Digital Bookplates-Promotion to Associate Professor 2013

Promotion to Associate Professor 2013

Prof. Zhiyong Yang, Marketing, was invited by the Library to choose an item to add to the Library's collection on the occasion of their Promotion to Associate Professor with Tenure.

Prof. Yang chose David and Goliath: underdogs, misfits, and the art of battling giants by Malcolm Gladwell, New York: Little, Brown and Company, 2013.

Prof. Yang's remarks on this item:
"In the area of consumer behavior (which is where my specialty is), academic articles published in the top-ranking research journals are often read by anywhere between 300 and 1000 people. Malcolm Gladwell is one of them. What’s special of Malcolm is that he not only reads these articles, but also writes books to tie these findings with real life stories. Despite the fact that the original findings of the academic articles only get attention from less than 1000 people, Malcolm’s books are well sold, with over 100,000 readers for each. David and Goliath is his newly released book along this line. A key reason of recommending this book is that I love the way he “translates” academic research findings into something that is well connected to the general public. Hopefully, this book can reveal to our students the value of research and kindle their spirit of learning."