WIND, Yoram (Jerry) 1938-

PERSONAL: Born March 27, 1938, in Haifa, Israel; immigrated to United States, 1964; married; wife's name, Vardina; children: two. Education: Hebrew University, Jerusalem, Israel, B.Soc.Sc, 1961, M.A., 1963; Stanford University, Ph.D., 1966.

ADDRESSES: Office—University of Pennsylvania, Wharton School of Business, 3620 Locust Walk, Rm. 1040, Philadelphia, PA 19104-6373. E-mail—windj@wharton.upenn.edu.

CAREER: University of Pennsylvania, Wharton School of Business, Philadelphia, PA, assistant professor of marketing and international business, 1967-70, associate professor of marketing, 1970-73, professor of marketing, 1973—, Lauder Professor, 1983—.

MEMBER: American Marketing Association, American Association of Public Opinion Research, American Psychological Association, Strategic Management Society, London Market Research Society.

AWARDS, HONORS: Alpha Kappa Psi Foundation awards, 1973, 1976; Attitude Research Hall of Fame, 1984; Charles Coolidge Parlin award, 1985; First Faculty Impact award, Wharton Alumni Association, 1993; AMA/Irwin Distinguished Educator award, 1993; Paul D. Converse award, 1996.

WRITINGS:

(With Ronald E. Frank and William F. Massy) Market Segmentation, Prentice-Hall (Englewood Cliffs, NJ), 1972.

(With Frederick E. Webster) Organizational Buying Behavior, Prentice-Hall (Englewood Cliffs, NJ), 1972.

(With Paul E. Green) Multiattribute Decisions in Marketing: A Measurement Approach, Dryden Press (Hinsdale, IL), 1973.

(Editor, with Francesco M. Nicosia) Behavioral Models for Market Analysis: Foundations for Marketing Action, Dryden Press (Hinsdale, IL), 1977.

Product Policy: Concepts, Methods, and Strategy, Addison-Wesley (Reading, MA), 1981.

(Editor, with Vijay Mahajan and Richard N. Cardozo) New-Product Forecasting: Models and Applications, D.C. Heath (Lexington, MA), 1981.

(Editor, with Vijay Mahajan) Innovation Diffusion Models of New Product Acceptance, Ballinger (Cambridge, MA), 1986.

(With Jeremy Main) Driving Change: How the Best Companies Are Preparing for the Twenty-first Century, Free Press (New York, NY), 1997.

(Editor, with Vijay Mahajan and Eitan Muller) New-Product Diffusion Models, Kluwer Academic (Boston, MA), 2000.

(With Vijay Mahajan) Digital Marketing: Global Strategies from the World's Leading Experts, Wiley (New York, NY), 2001.

(With Vijay Mahajan) Convergence Marketing: Running with the Centaurs, Prentice-Hall (Upper Saddle River, NJ), 2002.

SIDELIGHTS: Yoram Wind has written or edited many marketing management textbooks and trade books. Wind's 1981 text, Product Policy: Concepts, Methods, and Strategy, is designed for advanced marketing students and takes a "holistic view" of product management problems, according to John Myers in the Journal of Marketing. Myers commented that the book leans "toward the methodology of conjoint analysis in the treatment of various issues." Product Policy is divided into four sections: foundations, methods and processes of new product development, managerial problems with existing products, and a conclusion. The book thoroughly covers such subjects as the art of marketing research, product classification and position, product portfolios in multi divisional corporations, new product development systems, product design, and procedures for test marketing. Although Myers felt that the author could have added review questions at the ends of chapters and that he showed a few biases in favor of conjoint analysis, he asserted that the book's "strengths lie in the holistic treatment and a concern for integrating several related issues from the literature." Myers felt that a teacher would find the Wind book useful "to present a coherent treatment of the product policy question."

Driving Change: How the Best Companies Are Preparing for the Twenty-first Century was called "the best written of all the change books out there" by Paul B. Brown in Bookpage, and a Publishers Weekly critic noted that "managers trying to cope with an endlessly changing marketplace will find comfort in this study." In his review of Driving Change, Brown admitted that the idea that change is inevitable in business could be considered a trite observation. "But to completely dismiss the observation is to miss the point," he added. Companies have realistic concerns, stated Brown, about the modern business environment, with its "steadily shifting landscape." He appreciated Yoram and Main's handling of this issue: "Instead of presenting a magic 'silver bullet' solution . . ., the authors are more than content to present what could be called snapshots of the evolution." They focus on the successful formulas used by several big-name companies, such as AT&T, Xerox, and VISA, to cope with fast-changing market niches and consumer needs and instant communications. Pioneer Hi-Bred, for example, has used the information superhighway to connect some 35,000 consultants via global net links. According to a reviewer for Publishers Weekly, "The book's approach, which allows readers to find ideas that are likely to work for them and their companies, is useful."

BIOGRAPHICAL AND CRITICAL SOURCES:

PERIODICALS

Bookpage, March, 1998, Paul B. Brown, "Change Is Good . . . Really," p. 16.

Choice, April, 1982, review of New-Product Forecasting, pp. 1105-1106.

Contemporary Sociology, September, 1987, Eric M. Leifer, review of Innovation Diffusion Models of New Product Acceptance, p. 764.

Interfaces, May-June, 1989, Michael J. C. Martin, review of Innovation Diffusion Models of New Product Acceptance, p. 92.

Journal of Marketing, summer, 1981, Vithala R. Rao, review of Product Policy, pp. 200, 203-205.

Publishers Weekly, November 17, 1997, review of Driving Change, p. 46.

Technological Forecasting & Social Change, September, 1987, Joseph P. Martino, review of Innovation Diffusion Models of New Product Acceptance, p. 225.*