{"id":90548,"date":"2025-01-27T04:00:48","date_gmt":"2025-01-27T08:00:48","guid":{"rendered":"https:\/\/news.utoledo.edu\/?p=90548"},"modified":"2025-01-29T11:12:54","modified_gmt":"2025-01-29T15:12:54","slug":"business-faculty-member-serves-as-lead-author-on-contemporary-textbook","status":"publish","type":"post","link":"https:\/\/news.utoledo.edu\/index.php\/01_27_2025\/business-faculty-member-serves-as-lead-author-on-contemporary-textbook","title":{"rendered":"Business Faculty Member Serves as Lead Author on Contemporary Textbook"},"content":{"rendered":"

Daniel Pfaltzgraf, an instructor at the John B. and Lillian E. Neff College of Business and Innovation, said he knows first-hand the power that a textbook can have in the learning process.<\/p>\n

\u201cHow? Because I learned from dozens of \u2019em,\u201d Pfaltzgraf said. \u201cBack in third grade, I became fascinated with textbooks, these holy grails, filled with lots of interesting information that guided me through learning just about anything.\u201d<\/p>\n

\"Portrait

Daniel Pfaltzgraf, an instructor at the John B. and Lillian E. Neff College of Business and Innovation, recently released the 20th edition of the \u201cContemporary Business.\u201d<\/p><\/div>\n

Textbooks, despite all their merits, can be less-than helpful and outdated.<\/p>\n

\u201cI also know what it\u2019s like to panic the night before an exam, stuck with a book that feels outdated and unhelpful,\u201d he said. \u201cThe world needs less books that are relics of the past, and more that are tools for the future.\u201d<\/p>\n

Pfaltzgraf said he sought to help solve this problem as the lead author and architect of the 20th edition of the \u201cContemporary Business\u201d textbook \u2014\u00a0originally authored by Louis Boone and David Kurtz.<\/p>\n

With content that reflects the digital age, \u201cContemporary Business\u201d (Wiley, $58<\/a>) connects students\u2019 everyday experiences in society with foundational business concepts, incouding:<\/p>\n

\u2022\u00a0 Learning supply and demand through Taylor Swift\u2019s sold-out, record-breaking Eras Tour.<\/p>\n

\u2022\u00a0 Discovering branding insights from MrBeast, the most-subscribed YouTuber, and popular TikTok influencers pushing the boundaries of business like @SalaryTransparentStreet.<\/p>\n

\u2022\u00a0 Gleaning how Pepsi uses artificial intelligence to engineer the perfect Cheeto.<\/p>\n

\u2022 Exploring intentional business strategies behind everyday experiences (like why prices end in .99 or why milk is placed at the back of the store).<\/p>\n

\u2022\u00a0 Uncovering the unique business models and strategies of brands like Spotify, Peacock, HelloFresh and Chipotle.<\/p>\n

\u201cThe goal is for students to see themselves in the material, to understand not only how business works but how they can thrive within it,\u201d he said. \u201cWhether it’s through the concepts they learn, the brands they recognize or the references they read about.\u201d<\/p>\n

Pfaltzgraf said his updates to the textbook are meant to make business education engaging, practical and transformative.<\/p>\n

“\u2019Contemporary Business\u2019 represents more than just a textbook, but a tool to empower students to think critically, imagine the art of the possible and ignite curiosity,\u201d Pfaltzgraf said. \u201cIt brings yesterday\u2019s business principles into today\u2019s context, so students can shape tomorrow\u2019s world.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"\"Portrait<\/a>

Daniel Pfaltzgraf, an instructor in the John B. and Lillian E. Neff College of Business and Innovation, recently released the 20th edition of the \u201cContemporary Business.\u201d<\/p>\n","protected":false},"author":914,"featured_media":90549,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,32,1,7],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/posts\/90548"}],"collection":[{"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/users\/914"}],"replies":[{"embeddable":true,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/comments?post=90548"}],"version-history":[{"count":4,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/posts\/90548\/revisions"}],"predecessor-version":[{"id":90552,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/posts\/90548\/revisions\/90552"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/media\/90549"}],"wp:attachment":[{"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/media?parent=90548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/categories?post=90548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.utoledo.edu\/index.php\/wp-json\/wp\/v2\/tags?post=90548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}