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I M S M I S S I O N I �
fisher.osu.edu/ims
InItIatIve ManagIng ServIceS
for
Initiative for Managing ServicesAnnual Performance Report
2005–2006
InItIatIve ManagIng ServIceS
Table of Contents
Message from the Director I �
IMS Mission I 2
Donor Summary I 4
Mission Update I 5
Planned Activities I �3
Academic Advisors/Staff I �6
for
Fisher College of Business
2006 Annual Report
InItIatIve ManagIng ServIceS
for
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IMS is founded on the principle that our core constituencies—business practitioners, academics and students—are our co-producers and co-creators of value. We do not ask, “What can we do for you?” but “What can you do with us?” This entails listening to their concerns, developing productive partnerships and adapting our deliverables to their feedback.
We have worked with our corporate partners to identify key themes and to organize two successful seminars that brought together service leaders across industries to share best practices. For our academic partners, we crafted a faculty fellow program to encourage and support faculty teaching and research of important service topics. Our students have benefited from the additional service courses and through interaction with business leaders.
The coming year will see the creation of the IMS charter member board with such renowned companies as Cardinal Health, Limited Brands and Nationwide Insurance. We are organizing live case studies of current corporate concerns that will enrich our students’ classroom experience. Students will also work closely with corporate mentors to prepare for leadership positions. We will fund PhD student research to develop the talent pool of the future marketplace of ideas for services.
We have made significant strides, but we recognize there is much more ground we can and must cover. To be a global resource for cutting-edge services theory and practice, we know we must deliver to and beyond ratcheting expectations. The best is yet to come!
Dr. Neeli BendapudiDirector, Initiative for Managing Services
Associate Professor of MarketingFisher College of Business
M E S S A G E F R O M T H E D I R E C T O R I �
vISIon
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Initiative for Managing Services Mission
Fisher College of Business at The Ohio State University launched the Initiative for Managing Services in spring 2004 in response to the growing dominance of services in the U.S. economy. The mission of the IMS is to be an international leader in service research, education, and business application.
Collaboration With the Business Community
IMS partners with the business community through offering innovative, high-quality educational programs, customized research and presentations, as well as hosting top executive speakers from the service industry in the classroom.
Education
IMS prepares students to become leaders in the service economy by developing service management curriculum, by expanding the service content of current course offerings, and by orchestrating practical business experiences for students.
Research
As an interdisciplinary center, IMS cuts through the academic silos by supporting faculty and student research in different functional areas.
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Donor Summary
During 2005-2006, IMS maintained strong relationships with 10 major donor organizations, growing from eight committed donor organizations the previous year. Each organization has also agreed to commit key leadership time as a member of the IMS Advisory Board as well as commit financially to IMS through 2008.
Donor Organizations
Alliance Data Systems
Cardinal Health
Convergys
Deloitte & Touche
Huntington
Limited Brands
Nationwide
OSU Medical Center*
Porter Wright Morris & Arthur
Scotts LawnService
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Financials–Org 10007
BALANCE
Fund 3��684 Arthur Service Economy Fund $75,80�.34
Fund 3��852 IMS Ashland Curriculum Dev Fund - $487.35
TOTAL DEVELOPMENT FUNDS $75,2�3.99
Fund 240220 Endowment Income $666.24
TOTAL ENDOWMENT INCOME $666.24
Fund 640220 Endowment Principal $�00,000.00
TOTAL ENDOWMENT PRINCIPAL $�00,000.00
Fund ��6372 $�,3�6.00
TOTAL SALES and SERVICE FUND $�,3�6.00
TOTAL BALANCE
INITIATIVE FOR MANAGING SERVICES $�77,296.23
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Revenues and Expenses
Fund 311684-Arthur Service Economy
Balance Brought Forward $9�,803.�7
Revenue $�47,000.00
Expenses - $�62,95�.83
Encumbrance -$50.00
BALANCE $75,80�.34
Fund 311852-IMS Ashland Curriculum Development
Balance Brought Forward -$�742.68
Revenue $25,000.00
Expenses -$23,744.67
BALANCE -$487.35
Fund 240220-Endowment Income
Balance Brought Forward $20,455.25
Additional Income $5,2�0.99
Expenses $25,000.00
BALANCE $666.24
Fund 116372– Sales and Service
Balance Brought Forward $0.00
Revenue $�,400.00
Expenses $84.00
BALANCE $�3�6.00
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Collaboration with the Business Community
IMS partners with the business community through offering innovative, high-quality educational programs, customized research and presentations, as well as hosting top executive speakers from the service industry in the classroom.
Programs
Offered twice a year, IMS programs bring the business community together with academic leaders in order to share best practices, network, and define future topics for programs.
PROGRAM 1—Service Brand Ambassadors:
Engaged Employees and Enthused Customers
November 3, 2005
Program Overview
This program provided participants with the opportunity to examine the topic of employee engagement. Academic and business practitioner perspectives provided by:
• Dr. Anthony Rucci, chief administrative officer, Cardinal Health, “Employee Engagement as a Leading Indicator of Customer Loyalty”
• Pete Geier, chief operating officer, and Sue Jablonski, chief communications officer, OSU Medical Center, “Learn. Share. Connect: An OSU Medical Center Employee Engagement Case Study”
• Dr. Neeli Bendapudi, associate professor of marketing, Fisher College of Business, “Best Practices in Employee Engagement”
• Fisher faculty from accounting, finance, and operations, “Current Research Topics in Service”• Dr. Len Schlesinger, vice chairman, Limited Brands, ”Breaking the Cycle of Failure in Services: A 2005 Update”• Dr. Neeli Bendapudi, associate professor of marketing, Fisher College of Business, “Creating Service
Brand Ambassadors: Engaged Employees and Enthused Customers”• Dr. Jeff Ford, associate professor of management and human resources, Fisher College of Business,
and Dr. Laurie Ford, owner, Critical Path Consultants, “Deadline Busting: How to be a Star Performer in Your Organization”
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Participating Organizations
Over 90 participants attended the program, including individuals from the following organizations:
Alliance Data Systems
Broad Street Financial
Cardinal Health
Columbus Chamber of Commerce
Crimson Cup
Critical Path
Deloitte & Touche
Ernst & Webb
Express
Fisher College of Business
Frame 360
The Garlikov Companies
Gerber Financial
Herman Miller
Huntington
Limited Brands
Nationwide
NetJets
Ohio Bureau of Workers Compensation
OSU Medical Center
Porter Wright Morris & Arthur
Realty One
Sable
Lion Ventures
Scotts LawnService
State Auto Insurance
Victoria’s Secret
Service Brand Ambassadors Evaluations
Thirty-four participants returned evaluations for
the program.
Overall Program Quality: 7.15
(Evaluation based on 8–point scale, 8 being excellent)
Program Participants Jim Sullivan, Bonita Griffin, and Lu Yarbrough listen to the speakers.
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PROGRAM TWO–Managing Expectations and Building Partnerships
April 4 and June 8, 2006
The topic of managing expectations is a key concern facing executives today. Handling internal
expectations is a huge challenge as well. This informative and interactive program included
faculty providing frameworks and best practices to help enhance organizational management of
expectations in order to improve relationships and solidify partnerships—internally and externally.
Featured Speakers and Facilitators
Dr. David Greenberger, Chair, Department of Management and Human Resources
Dr. Robert Leone, Berry Chair of New Technologies in Marketing
Dr. Roy Lewicki, Dean’s Distinguished Teaching Professor of Management and Human Resources
Participating Organizations
Over 65 participants attended the Cullman Symposium including people from the following
organizations: Alliance Data Systems, Broad Street Financial, Challenger Gray & Christmas,
Deloitte & Touche, Fisher College of Business, Frame 360, Franklin County Educational Services
Center, Huntington, Interhack, Nationwide, Limited Brands, OSU Medical Center, Porter Wright
Morris & Arthur, and Scotts LawnService.
Dr. Greenberger
Feedback
Evaluations positive and included the
following feedback:
Overall Program Quality: 3.68
(Evaluation based on 4–point scale, 4 being excellent)
Dr. Roy Lewicki
Dr. Robert Leone
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Collaboration with the Business Community
Detailed below are the executive speakers for classes IMS hosted during FY ’06:
Executive MBA
Services Marketing Course
Winter Quarter ’06
Brian King, Marriott
Services Marketing Course
Spring Quarter ’06 M&L 843
Jim Orr, CEO, Convergys
Marty Schwalbe, Chief Strategy Officer, Ten United
Greg Reid, Senior Vice President, Chief Marketing Officer, Yellow Roadways
Gary Singer, Chief Strategy Officer, Interbrand
Denis Blashov, Financial Advisor,
Smith Barney-Citigroup Global Markets
Tim Collins, Financial Advisor, George Group
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Education
IMS prepares students to become leaders in the service economy by developing service
management curriculum, by expanding the service content of current course offerings, and by
orchestrating practical business experiences for students.
New Business to Business Course Offered
During FY ’06 IMS Mike Smith, director of customer leadership for Textron, worked with IMS
Director Neeli Bendapudi and IMS Graduate Administrative Assistant Wake Norris to develop a
course in business-to-business marketing, which was offered winter quarter 2006. Textron is a $�0
billion company with brands such as Bell Helicopter, Cessna Aircraft, and E-Z Go golf carts.
Convergys Case Study
Rebecca Face, director of corporate college relations for Convergys, was interested in enhancing
the awareness of the Convergys brand on campus and decided it would be beneficial to have
undergraduate business students develop a marketing plan that can be used to attract top talent to
apply to Convergys. Using the Convegys case study that IMS developed and under the guidance
of Dr. Rao Unnava, undergraduate honors student teams came up with several innovative ideas:
having a business plan competition sponsored by Convergys, giving a binder to all juniors with
information on Convergys, having a team-building competition sponsored by Convergys, and
working with student organizations to attract top talent. The winning team’s idea was to use
interns from the summer to be representatives of the company throughout the year that follows.
The Convergys Team: Brian Potts, Brent McPherson, Ruchika NEED LAST NAME, Beverly Rieckhoff, H. Gagnier, and Rebecca Face.
The Winning Student Team: Amy Porr, Laura Mauro, Kevin Black, Kelly Krugh, and Tyler Shepfer.
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IMS Mini Intern Projects
As part of the continued mission of IMS to be a leader in services research, education, and
business application, IMS provided scholarships to a select group of �0 first-year MBA students.
The scholarship required each student to commit 40 hours during winter quarter 2006 to a
project for one of the IMS donor organizations. The purpose of these projects was to enhance our
students’ understanding of business organizations and, as a practical matter, hone their project
management skills. The participating organizations had the opportunity to become acquainted
with some the brightest first-year candidates and receive a fresh perspective on one of their
organization’s strategic concerns.
IMS Interns for FY ‘06
Marisa Althoff
JP Camardo
Abigail Glass
Christopher Glass
Derek Guenther
Katie Hedrick
Zach Inman
John Runkle
Nisha Vanvari
Erika Wenzke
Academic Advisors
Neeli Bendapudi
Larry Robinson
Tony Rucci
IMS interns and faculty advisors during a working lunch to prepare the students for the projects.
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IMS Joint Project with Franklin County Educational Services Center and Limited Brands
“Branding is a promise that is both functional and emotional, and it is the art and science of
creating mind space and shelf space for a product or service,” stated Dr. Neeli Bendapudi, Fisher
marketing professor and director of the Initiative for Managing Service (IMS). Bendapudi spoke
to school administrators at “Communicating Organizational Message and Building Trust in a
Changing World,” a spring leadership conference sponsored by Limited Brands, the Franklin County
Educational Service Center, and IMS.
These words ignited new ideas in the minds of school administrators from nine area schools.
Districts in attendance at the day-long conference held in April 2006 focused on brand awareness
and the creation of brand identity.
Brands are common to our everyday lives, influencing our decisions about the type of detergent
we choose and the brand of toothpaste we buy; however, many school administrators have not
connected the concept of branding to the services they provide and the resulting image they portray
to their “customers,”—students, constituents, and community. Given this, a group of �0 Fisher
MBA students, aided with the presence of Limited Brand executives, walked school administrators
through a Limited Brands concept map exercise to assist them in making these connections.
Another touchstone of the day was the emphasis on delivering a consistent brand message in both
actions and words. This topic was reinforced through Limited Brands’ Vice Chairman and COO Dr.
Len Schlesinger’s discussion of the Shouldice Hospital case. Customers want to believe in and trust
the consistent performance of the product or service they choose to use, so every action should
reinforce this consistent brand message.
In the educational context, customers need to feel that all aspects of the educational process, from
school bus drivers, to the quality and cleanliness of facilities, to the actions of educators and admin-
istrators are all in alignment with the same brand message. Dr. Bendapudi reinforced this point at
the conclusion of her presentation by saying that everything can be in perfect position to support a
district’s desired brand image, but if the school clock shows the wrong time, this could alter the qual-
ity and genuineness of the message delivered.
Student contributors
Robert Balchick
James Colacarro
Jennifer Foust
Mine Gusching
Michele Higgins
Kathyrn Milette
Ashley Schaeffer
Laura Scott
Sankalp Shah
Nisha Vanvari
MBA student James Colacarro walks several local school administrators through the brand map exercise, as Ed Gadyos of Limited Brands looks on.
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FY ’07 Collaboration with the Business Community
Programs
IMS is hosting its third annual fall program in Pfahl Hall on October 30 and 3�, 2006.
IMS will also be assisting in the development of the Cullman Symposium, which will be held
May 23 and 24, 2007. The topic will be leveraging dashboard measures to lead the mission of the
organization.
Newsletter
IMS will continue to publish the IMS newsletter for IMS donors and contacts each quarter.
Winter Quarter Mini-Internship/Scholarship
IMS is again offering a scholarship for first-year MBA students interested in studying services.
This scholarship requires the student to commit four hours per week during winter quarter 2007
to a project for an IMS donor organization. The purpose is to enhance the students’ knowledge
and understanding of business organizations, as well as their project management skills. The
participating organizations will have the opportunity to become acquainted with some of
Fisher’s best students and will also receive a fresh perspective on one of their organization’s
strategic concerns. The project topic and scope will be predetermined and communicated with
the students during fall quarter 2006. Dr. Neeli Bendapudi, along with other faculty will serve as
academic advisors for the projects. The students will be required to prepare a summary report and
presentation of the project.
Faculty Feedback
IMS will continue to offer faculty support and feedback on company strategic direction and projects.
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FY ’07 Education Ashland GAA
IMS will support a GAA with funds from the Ashland Curriculum Development Fund. This GAA
will assist in developing speaker lists that IMS would support in visiting any MBA class, as well
as researching cases that could be offered for faculty to use in class as well. IMS will begin
developing an additional service-focused course for release in FY ’08.
Case Studies
IMS will work during FY ’07 to develop a case study for utilization in the Fisher classrooms as well
as future IMS programs.
Interdisciplinary Business Track in Services Management
An Interdisciplinary Business Track with a focus on Services Management was implemented into
the MBA curriculum starting in autumn 2005. In order to complete the Services Management Track,
a student must complete four designated courses, including a minimum of two from the following:
M&L 843, MHR 894.64, MGT 830. The student must also select from an option of two from the
following: MGT 894.04, MGT 894.0�, MHR 802, M&L 84�, FIN 826.
IMS will work on developing the undergraduate Services Management Track in FY ’07, as well as
fine-tune the MBA Services Management Track.
IMS GAAs
At least one GAA will be hired out of the IMS funds. This GAA will help with day-to-day operations
of IMS including web content and layout, executive speaker coordination, and program
management.
Undergraduate Service Marketing
Course Offered
Under the guidance of Dr. Neeli
Bendapudi, an undergraduate services
marketing course will be offered in winter
quarter 2007.
Executive Speakers
IMS will continue to assist professors and
instructors in hosting executive speakers
into the classroom to speak about the
service industry or service issues.
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FY ’07 Research
Small Grant Funding For Service Research
During the 2005-2006 academic year, IMS will offer small research grants of up to $2,500 to a maximum of three PhD students from the Fisher College. These small grants are available to support service research-related needs and activities. Service research can be on a particular service industry or service issue.
Faculty Research
IMS will continue to offer faculty research support in the manner of off-duty summer support or possibly course buyout.
Research Requests
IMS will be offering copies of working papers, reprints of publications, and filling several secondary
data search request per quarter.
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Academic Advisory Board Members
In addition to corporate advisory board members, IMS is supported by academic advisory
board members including:
Dr. Neeli Bendapudi, associate professor of marketing
Dr. David Greenberger, chair of the Department of Management and Human Resources
Dr. Anthony Rucci, senior lecturer of the Department of Management and Human Resources
FY ’07 IMS Staff
Associate Director
Mindy Stobart
Program Assistant
Lisa Faiello
Graduate Administrative Assistants
Betsy Grimes
Katie Hedrick
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