Guillaume Roels

Profile photo of Guillaume Roels
“In the field of operations management we structure processes to create value. While many firms understand the power of having strong processes, in research we derive generic principles that we can then replicate across firms, or even across industries.”

Associate Professor, in Decisions, Operations, and Technology Management

Areas of Expertise

  • Applied Game Theory
  • Behavioral Economics
  • Entrepreneurial Operations
  • Project Management
  • Service Management
  • Supply Chain Management




With a research focus on supply chain management and operations management in knowledge-based services, Associate Professor Guillaume Roels characterizes the worst-case performance of supply chains with limited demand information and uncoordinated decision-making. His findings led to the development of principles for making robust supply chain decisions, such as contracting, capacity investment, capacity allocation, and pricing.

Roels has studied ways to improve productivity in knowledge-based services by properly designing incentive mechanisms or improving time management. His research has been published in journals such as Management Science, Operations Research, Manufacturing & Service Operations Management and Production and Operations Management and have led to several research awards. His most recent work looks at deriving generic principles for designing the kinds of experiences — such as a visit to the dentist, a museum tour or concert — that would be memorable for consumers.

Roels considers himself a teacher and researcher and sees an interesting duality in the two roles. “In the classroom, my research background helps me create unique content that is particularly tailored to UCLA Anderson’s students’ interests while being academically rigorous. Conversely, my constant interaction with students exposes me to the problems they face on a daily basis, which leads me to explore innovative research ideas.”

What Roels finds most rewarding about his job is “when students share their personal experiences. I am a strong believer of joint production; value is co-created not only by my subject expertise but also by my students’ experiences. It’s always a delight when students volunteer to present a few slides about how they used operations in their former or current job, and how the class has improved their understanding of what they could have done differently.”

During his academic career, Roels has accumulated “Best Paper” awards for this academic studies, nearly a dozen distinguished and meritorious awards for service to his field and half a dozen awards — faculty and student nominated — for his teaching excellence.

He currently serves as faculty director of the Easton Technology Management Center. He was named one of Poets & Quants 2015 Best 40 Business School Professors under 40.



Fundamentals of Operations Management (Management 410, Management 474)

Inventory Theory (Management 243B)



Ph.D. Operations Research, 2006, Massachusetts Institute of Technology

DEA Operations Management, 2002, Catholic University of Louvain, Belgium

M.A., B.A. Management Science, 2000, Catholic University of Louvain, Belgium



Rhamani, M., Roels, G., Karmarkar, U.. (forthcoming) Collaborative Work Dynamics in Projects with Co-Production. Production and Operations Management.

Yoo, O.S., Corbett, C.J., and Roels, G.. (August 2016).  The Time-Money Trade-Off for Entrepreneurs: When to Hire the First Employee? Manufacturing & Service Operations Management, Vol. 18, No. 4, pp.559-569.

Yoo, O.S., Corbett, C.J., and Roels, G.. (January 2016) Optimal Time Allocation for Process Improvement for Growth-Focused Entrepreneurs. Manufacturing & Service Operations Management, Vol. 18, No. 3, pp.361-375.

Roels, G., and Tang, C.S. Win-Win Capacity Allocation Contracts in Co-Production and Co-Distribution Alliances. Management Science, Articles in Advance, pp. primary_article.,

DasGupta, A., Karmarkar, U.S., and Roels, G.. (September 2015). The Design of Experiential Services with Acclimation and Memory Decay: Optimal Sequence and Duration. Management Science, Vol. 62, No. 5, pp.1278-1296.

Karmarkar, U.S., and Roels, G.. (September 2015). An Analytical Framework for Value Co-Production in Services. Service Science, Vol. 7, No. 3, pp. 163-180.

Roels, G.. (Fall 2014). Optimal Design of Co-Productive Services: Interaction and Work Allocation. Manufacturing & Service Operations Management, Vol. 16, No. 4, pp. 578-594.

Roels, G. and X. Su. (March 2014). Optimal Design of Social Comparison Effects: Setting Reference Groups and Reference Points. Management Science, Vol. 60, No. 3, pp. 606-627.

Martinez-de-Albeniz, V. and Roels, G.. (January/February 2011). Competing for Shelf Space. Production and Operations Management, Vol. 20, No. 1, pp. 32-46.

Roels, G., Karmarkar, U.S. and Carr, S.. (May 2010). Contracting for Collaborative Services. Management ScienceVol. 56, No. 5, pp. 849-863.

Perakis, G. and Roels, G.. (Winter 2010). Robust Controls for Network Revenue Management. Manufacturing & Service Operations Management, Vol. 12, No. 1, pp. 56-76.

Roels, G. and Fridgeirsdottir, K.. (November 2009). Dynamic Revenue Management for Online Display Advertising. Journal of Pricing and Revenue Management, 8(5): 452-466.

Roels, G. and Skowrup, T.. (October 2008). Anderson Case Study (teaching note available upon request).

Perakis, G. and Roels, G.. (January-February 2008). Regret in the Newsvendor Model with Partial Information. Operations Research, 56(1): 188-203.

Perakis, G. and Roels, G.. (August 2007). The Price of Anarchy in Supply Chains: Quantifying the Efficiency of Price-Only Contracts. Management Science, 53(8): 1249-1268.

Perakis, G. and Roels, G.. (November-December 2006). An Analytical Model for Traffic Delays and the Dynamic User Equilibrium Problem. Operations Research, 54(6): 1151-1171.

Roels, G. and Perakis, G.. (Winter 2006). The Price of Information: Inventory Management with Limited Information about Demand. (Extended Abstracts Winner, MSOM Student Paper Competition). Manufacturing & Service Operations Management8(1): 102-104.

Mangal, V., Roels, G., Son, B.-G., and Tang, C.S.. (November 2010). An approach for developing an MBA curriculum to meet the career objectives of MBA students with engineering/science background. International Journal of Engineering Management and Economics, Vol. 1, No. 2-3, pp. 103-144.

Team Leadership and Performance: Combining the Roles of Direction and Participation (with M. Rahmani and U.S. Karmarkar

United We Stand? Coordinating Capacity Investment and Allocation in Joint Ventures (with P. Chevalier and Y. Wei)

Risk Premiums in the Price-Setting Newsvendor Model



  • Eric and "E" Juline Faculty Excellence in Research Award, 2014
  • Executive MBA Outstanding Teaching Award (student voted), 2010, 2011, 2013 and 2015
  • Citibank Teaching Award (most outstanding MBA teacher), 2011
  • "Tough but I’ll Thank You in 5 Years"
    (teaching excellence in MBA Core while visiting Wharton), 2011–12
  • George Robbins Assistant Professor Teaching Award (excellence among Assistant Professors), 2009

Media Coverage

Poets & Quants, “The World’s Best 40 Under 40 Business School Professors”

Los Angeles Business, “UCLA wants a little piece of CES for its own”

Smart Business, “How an Executive MBA program can help you ask the right questions”