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Read All About It
Professor Jerry Wind, Wharton School Publishing's co-editor, answers questions about the School's Next Big Thing.
As more and more business publishers seek mass-market
success instead of ground-breaking knowledge, where
would an innovative scholar find a publisher for a book
about new thinking of interest to business leaders,
managers, and policymakers? CK Prahalad, professor of corporate
strategy and international business at the University of Michigan
Business School, found himself in this situation and turned to a
new player in the field to bring his book to market.
Prahalad's newest book, The Fortune at the Bottom of the
Pyramid: Eradicating Poverty Through Profits, will be one of the
first titles released by Wharton School Publishing, a new venture
with Pearson Education, the international media company. Pearson
Education business publishing includes Pearson Prentice Hall (PH-PTR),
Financial Times/Prentice Hall, and Reuters imprints, as well
as Pearson Addison Wesley. Wharton School Publishing will provide
insights from academics and industry leaders through a portfolio
of publications in print, audio, and interactive formats published
in multiple languages.
Wharton School Publishing's first title, The Power of Impossible
Thinking: Transform the Business of Your Life and the Life of Your
Business by Wharton marketing professor Jerry Wind and former
Citigroup CTO Colin Crook, is scheduled to be released in July.
In addition to being one of Wharton School Publishing's first authors,
Wind serves as Wharton's editor for the imprint along with
Tim Moore, Pearson's editor-in-chief. Kathleen McClave, associate
dean for marketing and business development, serves as managing
director. The editorial board includes a cross-disciplinary group of
15 senior Wharton faculty members, chaired by David Schmittlein,
deputy dean and professor of marketing. Thirteen titles and a number of management
tools are planned in the imprint's first year.
In the interview that follows, the Wharton Alumni Magazine
asked Wind about Wharton School Publishing—why it was created,
what it would offer, and what this new venture means to the
School and alumni.
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