This Week in Business

The chief revenue officer is no longer just a sales leader.

Raghu Iyengar, Wharton Marketing Professor and Academic Director of Wharton’s Chief Revenue Officer Program, explains why companies are turning to CROs to align sales, marketing, product, finance, and growth around a single revenue strategy.

He also discusses how AI is raising the stakes for revenue leaders, why a holistic view of the organization matters, and how the role will continue to evolve as new sources of revenue emerge.
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The biggest marketing wins at the World Cup did not always come from official sponsors.

Americus Reed, The Whitney M. Young Jr. Professor of Marketing at Wharton and co-host of Marketing Matters, examines how brands connected with fans during one of the world’s largest cultural events.

He discusses the power of iconic brands, social sharing, earned media, culturally relevant advertising, and creative ways companies can become part of the conversation beyond traditional sponsorship.

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Social Security’s main trust fund could be depleted by early 2033, leaving incoming payroll taxes sufficient to cover only about 86% of scheduled benefits.

Kent Smetters, Wharton Professor of Business Economics and Public Policy and Faculty Director of the Penn Wharton Budget Model, explains why the program is approaching a critical funding deadline and what it could mean for current and future retirees.

He also discusses the impact of falling birth rates and longer lifespans, why delaying reform makes the eventual solution more difficult, and the policy options Congress could consider to strengthen Social Security.
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What happens when companies move AI from a promising experiment into everyday operations and the technology starts making costly mistakes?

Santiago Gallino, Associate Professor of Operations, Information and Decisions and Associate Professor of Marketing at the Wharton School, examines why companies such as Starbucks and Ford have reconsidered AI-driven processes after accuracy and quality problems exposed the technology’s limitations.

Gallino explains how unreliable systems can erode employee trust, why human judgment remains essential, and how implementation failures can affect customers and brand reputation. He also discusses the risks of scaling AI too quickly and why companies must determine whether their technology investments deliver meaningful customer value and measurable returns.
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Big companies need innovation, while startups need capital, customers and opportunities to prove their ideas work.

Wharton Professor of Operations, Information and Decisions and Senior Vice Dean of Innovation Serguei Netessine explains how corporate venturing is evolving beyond traditional investment models. He explores the rise of venture building and venture clienting, why becoming a startup’s customer can be more valuable than simply investing in it, and how these partnerships can help established companies innovate faster while giving startups a path to scale.
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