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Michael Crooke

Avamere Professor of Practice

Affiliations: Center for Sustainable Business Practices, Lundquist Center for Entrepreneurship, Oregon MBA
Phone: 541-346-9174
Office: Lillis 250E



A sustainable business maverick, Michael Crooke advocates developing long-term business strategies that embed environmental and social considerations into a great product or service.

In April 2012, the Ford Foundation named Crooke one of the ten innovators changing our world and profiled him as part of an elite, forward-thinking group of leaders who are shaping new sustainable businesses and influencing positive transformation around the world.

Crooke grew up in Oregon and is a former Navy SEAL. He has served as the CEO or president of a number of companies including Patagonia, Kelty, Pearl Izumi, and Revolution Living. He also serves on the Advisory Board of the Nantucket Project, the annual forum for visionaries, thinkers, performers, and innovators.

In his role as the Avamere Professor of Practice at the Lundquist College of Business, Crooke serves as an advisor and mentor to student venture teams. In addition, he has created and teaches a capstone advanced strategy course that integrates social and resource stewardship considerations with the traditional MBA disciplines of entrepreneurship, finance, and operations. Crooke firmly believes that this granular, multidisciplinary approach to creating and sustaining innovative businesses is the key to building a long-term competitive advantage in the twenty-first century.

More than just a visiting instructor, as the Avamere Professor of Practice, Crooke has a hand in developing curriculum and programs, and is also a frontline liaison with government and industry. A Professor of Practice is a special designation at the Lundquist College of Business that brings highly accomplished professional, academic, or government leaders to campus with the status of a full professor.

Degree History:
  • PhD, Management, Claremont Graduate University
  • MBA, Humboldt State University
  • BS, Forestry, Humboldt State University

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Journal Articles:

Crooke, Michael, Mihaly Csikszentmihalyi, and Robert Bikel. "Leadership in a Complex World: How to Manage "The Tragedy of Choice." Organizational Dynamics 44, no. 2: 146-155.

February 2015

Crooke, Michael and Michael Mallinger. "Personal Responsibility for Improving Society: The Role of Graduate Business Education." Proceedings of the International Association for Business and Society 23: 39-47.

April 2014

Crooke, Michael and Craig Wilson. "Creating Advocates: A Values-Oriented Approach to Developing Brand Loyalty." Graziadio Business Review 14, no. 3.

September 2011

Casadesus-Masanell, Ramon, Michael Crooke, Forest Reinhardt, and Vishal Vasishth. "Households' Willingness to Pay for 'Green' Goods: Evidence from Patagonia's Introduction of Organic Cotton Sportswear." Journal of Economics & Management Strategy 18, no. 1: 203-233.

February 2009
Book Chapters:

Crooke, Michael. Foreward. In Management Reset: Organizing for Sustainable Effectiveness, edited by E. E. Lawler, C. G. Worley, and D. Creelman. San Francisco: Jossey-Bass.

January 2011
Other Publications:

Crooke, Michael. "How MBA Programs Can Plant the Seed of Sustainable Entrepreneurship."

March 2011

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