The Softer Side of Wharton?

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Thomas Robertson was named the new dean of Wharton late last week. Some details on the marketing man, myth and legend, from the Penn press release:

Robertson, the Asa Griggs Candler Professor of Marketing at Emory, is an expert in marketing strategy and innovation with extensive international experience in higher education and the business community. He was dean of Goizueta from 1998 to 2004 and is widely credited with building it into one of the strongest schools at Emory, positioning it as a leading international business school.

Robertson was a professor at Wharton for 23 years and head of the Marketing Department before taking the Emory post, after a brief stint as deputy dean of London Business School. During his tenure the endowment of Emory’s B-school doubled.
Does Robertson’s appointment and marketing expertise signal a shift in Wharton’s focus from corporate finance, or at least from bankers who correct you when you say they went to Penn (it’s WHARTON, alright!)? Robertson is already talking about fluffiness like becoming more “global” and bolstering the school’s position in the international market, which does not bode well for people who prefer a few more hours of default swap price modeling to intramural basketball.
Wharton is ranked #3 behind Harvard and Stanford in the very meaningful U.S. News and World Report Rankings.
Thomas S. Robertson Is Named Dean of the University of Pennsylvania’s Wharton School [University of Pennsylvania]

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