Jose A. Guajardo

Assistant Professor

Operations and Information Technology Management

Haas School of Business

University of California Berkeley


Research Interests: Business Model Innovation, Service Operations, Sustainable Operations, Operations Strategy, Operations-Marketing Interface, Business Analytics




Guajardo J.A. 2019. How Do Usage and Payment Behavior Interact in Rent-to-Own Business Models? Evidence from Developing Economies. Production and Operations Management, 28(11) 2808–2822.


Guajardo J.A. 2018. Third-Party Ownership Business Models and the Operational Performance of Solar Energy Systems. Manufacturing & Service Operations Management, 20(4) 788–800.

Guajardo J.A., M.A. Cohen. 2018. Service Differentiation and Operating Segments: A Framework and an Application to After-Sales Services. Manufacturing & Service Operations Management, 20(3) 440454.

Guajardo J.A., M.A. Cohen, S. Netessine. 2016. Service Competition and Product Quality in the U.S. Automobile Industry. Management Science, 62(7) 1860–1877.


Guajardo J.A., M.A. Cohen, S.-H. Kim, S. Netessine. 2012. Impact of Performance-Based Contracting on Product Reliability: An Empirical Study. Management Science, 58(5) 961-979.

Guajardo J.A., R. Weber, J, Miranda. 2010. A Model Updating Strategy for Predicting Time Series with Seasonal Patterns. Applied Soft Computing, 10(1) 276-283.

Guajardo J.A., J. Miranda, R. Weber. 2006. A Forecasting Methodology using Support Vector Regression and Dynamic Feature Selection. Journal of Information and Knowledge Management, 5(4) 329-335.

Cohen M.A., Guajardo J.A. 2019. A Framework for Delivering Service Differentiation Through Operating Segments: Research Opportunities and Implementation Challenges. In: Yang H., Qiu R. (eds) Advances in Service Science. INFORMS-CSS 2018. Springer Proceedings in Business and Economics. Springer, Cham


Working Papers


Business Models in the Sharing Economy: Manufacturing Durable Goods in the Presence of Peer-to-Peer Rental Markets (with Vibhanshu Abhishek and Zhe Zhang)


Diffusion of Off-Grid Energy Products in Developing Economies with Pay-As-You-Go Business Models: Descriptive Empirical Analysis

How Does the Value of Geolocation Information Vary Across the Purchase Funnel? (with Marcel Goic and Liye Ma)

Firm versus Friends: Assessing the Impact of Recommendations in Mobile Environments (with Marcel Goic and Liye Ma)