Articles by Michael Crooke, MBA, PhD
Michael Crooke, MBA, PhD, is an assistant professor of strategy at the Graziadio School of Business and Management of Pepperdine University. Dr. Crooke’s dissertation business model was used as the framework to launch the school’s new Social, Ethical, and Environment Responsibility (SEER) Certificate Program in 2010, and he teaches the capstone course for this program in the spring trimester. He also teaches the capstone MBA strategy course which students complete the semester before graduation. Crooke is concurrently an independent consultant, counseling various high-growth businesses on strategic issues, specializing in loyalty. Most recently Crooke served as CEO of prAna LLC, where he led the successful turnaround and repositioning of the outdoor clothing company. From 2005-2007 Crooke was the founding CEO of Revolution Living, a group of companies working to change the way consumers and brands interact. From 1999 to 2005, Crooke served as President and Chief Executive Officer of Patagonia, Inc., and Patagonia’s parent company, Lost Arrow Corporation. Prior to his arrival at Patagonia, Michael served as CEO/Chairman of Pearl Izumi, the premier manufacturer of cycling and performance apparel based in Colorado. He also serves as a member of the board of Miraval Resorts, Competitive Cyclist (recently sold to Liberty Media), Kevita LLC, and ReVolve electronics. Crooke holds a PhD in management from Claremont Graduate University, a BS in Forestry and an MBA from Humboldt State University.
A maniacal dedication to authentic purpose is what separates the strong from the weak in the competitive brand landscape.