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.
Bio
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
Publications
Journal Articles
Working Papers
Teaching
Degree Courses
Executive Education & Other Non-Degree Programs
Unlock the mysteries of consumer decision making and learn powerful tools to influence behaviors and impact outcomes.
Learn about cutting-edge social science frameworks and design thinking techniques in a unique partnership between Stanford GSB and d.school.
Guide your organization through growth with innovative CFO training that blends financial expertise, strategic thinking, and leadership skills.
Transform marketing in your organization with strategic frameworks, customer-centric innovation, and persuasive communication and leadership skills.
Discover business growth strategies and build a stronger company designed to sustain progress, scale management, and facilitate market expansion.
Develop your leadership style, create an action plan and inspire innovation in your team, your company, and the world.
Act with power, navigate the workplace, and take the lead with new strategies and tactics in this unique women’s leadership program.
Experience Stanford business and medicine in a health care leadership program featuring design thinking and personal leadership skill development.
Develop strategic frameworks, customer empathy, and communication and leadership skills to help you move from product management to the C-suite.
Explore the intersection of innovation, technology, and business, and learn to drive strategic change across your organization.
Catapult your career with the only program from a leading business school for LGBTQ executives.
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.
Transform knowledge into impact and drive innovation and change in your organization with Stanford LEAD, our flagship online business program.
Stanford Case Studies
Stanford GSB Affiliations
Service to the Profession
Journals
- Editor, Journal of Consumer Research
- Editorial Board, Journal of Consumer Psychology
- Editorial Board, Journal of Marketing Research
In the Media
In a TEDx Stanford talk, the Stanford GSB's Baba Shiv explains why ceding control can sometimes be the best course of action.