Mark Ratchford

Biography

Professor Ratchford teaches MBA and undergraduate introductory marketing courses, offering real-world insights into how decision-making actually functions in business settings rather than just textbook theory. Before joining Freeman, he spent eight years at Vanderbilt University's Owen Graduate School of Business, where he taught graduate courses in Marketing Strategy, New Product Development, and Marketing Channels. His research explores decision-making under uncertainty across various business contexts, including how firms form strategic partnerships, how investors make financial decisions, why consumers delay decisions, and what drives technology adoption. This research delivers practical insights for managers dealing with complex, uncertain business environments and directly enhances his classroom teaching.