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Tel Aviv University Review | 2016 The Coller School of Management Reinventing business for the digital future To Name Is to Know 14 Taxonomists at TAU’s Steinhardt Museum of Natural History are playing a key role in the conservation of Israel’s ecosystems. Cover story: Reinventing Management 6 From scanning the brain to boosting the Internet’s profitability, researchers at TAU’s Coller School of Mind over Matter 19 Management are innovating New faculty recruit Dr. Liad Mudrik business practices for the aspires to develop a system future. for monitoring and interpreting unconscious reactions in the brain. Tel Aviv University Review | 2016 sections Issued by the Strategic Communications Dept. innovations 2 Development and Public Affairs Division From a Founder Tel Aviv University Ramat Aviv 69978 Onward 20 Tel Aviv, Israel leadership 26 As TAU celebrates its 60th Tel: +972 3 6408249 anniversary, TAU Review spotlights a four-generation university family. Fax: + 972 3 6407080 E-mail: [email protected] missions 27, 33 www.tau.ac.il Editor: Louise Shalev events 36 Contributors: Rava Eleasari, Melanie Takefman, Sharon Domb, Sandy Cash, Michal Alexander, Lisa Kremer, Ruti Ziv digest 39 Graphic Design: TAU Graphic Design Studio/ Michal Semo-Kovetz; Dalit Pessach Dio’olamot Photography: Development and Public Affairs Division alumni 45 Photography Department/Michal Roche Ben Ami Additional Photography: President’s Residence Jeff Weiner, Oz Rittner, Vered Adir, Israel Sun, Israel Hadari, newsmakers Yael Zur, The Leon Levy Dead Sea Scrolls Digital 46 Library; IAA, photo: Shai Levy Administrative Assistant: Sharon Domb Printing: Shavit Print books 48 TAU Review 2016 Issue Officers of Tel Aviv University Prof. Jacob A. Frenkel Chairman of the Board of Governors Dr. Giora Yaron Chairman of the Executive Council Prof. Joseph Klafter President Prof. Yaron Oz Rector Mordehai Kohn Director-General Prof. Raanan Rein Vice President Prof. Yoav Henis Vice President for Research and Development Amos Elad Vice President for Resource Development Robert Goldberg, Harvey M. Krueger, Dr. Raymond R. Sackler, Michael H. Steinhardt Chairmen Emeriti of the Board of Governors Dr. h.c. Karl Heinz-Kipp Deputy Chairman of the Board of Governors Dr. h.c. Josef Buchmann, Dr. h.c. Stewart M. Colton, James Dubin, Prof. François Heilbronn, Dr. h.c. Raya Jaglom, Dr. h.c. Adolfo Smolarz, Dr. h.c. Melvin S. Taub Vice Chairpersons of the Board of Governors Dear Friends, Prof. Eyal Zisser Vice Rector Sixty years ago, in 1956, a small university was established in Tel Aviv. Prof. Aron Shai Conditions were so humble that students sat in tiny chairs in classrooms Pro-Rector meant for schoolchildren. However, even then faculty members and stu- Prof. Zvika Serper dents aimed for the highest standards of excellence. They set the stage for Dean of the Yolanda and David Katz the outstanding academic success that followed. Faculty of the Arts th Prof. Yossi Rosenwaks Now, in our 60 anniversary year, no one sits in little chairs anymore. Dean of the Iby and Aladar Fleischman Tel Aviv University has become Israel’s largest, most dynamic and most Faculty of Engineering entrepreneurial institution of higher education, enjoying global recogni- Prof. Michael Krivelevich tion for its bold spirit of innovation. TAU leads Israel’s 70 colleges and Dean of the Raymond and Beverly Sackler universities in many top rankings. Faculty of Exact Sciences Yet we remain humble; we don’t claim to have all the answers. For Prof. Leo Corry Dean of the Lester and Sally Entin us, every research breakthrough only triggers more questions to pursue. Faculty of Humanities Some of these questions are raised in this issue of TAU Review. What is Prof. Ron Harris the future of business? What makes cities smart? How do we stop the Dean of the Buchmann Faculty of Law digital invasion of our privacy? Can we cure Parkinson’s? Understand the Prof. Daniel Chamovitz nature of consciousness? Apply Israeli expertise to global policy dilemmas? Dean of the George S. Wise Faculty of Life Sciences Tel Aviv University’s role in society is to open ever-more directions in Prof. Moshe Zviran science and scholarship, and to blaze new paths toward greater creativity. Dean of the Coller School of Management Prof. Ehud Grossman Yours sincerely, Dean of the Sackler Faculty of Medicine Prof. Tammie Ronen Dean of the Gershon H. Gordon Faculty of Social Sciences Prof. Tova Most Professor Joseph Klafter Dean of Students President, Tel Aviv University 1 Bored with Regular Circuit Boards At $60 billion in annual sales world- efficient. The TAU invention uses nano- wide, printed circuit boards – or PCBs sized nickel particles for a new type of – lie at the heart of all computers, TVs, 3D printing ink, as well as for magnetic cell phones and other devices. Now, a sensors that can be integrated into the new nanotechnology that could en- PCB as motion detectors, contactless hance the 3D printing of PCBs is on the switches and more. The technology is way to commercialization after Ramot, being developed by Prof. Gil Markovich TAU’s technology transfer arm, signed of the TAU Center for Nanoscience an agreement with Israeli 3D electronics and Nanotechnology and Head of the printing company Nano Dimension. Raymond and Beverly Sackler School Traditionally, PCB production is of Chemistry; Prof. Alexander Gerber lengthy and costly, involving drilling of the Raymond and Beverly Sackler holes and threading wires onto a plastic School of Physics and Astronomy; slate. The new 3D printing method and their research associates Dr. Einat produces the entire board at the click Tirosh and master’s student Leah of a switch and is far cheaper and more Ben Gur. Game-Changing Parkinson’s Treatment Incubation of cells that mimic Parkinson’s An innovative technology that could potentially disease alpha-synuclein aggregation with the halt the progression of Parkinson’s disease has been newly developed developed by Prof. Ehud Gazit, Director of TAU’s compound BLAVATNIK CENTER for Drug Discovery, and his team member Dr. Ronit Shaltiel-Karyo. Parkinson’s leads to the brain’s inability to control bodily movements and affects an estimated 10 mil- lion people worldwide. While current drugs are only able to treat the disease’s debilitating symptoms, the TAU team has developed a molecule that can prevent the buildup of tiny nano-clusters of proteins in the 2 TAU Review 2016 Issue Masada is most often associated research on Masada exposes the social with heroic death. Yet what excites Tel mechanisms and other details from the Aviv University archaeologist Dr. Guy Great Revolt – such as on the women, Stiebel most about Masada is evidence children, lower classes, and even the of daily life there. To be more specific, priests who sought refuge there. These he’s fascinated by the 2,000-year-old are all aspects of Masada that had been garbage dump he uncovered on the largely unknown until now. legendary desert fortress. This semester, Ultimately, Stiebel’s approach proves he is teaching a course about it called that the people who lived on Masada “Life in Garbage.” – until their infamous mass suicide – Dr. Stiebel joined the Jacob M. were neither heroes nor fanatics, as they Alkow Department of Archaeology are often depicted in modern public and Ancient Near Eastern Cultures discourse. “Both camps are wrong,” of the Lester and Sally Entin Faculty Stiebel says. “The inhabitants of Masada of Humanities last year, but he has during the Great Revolt did not form been excavating at Masada for 20 years. a monolithic society. It was a true mi- With his move to TAU, the dig moved with him. Thanks to its isolated location and the dry desert air, Masada is remark- ably well-preserved. For example, on an excavated sherd of a wine amphora 3D printing of a circuit board Archaeologist Sheds Light on Masada’s Vibrant Life (jar), the Latin text is easily decipher- able. It’s the recipient’s name written by the sender – in this case, it was shipped to King Herod by a Roman merchant. This was a status symbol, says Stiebel, brain, a major cause of Parkinson’s. The just as drinking fine imported wine drug candidate is now being developed is today. by international pharmaceutical com- In fact, Stiebel draws many simi- pany Dexcel Pharma Technologies Ltd., larities between life then and now. For through a licensing agreement with instance, the way Jewish rebels took crocosm of life in the Province of Judea TAU’s technology transfer arm, Ramot. over King Herod’s abandoned fortress and even the whole world during that Prof. Gazit is also a member of TAU’s in the first century CE is similar to the period,” he continues, with enthusiasm. George S. Wise Faculty of Life Sciences way Iraqis pillaged Saddam Hussein’s “Despite the images of death, the force and Sagol School of Neuroscience. palace. of life there was much more powerful.” As much as we know about leader- “In the end, the findings shed light ship at that time, Stiebel’s nuanced on who we are today,” he concludes. 3 Bringing Ancient Scripts to the Digital Age Tel Aviv University has entered into feature that will direct readers an unlikely marriage to advance the to similar or related pages, much study of the Dead Sea Scrolls. Biblical as an online book or music store. scholars, computer scientists and con- Dr. Noam Mizrahi, a biblical scholar servators have partnered to create a com- at TAU’s Lester and Sally Entin Faculty prehensive virtual learning environment of Humanities, explains that the new that will help reveal the scrolls’ remain- technology will help researchers decode ing secrets. For example, computer al- unknown words, join fragments, and gorithms will match transcriptions of understand the original context of bibli- the scrolls with digital images of ancient cal customs as well as their subsequent handwriting – a method that has never interpretations and implementations.