Giving leaders a blank check to pursue big goals is a powerful display of trust. It shows that you believe they will do the right thing, take ownership, and be accountable for the results. Such intelligent risk taking can lead to a remarkable return on investment.
For example, sales of Oreos outside the U.S. increased from $200 million to more than a billion dollars in six years as a result of a blank check. But not all experiments will succeed. In fact, failure is often part of the process that ultimately leads to success.
By Jessica Pawlarczyk
More than 100 million viewers watched Super Bowl 50 on Sunday. Among those viewers were 69 Kellogg marketing students who participated in the 12th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker.
As usual, this year’s Super Bowl was full of ads that either won big with viewers or limped away in defeat.
In the end, Toyota scored highest with Kellogg Ad Review participants, leading the strategic rankings with its “The Longest Chase” ad.
“Toyota’s Prius was a clear winner in this year’s Super Bowl because it kept our attention, had strong linkage to the brand and showcased its benefits,” Professor Rucker said.
Other brands that earned top marks in Kellogg’s rankings include Budweiser, T-Mobile, Doritos, Audi and TurboTax. On the other hand, Squarespace, LG and Acura fumbled during the big game, receiving low grades for less effective ads.
Current students Meg Reed, Paul Ricciuti and Vidya Sathyamoorthy participated in this year’s Super Bowl Advertising Review. Find out what their favorite commercials were and what they learned from the experience.
By Michael Phillips and Amanda Schmid
On Saturday, January 23, more than 250 students, alumni, and healthcare industry leaders came together for Kellogg’s 16th annual Business of Healthcare Conference. As co-chairs of the event, it was incredible to see the past nine months of work finally come together in such a successful way. Reflecting back on the process, we feel lucky to have been part of such an amazing team of healthcare leaders at Kellogg.
The process started in April 2015, when we applied to co-chair the conference. We both felt passionately about giving back to the healthcare community at Kellogg and were excited to be selected to lead the conference team.
As first-year students, the healthcare conference was an integral part of our MBA experience and an introduction to the supportive community at Kellogg. We really appreciated the insightful programming, networking opportunities and clear demonstration that Kellogg is committed to training healthcare leaders of tomorrow. We wanted to make sure the next generation of Kellogg MBAs benefited from the 2016 conference in a similar way.
Kellogg faculty produced a wide variety of exciting research and insights this year. Here’s a look back at the top Kellogg Insight stories from 2015.
International Business Strategy Lab, taught by Prof. Susan Perkins, provides a real-life consulting experience for students to work with international clients. In 2014, the class worked with the Ecuador Trade Commission on three different projects. One team’s strategy led to the creation of 10,000 new jobs in Ecuador. In 2015, students in the class once again worked with clients in Ecuador. This post highlights one of their projects.
By Tommy Kantapasara
For International Business Strategy Lab class, I was part of the TAME airline team. TAME (pronounced tah-may) is Ecuador’s national airline.
Our team of four consisted of three second-year students and one first-year student who came from diverse backgrounds ranging from engineering to consulting and banking. We all wanted to work on the TAME airline project because of our personal fascination with the airline industry and our desire to know how an airline operates.
Our project was to evaluate and consider a launch of a new route for TAME from Quito, Ecuador (UIO) to Chicago’s O’Hare International Airport, and our main client was ProEcuador, the Ecuador government agency whose objective is to facilitate and grow trading activities between the United States and Ecuador.
By Rob Nagel
This post also appears on LinkedIn
For two days, MBA Candidates from Kellogg descended on the Bay Area to meet with companies across a number of competencies, industries and sizes. Big, small, public, start-up, healthcare, energy, consumer and Internet stalwarts, these treks ran the gamut in interest and industry.
In my particular case, I co-led a healthcare and biotechnology trek that attempted to touch upon many facets of the industry.
By Hal Conick
War, like business, can be extremely complex and messy. Few people know this better than Army Lt. Gen. H.R. McMaster, who spoke during the closing remarks of the first-ever Kellogg On Growth Forum on Nov. 10.
McMaster, current director of the U.S. Army Capabilities Integration Center, addressed the crowd of faculty, students and business leaders on the ways companies can learn from the military’s missteps. His medals include the Purple Heart, Silver Star and the Army Distinguished Service Medal, among others. Time magazine named him as one of 2014’s 100 Most Influential People, in large part for his role as an innovator within the military.