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Faculty & Research

Shaping the Future of Business

Nearly 100 world-class faculty bring leading research insights to students, corporations, and top journals.

There’s a disconnect between how we think we make decisions and how we actually make them.
Chia-Jung Tsay

Associate Professor of Management and Human Resources
Bruce and Janice Ellig Professor in Management

When in services do you standardize, and when do you let people have freedom? Both of those probably need to coexist.
Bob Batt

Associate Professor of Operations and Information Management
Procter & Gamble – Bascom Professor

Creativity can be defined as the union between novelty and appropriateness.
Page Moreau

Professor of Marketing
John R. Nevin Chair in Marketing

What Does It Take To Prepare the Next Generation of Leaders?

Our faculty are more than expert instructors. Fueled by curiosity and collaboration, they don’t just answer questions—they ask them, uncovering new insights and driving business forward.

Experts in Business | Trusted to Lead

1:07

On the Cutting Edge of Business Research

1:03
Ishita Chakraborty

Artificial Intelligence

Changing the Game in Marketing With AI
Digital platforms have overtaken our lives and expanded our world. I’m combining computer science and marketing so businesses can keep up.
Featuring:
Ishita Chakraborty, Assistant Professor of Marketing
Thomas and Charlene Landsberg Smith Faculty Fellow

Learn more about AI at WSB
1:05
Stav Atir

Self-Evaluation

Unveiling Blind Spots in Self-Evaluation
We often miss out on learning opportunities because we don’t realize what we don’t know. I examine how we evaluate–and misevaluate–our own expertise.
Featuring:
Stav Atir, Assistant Professor of Management and Human Resources
1:16
Jon Eckhardt

Entrepreneurship

Cultivating the Entrepreneurial Spirit
Entrepreneurship is about solving a problem—taking action when others are deterred by the unknown. I’m encouraging a new generation of entrepreneurs.
Featuring:
Jon Eckhardt, Professor of Management and Human Resources
Pyle Bascom Professor in Business Leadership

Learn more about entrepreneurship at WSB
1:12
Aziza Jones

Marketing

Marketing with a Mission
Marketing can be a link where creativity and productivity meet conscience. I’m using the power of marketing for the public good.
Featuring:
Aziza Jones, Assistant Professor of Marketing
Jeffrey J. Diermeier Faculty Fellow
1:01
Fabio Gaertner

Tax Systems

Optimizing Tax Systems
There are opportunities and flaws in our tax systems. I’m here to find the most efficient ways to move our systems forward.
Featuring:
Fabio Gaertner, Professor of Accounting and Information Systems
Cynthia and Jay Ihlenfeld Professor for Inspired Learning in Business
1:11
Jirs Meuris

Change Management

Investigating Change Management Solutions
Something that starts with good intentions can cause a lot of damage if it’s not managed well. I examine organizations to discover why change fails.
Featuring:
Jirs Meuris, Assistant Professor of Management and Human Resources
John and Anne Oros Term Professor
0:57
Chris Timmins

Real Estate

Championing People-Centered Real Estate
Why are some groups more exposed to toxins at home? Why, really, are people evicted? I’m advocating for environmental justice through real estate.
Featuring:
Chris Timmins, Professor of Real Estate and Urban Economics
Gary J. Gorman Affordable Housing Professor
1:06
Erik Mayer

Financial Equity

Unlocking More Equitable Financial Opportunities
Upward mobility shouldn’t be for a select few—it should be for everyone. I’m exploring how to reduce racial discrimination in lending.
Featuring:
Erik Mayer, Assistant Professor of Finance
0:56
Chia-Jung Tsay

Decision-Making

Uncovering Biases That Affect Decision Making
​​People rarely understand their own decisions; we’re influenced without knowing it. I’m exposing the biases that affect how we evaluate performance.
Featuring:
Chia-Jung Tsay, Associate Professor of Management and Human Resources
Bruce and Janice Ellig Professor in Management
1:05
Page Moreau

Creativity

Leveraging the Power of Creativity in Business
Creativity in business is misunderstood, and most organizations don’t know how to harness it. I help people use their creativity to find solutions.
Featuring:
Page Moreau, Professor of Marketing
John R. Nevin Chair in Marketing
1:22
Bob Batt

Operations

Improving Health Care Operations and Outcomes
When you improve a specific moment in a complex system, it has a ripple effect of benefits. I’m working to create better outcomes in hospitals.
Featuring:
Bob Batt, Associate Professor of Operations and Information Management
Procter & Gamble – Bascom Professor

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See Our Faculty's Impact On

cars move on the Beltline against a backdrop of fall trees

WSB’s Lu Han Shares Research Expertise: ‘Working in the Real Estate Market Is a Way for Me to Contribute’

As a leading economist, Lu Han, professor of real estate and urban land economics at the Wisconsin School of Business, is in the business of modeling markets and crunching data, but it’s the stories behind the models and data that drive her—a quest to make everyday lives better. “We all need to have shelter, a…
View of Grainger Hall at sunrise from University Avenue

Assistant Professor Stav Atir’s Research Featured in Harvard Business Review

New research by Stav Atir on how true and self-perceived experts make knowledge judgments was featured in Harvard Business Review (HBR). In an article titled “Competent Leaders Know the Limits of Their Expertise,” Atir, an assistant professor of management and human resources at the Wisconsin School of Business, and her co-author, David Dunning, professor at…
Ask an Expert lettering over green background

Ask an Expert: Can Tax Cuts or Incentives Have Unintended Consequences for Small Businesses?

As presidential candidates share their vision for the future with voters across the country, they detail plans to bolster the economy and encourage small businesses owners, employees, and entrepreneurs. This month, Vice President Kamala Harris proposed an expansion of tax incentives for small businesses—increasing the current $5,000 incentive to $50,000 for small business startup expenses,…

Listen In: Diving Deeper Into the Research

Fabio Gaertner

Hear Fabio Gaertner on how presidential elections impact tax policy

Featuring:
Fabio Gaertner, Professor of Accounting and Information Systems

Transcript

Taxes are politics. So if you think about what we do with taxes is we use them to pay for government services, and we use them to set economic incentives. And so what should be the size of government that we need to pay for, and how many government services should we provide? That’s a political question. How big should the military be? That’s a political question. How much aid should we give to low-income households? That’s a political question.

It’s hard to pin down politicians on actual tax reform. And part of that is—and I get it—there’s some uncertainty about what the composition of Congress is going to look like, right? And so depending on whether Democrats or Republicans take the House or the Senate in the presidency, that can create a lot of different scenarios for how much compromise you’re going to have, right? So there’s a sweep, for example. Now you don’t need to talk to anybody about enacting your tax reform, right? Now you can just do what you want as a party. If you have divided government, now there’s more negotiation and compromise, and it gets trickier. And, I mean, it can always be tricky, even if you have just slim margins, right? And so [there’s] some sense of excitement, I think, around election time with enough, I don’t know, skepticism about how much uncertainty there is in the process—understanding that, again, the key question about what’s going to happen with taxes, given the election, is politics. How much do people want to pay for government services and what kind of economic incentives [do] we want to enact?

Chris Timmins

Hear Chris Timmins on why some populations are more exposed to toxins in their homes

Featuring:
Chris Timmins, Professor of Real Estate and Urban Economics

Transcript

There’s a number of reasons why some groups are more exposed to toxins and other pollutants in their homes. Low-income groups and people of color have borne the brunt of pollution in the United States for decades. The evidence on this goes back to the earliest work in the environmental justice field in the 1980s, and since that time, researchers have uncovered a number of explanations.

One is that pollution sources have typically been cited in disadvantaged communities, often because the groups there have lacked the social or political capital to fight back.
Another is that low-income individuals may end up being forced into trade-offs between, for example, having adequate resources to feed their families versus living further away from pollution. To a large extent, inequality and pollution exposure in our country is a result of income inequality.

A third explanation is that discrimination may constrain the choices available to households of color, making it hard for them to find housing options in unpolluted neighborhoods, even if they have the resources to afford those options.
Much of our research here at UW–Madison deals with the mechanisms leading to these forms of environmental injustice and suggesting policy responses to deal with them.

Jon Eckhardt

Hear Jon Eckhardt on why entrepreneurship may not be as risky as many think

Featuring:
Jon Eckhardt, Professor of Management and Human Resources

Transcript

One thing people often get wrong about entrepreneurship is they think of it as being risky. The reality of it is, in the modern era there are a variety of tools and approaches available to entrepreneurs that can limit their downside financial losses of potentially engaging in entrepreneurship—in that entrepreneurship really might involve periods of low income or no income but the riskiness of engaging in that entrepreneurship really can be limited on the downside. If you think about it in a different way, if you commit to yourself to pursuing a career in entrepreneurship, meaning ‘I’m going to start five or eight companies before I retire,’ the odds of one of those becoming quite successful—if you pursue that in a reasoned and educated manner—are actually quite high.

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Faculty editors

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WSB faculty members serve as editors of academic journals

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Named chairs and professorships

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WSB faculty members hold named professorships, chairs, and fellowships

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Briana Campbell

Knowledge centers

Our faculty direct and collaborate with WSB’s knowledge centers, which support student learning and provide access to exceptional research.

Faculty Excellence Drives Program Excellence

2
best undergraduate insurance program
U.S. News & World Report, 2023-24
1
best undergraduate real estate program
U.S. News & World Report, 2023-24
8
best undergraduate marketing program
U.S. News & World Report, 2025
15
public part-time MBA program
U.S. News & World Report, 2024
21
public full-time MBA program
U.S. News & World Report, 2024
6
MS in supply chain management in the U.S.
— QS World Rankings, 2022