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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


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


for

I M S M I S S I O N I �

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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

2 I I M S M I S S I O N

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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.

I M S M I S S I O N I 3

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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

I M S D O N O R S U M M A R Y I 3


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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

4 I I M S D O N O R S U M M A R Y


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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

I M S D O N O R S U M M A R Y I 5


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MISSIon Update


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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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M I S S I O N U P D AT E — C O L L A B O R AT I O N I 9

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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I M S M I S S I O N I � �

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M I S S I O N U P D AT E – E D U C AT I O N I � �

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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planned actIvItIeS


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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.

P L A N N E D A C T I V I T I E S — C O L L A B O R AT I O N I � 5


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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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P L A N N E D A C T I V I T I E S — R E S E A R C H I � 7

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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