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22 26 NEWS Profs Analyze Trump's Policies

IDEAS

Inside the Mind of Jonah Berger

50 PEOPLE Postcards From the South Pole

PIONEER SPIRIT

MEET THE REVOLUTIONARY FIRST CLASS OF WHARTON SAN FRANCISCO

SPRING/SUMMER 2017

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A wharton magazine spring/summer 2017

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clarity

noun \`kla?r?t\

" at moment I realized I could navigate my company toward a

more pro table future."

Define your Wharton moment.

Learn the intricacies of financial strategy from a proven leader--Wharton Executive Education. You'll hear real-world strategies from leading experts in our Finance Programs. You'll gain a deeper understanding of all levels of finance that a ect your company. And you'll leave empowered to expand your financial leadership role. Learn from a Leader.

execed.wharton.upenn.edu/finance

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Certified Investment Management Analyst? (CIMA?) Certification jun. 26?30, 2017 ? philadelphia jul. 9?13, 2017 ? san francisco

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spring/summer 2017 wharton magazine 1

BANK OF AMERICA MERRILL LYNCH AND WHARTON

HAVE BEEN ASKING A LOT OF THE SAME QUESTIONS:

What do Millennial investors want? What are the unique financial needs of Baby Boomers? How do we address the concerns of the aging U.S. population?

Through close collaboration with Wharton Social Impact Initiative and the Pension Research Council, Bank of America Merrill Lynch and Wharton are creating business knowledge to address these questions.

"Our work with Wharton helps us to look far into the future, to ensure that we're making the decisions today that will position our clients and our company for success in the long run." Surya Kolluri, WG'92, Managing Director at Bank of America Merrill Lynch

Bank of America Merrill Lynch is a member of the Wharton Partnership. Partners forge unique relationships with the School, customized to advance their business goals.

Not yet a Wharton Partner? Contact us to learn more: partnership.wharton.upenn.edu

Creating and sustaining a culture of giving back

from the dean

Doing Well by Doing Good

T he value proposition of business schools like Wharton has always been that we empower our students to realize their full potential and aspirations--for themselves and for their organizations, their communities, and the world. But in the aftermath of the financial crisis and with the recent rise of populism, the heart of our education is sometimes framed negatively. The perception is that we train and produce self-centered, myopic graduates who are more a part of the problem than a part of the solution.

This criticism has always been unfair. Many Wharton alumni are changing the world for the better through their careers in government, notfor-profits, and the social sector. Their contributions to society are clear. However, our alumni are also leading positive societal change in the private sector; they are often very well compensated, but that doesn't make their societal contributions any less. "Do well by doing good" (a phrase attributed to Penn's founder, Benjamin Franklin) is a reflection of benevolent behavior, not net worth--and to that end, all careers should be judged on equal footing.

The two biggest challenges facing the Western world today are increasing economic growth and making that growth more inclusive. For emerging markets, building better infrastructure--particularly in already clogged cities--is essential to realizing their full demographic and developmental potential.

The role of business in meeting these massive societal challenges cannot be overstated. For the world to thrive in the 21st century, business must excel at its job. That job is to innovate, to increase productivity and efficiency, to expand the pie, and to provide opportunities for all people to succeed. Nothing is more important, and alumni from all sectors must participate.

It is a great time for business schools. Championing the positive role of business should motivate all we do, whether it's using skills to generate higher rates of return for everyone's savings, or creating new and better ways to do things through our spirit of entrepreneurship and innovation. Data and analytics learned at Wharton can improve decision-making and judgment, and

developing leadership skills will generate great outcomes from good ideas.

Business schools are critical social institutions not only because they help students realize their full potential as individuals, but also because they empower students to use their passions and talents to maximize their impact on society. Wharton is in the global vanguard of doing both, and I am privileged to support and lead our community in the limitless possibilities for our achievements.

Geoffrey Garrett is Dean and Reliance Professor of Management and Private Enterprise at the Wharton School of the University of Pennsylvania.

Dean Garrett was recently the guest curator for "The Big Idea" on the CNN MoneyStream app. On his reading list: articles about driverless trucks, currency strategies in India and China, and Jimi Hendrix.

Contents

Spring/Summer 2017

1

news

7

from the editor

Unpredictable Times, Remarkable Stories 14

photo gallery

On the Scene 15

indicators

Numbers, Crunched Examining the Customer Analytics Initiative. 16

regions

Wharton's Global Impact

Magical Instruments

"There's a reason why we acquire craft beers--we can learn from them."

Christine Chou WG15,

senior manager of high end

innovation, AB InBev, p.18

46

feature

Inside the Mind of Jonah Berger Jeremy

Markovich

18

the report

A Drinkable Feast Inside the craft beer boom.

Samantha Drake

20

feature

The Trump Effect Wharton faculty examine the president's policies. Joshua Brockman

10

wat c h l i s t

Balanced News, Guitars for Beginners, and Revolutionary Bathrooms

2

ideas

30

whiteboard

At the Whiteboard With Nancy Rothbard Louis Greenstein

33

syllabus

A New Playbook The changing business of sports and race.

34

the salon

Heads Up, Not In The Sand How to better prepare for disaster.

36

what i'm reading

Mass Extinction, Digital Addiction, and Overthrowing the Patriarchy Adam Grant's book picks.

"NASA should become more like a venture capital firm, rather than this cost-plus regulator... it's a big mind shift."

Anoop Menon, management

professor, p.44

37

k@w essay

Gut Check

38

k@w the case

Growth vs. Profits: Uber's Cash Burn Dilemma

41

k@w the deck

Falling Into Line: Shorter ER Wait Times Through Smarter Queues

42

k@w data

44

k@w q&a

The Final Frontier

jillian clark

3

people

56

e s s ay

Secret No More An MBA student finds her voice. Stephanie Rodgers WG17

58

view from locust walk

Postcards From the South Pole Charlotte de Vaulx W19

61

pivot

Small Gestures, Big Change The value in paying it forward.

Jerrod Hill WG15

62

cohort

A Different Kind of One Percenter Mike Goodwin and Josh McCann

96

correlation

"I was ashamed of my own experiences in poverty."

Stephanie Rodgers

WG17, p.56

64

cover story

Living Through History David Gambacorta

cover photograph:

Gabriela Hasbun

On the cover (from left): Ronald Murayama WG03, Tamara Wendoll WG03, Juana Droessler, Ashmeet Sidana WG03, Andrew Jackson WG03

73 Class Notes

WHARTON MAGAZINE

Editorial Staff editor Richard Rys

class notes editor Leigh Sacco

editorial board Peter Cappelli Jonathan Katzenbach Peggy Bishop Lane Mukul Pandya Gloria Rabinowitz WG78 Jagmohan Raju Maryellen Reilly Catherine Schrand

creative services Justin Flax

design Pentagram

student interns Sara Albert, Jesus Alcocer

Administration Geoffrey Garrett Dean and Reliance Professor of Management and Private Enterprise

Sam Lundquist Vice Dean, External Affairs

Katherine A. Primus Executive Director, Communications & Stewardship

Wharton Magazine vol. 23 edition 1 Wharton Magazine is published semi-annually by Wharton External Affairs, 344 Vance Hall, 3733 Spruce Street, Philadelphia, PA 19104-6360

Change of Address online

mail Wharton Magazine Attn: Alumni Address Update Wharton External Affairs 344 Vance Hall 3733 Spruce Street Philadelphia, PA 19104-6360

telephone: +1-215-746-6509 fax: +1-215-898-2695 email: magazine@wharton. upenn.edu

Advertising Inquiries advertising@wharton.upenn.edu

DEADLINE FOR ENTRIES IS JUNE 30, 2017

Do you know an outstanding young alumnus who deserves recognition?

COMING IN THE FALL/WINTER ISSUE OF WHARTON MAGAZINE

Please tell us about him or her by submitting a nomination at 40under40 Creating and sustaining a culture of giving back

from the editor

Unpredictable Times, Remarkable Stories

I hope by now you've noticed a new look to Wharton Magazine, dating back to the Spring 2016 issue, when it was reinvented with the help of the world-renowned design masterminds at Pentagram. The page size shrank, the page count grew, and we now publish twice a year, with twice as much content in each issue. Beyond these changes, the very DNA of the magazine was transformed to reflect what makes Wharton and its alumni so special--the ideas and people who define its thought leadership, innovation, and community.

That community is what makes my job so rewarding. Editors dream of having a wellspring of story ideas that will inform, surprise, and captivate readers with each issue. Since I became the editor here in August, I've found that my challenge is keeping up with even a fraction of all the stories we could tell--tales of success, professional growth, giving back, great challenges, and even greater determination.

Since we're still in the getting-to-know-you phase of this reader-editor relationship, I should take a moment to introduce myself. I spent nearly 13 years on-staff at Philadelphia magazine, working my way up from a checker of facts (remember those things?) to writing and editing roles, and have written for an array of national and alumni magazines. I've covered everything from the trajectory of a bullet from factory to police evidence locker; athletes at the top of their games (or searching for a second act); crime sagas and investigative narratives; comedians and celebrities and thieves and politicians. (Sometimes it was hard to tell those four apart.) And since I'm from Philadelphia--yes, I've written about cheesesteaks.

When I joined the magazine last summer, I didn't anticipate that the school and the University of Pennsylvania would soon have their first graduate in the White House. (At least I'm not alone in missing that one.) Whatever your opinion of President Donald J. Trump W68, we can all agree

that this POTUS and these times are unlike any others in American history. So in this issue, we tackled the subject in the Wharton way, asking our professors to share their expertise and attempt what seems impossible--to anticipate the impact of Trump's still-evolving policies on everything from the U.S. economy and global markets to the environment and health care.

Something else you're sure to agree with: Along with great hair, what makes marketing professor Jonah Berger exceptional is the unique lens through which he views life, and people. That's proven by his popularity on campus and in the media as well by as his two best-selling books, including the latest, Invisible Influence. You'll see in our profile that Berger's work is an extension of his endless curiosity about virality and consumer behavior.

Our cover story is about a different type of intellectual explorer and comes on the heels of last fall's 15th anniversary of the founding of Wharton San Francisco. You've probably read about "Wharton West" and its Executive MBA program that planted the school's flag in Silicon Valley. But you've never heard the inspiring tale of its first graduating class, which not only pioneered a vital expansion for the school but did so in the shadow of the bursting dot-com bubble and the horrors of 9/11.

My goal is for each issue of the magazine to earn a spot on your coffee table as an engaging, edifying business publication that just happens to feature Wharton alumni and faculty. I hope you'll share your thoughts on this edition by emailing me at rrys@wharton.upenn.edu. We'll print as many responses as we can in a letters page in the Fall/ Winter issue. Until then, thank you for reading. (And the next time you're in town and need a good recommendation for a steak wit' Whiz, let me know.) --Richard Rys

On the Web

You can download this issue and previous editions at whartonmagazine. com.

spring/summer 2017 wharton magazine 7

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