  When: Wednesday, November 19, 1 - 2 p.m. ET
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Presenters: Frank T. Rothaermel, Author, Professor, Georgia Tech; Nick Murphy, SVP - Business Development, Sales, and Project Management, BMG Solutions, Inc.
 A leading reason textbooks fail to get adopted isn’t content; it’s lack of visibility. Even the most innovative, classroom-ready resources can disappear in today’s crowded market if instructors never see them.
That was the challenge facing Frank T. Rothaermel, professor of strategy and innovation at Georgia Tech and author of Strategic Management (McGraw-Hill). Despite strong reviews and classroom-tested content, his book risked being overlooked. Partnering with BMG Solutions, Frank used precise, data-driven email campaigns to put his book directly in front of the right instructors, growing awareness, securing adoptions, and ultimately becoming the #1 best-selling strategy text in the U.S.
In this eye-opening session, Frank joins Nick Murphy, SVP of Business Development, Sales, and Product Management at BMG Solutions, to share the real story of how he bridged the adoption gap and built market leadership.
What you’ll learn:
- The harsh reality: Why “email doesn’t work” is a myth, and how poor targeting, not the channel itself, is the real problem.
- Your opportunity: How independent and publisher-supported authors alike can complement—not compete with—their publisher’s efforts to dramatically extend their book’s reach.
- The proof: Concrete results, including how Frank leveraged MarketPoint campaigns to connect with faculty, drive meaningful adoption growth, and transform visibility into market leadership.
Whether you publish with a major press or independently, this session will give you practical strategies—and a proven example—to help you take a more active role in your book’s success.
Frank T. Rothaermel is Regents’ Professor and holds the Russell and Nancy McDonough Chair at the Scheller College of Business, Georgia Institute of Technology. He is a Sloan Industry Studies Fellow and the recipient of the National Science Foundation (NSF) CAREER Award. He also received the Theory-to-PracticeEducational Impact Award from the Vienna Strategy Forum. Bloomberg Businessweek named him one of Georgia Tech’s Prominent Faculty, and Poets' Quants repeatedly recognized him as a “Favorite Business School Professor.” Frank has earned numerous teaching honors, including the Strategic Management Society Educational Impact Award. His research focuses on strategy, innovation, and entrepreneurship. He has published over 40 articles in leading academic journals, and Thomson Reuters identified him as one of the “world’s most influential scientific minds,” placing him among the top 100 scholars in economics and business over more than a decade. His work has been cited more than 26,000 times, placing him among the world’s top 0.5% most-cited researchers in business and economics. Frank is the author of the market-leading textbook Strategic Management (6th ed., 2023), translated into multiple languages, and has written over 70 case studies, including 34 “bestsellers,” per Harvard Business Publishing.
As Senior Vice President of Sales, Business Development and Product for BMG, Nick Murphy uses his nearly two-decades of course adoption market experience to develop sales and marketing strategies to promote the growth of clients’ adoptions. He also oversees business development and operations to ensure timely delivery of business analytics reporting to our clients. Nick’s years of industry experience include editorial department work at Bedford/St. Martins, higher education textbook and technology sales at Cengage Learning, and K-12 digital literacy sales at Achieve3000.
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