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Fisher Spotlight
--1999 Annual Report--
-Fisher College of Business-
Image-"Knowledge is Power"Image-"Knowledge is Power"
Image-"Knowledge is Power"Image-"Knowledge is Power"






















Doug Lambert talks with Ray Mason at Columbus Trucking and Equipment Co.






Customized Education
Douglas M. Lambert

Douglas M. Lambert

Raymond E. Mason Professor of Transportation & Logistics; Professor of Marketing

In business, opportunity can knock on any door.

But a knock that companies often miss is the opportunity to improve performance through the supply chain. Helping companies recognize the opportunity is what Fisher College Professor Doug Lambert does on a daily basis.

Lambert, the Raymond E. Mason Professor of Transportation and Logistics, investigates and explains the intricacies of supply chain management to companies large and small. "I try to demonstrate how businesses can map their entire supply chain, integrate business processes across the supply chain, and develop and implement supply chain partnerships," says Lambert. "Better management of the supply chain represents significant opportunities for improving service, reducing costs and increasing value."

Whether teaching that fact to a class of Fisher College students or leading a group of Fortune 500 executives through a customized program, Lambert’s research and unique expertise is at the forefront of this rapidly emerging field. In fact, research by Lambert and several Fisher College colleagues is changing the way the industry looks at logistics—as part of a larger set of processes in the supply chain.

According to Carol Newcomb, Fisher College Executive Education director, the involvement of experts like Lambert is crucial in establishing the Fisher College’s overall presence as a leader in executive education programs.

"Our strengths lie with two important factors," says Newcomb. "First, the overall depth and strength of our faculty, and, second, our ability to quickly adapt to changing trends with relevant programs executives and non-executives alike will find useful."

Knowledge—specifically the need for knowledge among business leaders—can change at a rate faster than technology, according to Newcomb. "The need to be intelligently informed of the latest trends and strategies is crucial to the success of any organization. Sensing that, we’ve updated our Executive Education programs within the past year to reflect those changing desires of the business community."

Included among the 40-plus programs conducted annually by Executive Education are several new programs specifically designed to meet the unique needs of a particular corporation—a "customized" approach. For companies like American Electric Power and Bank One, customized programs are the way to confront and solve problems specific to their organization.

It’s a highly efficient way to effect change within the company, according to Lambert. "When large numbers of people from the same organization get exposed to ideas at the same time, it’s bound to make a positive impact."

Yet public offerings covering the gamut of business disciplines—including the annual Mason Symposium and Lambert’s week-long Logistics Management Program—are at the core of Executive Education’s mission.

"People are given a chance to see how truly similar their problems are, even if they’re from cities as different as Sao Paolo, Frankfurt, or Columbus, Ohio."

That mission is only beginning to be fully realized, according to Lambert. "In order to have a top-rated business school, you need to have a top-rated executive education program. And it’s easy to see that executive education is becoming a key component of the Fisher College as a whole—two of the six new buildings being built on the Fisher College campus are devoted to executive education. We’ve only begun to see our true potential."

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