Baba Shiv

Professor, Marketing

Baba Shiv

The Sanwa Bank, Limited, Professor of Marketing

Academic Area:

Additional Administrative Titles

Co-Director, Stanford Go-to-Market – Botswana
Director, The Innovative Technology Leader
Co-Director, The Emerging CMO: Strategic Marketing Leadership
Co-Director, Innovative Product Leadership: The Emerging Chief Product Officer

Research Statement

Baba Shiv’s research expertise is in the area of neuroeconomics, with specific emphasis on the role of neural structures related to emotion and motivation in shaping decisions and experiences. His recent work examines the interplay of the brain’s “liking” and “wanting” systems and its implications for marketing, innovation, leadership, and decision making. The nature of the issues that he examines are: Does being denied something make people pursue it more hotly but also simultaneously like it less? Does a wine's price tag price affect the pleasure one experiences? In the past few years, he has also focused his attention onto the neuroeconomics behind innovation and entrepreneurship leadership in companies small and large, from silicon valley tech startups to Fortune 500 companies Baba Shiv teaches courses at Stanford GSB that build on his research interests. Examples of some of the courses that he teaches include, “The Frinky Science of the Mind,” “Scaling Design Thinking Globally,” and “Collaborating with the Future.” He frequently hosts executives from around the world in executive education programs at Stanford on strategic marketing management, design thinking and customer-focused innovation.


Baba Shiv is the Sanwa Bank, Ltd., Professor of Marketing at the Stanford Graduate School of Business. He has done extensive work on the emotional brain, documenting its powerful role in shaping decisions and experiences. His work includes the application of neuroeconomics to the study and practice of innovation and entrepreneurial leadership in companies, from Silicon Valley startups to Fortune 500 companies, as well as countries including India, Malaysia, and New Zealand. He frequently consults with and is on the advisory boards of several start-ups. His work has been featured in a variety of media outlets including The Tonight Show with Jay Leno, CNN, Economic Times, Fox Business, Financial Times, The New York Times, The Wall Street Journal, NPR, and Radio Lab. Baba Shiv teaches courses at Stanford GSB and the Hasso Plattner Institute of Design at Stanford, including “The Frinky Science of the Mind,” “Scaling Design Thinking Globally,” and “Crafting Interventions for Massive Change.” He frequently hosts executives from around the world in executive education programs at Stanford on strategy, entrepreneurial leadership, and customer-focused innovation.

Academic Degrees

  • PhD, Duke University, 1996
  • MBA, Indian Institute of Management, Ahmedabad, 1988
  • BE, College of Engineering, Guindy, Chennai, 1983

Academic Appointments

  • Sanwa Bank, Limited, Professor of Marketing, Stanford GSB, 2010-present
  • Professor of Marketing, Stanford GSB, 2008–2010
  • Associate Professor of Marketing (with tenure) and Ormond Family Faculty Fellow, Stanford GSB, 2005-2007
  • Associate Professor (with tenure) and Henry B. Tippie Research Fellow, Department of Marketing, University of Iowa, 2002–2005
  • Assistant Professor, Department of Marketing, University of Iowa, 1996–2002
  • Instructor, Markets and Management Program, Duke University, 1994–1995

Professional Experience

  • Vadilal Enterprises Limited, Bombay, India (product launch of their ice cream in South India)
  • Blow Plast Limited, India (sales and new product introductions)
  • Larsen & Toubro Limited, India (Caterpillar Tractors and Poclain Hydraulic Excavators)

Awards and Honors

  • Amman Mineral Faculty Fellow for 2020–21
  • R. Michael Shanahan Faculty Fellow for 2013–14
  • “Faculty of the year” for seven consecutive years, Tippie College of Business, University of Iowa, 1999–2005
  • “Outstanding Faculty” in the Business Week Guide to the Best Business Schools, 6th, 7th, and 8th Editions (McGraw-Hill), Marketing Science Institute, 1990


Journal Articles

Working Papers


Executive Education & Other Non-Degree Programs

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Learn how to grow and scale your company in this 10-month program ​for CEOs and founders of established businesses in Africa and South Asia.
Evolve as a leader in an executive education program that reinvigorates and ramps up your professional journey.
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Stanford Case Studies

Stanford GSB Affiliations

Service to the Profession


  • Editor, Journal of Consumer Research
  • Editorial Board, Journal of Consumer Psychology
  • Editorial Board, Journal of Marketing Research

In the Media

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School News