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“China is very important to Wharton in many ways”----Interview with Wharton’s Deputy Dean Dr. Schmittlein(1)
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About Wharton School
Wharton School
The Wharton School of the University of Pennsylvania — founded in 1881 as the first collegiate business school — is recognized globally for intellectual leadership and ongoing innovation across every major discipline of business education. The most comprehensive source of business knowledge in the world, Wharton bridges research and practice through its broad engagement with the global business community. The school has more than 4600 undergraduate, MBA, executive MBA, and doctoral students; more than 8,000 annual participants in executive education programs; and an alumni network of more than 81,000 graduates.
About Prof. David Schmittlein
Professor David C. Schmittlein is the Ira A. Lipman Professor and Wharton's Deputy Dean. Professor Schmittlein is a noted scholar whose research focuses on marketing research methods, models for marketing decisions, advertising and new product development, among other topics. He has consulted widely for major corporations, including American Express, Lockheed Martin and AT&T, assisting them in designing and analyzing market research information for measuring customer perceptions and preferences and assessing the impact of marketing decisions.
Most recently, Professor Schmittlein's research used information on the history of individual customer purchase patterns to identifying active (or inactive) customers, assess future sales potential, develop customer specific efforts and analyze new product success in Japan and the U.S. His research has been published in top-tier academic journals including Management Science, Marketing Science and the Journal of Marketing Research.
Professor Schmittlein's teaching interests include courses in Marketing Management, Product Policy, Advertising Management, Research Methodology and Marketing Strategies for Wharton's Executive MBA program. Professor Schmittlein received his PhD and Master's degrees from Columbia University and his BA degree from Brown University.
Professor Schmittlein's giving lecture
Xing Zong: Prof. Schmittlein, thanks for granting me the opportunity to speak with you! You are one of the main hands behind Wharton Knowledge, through which Wharton School shares its intellectual capital with the general public. I am very curious to know the running mechanism behind Wharton Knowledge. Is it more like Harvard business review? Or more like Wall Street Journal?
Schmittlein: The Wall Street Journal is an excellent example of a business news service, providing readers with daily information on business activity and on market reactions to that activity. When Wharton launched Knowledge@Wharton (http://knowledge.wharton.upenn.edu) about eight years ago it had a rather different goal. We wanted to offer readers the useful insights, and knowledge, “Behind the News.” For particular activities that are reported as business news, Knowledge@Wharton goes further, to answer questions such as: Why might a business have taken a certain action? What is likely to happen next? Based on the experience of other firms, how should a manager have handled this situation? What lessons should be learned from a particular market outcome? Are certain sets of news stories coincidental, or is there some underlying relation between them? Knowledge@Wharton also offers more fundamental summaries of management knowledge, including insights into managing innovation, investments, competitive strategy, and customer relationships.
The publication was deliberately created to be timely, useful, interesting, and careful and thoughtful in its conclusions. Its publication frequency, every two weeks, allows for thoughtful commentary but still timely reference to business events that are current. Its online format is designed to make it easy for readers to find useful information and insights whenever they seek them, including searchable access to over 1500 articles and abstracts. Finally, Wharton committed from the outset, with the financial help of its dedicated alumni and friends in the business community, to make this a free resource for the world. Our goal was to create something truly useful, that people would really read and value, rather than another glossy expensive magazine that would look prestigious but tend to sit, unread, on an office table. Across the Chinese, English, Indian, Portuguese and Spanish editions, Knowledge@Wharton has grown rapidly to over 880,000 subscribers currently. And people are returning frequently, using the site. Across its language/region editions, Knowledge@Wharton has over 3 million visits leading to about 10 million page views each month. In light of this popularity, one might well wonder why Knowledge@Wharton is still unique in offering this range of timely insights and commentary. My personal sense is that it stems from the depth of resources that maintaining such a site requires, which Wharton is distinctly able to commit, and the willingness to experiment and innovate in making such insights broadly available to thoughtful people worldwide.
About Wharton School
Wharton School
The Wharton School of the University of Pennsylvania — founded in 1881 as the first collegiate business school — is recognized globally for intellectual leadership and ongoing innovation across every major discipline of business education. The most comprehensive source of business knowledge in the world, Wharton bridges research and practice through its broad engagement with the global business community. The school has more than 4600 undergraduate, MBA, executive MBA, and doctoral students; more than 8,000 annual participants in executive education programs; and an alumni network of more than 81,000 graduates.
About Prof. David Schmittlein
Professor David C. Schmittlein is the Ira A. Lipman Professor and Wharton's Deputy Dean. Professor Schmittlein is a noted scholar whose research focuses on marketing research methods, models for marketing decisions, advertising and new product development, among other topics. He has consulted widely for major corporations, including American Express, Lockheed Martin and AT&T, assisting them in designing and analyzing market research information for measuring customer perceptions and preferences and assessing the impact of marketing decisions.
Most recently, Professor Schmittlein's research used information on the history of individual customer purchase patterns to identifying active (or inactive) customers, assess future sales potential, develop customer specific efforts and analyze new product success in Japan and the U.S. His research has been published in top-tier academic journals including Management Science, Marketing Science and the Journal of Marketing Research.
Professor Schmittlein's teaching interests include courses in Marketing Management, Product Policy, Advertising Management, Research Methodology and Marketing Strategies for Wharton's Executive MBA program. Professor Schmittlein received his PhD and Master's degrees from Columbia University and his BA degree from Brown University.
Professor Schmittlein's giving lecture
Xing Zong: Prof. Schmittlein, thanks for granting me the opportunity to speak with you! You are one of the main hands behind Wharton Knowledge, through which Wharton School shares its intellectual capital with the general public. I am very curious to know the running mechanism behind Wharton Knowledge. Is it more like Harvard business review? Or more like Wall Street Journal?
Schmittlein: The Wall Street Journal is an excellent example of a business news service, providing readers with daily information on business activity and on market reactions to that activity. When Wharton launched Knowledge@Wharton (http://knowledge.wharton.upenn.edu) about eight years ago it had a rather different goal. We wanted to offer readers the useful insights, and knowledge, “Behind the News.” For particular activities that are reported as business news, Knowledge@Wharton goes further, to answer questions such as: Why might a business have taken a certain action? What is likely to happen next? Based on the experience of other firms, how should a manager have handled this situation? What lessons should be learned from a particular market outcome? Are certain sets of news stories coincidental, or is there some underlying relation between them? Knowledge@Wharton also offers more fundamental summaries of management knowledge, including insights into managing innovation, investments, competitive strategy, and customer relationships.
The publication was deliberately created to be timely, useful, interesting, and careful and thoughtful in its conclusions. Its publication frequency, every two weeks, allows for thoughtful commentary but still timely reference to business events that are current. Its online format is designed to make it easy for readers to find useful information and insights whenever they seek them, including searchable access to over 1500 articles and abstracts. Finally, Wharton committed from the outset, with the financial help of its dedicated alumni and friends in the business community, to make this a free resource for the world. Our goal was to create something truly useful, that people would really read and value, rather than another glossy expensive magazine that would look prestigious but tend to sit, unread, on an office table. Across the Chinese, English, Indian, Portuguese and Spanish editions, Knowledge@Wharton has grown rapidly to over 880,000 subscribers currently. And people are returning frequently, using the site. Across its language/region editions, Knowledge@Wharton has over 3 million visits leading to about 10 million page views each month. In light of this popularity, one might well wonder why Knowledge@Wharton is still unique in offering this range of timely insights and commentary. My personal sense is that it stems from the depth of resources that maintaining such a site requires, which Wharton is distinctly able to commit, and the willingness to experiment and innovate in making such insights broadly available to thoughtful people worldwide.
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