2/13/2009

MKTG 892 Creativity

Monday and Wednesday: 1:30-2:50, JMHH 370

Professor Yoram (Jerry) Wind The Lauder Professor Professor of Marketing

windj@wharton.upenn.edu

I. Objectives and Scope

The objectives of this course are to enhance (a) the students’ creativity, (b) ability to innovate and (c) ability to identify, recruit, develop, manage, retain, and collaborate with creative people. The course includes:

1. Interaction with creative guest lecturers from diverse fields.

2. A review of the literature on creativity, creative people, innovation, and design as well as the leadership and management of creative people and innovation.

3. Hands on learning of approaches for generating creative new products/services and business ideas.

4. Applications of creativity to selected management domains – Approaches to the generation of creative options are not limited to the development of products and services or businesses, but can be applied to all areas of management, business, and life. The purpose of these sessions is to explore the applications of creative approaches to marketing, advertising, cost reduction efforts, M&A and strategic alliances, organizational design, and management challenges. Given the current global financial crisis and economic recession, much of the applications are going to focus on what corporations (and public policy decision makers) should do to creatively address their challenges.

5. Integration – Both via individual assignments and a group project in which interdisciplinary teams of students generate a creative product/service/business/strategy.

This course is limited to 50 MBA students but the guest sessions (mostly on Mondays) are open to the broad Penn community.

II. Pedagogical Philosophy and Approach

1. Discovery based learning

2. Focus on applications via team and individual projects

3. Active class participation

4. Have the students responsible for teaching, i.e. have the rest of the class "learn": (a) one of the approaches for generating creative options and (b) the application of creativity to one of the key management challenges. This is based on the premise that the best way to learn is to teach.

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Session Week Date Topic Guest Lecturer Assignment

1 1 1/14 Introduction, the current challenges, and challenging your Mental Models Read “Power of Impossible…”

2 1/19 Martin Luther King, Jr. Day observed (no class)

2 1/21 Approaches for generating creative options (1) Group #1

3 3 1/26 Guest #1 Marco Bevolo, Director of Foresights and Trends, Phillips Design

4 1/28 Approaches for generating creative options (2) Group #1; Team contracts

5 4 2/2 Guest #2 James M. Wilson, John Herr Musser Professor of Research Medicine, U. Penn.

Group #2 -- project proposal

6 2/4 Approaches for generating creative options (3) + Super Bowl Group #1

7 5 2/9 Guest #3 Mickey Drexler, CEO, J. Crew Group #1; Indiv. #3

8 2/11 Guests #4

Robert Friedman, President of Media & Entertainment, @radical.media + Chris Kim, Director of Global Marketing, @radical.media

9 6 2/16 Other approaches to enhance creativity (4)

10 2/18 Creativity and Design Group #3

11 7 2/23 Guest #5 Dr. Martin Seligman, Fox Leadership Professor of Positive Psychology, U.Penn.

12 2/25 Creative solutions to the challenges of the global financial crisis and economic downturn Group #4a

13 8 3/2 Guest #6 Chris Hacker, Chief Design Officer, Consumer and Personal Products Worldwide, Johnson & Johnson Read Chapman

14 3/4 Creative marketing strategies Group #4b

Spring Break

15 9 3/16* Guests #7 Jeffrey Scherer, Principal, Meyer Scherer and Rockcastle, LTD, + Dick Hayne, Founder/CEO of Urban Outfitters

16 3/18 Creative advertising strategies Creative pricing and cost reduction efforts Group #4c

17 10 3/23 Guest #8 Carlos Basualdo, Curator of Contemporary Art, PMA

18 3/25 Creative M&A and strategic alliances Group #4d

19 11 3/30 Guests #9 Will Setliff, VP, Marketing, Target, & Chris Flink, Partner, Consumer Experience Design, IDEO Indiv. #4

20 4/1 [Creative organizational designs] Guest #10 Wilfried Vanhonacker, Dean, Moscow School of Management, Skolkovo Group #4e

21 12 4/6 Guest #11 Lynda Resnick, Owner of Fiji Water, Pom Wonderful, Teleflora; author of Rubies in the Orchard

Read Resnick; Indiv. #5

22 4/8 Creative solutions for managements challenges Group #4 by all

23 13 4/13 Guest #12 Edwin Chan, Partner, Gehry Partners, LLP Indiv. #6

24 4/15 Guests #13

Miles S. Nadal, Chairman & CEO, MDC Partners, Inc. + Brandon Berger, Vice President, Digital Innovation, MDC Partners, Inc. Indiv. #2

25 14 4/20 Presentations of individual assignment #2 and Q & A See section IX

26 4/22 Group project presentations Group #2; Indiv. #3

27 15 4/27 Group project presentations Group #2

28 Reflections and conclusions *Note the 3/16 session is at the Urban Outfitters headquarters in the Navy Pier. The session will be longer. We will have a bus leaving from the front of the building at 12 noon sharp. We will return before 3 PM.

III. Course Outline

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Preparation for the 1st class on January 14, 2009:

• Carefully review the course outline and the expected amount of work. Make sure you are ready to invest the time and effort. Preparation for each class, active class participation, and preparation of all assignments are key to what you will get out of the course.

• Identify the key challenges of addressing the implications of the global financial crisis and economic recession.

• Skim the book, The Power of Impossible Thinking and be ready to discuss your current mental model of creativity.

Assignment due BEFORE the 3rd class on 1/26 – Team Contracts: Via e-mail

1. Form interdisciplinary teams of not more than five students each. Send a list of the team members’ names and email addresses, tentative area(s) of interest, and team leader.

2. Each team selects an approach for generating creative options that they would like to develop and “teach” the class. See Section IV, #3, group assignment #1. Email me your 1st and 2nd choice approach and teaching date (1/28, 2/4, or 2/16).

3. Each team selects two areas of applications of creativity (Section IV #4) to teach the class. Email me your 1st and 2nd choice areas and dates (2/25, 3/4, 3/18, 3/25, or 4/1).

IV. Course structure and Assignments

The course is divided into 5 parts: 1. A series of creative guest lectures and discussions. [See pgs. 2 and 10 for a list of guests]

Individual assignments: #1: Review relevant material on each of the guests and be ready to interact with the guest.

All guests will briefly describe some of their creative work, their perspective on creativity and how to identify, recruit, develop, manage, retain, and collaborate with creative people. Make sure to review any relevant website(s) and the class webcafe. If a bio is available in the webCafé or online it is expected that you read the bio and be familiar with the speaker.

#2: Starting at the beginning of the course, develop based on these sessions and the available literature on creative people and managing and leading creative people, an ongoing list of insights and "rules" regarding (a) creativity, (b) the determinants of creative output and (c) identifying, recruiting, developing, managing, retaining, and collaborating with creative people. A key aspect of the assignment is explaining the rationale and definition for each “rule” – Due 4/15.

2. Review of the literature on creativity, creative people, and innovation as well as the leadership

and management of creative people and innovation. While a few illustrative books are included in section X of this course outline, the students are expected to use web searches and other resources to develop their own sources.

Individual assignment: #3: Each student is to write a short op-ed article for the NY Times or WSJ on creativity reflecting

their understanding of the creativity literature and its applications to a key challenge facing our society. The op-ed will include reference to three (current and/or classic) books on the topic – Due 2/9. An updated version reflecting your learning over the course of the semester – Due 4/22.

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3. Approaches for generating creative new products/services and business ideas

In a number of focused sessions as well as in the final group project, the students will be asked to apply various approaches for generating creative options. These include:

• Unstructured expert based approaches – brainstorming, etc. • Unstructured consumer based approaches – FGI, in-depth motivation research, etc. • Structured consumer based approaches – analysis of marketing research studies, trend

analysis, content analysis, etc. • Structured expert based approaches – morphological approaches, etc. • Other approaches – improvisational theatre and music, etc… [For example, see Michael

Gold, founder and principal of Jazz Impact, http://www.jazz-impact.com] Lessons from creative peoples and organizations. [For example, see the book, The Pixar Touch, or the website of Build-A-Bear, etc]

Group assignments: #1: A teaching assignment (you will have 10-15 min to teach) in which you enhance the

students understanding of and ability to apply one of the various approaches to creativity – Due 1/21, 1/28, 2/4, 2/11, or 2/16. NOTE: Email me your 1st and 2nd choice selection of approaches and indicate 1st and 2nd choice for your teaching date.

#2: Final project – the project teams are expected to apply these approaches and lessons

learned in this course to the final project. Note:

Proposal (see Section V below, group assignment #2) – Due 2/2 Final project (see Section V below, group assignment #2) – Due 4/22 or 4/27

#3: A short memo to a CEO regarding creativity lessons from the design field and why they

should implement these lessons in their company – Due 2/18.

4. Applications of creativity to selected management domains Approaches to the generation of creative options are not limited to the development of products and services or businesses. They can be applied to all areas of management and business and to the challenges facing business and society. The purpose of these sessions is to explore the applications of creative approaches to:

a) The challenges of the global financial crisis and economic downturn [2/25] b) Creative marketing strategies [3/4] c) Creative advertising strategies [3/18] d) Creative pricing and Cost reduction efforts [3/18] e) M&A and strategic alliances [3/25] f) Organizational design [4/1] g) Addressing management challenges – This session is designed to allow each team to

address the management challenge of concern to them [4/8] Group assignment: #4: Short group assignments in preparation for each class (starting 2/25 through 4/8) focusing on

the identification of the most creative new initiatives in the given domains. [For examples see: the many new approaches in marketing to replace the 30 second commercial…; Yahoo and the Future of Advertising, Fortune, August 8, 2005; Wind, “Challenging Mental Models of Marketing,” in Raj Sisodia and Jag Sheth (eds.), Does Marketing Need Reform?” M. E. Sharpe, 2005; etc].

Each group will be the lead presenters (10-15 min each team) for two of first six topics [a-f] – Due on the corresponding date.

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All teams will present their approaches to the seventh (6) area of application (5 min each team) – Due 4/8.

5. Integration: Putting it all together

Group assignment: #2: Final project, each interdisciplinary team should generate a creative

product/service/business/strategy. The team will actually develop the product, etc. and present it at the end of the course. The topic is one which you as a team are passionate about, and ideally can be the basis for a new business or venture. It is expected that you will devote to it a significant amount of time. Work on the project should be done throughout the semester. A project proposal to include the title, objective, approach, plan to complete the project, summary content, and perspective – Due 2/2. Final presentation – Due 4/22 or 4/27 NOTE: DO NOT WAIT UNTIL THE LAST MINUTE to work on this project, bi-weekly emails with progress reports are A MUST!

Individual assignments: Each individual is to develop the following: #4: A short memo to a CEO (of a company of your choice) on the major lessons you have

learned in the course and linking them to current examples of creativity which led to breakthrough innovations and strategy (this requires following the current business news in search of creative examples) – Due 3/30.

#5: Evaluating two of the memos to the CEOs of the students whose names are just before

and after your name: All submitted memos will be posted on the class eRoom and each student will evaluate two memos – Due 4/6.

#6: “Ideal Book”: A brief discussion of the type of book or e-book on creativity that you wish we

had as the text for this course. [This can be one of the many existing books, combination of sections from various books or your own design of the “ideal book.”] – Due 4/13.

V. Class size

Limited to 50 students who are willing to dedicate the needed time and efforts -- 10 teams of 5 each

VI. Teams

Since many of the course assignments are team based, much of what you get out of the course depends on the composition of your team and how effectively it functions. To get the most out of the team you work with, try to ensure that your team is interdisciplinary (e.g. members with different professional backgrounds and majors), and culturally diverse.

VII. Office Hours

By appointment and feel free to contact me with any questions at any time by email: windj@wharton.upenn.edu

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VIII. Materials in preparation for guest lectures (readings, web sites, bios, and blogs) NOTE: All readings and bios given to me by the speakers will be posted on webCafé.

IX. Grading and Due Dates

The grades will be based on the following components (and the trend): Due Date Weight

A Active Class Participation

Be ready for each class including preparation of a number of short additional assignments to enhance in class discussion (TBA)

Throughout 10

B Individual Assignments #1 Preparation for the guests Throughout 10

#2 “Rules” re: creativity 4/15 10

#3 Op ed 2/9 and 4/22 10

#4 CEO memo 3/30 5

#5 Evaluation of the CEO memos 4/6 5

#6 Book outline 4/13 5

C Group Assignments #1 “Teaching” of approaches 2/4, 2/11, or 2/16 10

#2 Final project 20

Proposal 2/2

Progress report Biweekly

Presentation 4/22; 4/27

#3 Lessons from design 2/18 5

#4 Application assignments

Select 2 for each team 2/25, 3/4, 3/18, 3/25, 4/1 10

By all teams 4/8 5

Total 105

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X. Illustrative Readings

The selection of specific readings is the responsibility of each student (and a major part of the course). This includes websites (see for example, www.creativityworkshop.com, www.ideo.com, www.innovaid.net, www.innovaidonline.net, etc), books and the current professional journals as well as the popular business publications such as Business Week (see for example the August 1, 2005 special report on Get Creative), Fortune, Forbes, Fast Company, etc. As a starting point for some of the books on creativity and innovation consider the following list (most can be found on reserve in the library). Ackoff, Russell. Idealized Design. Wharton School Publishing. 2006. Adams, James. Conceptual Blockbusting: A Guide to Better Ideas. Basic Books. 2001. Altshuller, Genrich. 40 Principles: TRIZ Keys to Technical Innovation. Technical Innovation Center,

Inc. 2002. (www.triz.org) Altstiel, Tom and Jean Grow. Advertising Strategy: Creative Tactics From the Outside/In. Sage

Publications. 2005. Baker, Phil. From Concept to Consumer: How to Turn Ideas Into Money. FT Press. 2009. Bennis, Warren and Beiderman, Patricia Ward. Organizing Genius: The Secrets of Creative

Collaboration. Perseus Books. 1997. Cameron, Julia. The Artist’s Way: A Spiritual Path to Higher Creativity. Jeremy P. Tarcher/Putnam.

2002. Chapman, Jonathan. Emotionally Durable Design: Objects, Experiences and Empathy. Earthscan

Publications Ltd. 2005. Christensen, Clayton M. The Innovator’s Dilemma. Harvard Business School Press. 2003. Christensen, Clayton M., Erik A. Roth, and Scott D. Anthony. Seeing What's Next: Using Theories of

Innovation to Predict Industry Change. Harvard Business School Press. 2004. Clarke, Maxine. The Bear Necessities of Business: Building a Company with Heart. John Wiley and

Sons, 2006. [Founder & CEO of Build-a-Bear Workshop] Csikszentmihalyi, Mihaly. Creativity: Flow and the Psychology of Discovery and Invention. Harper

Perennial. 1997. Davila, Tony, Epstein, Marc, Shelton, Robert. Making Innovation Work. Wharton School Publishing.

Upper Saddle River, NJ. 2005. De Bono, Edward. Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas.

HarperBusiness. 1992. De Bono, Edward. Six Thinking Hats. Little Brown and Co. 1985, Back Bay Books (revised edition).

1999. Edery, David and Ethan Mollick. Changing the Game: How Video Games Are Transforming the

Future of Business. FT Press. 2009. Epstein, Robert. The Big Book of Creativity Games: Quick, Fun Activities for Jumpstarting Innovation.

McGraw-Hill Companies, Inc. 2000.

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Epstein, Robert. Cognition, Creativity, and Behavior: Selected Essays. Praeger Publishers. 1996. Fletcher, Jerry and Olwyler, Kelle. Paradoxical Thinking: How to Profit from Your Contradictions.

Berrett-Koehler Publishers, Inc. 1997. Florida, Richard. The Rise of the Creative Class. Basic Books. 2002. Florida, Richard. The Flight of the Creative Class. HarperCollins Publishers Inc. 2005. Ford, Cameron M. and Gioia, Dennis A. (Editors). Creative Action in Organizations: Ivory Tower

Visions and Real World Voices. Sage Publications, Inc. 1995. Gardner, Howard. Changing Minds. HBSP. 2004.

Gladwell, Malcolm. The Tipping Point: How Little Things Can Make a Big Difference. Little Brown &

Company. 2002.

Gladwell, Malcolm. Blink: The Power of Thinking Without Thinking. Little Brown & Company. 2005. Goldenberg, Jacob and David Mazursky. Creativity in Product Innovation. Cambridge University

Press. 2002. Hawkins, Barrie. How to Generate Great Ideas. Kogan Page Ltd., The Sunday Times, 2000.

Hippel, Eric von. The Sources of Innovation. Oxford University Press. 1988.

Howkins, John. The Creative Economy: How People Make Money from Ideas. Penguin Books.

2002

Kao, John. Jamming: The Art and Discipline of Business Creativity. Harper Collings. 1996. Kaufman, James C. and Robert J. Sternberg. The International Handbook of Creativity Cambridge

University Press. 2006. Kelley, Thomas and Jonathan Littman. The Ten Faces of Innovation: IDEO's Strategies for Defeating

the Devil's Advocate and Driving Creativity Throughout Your Organization. Currency. 2005. Kelley, Tom. The Art of Innovation : Lessons in Creativity from IDEO, America's Leading Design

Firm. Currency. 2001. Kim, W. Chan. and Mauborgne, Renée. Blue Ocean Strategy: How to Create Uncontested Market

Space and Make Competition Irrelevant. Harvard Business School Publishing. 2005 Koestler, Arthur. The Act of Creation. Penguin. 1990. Koppett, Kat. Training to Imagine: Practical Improvisational Theatre Techniques to Enhance

Creativity, Teamwork, Leadership, and Learning. Stylus Publishing. 2001. Kuhn, Robert Lawrence. Generating Creativity and Innovation in Large Bureaucracies. IC² Institute,

The University of Texas at Austin. 1993. Leonard, Dorothy and Walter, Swap. When Sparks Fly: Harnessing the Power of Group Creativity.

Harvard Business School Press. 1999. Leves, Lynne. Breakthrough Creativity: Achieving Top Performance Using the Eight Creative

Talents. Davies-Black Publishing. 2001.

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Michalko, Michael. Cracking Creativity: The Secrets of Creative Genius. Ten Speed Press. 2001. Nonaka, Ikujiro, Takeuchi, Hirotaka. The Knowledge-Creating Company: How Japanese Companies

Create the Dynamics of Innovation. Oxford University Press. 1995. Norman, Donald A. Emotional Design. Basic Books, 2004. Osborn, Alex F. Applied Imagination: Principles and Procedures of Creative Problem-Solving 3rd

Edition. Creative Education Foundation. 1993. Prahalad, C.K. and M.S. Krishnan. The New Age of Innovation: Driving Co-created Value Through

Global Networks. McGraw-Hill. 2008. Pink, Daniel. A Whole New Mind. Riverhead Books. 2005. Price, David A. The Pixar Touch: The Making of a Company. Knopf Publishing Group. 2008. Ray, Michael and Myers, Rochelle. Creativity in Business. Broadway Books. 2000. Resnick, Lynda and Wilkinson, Francis. Rubies in the Orchard: How to Uncover the Hidden Gems in

Your Business. Doubleday Business, 2009. Robinson, Alan G., and Stern Sam. Corporate Creativity: How Innovation and Improvement Actually

Happen. Berrett-Koehler Publishers, Inc. 1997. Rowe, Alain J. Creative Intelligence. Pearson/Prentice Hall. Upper Saddle River, NJ. 2004 Schwartz, Evan I. Juice: The Creative Fuel That Drives World-Class Inventors. Harvard Business

School Press. 2004. Seligman, Martin. Authentic Happiness: Using the New Positive Psychology to Realize Your

Potential for Lasting Fulfillment. Free Press. 2002. Surowiecki, James. The Wisdom of Crowds: Why The Many Are Smarter Than The Few And How

Collective Wisdom Shapes Business, Economies, Societies And Nations. Doubleday. 2005.

Tharp, Twyla. The Creative Habit: Learn It and Use It for Life. Simon & Schuster. 2005. Vogel, Craig M., Cagan, Jonathan, Boatwright, Peter. The Design of Things to Come: How Ordinary

People Create Extraordinary Products. Wharton School Publishing. Upper Saddle River, NJ. 2005.

White, Shira P. New Ideas About New Ideas: Insights on Creativity from the World’s Leading

Innovators. Perseus Publishing. 2002. Wind, Jerry and Crook, Colin. The Power of Impossible Thinking. Wharton School Publishing. Upper

Saddle River, NJ. 2004. Wind, Jerry and Mahajan, Vijay. Convergence Marketing. FT/Prentice Hall. Upper Saddle River, NJ.

2002. Zander, Rosamund Stone and Benjamin Zander. The Art of Possibility: Transforming Professional

and Personal Life Penguin (Non-Classics); Reprint edition 2002

→ In addition, please look for books, articles, blogs, websites, and other materials from other disciplines (art, architecture, design, etc) that can provide insights into creativity. As you

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discover new source material on creativity and the topics covered in the course please share your findings with the class and add the new references and material to the e-Room.

XI. Speakers

Following is a list of this year’s speakers and their company websites: 2009

1. [1/26] Marco Bevolo, Director of Foresights and Trends, Phillips Design, http://www.design.philips.com

2. [2/2] James M. Wilson, John Herr Musser Professor of Research Medicine; Professor, Department of Pathology and Laboratory Medicine, University of Pennsylvania, http://www.med.upenn.edu/camb/faculty/gt/wilson.html

3. [2/9] Mickey Drexler, CEO, J. Crew, http://www.jcrew.com/index.jsp

4. [2/11] Robert Friedman, President of Media & Entertainment, @radical.media, http://www.radicalmedia.com/

AND

[2/11] Chris Kim, Director of Global Marketing, @radical.media

5. [2/23] Martin Seligman, Fox Leadership Professor of Psychology; Director, Positive Psychology Center, University of Pennsylvania, http://www.ppc.sas.upenn.edu, http://www.authentichappiness.sas.upenn.edu/

6. [3/2] Chris Hacker, Chief Design Officer, Consumer and Personal Products Worldwide, Johnson & Johnson, http://www.jnj.com/connect/

7. [3/16] Jeffrey Scherer, Principal, Meyer Scherer and Rockcastle, LTD, http://www.msrltd.com/ AND [3/16] Dick Hayne, Founder & CEO of Urban Outfitters, Inc., http://www.urbanoutfitters.com/urban/index.jsp

8. [3/23] Carlos Basualdo, Curator of Contemporary Art, Philadelphia Museum of Art, http://www.Philamuseum.org

9. [3/30] Will Setliff, VP, Marketing, Target, http://www.target.com/ AND [3/30] Chris Flink, Partner, Consumer Experience Design, IDEO, www.ideo.com

10. [4/1] Wilfried Vanhonacker, Dean, Moscow School of Management, Skolkovo, http://www.skolkovo.ru/

11. [4/6] Lynda Resnick, Owner of Fiji Water, Pom Wonderful, Teleflora; author of Rubies in the Orchard, www.fijiwater.com, www.pomwonderful.com, www.teleflora.com

12. [4/13] Edwin Chan, Architect, Partner, Gehry Partners, LLP, http://www.foga.com/about.asp

13. [4/15] Miles S. Nadal, Chairman & CEO, MDC Partners, Inc. http://www.mdc-partners.com/

AND [4/20] Brandon Berger, Vice President, Digital Innovation, MDC Partners, Inc.

See section XIV for speakers’ biographies.

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XII. Additional Resources

To get further insights into creativity and the management of creative people, students have access to videos (DVD’s can be checked out from my office) of speakers from the last two years. These include:

2007

1. Martin Seligman, Fox Leadership Professor of Psychology; Director, Positive Psychology Center, University of Pennsylvania, http://www.ppc.sas.upenn.edu, http://www.authentichappiness.sas.upenn.edu/

2. Lynda Resnick, Co-Chairman, Roll International Corporation; Marketing Innovator, www.pomwonderful.com, www.everybodysnuts.com

3. Miguel-Angel Corzo, President, Founder of the Center for the Creative Economy; The University of the Arts, www.uarts.edu, www.creativeeconomycenter.com

4. Gael Towey, Chief Creative Officer, Martha Stewart Living Omnimedia, http://www.marthastewart.com/

5. Pedro Nueno, Exec President CEIBS; Professor of Entrepreneurship, IESE Business School, www.ceibs.edu, http://wwwapp.iese.edu/faculty/facultyDetail.asp?lang=en&prof=PNI

6. Terry Fadem, Managing Director of Corporate Alliances, University of Pennsylvania School of Medicine, http://www.med.upenn.edu/corporate

7. Marshall Cohen, Former Executive VP of Research and Strategic Planning, MTV; and Leslie Leventman, Executive VP of Special Events and Creative Services at MTV, http://www0.gsb.columbia.edu/whoswho/full.cfm?id=56818, http://www.mtv.com/

8. Chris Flink, Director, Consumer Experience Design, IDEO, www.ideo.com

9. Clyde Musgrave, Consultant and former Director of Business Development, David Sarnoff Labs, http://www.drclydem.com/

10. Marco Bevolo, Director of Foresights and Trends, Phillips Design, http://www.design.philips.com

11. Josh Kopelman, Managing Director, First Round Capital; Founder of Half.com, www.firstround.com/team/jkopelman.html

12. Chris Borroni-Bird, Director of Advanced Technology Vehicle Concepts, GM, http://www.gm.com/company/gmability/adv_tech/

2006

1. Edwin Chan, Architect, Partner, Gehry Partners, LLP, http://www.foga.com/about.asp

2. Architects – Bob Venturi and Denise Scott Brown, Founders of Venturi, Scott Brown & Associates (http://www.vsba.com/whoweare/index_team.html)

3. Composer – Mark Hagerty and Lloyd Shorter, Musician and Musical Director of Relâche (http://www.relache.org/about/musicians.php)

4. Creative CEO – Barry Sternlicht, Chairman and CEO, Starwood Capital Group (http://www.starwoodcapital.com/mainpages/bsternlicht.htm)

5. Creative director of an advertising agency – Marcio Moreira, Vice Chairman, McCann Worldgroup (http://www.mccann.com/)

6. Curator – Joe Rishel, Senior Curator of European Painting, Philadelphia Museum of Art (http://www.Philamuseum.org)

7. Designer – Kit Hinrichs, Partner, Pentagram

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8. Entrepreneur – Howard Morgan, Founder and Director of Idealab (http://www.idealab.com/about/mgmt/howardmorgan.tp)

9. Game Designer – Raph Koster, Chief Creative Officer, Sony Online Entertainment (http://sonyonline.com/corp/company_info/bios.jsp)

10. Nobel Prize winner in economics – Daniel Kahneman, Professor of Psychology, Princeton University (http://webscript.princeton.edu/~psych/psychology/research/kahneman/index.php)

11. R&D director of a pharmaceutical firm – Dr. Stephen Friend, Executive Vice President, Advanced Technologies & Oncology, Merck (http://www.merck.com/)

12. Scientist – Dr. Jim Wilson, John Herr Musser Professor of Research Medicine; Professor and Head of The Gene Therapy Program, University of Pennsylvania (http://www.med.upenn.edu/camb/faculty/gt/wilson.html)

XIII. How to get the most out of the course:

a) Actively engage in class discussions and interactions with the guest lectures.

b) Complete all individual and group assignments and be ready for class discussions.

c) Start working on the integrative project ASAP and make sure to send me the biweekly progress reports.

d) Take an active role in the course. To the extent that there are other topics you would like to cover that relate to creativity and innovation let me know.

e) For all the individual and group assignments select topics that you are passionate about.

f) Have Fun!

XIV. Biographies of Guest Lecturers

January 26: Marco Bevolo, Director of Foresights and Trends, Phillips Design Marco Bevolo is Director at Philips Design. He joined Philips Design in 1999, assuming responsibility

for the cultural trend research program. He was instrumental in the creation of CultureScan, an ongoing trend forecasting research project investigating cultures and aesthetics at regional and global level.

Prior to joining Philips Design, Marco’s work focused mainly on publishing and marketing communications. His professional career started at Italdesign Giugiaro in 1990. He was subsequently editor-in-chief for 'Intervista', an Italian lifestyle magazine, then worked as copywriter with Armando Testa on clients such as Procter & Gamble and Bolton. He joined the Euro RSCG agency in 1998.

Mr. Bevolo's work has been published in 'The Art of Advertising' and 'Nuova Enciclopedia della Comunicazione', the Design Management Review of Boston. His opinions on cultural futures, trends and branding have also appeared in Axis, Repubblica, ViewPoint, Der Spiegel, AdMap, Contagious and WGSN. He has lectured at the Domus Academy of Milan, Temasek Polytechnic of Singapore, the Pasadena Art Center College of Design, and was module coordinator of the Master of Arts in Design Management at INHOLLAND in Rotterdam.

As part of representing Philips Design he is regularly invited as speaker and chairman by various event and conference organizations worldwide.

Mr. Bevolo was born in 1967 in Turin, Italy and graduated from the University of Turin in the Psychology of Communication. He lives in Turin, Italy, and Eindhoven, The Netherlands. February 2: James M. Wilson, M.D., Ph.D., John Herr Musser Professor of Research Medicine; Professor, Department of Pathology and Laboratory Medicine, University of Pennsylvania

Dr. James M. Wilson is the John Herr Musser Professor of Research Medicine, as well as Professor and Head of the Gene Therapy Program in the Department of Pathology and Laboratory Medicine, and

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Professor in the Department of Internal Medicine at the University of Pennsylvania. He received his undergraduate degree from Albion College with a B.S. in Chemistry and his M.D. and Ph.D. from the University of Michigan. Following a residency in Internal Medicine at the Harvard affiliated Massachusetts General Hospital and a postdoctoral fellowship at MIT, he returned to the University of Michigan where he took his first faculty position beginning his studies in gene therapy. Fourteen years ago, he moved his laboratory and family to Philadelphia and joined the faculty of the University of Pennsylvania. His research interests are gene therapy, genetic diseases, virology and vaccines for infectious diseases. He recently helped establish The Vaccine Research Institute at Sun Yat-sen University in Guangzhou China and serves as its Director. Dr. Wilson has published over 435 papers and chapters in books and is on the editorial board of 12 scientific journals, serving as Editor-in-Chief of Human Gene Therapy. He is the former president of the American Society of Gene Therapy and currently is a trustee of Albion College and a former trustee of the Franklin Institute.

February 9: Mickey Drexler, CEO, J. Crew Millard (Mickey) Drexler invested in and became Chairman, CEO of J.Crew Group, Inc. in January 2003. Over the past four years, he and his team have brought new inspiration to the J.Crew brand, taking it public on the New York Stock Exchange in June 2006. In 2006, Mr. Drexler announced the launch of two new J.Crew Group companies: crewcuts—a children’s collection, known as “the clothes you love, slightly smaller”—and Madewell, a new collection of “real, honest, works with everything clothes for women.” Prior to joining J.Crew, Mr. Drexler spent eighteen years at Gap, Inc. where he was named president in 1987 and CEO in 1995. While there, the company grew from 400 million to 14 billion dollars in sales. Mr. Drexler also engineered a business turnaround at Ann Taylor, while serving as president and CEO from 1980-1983. Born and raised in the Bronx, he began his career at Bloomingdale’s in 1968. Mr. Drexler also serves as a Director on the Board of Apple Inc. February 16: Robert Friedman, President, Radical Media and Entertainment Robert Friedman is President of @radical.media’s global entertainment company that specializes in the production and distribution of film, tv, and digital content. A few of the company’s credits include the Academy Award winning “Fog of War,” Grammy Award winning “Concert for George,” “The Iconoclasts,” MTV’s “Gamekillers” and the pilot episode of “Mad Men” and MTV’s “Britney: For The Record”. Radical Media has also developed cross-platform initiatives including "driverTV," a hi-def video-on-demand auto channel in partnership with NBC. Mr. Friedman was President of Classic Media, Inc., and a top-ranking executive with AOL Time Warner, holding positions including President of New Line TV and Co-Chairman of New Line Cinema for films including Austin Powers & Lord of the Rings. At AOL he was President of AOL Interactive Marketing & TV. He was a member of the original MTV start-up team. He serves on several Boards including Morgan’s Hotel Group, Mt. Sinai Hospital, Columbia Business School, and Vassar College, and is a director of the International Academy of TV Arts & Sciences. February 16: Chris Kim, Director of Global Marketing, Radical Media and Entertainment February 23: Martin Seligman, Fox Leadership Professor of Psychology; Director, Positive Psychology Center, University of Pennsylvania

Martin Seligman founded the field of positive psychology in 2000, and has devoted his career since then to furthering the study of positive emotion, positive character traits, and positive institutions. It's a fascinating field of study that had few empirical, scientific measures -- traditional clinical psychology focusing more on the repair of unhappy states than the propagation and nurturing of happy ones. In his pioneering work, Seligman directs the Positive Psychology Center at the University of Pennsylvania, developing clinical tools and training the next generation of positive psychologists. His earlier work focused on perhaps the opposite state: learned helplessness, in which a person feels he or she is powerless to change a situation that is, in fact, changeable. Seligman is an often-cited authority in this field as well -- in fact, his is the 13th most likely name to pop up in a general psych textbook. He was the leading consultant on a Consumer Reports study on long-term psychotherapy, and has developed several common pre-employment tests, including the Seligman Attributional Style Questionnaire (SASQ).

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March 2: Chris Hacker, Chief Design Officer, Consumer and Personal Products Worldwide, Johnson & Johnson

Chris Hacker’s role at Johnson & Johnson is to make design a competitive advantage, through strong brand identity and sustainable design practices. In this position, Chris leads all creative processes for brand identity, packaging design and brand imagery. The Global Strategic Design Office is based in New York City with branch offices globally, to further the application of strategic design thinking within the company and consists of Designers, Engineers and Technical Staff.

Hacker’s passion is bringing awareness to designers of their power in the business world to make sustainable design a key paradigm of design process and therefore make the products and materials produced lighter on the planet.

Chris was Senior Vice President of Global Marketing and Design for Aveda™ prior to joining Johnson & Johnson. In this capacity he had responsibility for overall strategic marketing leadership, new product development and promotion. Under his leadership, Aveda was awarded the 2004 National Design Award for Corporate Achievement from the Smithsonian Cooper-Hewitt National Design Museum.

Chris has over 30 years of experience in marketing, product and package design and creative development; having also worked for Warner Bros.Studios, Steuben Glass, Dansk International Design, GAF, JCPenney Company and Henry Dreyfuss Associates.

Chris is formally trained as an industrial designer and received his Bachelor of Science in Industrial Design from the University of Cincinnati College of Design Architecture and Art. He is a recognized expert in package goods design and is a frequent national speaker on design, design sustainability and the creative process.

Chris and his work for Johnson & Johnson as recently the subject of a cover story in I.D. Magazine and Business Week online. His work has also been featured in the Whitney Museum of Art and showcased in Industrial Design magazine.

He is a on the board of the New York Art Directors Club and a member of the American Institute of Graphic Designers and the Industrial Design Society of America.

Hacker has had a lifelong interest in modern architecture and has for the last 13 years been restoring a 1950 Richard Neutra House in Los Angeles, California. March 16: Jeffrey Scherer, Principal, Meyer Scherer and Rockcastle, LTD

A founding principal of MS&R, Jeff has worked with numerous academic institutions and the majority of the firm's major corporate clients. Nearly every year since 1987, he has earned professional honors and awards, including election into the AIA College of Fellows in 1998.

National publications such as Fast Company, Metropolis, Inc. Magazine and The New York Times have regularly featured his work. Jeff has played an active role in numerous organizations, such as the Corporate Design Foundation and CoreNet Global. Jeff regularly lectures on topics related to innovative office design and the renewal of historic urban structures. This fall, he was featured in Target Commercial Interior's Designer Forum and presented a case study on Urban Outfitters Corporate Headquarters at the Waterfront Center's annual conference. In addition to his work with Urban Outfitters, Jeff has a long-standing relationship with SEI Investments, having designed their corporate headquarters and has completed several projects for Herman Miller, Inc.-including the Design Yard, the company's center for design and engineering.

A registered architect with more than 35 years' professional experience, Jeff holds a Bachelor of Architecture with Honors from the University of Arkansas-where he serves on the Dean's Council. March 16: Dick Hayne, Founder & CEO of Urban Outfitters, Inc.

Mr. Hayne is President and Chairman of the Board of Directors of Urban Outfitters, Inc., which is headquartered in the former Philadelphia Navy Yard. Mr. Hayne co-founded Urban Outfitters in 1970 and has been Chairman of the Board and President since the firm's incorporation in 1976. A leading lifestyle consumer products company operating under the Anthropologie, Free People, Terrain and Urban Outfitters brands, the firm operates more than 200 stores in North America and Europe. Mr. Hayne is a graduate of Lehigh University. He serves on the boards of Drexel University, Chestnut Hill Academy, and the Springside School, where he is President of the Board. Mr. Hayne also serves on the Advisory Board of the Jay H. Baker Retailing Initiative at The Wharton School of the University of Pennsylvania, Independence Seaport Museum in Philadelphia and the Morris Arboretum.

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March 23: Carlos Basualdo, Curator of Contemporary Art, Philadelphia Museum of Art Since 2005, Carlos Basualdo has served as the Curator of Contemporary Art for the Philadelphia

Museum of Art. He oversees the Museum's contemporary collection while also developing ongoing exhibitions. In 2006, he initiated two exhibition series at the Museum called Notations and Live Cinema, both of which are devoted to the permanent collection and video. He is currently working on the organization of the Bruce Nauman exhibition at the U.S. Pavilion for the Venice Biennale, 2009 as well as a survey exhibition of the work of the Italian artist Michelangelo Pistoletto scheduled for the Fall 2010. Since 2004, Basualdo has taught a course on the history of exhibitions at the IUAV in Venice, and since 2006 he is a member of the Advisory Board of the PhD program at the VIU, also in Venice. He has was a part of the curatorial teams for Documenta11, the 50th Venice Biennale in 2003 and conceived and curated Tropicalia: A Revolution in Brazilian Culture, which traveled from MCA Chicago to the Barbican Gallery in London (2004/2005) as well as the Bronx Museum in London (2006). March 30: Will Setliff, VP, Marketing, Target

Will Setliff is Vice President, Marketing for Target Corporation. In this role he is responsible for the corporate functions of Strategy, Innovation, Guest Insights, Packaging and Owned Brands.

− Strategy is focused on asking and answering questions to support top- and bottom-line growth, expense reduction and optimization within and outside of current business models. This team also manages the overall Target brand strategy and partners to align functional strategies (e.g. marketing, merchandising, etc)

− The Guest Insights team supports Target’s guest-centric culture by executing and providing analysis and interpretation of primary and secondary research, macro trends, CRM data and our own U-Lab.

− The Innovation team generates sustainable growth and competitive advantage by developing new and improving existing product offerings, services and experiences.

− The Owned Brands team sets the strategy for Target’s owned brand portfolio and manages the strategic trajectories (e.g. innovation, brand elasticity, marketing, etc) of the brands within that portfolio.

− The Packaging team supports all proprietary and exclusive packaging needs for Target owned brands as well as a global packaging vendor matrix.

Setliff joined Target in 2004 as Director, Marketing and was responsible for integrating Target’s marketing efforts with specific leadership of new media and interactive marketing teams.

Prior to joining Target, marketing and advertising strategy formed the greater part of Setliff’s experience. He was Senior Vice President at FAME, a division of the marketing communication holding company, Omnicom. He was responsible for client marketing strategy, account service and business development. While at FAME Setliff created programs to increase and reclaim market share for many national clients, including General Mills, Tupperware, Coca-Cola, Crayola, Mattel, Energizer, Target, Hanes, Sara Lee/Champion and Procter & Gamble.

Setliff has a B.A. in Liberal Arts and Sciences from the University of Florida. He also pursued graduate and doctoral coursework in psychology and sociology.

Target Corporation's retail segment includes large, general merchandise and food discount stores, and a fully integrated on-line business called Target.com. In addition, the company operates a credit card segment that offers branded proprietary and Visa credit card products. The company currently operates 1,648 Target stores in 47 states. Target (NYSE:TGT) gives back more than $3 million a week to its local communities through grants and special programs. March 30: Chris Flink, Partner, Consumer Experience Design, IDEO

Chris is a Partner at IDEO, a renowned innovation and design consultancy. He currently heads its largest practice, Consumer Experience Design, for the eastern United States. He believes innovation is a team sport. After more than a decade with IDEO, he remains in awe of his insanely talented colleagues and continues to revel in good, daunting multidisciplinary challenges. At IDEO he has led diverse project teams in collaboration with such clients as Target, Motorola, P&G, Palm/Handspring, Steelcase, OXO, PepsiCo, and Apple. With an approach that integrates design, engineering and business perspectives, he

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has helped companies envision strategy, identify growth opportunities, and guide a broad range of successful consumer products to market.

Before joining IDEO, Chris was an independent inventor and also gained experience at a consulting firm in New York. He successfully developed and licensed a few of his own patented inventions, including an ergonomic shopping basket, and contributed to the designs of novel medical and consumer packaging systems.

Chris holds an MS in Management and a BS in Engineering/Product Design, all from Stanford University, where he was awarded the Chilton Memorial Prize for ‘Excellence in Product Design’. Today, he's a Consulting Associate Professor at Stanford where he has regularly taught courses on innovation and serves on the Strategy Board for Institute of Design. Last year, he also had the honor of presenting at the World Economic Forum in Davos, Switzerland.

After nine inspired years of bouncing between IDEO’s San Francisco and Palo Alto studios, Chris moved eastward to IDEO Boston and, most recently, to found our new office in New York City where he now lives with his charming Southern wife and their two remarkably advanced baby girls. April 1: Wilfried Vanhonacker, Dean, Moscow School of Management, Skolkovo

Wilfried Vanhonacker is the Dean of SKOLKOVO, a newly established and privately funded business school in Moscow. SKOLKOVO is a priority project of the Russian government, aimed at grooming entrepreneurial leaders and becoming a knowledge center on leading and managing change in fast-moving economies. Vanhonacker is a leading scholar in the field of marketing science and an expert on doing business in China and the globalization of Chinese enterprises. His academic research focuses on building models of consumer choice behavior, which includes work on avoidance behavior, brand building and brand extensions. Vanhonacker played a key role in establishing the China Europe International Business School (CEIBS) in Shanghai, of which he was dean and vice president. He is a senior partner in a Shanghai-based company specializing in marketing strategy and human capital development in China. Vanhonacker is the author of numerous academic publications and four books. He has been on the faculty of Columbia Business School, INSEAD and HKUST Business School in Hong Kong. Vanhonacker received a Ph.D. in management from Purdue University. April 6: Lynda Resnick, Owner of Fiji Water, Pom Wonderful, Teleflora, author of Rubies in the Orchard Lynda Resnick began her career at the age of nineteen, when she founded a full-service advertising agency. Successfully running this business so early in her career enabled her to gain invaluable and practical marketing experience which, coupled with her sound entrepreneurial instincts and quick wit, has been the hallmark of her 40-year career.

Lynda has been dubbed the PomQueen for obvious reasons. In 2003, only 12 percent of the population even knew what a pomegranate was. Today, thanks to the tireless efforts of Lynda and her team at POM Wonderful, pomegranates are ubiquitous in our culture and their astonishing health benefits are well known due to her company’s investment of more than $25 million in scientific research, which has been strategically promoted. POM Wonderful is not only a company that farms, markets and sells fresh pomegranates, it also produces and markets POM Wonderful Pomegranate Juice and POM Tea.

After acquiring FIJI Water in early 2005, Lynda quickly orchestrated a brand identity relaunch focused on communicating the unique advantages of artesian water. With marketing initiatives that were as differentiating as the brand itself, and despite the fact the bottled water industry is extremely crowded, FIJI Water is now the largest imported bottled water in the United States and the first carbon negative beverage product in the world.

In 1979, Lynda and her husband, Stewart, purchased a fledgling floral wire service called Teleflora. Lynda left advertising and brought her skills to that enterprise as Executive Vice President of Marketing. In 1980, her idea of pairing fresh flowers with a well-designed keepsake container turned ordinary flowers into a reminder of something more lasting. “Flowers in a Gift” earned her one of advertising’s highest accolades, a Gold Effie Award. She ascended to Chairman of the company and continues to shape the product line. With Lynda leading the charge, Teleflora is the now the world’s largest floral wire service.

The Resnicks also own Paramount Farms and Paramount Citrus Companies, making them the largest farmers of tree crops in the United States with the nation’s largest orchards and processing plants for citrus, almonds and pistachios.

Lynda is Vice Chairman of LACMA’s Board of Trustees, as well as the Chair of the Acquisitions Committee and the Executive Committee. She is on the Executive Board of The Aspen Institute for which

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she chairs the Communications Committee; the Executive Board for the UCLA Medical Sciences; CaP CURE and the Milken Family Foundation. She is also a trustee of the Philadelphia Museum of Art.

Lynda reveals her secrets for creating memorable brands and pioneering fresh approaches to launch and promote them in her new book, RUBIES IN THE ORCHARD, to be published by Random House February 17, 2009. April 13: Edwin Chan, Architect, Partner, Gehry Partners, LLP

Edwin Chan joined Frank O. Gehry & Associates after graduating from the GraduateSchool of Design at Harvard University in 1985. He has since worked on many of thefirm’s most significant projects, including the Nationale-Nederlanden Building in Prague,the Guggenheim Museum in Bilbao, the Frederick R. Weisman Art Museum inMinneapolis, and the hotel at the Marques de Riscal Winery in El Ciego, Spain.Currently Mr. Chan is a Partner of the firm, working directly with Frank Gehry on thedesign of a number of projects that includes an office building for Novartis Internationalin Basel, Switzerland and the Louis Vuitton Foundation for Creation in Paris, France. Inaddition, he also designed The Art of Motorcycle Exhibition for the GuggenheimMuseums in New York, Bilbao and Las Vegas, the exhibition “Exquisite Pain” forrenowned French Artist Sophie Calle in Luxembourg, as well as the set designs for theopera Ariadne Auf Naxos by Richard Strauss in Los Angeles. April 15: Miles S. Nadal, Chairman & CEO, MDC Partners, Inc.

In 1980 at the age of 22, Miles Nadal launched his first company, Action Photographics. From an unassuming beginning, Mr. Nadal has forged a highly successful career as a leading international entrepreneur, businessman and philanthropist.

Mr. Nadal is Founder, Chairman and CEO of MDC Partners Inc. Through its network of entrepreneurial firms, MDC provides advertising, media and marketing services as well as customer relationship management, to many of the world’s premier corporations from offices, in the United States, Canada, the United Kingdom and Latin America. The company’s shares are traded on the Toronto Stock Exchange and on NASDAQ. Under Mr. Nadal’s leadership, MDC has grown into one of the largest marketing communications firms in the world.

Mr. Nadal was the Founder of First Asset Management Inc., one of Canada’s largest independent asset management firms with more than $35 billion under management. Founded in 1997, First Asset had brought together some of the premier asset management firms in Canada into one organization that focused on money management for institutional and high net worth individuals. In 2005 the firm was successfully sold to Affiliated Managers Group (“AMG”) in the US.

Mr. Nadal is the founder of Peerage Capital, a private equity firm that has realized over $1.7 billion in returns over 17 years, resulting in a 57% IRR. Mr. Nadal is also the founder of Peerage Realty Partners, one of Canada’s premier real estate brokerage networks, and Artemis Investment Management Inc. and Alphascout Capital Management Inc., two significant alternative asset management firms.

As his business responsibilities have grown, Mr. Nadal has taken an increasingly larger role in support of important community and charitable organizations, focusing on the areas of health care, education and children’s welfare. He provided the keystone gift for the rebuilding of the Bloor Jewish Community Centre, which has been renamed the Miles S. Nadal Jewish Community Centre. The centre hosts activities in athletics, health and wellness, culture and art, religion and education for people of all faiths and backgrounds.

Mr. Nadal has also been honoured for his significant contributions to the Reena Foundation, an organization committed to integrating people with developmental handicaps into the mainstream of society.

Through his involvement with Junior Achievement and the Schulich School of Business, Mr. Nadal has provided high school and university scholarships for students striving to become the entrepreneurs of the future. He has been a guest lecturer on the subject of entrepreneurship at schools and universities across North America. In addition, he has received international recognition as a leading entrepreneur, businessman and philanthropist. April 15: Brandon Berger, Vice President, Digital Innovation, MDC Partners, Inc. Brandon is the focus of MDC Partners’ commitment to new technologies and merging media. He works directly with the Partner companies to help maintain their leading-edge digital capabilities and in

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the procurement of the best talent. Brandon also helps identify potential Partners in the digital space as well as works to establish strategic alliances to the benefit of all Partner companies. Prior to joining MDC Partners, Brandon founded the Digital Innovation Group at Ogilvy, as well as co-founded Sequoia-funded wireless technology company WideRay Corp. (now Qwikker) in 1999.

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YORAM (JERRY) WIND Academic Positions: Jerry Wind is The Lauder Professor and Professor of Marketing at The Wharton School of the University of Pennsylvania. He is the founding director of The Wharton "think tank,” The SEI Center for Advanced Studies in Management. The Center's mission is to assure through research and development the quality, relevance and impact of management research, education and practice. Dr. Wind joined the Wharton faculty in January 1967, upon receipt of his doctorate from Stanford University. Program Development: Dr. Wind is the founder and academic director of The Wharton Fellows program. From 1983 to 1988, he was the founding director of The Joseph H. Lauder Institute of Management and International Studies, and from 1980 to 1983 the founding director of The Wharton Center for International Management Studies. Dr. Wind chaired the Wharton committees that designed The Wharton Executive MBA Program (1974), the new MBA curriculum (1991), the School’s globalization strategy (1995-1997), and the MBA’s cross-functional integration efforts (2002-04). He also started The Wharton International Forum (1987) and served as the chairman of its faculty council until 1998. He was instrumental in establishing the Alfred West, Jr. Learning Lab and served as a member of its first advisory board (2001-05). Publications: Dr. Wind is one of the most cited authors in marketing. He is a regular contributor to professional marketing literature, which has included 23 books and over 250 papers, articles, and monographs encompassing the areas of marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior, and global marketing. Dr. Wind’s books have received wide acclaim and many have been translated into a number of languages. His most recognized recent publications include: Competing in a Flat World, with Victor and William Fung (Wharton School Publishing 2007), The Power of Impossible Thinking: How Changing Your Mental Models Will Transform the Business of Your Life and the Life of Your Business, with Colin Crook (Wharton School Publishing 2004), Convergence Marketing: Strategies for Reaching the New Hybrid Consumer with Vijay Mahajan (Financial Times/Prentice Hall 2002), Leveraging Japan: Marketing to the New Asia with George Fields and Hotaka Katahira (Jossey-Bass 1999) and Driving Change with Jeremy Main (Free Press 1998). Both The Power of Impossible Thinking and Convergence Marketing were selected by Executive Book Summaries as one of the thirty best business books of 2002 and 2004. His recent edited books– The Network Challenge: Strategy, Profit and Risk in an Interlinked World (Wharton School Publishing, forthcoming 2009), New Product Diffusion Models (Kluwer 2000), Digital Marketing (Wiley 2001), and Marketing Research and Modeling: Progress and Prospects (Kluwer 2004)–include the works of the leading experts on these topics. Editorship: Dr. Wind founded Wharton School Publishing (Wharton’s J.V. with Pearson) (2003) and served as the first Wharton editor (2003-2008). He has served as editor-in-chief of the Journal of Marketing, on the policy boards of the Journal of Consumer Research and Marketing Science, and has been on the editorial boards of the major marketing journals. He has served as guest editor of special issues of the major marketing journals including Marketing Science (1996) on Empirical Generalization in Marketing (with Frank Bass), JMR (1978) on market segmentation and (1997) on Innovation in New Product Development and Marketing Research (1998) on The State of the Art in Quantitative Research. Business Experience: Dr. Wind has served as an advisor to many Fortune 500 firms and a number of non-U.S. multinationals in the financial services, pharmaceuticals, information, and consumer packaged goods industries. His consulting focuses on both overall global corporate and business strategy and transformation as well as marketing strategy and especially the development of new businesses. He is a regular advisor to the investment firm SEI. In addition, he has served as an expert witness in various legal cases. Dr. Wind is a member of the advisory board of a number of start-ups including Mutual Arts, NetXentry (WebForPhone), Arshiya (India), and Decision Lens. He is a former director of IDT (HK), Enhance Financial Services Corporation, Contel Corporation, CASA and a number of entrepreneurial ventures. Professional Activities: Dr. Wind is an active member of the major marketing and management science professional associations. He is the former Chancellor of the International Academy of Management (IAM). He is a former academic trustee of the Marketing Science Institute and former chairman of the College of Marketing of the Institute of Management Science. He is one of the founders of the Israeli university–The Interdisciplinary Center Herzliya (IDC) (1994), chairman of its academic council, and member of its academic appointment and promotion committee. He is also a member of the board of the American Friends of IDC. He is a member of the board of a number of Wharton's centers, including the

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Lauder Institute, a trustee of The Philadelphia Museum of Art and a member of its digital age committee, and a member of the Advisory Board of Business for Diplomatic Action. He is a frequent lecturer in faculty seminars and executive programs in over 50 universities worldwide. Awards: Dr. Wind is the recipient of various awards, including the four major marketing awards–The Charles Coolidge Parlin Award (1985), the AMA/Irwin Distinguished Educator Award (1993), the Paul D. Converse Award (1996) and the Buck Weaver Award (2007). He is the recipient of the first Faculty Impact Award given by Wharton Alumni (1993). In 1984, he was elected as member of the Attitude Research Hall of Fame and has won a number of research awards, including two Alpha Kappa Psi Foundation awards and a recent inclusion in JAR Classics issue of one of 18 articles that have withstood the test of time. In 2001 he was selected as one of the 10 Grand Auteurs in Marketing and later named as the 2003 recipient of the Elsevier Science Distinguished Scholar award of the Society for Marketing Advances. In May 2004 he was awarded as Honorary Fellow of the Decade by the Interdisciplinary Center Herzliya (Israel). Expanded CV can be found online at: http://marketing.wharton.upenn.edu/people/faculty.cfm?id=196