User:Mmermell

The concept of Risk-Managed Marketing had it origins in the The Wharton Recanati Partnership.

The Wharton Recanati Partnership, the pilot partnership, was formed in 1978 between the Wharton School and The Leon Recanati Graduate School of Business Administration at Tel Aviv University, supported by the faculty of both schools, to help the Israeli companies enter or more effectively penetrate the U.S. market. In 1988, the Partnership was partially endowed by the Paul P. Dosberg Foundation, Inc. In 1992, Israeli companies were offered the opportunity to add strategic entry plans for the Canadian market, joining with the Schulich School of Business of York University of Toronto, Canada, in a tri-national effort, The Dosberg Wharton-Recanati-York Partnership.

Professor Leonard Lodish was a founder of the program in 1978 and has taught the program throughout its history.

Two Recanati Business School MBA students, Haim Rosenblum and Marshall Mermell were assigned as student adjuncts to the Partnership. Based on their experience in the Partnership as student adjuncts, and having been mentored by Professor Lodish, Professor David Reibstein, and Professor Jerry Wind of the Wharton Marketing Department and Professor Dov Pekelman, Professor of Strategy, Marketing and Operations Research at Tel-Aviv University, they launched an international marketing consulting firm called Venture Strategies International, Inc. (VSI) with offices in Philadelphia, PA and New York City.

It was through VSI that Rosenblum and Mermell applied quantitative marketing methods and techniques to assess the potential outcomes of marketing programs.