Technologies, Oaysis, and Telegroup
  • Founder, ETL, Inc., a communications company specializing in innovative applications of video technology

Current Research and Interests

  • High-technology marketing
  • Information-intensive marketing
  • Consumer and managerial decision making
  • E-business, E-commerce
  • Marketing strategy
  • Knowledge management

Selected Papers and Publications

  • “Smart vs. Dumb Service Strategies: A Framework for E-Business Intensity.” in Rust, Roland T. and P.K. Kannan (eds.), E-Service, Armonk, NY: M.E. Sharpe, 2001.
  • “Smart Services: Competitive Advantage Through Information-Intensive Strategies.” in Handbook of Services Marketing and Management, eds. T. Swartz and D. Iacobucci, London: Sage Publications, 2000.
  • “Market Driving Strategies: Toward a New Concept of Competitive Advantage,” with G. Carpenter and K. Nakamoto in D. Iacobucci and L. Krishnamurthi (eds.), Kellogg on Marketing. New York: Wiley, 2000.
  • “Customer Knowledge Management: The INFOVALUE Methodology,” NYU Conference: Management of Intangible Assets Proceedings, 2000.
  • “Winning in Smart Markets,” Sloan Management Review (1999).
  • “Measuring the Knower: Towards a Theory of Knowledge Equity.” California Management Review 40, no. 3 (Spring 1998): 175-194. Abstract
  • “Similarity in Context: Cognitive Representation and Violation of Preference and Perceptual Invariance in Consumer Choice.” Organizational Behavior & Human Decision Processes 67, no. 3 (Sep 1996): 280-293. Abstract


  • Marketing Organization and Management, BA 206
  • High Technology Marketing Management, BA 264
  • Competitive Strategies for Service Businesses

Honors and Awards

  • Earl F. Cheit Award for Excellence in Teaching, Full-Time MBA Program, 2010
  • Earl F. Cheit Award for Excellence in Teaching, Evening MBA Program, 1989
  • Earl F. Cheit Award for Excellence in Teaching, Full-Time MBA Program, 1996
  • Harold Maynard award for best paper, Journal of Marketing, 1992
  • Schwabacher Fellowship, Haas School of Business, 1990
  • Robert Ferber Award, Association of Consumer Research and Journal of Consumer Research for best interdisciplinary article in consumer behavior based on a doctoral dissertation

Faculty Directory: Alphabetical Listing
Faculty Directory: Listing by Department

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