Faculty News
Cagan Co-Authors New Book Professor Jonathan Cagan has pub- lished his most recent book, co-writ- ten with Associate Professor Peter Boatwright of the Tepper School of Business at Carnegie Mellon. Built to Love: Creating Products That Captivate Customers focuses on the role that emotion plays when consumers make product choices. Cagan notes that, in this era of
social networking, generating emotion around a product is more important than ever before. “Today consumers are looking for information on products and services from ‘third-party’ sources such as word of mouth, blogs, online reviews, Tweets, and Facebook posts. And what makes people talk about products, whether online or offline, is emotion,” says Cagan. “Companies that excel at creating ‘high-emotion’ products perform dramatically better in the marketplace.” Cagan cites Apple as one company that is highly
Associate Professor Peter Boatwright (left) and Professor Jonathan Cagan of MechE
Learn More Online To hear Jonathan Cagan and Peter Boatwright talk about their new book, Built to Love, visit
http://www.cmu.edu/me/news/cagan-boatwright- new-book.html.
and indexes their stock performance. Cagan and Boatwright have deep
experience in the field of product innovation and marketing. They serve as Co-Directors of the Center for Product Strategy and Innovation (CPSI), a partnership between MechE and the Tepper School. Topics explored at CPSI include understand- ing consumer preferences, developing value-based products, strategizing product portfolios, positioning brands effectively, and encouraging
a collaborative design process. Cagan has more than 50 archival journal publications
and is a Fellow of the American Society of Mechanical Engineers. He is the George Tallman & Florence Barrett Ladd Professor of Engineering at MechE. This is the third book that Cagan has co-authored on
effective at generating emotion among consumers, as witnessed by the successful recent launch of the iPhone4. The new book identifies other high-emotion market leaders
Faculty News Briefs
Department Head Nadine Aubry was appointed by the National Academies as Chair of the US delegation to the meeting of the General Assembly of International Union of Theoretical and Applied Mechanics (IUTAM) which took place last summer. Her duties included representing the US mechanics community at the meeting, as well as sub- mitting a report upon her return. • • • • •
Associate Professor Philip LeDuc has been elected to a three-year term on the national Biomedical Engineering Society (BMES) Board of Directors. Selected by the BMES Nominations Committee, LeDuc was one of 10 candidates nationwide to make the final ballot, from which he was voted to one of four spots on the BMES Board of Directors. • • • • •
Assistant Professor Shawn Litster and his Ph.D. student Iryna Zenyuk received the Best Poster Award at the International Association for Hydrogen Energy (IAHE)
18 CARNEGIE MECH
Symposium, “Hydrogen and Hydrogen-Related Advance- ments,” held at Penn State University in April. Their paper was titled “The Effect of Electric Double Layers on Ionic Conductivity in the Agglomerates of PEM Fuel Cell Anodes.” • • • • •
Professor Ed Rubin was featured in a July National Public Radio (NPR) broadcast, heard locally on WDUQ 90.5 FM, titled “Carbon Capture and Sequestration.” In the broadcast, Rubin addressed the federal govern- ment’s heavy investments in a process that burns coal, but reduces CO2
emissions. • • • • •
Associate Professor Metin Sitti and his student Seok Kim were recently published in the prestigious journal Proceedings of the National Academy of Sciences. The journal was established in 1914 and is one of the world’s most-cited multidisciplinary scientific serials.•
product design, innovation, and related topics. In 2001, he published Creating Breakthrough Products with Craig Vogel, former Professor of Industrial Design at Carnegie Mellon. In 2005, Cagan, Boatwright, and Vogel published their collaboration The Design of Things to Come.•
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