FISHER NEWS May 5, 2005
  In this issue

Dean's Leadership Conference

Hyperion grant helps launch Business Performance Management Center

Fisher team teaches public school officials lesson in branding

Mary Fisher named MBA
pre-commencement speaker

Fisher 5K

Fisher People: Steve Moore
Max M. Fisher College of Business > The Ohio State University Fisher College of Business
"Day with the Deans" fosters
students' leadership potential

Fisher College of Business Dean Joseph A. Alutto

Fisher Dean Joe Alutto speaks about changes made at the college since his arrival in 1991 at the Dean's Leadership Conference held on April 29. He also spoke to the students about meeting critical goals to accomplish key projects and learning from mistakes. The one-day conference is designed to help top undergraduate students at Fisher further develop their leadership skills. Students are selected based upon academic excellence, dedication to the community and demonstrated leadership skills.

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Hyperion grant helps launch Business Performance Management Center
Hyperion, the global leader in Business Performance Management software, and Fisher will open the first Center for Business Performance Management in the United States with a grant from Hyperion. The announcement was made on April 23 at Solutions 2006, Hyperion’s global Business Performance Management conference, in Las Vegas.

The center will focus on enhancing business management education and research, and will create an interactive forum for academics, professionals and practitioners who are interested in the development and the practice of performance management.

“Ohio State’s Fisher College of Business is committed to delivering the best in management education that will provide the greatest possible opportunity for our students to succeed as they take their place as business leaders,” said Fisher Dean Joe Alutto. “With the creation of the Center for Business Performance Management, we are further strengthening our mission of meeting the needs of companies looking to us to provide graduates who understand the most advanced business concepts and practices.”

“With this center, Ohio State University moves to the forefront of Business Performance Management teaching and research,” said Jeff Rodek, executive chairman at Hyperion. “As global businesses demand greater visibility into the factors that drive performance, it makes sense to look at business school curriculum through the lens of performance management. We believe that the Hyperion grant and partnership with the Fisher College will help facilitate innovation through faculty collaboration, multidisciplinary teaching and links with the industry and other universities.”

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Fisher team teaches public school
officials lesson in branding

Fisher MBA student Kathy Milette (left), Sharon Liete, Limited Brands executive and Mark Weedy, administrator for Eastland-Fairfield Career Center.

Some school administrators may not give much thought to their systems’ public identity as a brand except at levy time, according to Ralph Johnson, director of the Center for Leadership for the Franklin County Educational Service Center.

That is why Neeli Bendapudi, a Fisher marketing professor and executive director of the Initiative for Managing Services (IMS), rounded up ten MBA students and Mindy Stobart, IMS associate director, to lead sessions on branding at the Spring Leadership Conference in April.

The day-long conference, “Communicating Organizational Messages and Building Trust in a Changing World,” was held for public school administrators from nine area systems. Hosted and sponsored by the Limited Brands and the Franklin County Educational Service Center, the Fisher team and the Regional School Improvement Team of Central Ohio helped organize the event.

Bendapudi conducted the opening session on building brand equity. The 10 MBA students served as facilitators in small group activities, including leading school administrators in a brand awareness exercise.

“What this program is about is the ability for us to look at our craft of leadership from a different perspective,” Johnson told the school administrators. “How do we gain community support to be successful in all of our endeavors?”

The solution offered by Bendapudi was that school systems needed to develop a brand identity. “Brand equity is the goodwill you create and how you want to be perceived. It’s creating a culture,” she said.

She told the participants that schools needed to view their various stakeholders—parents, students, teachers and the community—as customers and engage in relationship marketing to promote their brand. “A brand is a promise that is both functional and emotional,” she said. “You need to be top of mind with your customers.”

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Mary Fisher named MBA
pre-commencement speaker

Mary Fisher
Mary Fisher, renowned speaker, artist, author, activist and daughter of the college’s namesake Max Fisher, will return to campus to deliver this year’s MBA pre-commencement address. Fisher will give her speech at 10 a.m. on June 10 in the Mershon Auditorium.

An advisor in the White House during the Ford administration, Fisher has been an ambassador in the fight against AIDS since she spoke at the 1992 Republican National Convention. The same year she founded the Family AIDS Network, which became the Mary Fisher Center for AIDS Research and Education (CARE) Fund at the University of Alabama at Birmingham in 2000. She currently is a board member for the Center for Strategic & International Studies Task Force on HIV/AIDS.

As an artist, Fisher is best known for her work in handmade papers, including “Pick the Poppies,” which is featured in Fisher Hall. Her one-person exhibit “Abataka” (Pan-African term for “community”) has toured the country since early 2003.

In addition to her paintings, Fisher penned several books including "My Name is Mary," her autobiography, "Angels in Our Midst," her journal of caregivers in photographs and stories, as well as "Sleep with the Angels" and "I’ll Not Go Quietly," which are both collections of her speeches and personal photographs. Her speeches have been published in university rhetoric textbooks and anthologies, and her “Letter to My Sons,” is included in the best-selling collection, "Letters of the Century: America 1900-1999."

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Fisher 5K field triples in size for third running
2006 Fisher 5K

A pack of more than 330 runners start down Wooduff Avenue in the third annual Fisher 5K Run and Walk on April 30. David Friedrich, a second-year MBA student crossed the finish line first. Friedrich completed the course in 18:15. Amanda Stickel was the top womens finisher with a time of 20:55. Brian Dowdall was the runner-up in the mens field with a time of 18:26, while Deb Wilch finished second on the womens side with a time of 21:55.

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Fisher People: Steve Moore
Title: Assistant Director of Facilities Management

Hobbies: "Besides my family, my interests include muscle cars, vintage toys, books and sports. "

FisherLure: "I enjoy showing off our facilities to groups from other institutions and it's especially rewarding to see our ideas incorporated into their facilities."

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Calendar of Events

May 9
Kathy Cleveland Bull
, president of N~Compass Consulting, and Leslie Fine, associate professor of marketing, will be the featured speakers at the second annual Association of Faculty and Professional Women's spring conference. This year’s theme is “Connecting Women to Women” will be held from 7:45 a.m. to 4 p.m. at the Blackwell. More information is available online at

May 12
Stephen Pratt
, CEO Infosys Consulting, will speak at the latest offering of the Sander Flaum Speaker Series from 9 - 10 a.m. in 265 Gerlach Hall. More information is available online at

Sandeep Rao, a doctoral marketing student, will present his second-year paper, “Hierarchical Memory Organization and Impact of Advertising: Linking Concerns/Interests, Brand Attributes and Consideration Sets," from 2 to 4 p.m. in 500 Fisher Hall.

May 17
Procter and Gamble leaders, Clayton Daley, CFO, G. Gilbert Cloyd, chief technology officer and others will lead a technology commercialization panel from 3:30 – 4:30 p.m. More information is available online at

May 19
Cody Phipps
, senior vice president of operations at United Stationers and Richard G. Smith III, executive vice president of NetJets, will speak at the OLMA Summit. The flagship event will be from 9 a.m. to 3 p.m. in the Blackwell ballrooms. More information is online at

Robert F. Lusch, chair of the marketing department at the Eller College of Management at the University of Arizona, will present his paper "Thinking Small and Long" from 10:30 am to noon in Fisher Hall 500.

News Briefs

NAM President to speak
at CEO seminar
John Engler
, president and CEO of the National Association of Manufacturers (NAM) will speak at the Center for Operational Excellence professional development seminar from 1 to 3 p.m. on May 19 in 140 Pfahl Hall.

NAM is the largest industry trade group in America, representing small and large manufacturers in every industrial sector and in all 50 states. Engler, a former three-term governor of Michigan, was recently named vice chairman of President Bush’s Advisory Committee for Trade Policy and Negotiations, the federal government’s senior trade advisory panel.

Pair named to VP
search committee
David Harrison
, director of Minority Student Services, and Nancy Lahmers, administrative director of the Center for Operational, Excellence have been named to the university-wide search committee to find a vice president for student affairs.

Arya elected to
executive committee

Anil Arya, John J. Gerlach Chair in Accounting, has been re-elected to a two-year term as the faculty representative to the executive committee.

Partman award
NBMBAA scholarship
LaKisha Partman
, a second-year MLHR student was awarded the Gregory A. Boyd Scholarship by the National Black MBA Association. She was one of 24 graduate students nationwide to receive one of the association's scholarships. More than $300,000 in scholarships and gifts to doctoral, graduate, undergraduate and high school students were awards last year by the association.

AP honors times three
Nick Houser, public relations coordinator, was honored with three awards at the annual Associated Press Society of Ohio newspaper competition on April 30.
Houser, who wrote the articles last year while serving as city editor at the Xenia Daily Gazette, took second place in the best feature reporting category for his post-Hurricane Katrina account of “Strength Coach Relocates.” His article “Bracing for the Big Boxes,” earned third-place honors for best business reporting and “Central State Shooting Survivor Tells Tale,” was awarded honorable mention for feature reporting.

Report your internship
All students are encouraged to report their upcoming summer internship to Career Services for data that will be used to promote the college. Information can be reported at the FisherConnect Web site by clicking on the placement tab of the “My Activities” section within their individual account. Students that report their upcoming full-time internship by June 9 will be eligible to win one of six $50 Barnes & Noble gift certificates.

News Briefs

Oded Shenkar, Ford Motor Co. Chair in Global Business Management, was quoted and paraphrased in the April 18 edition of USA Today on the governmental crackdown of pirated software in China. Shenkar told the paper the move by the government was nothing more than a bargaining chip between the U.S. and China because software is relatively cheap in the country.

Fisher’s new Center for Business Performance was featured in a Business First article on April 28. J. Richard Dietrich, chair of the Accounting and MIS program and academic director for the center, told the paper the center will support multidisciplinary teaching and outreach efforts to companies in the business-performance management field. Ultimately, it would help improve companies through the effectiveness of information, Dietrich said.

Rao Unnava, associate dean of undergraduate programs, was quoted in the April 8 edition of the Columbus Dispatch on the appeal of companies advertising on disposable ear radios used by spectators at sporting events. Unnava said companies might choose to sponsor the radios to get their name into consumers' minds.

Jay Barney, professor of management and human resources was quoted in the April 19 edition Columbus Dispatch, on a public relations campaign by Wal-Mart to reverse its image. Barney told the paper the effort was needed and long overdue.

Fisher News is published bi-weekly throughout the academic year. To submit story ideas, e-mail content and your contact information to or use the online news submission form. The deadline for story submissions is 5 p.m. the Friday before the upcoming issue.

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