Author Details

Cristina Eckhoff


University of Michigan's Ross School of Business

Cristina Eckhoff is a Lecturer of Business Administration at the Ross School of Business at the University of Michigan. She teaches “Businesses and Leaders: The Positive Differences”, the second year of the Signature Learning Experience series around which the Ross curriculum is designed. Cristina also advises and coaches in multiple action-based learning programs for undergraduate and graduate business and engineering teams at the Ross School and the Tauber Institute for Global Operations.

Cristina’s business experience spans more than 20 years and several companies in the U.S. and Germany, including 17 years at Ford Motor Company working primarily with financial instruments in Accounting Policy, Treasury, and other areas. Prior to Ross, Cristina was responsible for Ford’s securitization program issuing corporate bonds in public and private capital markets. While at Ford, Cristina also taught Advanced Corporate Finance at the University Michigan – Dearborn.

Cristina holds a Master of Science degree in Finance from the University of Michigan-Dearborn, an MBA from Grand Valley State University and a Bachelor’s Degree from the Rheinisch-Westfälische Technische Hochschule Aachen in Germany.

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Brand Extension through Innovation: Sound Agriculture Sustainably Grows the Greens
This case follows the decision-making process of Erik Wolfe, senior product marketing manager at Sound Agriculture, an agriculture technology company, to develop a go-to-market strategy for a new product. Founded…
Publication Date: 09/14/2023 Product ID: 1-024-750