When I was young, my brother and I would occasionally use a branch or toy hammer to bang each other on the knee, hoping to see the patellar reflex in action. We saw doctors do it on TV and, as over-confident children, naturally felt we could achieve the same results without any training. Unsurprisingly, it never really worked. To this day I’m still unconvinced I actually have the knee-jerk reflex.
There is a reflex, however, which I undeniably have and I’m sure you do, too. It’s a new digital reflex, brought on by the rise of mobile, to turn to whatever device is at hand to satisfy our need for information right in the moment. For example, recently my friend told me about a movie he enjoyed the night before, and without even thinking, I pulled out my phone to read reviews and find a theater near me where it was playing.
Google calls these instances “micro-moments,” and we have many of them each and every day. Having super-computers in our pockets has allowed us to initiate these micro-moments anywhere, at anytime, and has led to a fundamental shift in consumer behavior.
As a student at Kellogg, it’s a privilege to be able to partner with academic thought leaders and industry-leading companies to define how the next generation of marketers can adapt to the changes in consumer behavior brought about by technology. This quarter, in an experiential project sponsored by Google, I worked alongside three other Kellogg students in my Analyzing and Operating Digital Platforms course to create an approach that brands can utilize to reach consumers in their micro-moments.
Do you need inspirations from and in-depth perspectives on China’s growth story?
Would you like to strengthen your network with elite business leaders in China?
You can take advantage of these opportunities and more at Kellogg’s Greater China Business Conference
Photo credit – Handsongroup.com
First-year student Rohan Rajiv is blogging once a week about important lessons he is learning at Kellogg. Read more of his posts here.
In the past week, we’ve been deconstructing the idea of “Lean operations” in our Operations Management classes. Lean, for the uninitiated, is a way of operations pioneered by Toyota’s legendary founder Taiichi Ono. It was simply called the “Toyota Production System” until academics from the west re-branded it as “lean.”
Lean embraces the idea of “kaizen,” or continuous improvement. The process behind lean improvement is illustrated in the image above.
The concept illustrated here is that having large amounts of inventory can hide the issues in the system. The best way to understand and fix problems is to gradually lower the inventory level. As soon as we do that, we start bringing problems to light and can begin the process of continuous improvement. It is critical that we don’t bring the water down all at once, as it is impossible to fix everything together. In fact, yesterday’s solution is, very often, today’s problem. So, it has to be one at a time and it has to be continuous.
To celebrate Kellogg MOSAIC week, the photography club arranged a photo contest during spring break focused on the theme, “Embracing Differences.” How Kellogg embraces its diversity and how its students immerse themselves in different cultures and places around the world inspired the theme.
This was the second year the club hosted the contest. We were looking forward to seeing the photos from everyone’s spring break experiences.
We divided the contest into two categories: DSLR submissions and Instagram photos with the hashtag “#KelloggMOSAIC.” We also added in another category for students who went on Global Immersion in Management (GIM) trips.
For this year, we were very fortunate to have great judges on board – Professor Julie Hennessy from Kellogg’s Marketing Department, Professor Zach Wise (a former award-winning interactive producer at The New York Times) from the Medill School of Journalism, Global Programs Associate Director Deborah Kraus and current student Jenni Yi ‘16. Each judge was selected to provide their insights on the pictures’ content, photography and diversity.
Do we build a strong case in our presentation for the short- and long-term social impact of this app?
Do we clearly state the incredible market opportunity?
These were some of the questions we were asking each other on the last night before the MIINT competition, where we would deliver our final pitch in front of an investment committee.
This impact investment journey started in September 2014, when our six-member team (female strong!) was selected to represent Kellogg in MIINT: Duda Cardoso ’16, Ashley Luse ’15, Jamie Lu ’16, Blair Pircon ’16, Rebecca Sholiton ’16 and Alexandra Korijn ’15. MIINT is a program hosted by Bridges Ventures and the Wharton Social Impact Initiative to educate the next generation of impact investors.
The 2015 Sports Business Conference took place at the Allen Center on April 18. This year’s theme revolved around Redefining Growth in Sports through the lens of fan innovation.
How are leagues, teams, networks and other sports organizations keeping fans and sponsors engaged within and outside of the stadium?
How do these companies scale effectively, efficiently and creatively?
These were some of the key questions surrounding the half-day conference.
Eric Nyquist, senior vice president of strategic development at NASCAR, engaged the audience with his morning keynote about how far NASCAR has come in the past six years thanks to some truly remarkable innovation. From securing new broadcast agreements to investing in the multiple screen experience, NASCAR has found impactful ways to engage with its audience.
This year’s Allstate Insurance Business Challenge gave students at Kellogg a chance to tackle a real strategic problem currently faced by Allstate. For the challenge, we were asked to develop a strategy to revamp Allstate’s usage-based insurance product group.
The competition was open to five-person teams of students – the only requirement was that the team needed to have one person outside of Kellogg but a part of Northwestern. The members of our winning team were four students from the One-Year MBA program – Amit Berry, Bilal Hussain, Yajur Kapoor, Wojtek Korpal – and Deniz Alpay, a fourth-year graduate student at the McCormick School of Engineering.
“I was very eager to join an all-star team of MBA students to get experience in developing a case solution and a deliverable” Deniz Alpay said. “I was greeted enthusiastically by my Kellogg team members and I feel I learned a lot working with them”.
We made it through the first round of qualifications and advanced to the second and final round, where only three teams participated. This round spanned six weeks and required the teams to dig deep into large data sets, do extensive research and work closely with Allstate mentors to deliver a comprehensive solution that could potentially be implemented.
In the end, there were three key things we felt gave us the edge when it came time to present our proposal: