Michael Crooke
| Michael Crooke | |
|---|---|
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| Born | February 25, 1957 |
| Occupation | Professor of Strategy; Consultant |
| Known for | Former CEO, Patagonia, Inc./Lost Arrow Corporation |
| Website | Official website |
Dr. Michael W. Crooke (born February 25, 1957) is an American businessman and academic. Best known as the CEO of Patagonia, Inc. from 1999 to 2005, Crooke has held a held a variety of corporate leadership positions in industries ranging from outdoor equipment and apparel to venture capital. From 2010 to 2015, Crooke served on the faculty of Pepperdine University's Graziadio School of Business and Management. He is currently Senior Associate Dean for Academic Programs and Avamere Professor of Practice at the University of Oregon's Lundquist College of Business. He also serves as Professor of Strategy and Leadership at The Honor Foundation, and as a strategic business consultant to high-growth and established companies. As a consultant Crooke’s stated focus is on “embedding environmental and social considerations into a great product or service [which] increases differentiation and maximizes shareholder value over the long-term” as well as “developing direct to customer strategies that create an emotional connection to the brand.”
Michael W. Crooke was raised in Eugene, Oregon and attended Aloha High School (graduating class of 1975). Crooke served as a Navy SEAL with Underwater Demolition Team 12 (UDT12) for four years, after successfully graduating from BUD/S training (Basic Underwater Demolition/SEAL) class 89. As reported in business publications, this experience with the SEALs proved foundational, informing Crooke’s style as a future business leader.
He earned a degree in Forestry and an MBA from Humboldt State University, and followed with a Ph.D. from Claremont Graduate University where he authored his dissertation, “ReEvolution of Business: A Mandala for the 21st Century,” under the tutelage of preeminent psychologist, Mihaly Csikszentmihalyi. Examining the connection between values alignment, Flow and high performance, this work represents the culmination of research and personal experiences as a young Navy SEAL and while CEO of Patagonia, Inc. and would form the basis for the SEER model.
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