Associate Professor, General Management


Mark Zbaracki is interested in problems that have both strong managerial and academic implications. His dissertation research, “The Rhetoric and Reality of Total Quality Management,” won an award for scholarly contribution. It draws on his nine years of experience as and industrial engineer at IBM Rochester, IBM’s Malcolm Baldrige Award Winning manufacturing site. Mark’s research has reached business audience through major publications such as Business Week and The Economist and Sloan Management Review. His pricing research was cited by George Akerlof in his Nobel Laureate address.

Mark has taught courses at the undergraduate, MBA, Ph.D., and executive level in strategy, strategy implementation, organizational behavior, cross disciplinary research, cross enterprise leadership, and power and politics. He has won multiple awards for excellence in teaching. He previously held faculty appointments at the Stern School of Business at New York University, the Wharton School at the University of Pennsylvania, and at the Booth School of the University of Chicago.


  • “Power and Politics in Organizations,” MBA Elective
  • Cross Enterprise Leadership, HBA Program
  • “Organization Theory,” Doctoral course
  • “Ivey Field Project,” MBA core course

Programs Taught

  • PhD


  • PhD Stanford University
  • MS Stanford University
  • BS Iowa State University
  • BA Iowa State University

Selected Publications

  • Zbaracki, Mark J. and Mark Bergen. 2015. “Managing Market Attention.” Advances in Strategic Management 32: 371-406.
  • Johansson, Magnus, Niklas Hallberg, Andreas Hinterhuber, Mark Zbaracki and Stephan Liozu, 2012, “Pricing strategies and pricing capabilities” Journal of Revenue and Pricing Management. 11(1): 4-11.
  • Zbaracki, Mark J., and Mark Bergen, 2010, "When Truces Collapse: A longitudinal study of price adjustment routines," Organization Science 21(5): 955-972.
  • Zbaracki, Mark J., 2007, "A sociological view of costs of price adjustment: Contributions from grounded theory methods," Managerial and Decision Economics 28: 553-567.
  • Zbaracki, Mark J., 2006, "Success, Failure, and 'The Race of Truth,'" Journal of Management Inquiry 15(3): 336-339.
  • Zbaracki, Mark J., and Mark Ritson, Daniel Levy, Shantanu Dutta, Mark Bergen, 2004, "Managerial and Customer Dimensions of the Costs of Price Adjustment: Direct Evidence From Industrial Markets," Review of Economics and Statistics 86(2):514-533.
  • Ritson, Mark, Mark Bergen, Shantanu Dutta, Daniel Levy and Mark J. Zbaracki, 2003, "Shattering the Myth of Costless Price Changes," European Management Journal 21 (6):663-669.
  • Dutta, Shantanu, Mark J. Zbaracki, and Mark Bergen, 2003, "Pricing Process as a Capability: A Resource Based Perspective," Strategic Management Journal 24(7): 615-630.
  • Dutta, Shantanu, Mark Bergen, Daniel Levy, and Mark J. Zbaracki, 2002, "Pricing as a Strategic Capability," Sloan Management Review 43(3): 61-66. Also published as "A fixação do preço como capacidade estratégica," in Revista Portuguesa e Brasileira de Gestão, Abril/Junho, 2002: 8-15. Also as "Pricing als strategische ressource," in GDI_Impuls 1.03, 2003: 16-22.
  • Zbaracki, Mark J., 1998, "The Rhetoric and Reality of Total Quality Management," Administration Science Quarterly 43: 602-636. Winner of the "Administration Science Quarterly Award for Scholarly Contribution" as the best paper published in 1998. Published in Chinese in Collection of the Administrative Science Quarterly Award-Winning Papers, Peking University Press, 2005.
  • Eisenhardt, K., and Zbaracki, Mark J., 1992, "Strategic Decision Making," Strategic Management Journal13: 17-37.

Works in Progress

  • Maslach, David. Oana Branzei, Claus Rerup, and Mark Zbaracki, “Re-imagining the Learning Curve: Towards a Flow-Based Theory of Learning from Others’ Failures.” Third round revise and resubmit, Organization Science.
  • Anthony, Callen, Mark Zbaracki and Claus Rerup. 2015. “Too big to sink: Technology failure and the construction of the North European Ferry Industry.”
  • Rerup, Claus, Porac, Joseph, and Mark Zbaracki. 2015. “Disaster sensemaking as a hall of mirrors: The social construction of error in the Estonia ferry accident.”

Honours & Awards

  • 2014, Exemplary Reviewer Award, Academy of Management Discovery
  • 2013, 2014, Outstanding Reviewer Award, Organization Science
  • 2011, Nominated for excellence in Ivey HBA core teaching
  • 2006, Finalist for the Helen Kardon Moss Anvil Award for excellence in MBA teaching, Wharton School, University of Pennsylvania
  • 2005, Wharton Graduate Association Students Choice Award for excellence in teaching (second professor chosen)
  • 2005, The Wharton School Award for excellence in undergraduate teaching
  • 2004, Administrative Science Quarterly Award for Scholarly Contribution for “The Rhetoric and Reality of Total Quality Management.”


  • 2008- Associate Professor, General Management, Richard Ivey School of Business, University of Western Ontario.
  • 2012-2013, Visiting Professor, Carlson School of Management, University of Minnesota.
  • 2006-2008, Visiting Assistant Professor, Department of Management, The Stern School, New York University.
  • 1999-2006, Assistant Professor, Management Department, The Wharton School, University of Pennsylvania.
  • 1994-1999, Assistant Professor of Behavioral Science, Graduate School of Business, University of Chicago.