The Watch List is where we identify potentially viral new products, services, companies and individuals in the Wharton community. In this case, we spotlight alumni-written books.



The Human Brand

Chris MaloneWG’91, and Princeton’s Susan T. Fiske reveal how consumers choose brands in the same way that they judge people.




The One-Hour Business Plan

John McAdam, WG’90, a serial entrepreneur, CEO and consultant, helps would-be founders tackle perhaps the hardest part of a startup: getting started.




Plan to Turn Your Company Around in 90 Days

Nearly 70 percent of all U.S. businesses are nonexistent by their 10th anniversary. Why? Jonathan Lack, WG’91, principal of ROI Ventures, counts the ways.




Marketing to Millennials

Jeff Fromm, W’87, and Christie Garton wield proprietary research and branding expertise to explain what makes the up-and-coming generation tick.



Social Media Intelligence

Wendy Moe, W’92, G’99, GRW’00, and David Schweidel, C’01, GRW’04, GRW’06, business profs at Maryland and Emory, respectively, offer marketers a framework to move beyond mere “social media monitoring.”




Embattled Farmers

Richard Wiggin, WG’73, follows 252 American Revolutionary War soldiers from a single community in colonial Massachusetts to dispel the myth of the Minutemen.




Eyes Wide Open

Serial author, TED talker and global strategist Noreena Hertz, WG’91, lays out 10 steps to help businesspeople, professionals and anyone else make better decisions.




Due Diligence in China

When doing business in China, due diligence can be anything but standardized or simple. Enter Kwek Ping Yong, WF’04, with China-specific strategies.



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