Posts Tagged ‘Business education’

Professor Jordan Louviere awarded international marketing accolade

Friday, July 30th, 2010

Professor Jordan Louviere has been awarded one of the most prestigious international honours in marketing research and practice: the 2010 Charles Coolidge Parlin Marketing Research Award.

‘The award recognises Professor Louviere’s substantial contributions and unwavering dedication to the ongoing advancement of marketing research practice’, according to the American Marketing Association who administer the award.

‘This is an international accolade of the highest order, and well deserved recognition of one of UTS Business’ highest achieving research leaders,’ said Professor Roy Green, Dean of UTS Business.  ‘Jordan has our warmest congratulations.’

Jordan Louviere, is UTS Professor of Marketing, at UTS Business, and Director of the Centre for the Study of Choice (CenSoc). He is internationally recognised as an expert in conjoint analysis and consumer choice modelling. He developed and pioneered the design and analysis of choice experiments and, up until 2006, has taught stated preference choice modelling and design of choice experiments with Moshe Ben-Akiva and Dan McFadden. (McFadden shared the 2000 Nobel Prize in Economics for his pioneering work in choice modelling theory and applications).

Professor Louviere received a doctorate in Geography at the University of Iowa in 1973 and joined the University of Iowa’s Marketing Department in 1978. He built marketing departments at both the University of Alberta (1985–1990) and the University of Sydney (1994–1999). In 2001, he joined the University of Technology, Sydney, as Professor of Marketing, where he established the Centre for the Study of Choice in 2003 and is its Executive Director.

His research interests include consumer choice behavior, design and analysis of choice experiments, external validity of experiments and surveys, preference elicitation, measurement models, error variance issues, and ways to model choices of single individuals. He has written more than 200 articles, chapters, and books in marketing, applied economics, tourism, psychology, geography, and transportation.

Jordan is a firm believer in the real life lab, and in the value of partnering with business. He and has been a business practitioner himself, consulting to industry and with his own start ups Advanis, Inc, a marketing research company, and Memetrics, Inc, a company that conducts real-time experiments and analysis for interactive channels, which is now a part of Accenture Marketing Science.

The Parlin Award is a preeminent national honour, awarded to leading practitioners or academics who excel in the field of marketing research. It was established in 1945 by the Philadelphia Chapter of the AMA, and The Wharton School in association with the Curtis Publishing Company as a memorial to Charles Coolidge Parlin, the recognised founder of marketing research.

To read the complete announcement click here: 2010 Parlin Award.

Customer Service Institute awards UTS Business students

Sunday, July 18th, 2010

Ten UTS Business students are taking home a 3Gs iPhone, for their outstanding coursework in the area of customer service excellence. The phones were donated by Telstra, as a unique prize for undergraduate and postgraduate students studying services, marketing. The curriculum was developed by the UTS School of Marketing in collaboration with the Customer Service Institute of Australia (CSIA).

Speaking at the awards ceremony, Professor of Marketing, School of Marketing and Director, Centre for the Study of Choice, Professor Jordan Louviere said, ‘These sorts of things are important for the university and the students … that Telstra and the CSIA would make the awards available is more evidence of the fact that that people value these sorts of functions.’

Telstra and the CSIA congratulated UTS Business for its leading approach in teaching services marketing strategy.

Nathan Peters, Manager, Service Management, Telstra Enterprise and Government, said UTS is filling an important gap in business studies. ‘What the marketing department is delivering in terms of customer satisfaction and business-to-business relationship management is really important.’

He explained that business is built on customer relationships that need to be managed and nurtured.

Associate Lecturer for the School of Marketing, and coordinator and lecturer of the services marketing courses, Anouche Newman first invited the CSIA to present a guest lecture in her course in 2009. The relationship has flourished and now the CSIA is closely engaged in delivering course content and awarding students for high quality assignment outputs that are focusse don applying theory to practice.

‘The students love it because it’s industry coming into their course.’

Ms Newman said students often fail to see the connection between the theory they are taught and how to apply this in a work context. ‘The assignments we’ve developed enable them to do that.’

Executive Director of the CSIA, Brett Whitford said he had never seen so many ‘high brass’ members of faculty in one room together, as at the awards ceremony. ‘I think it’s a tribute to the University and how much they care about what (the students) have achieved.’ He said the undergraduate and post graduate courses are teaching ‘real world’ customer relationship management skills. Whitford said the course focus on retaining customers is very important because of the costs associated with acquiring new customers. ‘A retained customer is five times more profitable than a new customer, so if you can retain customers, it’s a really good business strategy.’

As an example of how costly poor customer service can be for business, he said the Australian telecommunications industry spent close to $50 million on ombudsman complaints in 2009.

‘I’m pretty happy that there’s a crop of students coming out that have the skills that can be used right away to improve service hopefully for everyone in Australia.’

Whitford congratulated the Business Faculty for being ‘motivated, practical and inclusive.’ He said international students ‘really shone in these projects,’ and UTS is doing ‘a great job’ in harnessing international expertise at the post graduate level.

MA in Business and Marketing students, Grace Barton, Rowena Jo, Robert Baker and Christine Chang, shared the top prize for their group project with Selina Chang, who is graduating with a MA in International Marketing.

They developed a customer charter for Virgin Active Gyms, a new and growing Sydney business. ‘Virgin active have a very special way of doing things and we were able to style the charter so it sounds like them. In the end, we thought we were them.’ Said Grace Barton. The winning undergraduate students were Thomas Grant, Jacinta Zhang, Caitlin Page, Angela Haghighat and Florence Lee for their group project on service recovery strategies. ‘We learnt a lot applying the theory and we found the work enjoyable as well.’ Angela Haghighat said.

The partnership between the School of Marketing and the CSIA continues to strengthen with plans afoot for the CSIA to sponsor a formal University prize next year.

Edition 6: Gehry is go!

Friday, June 18th, 2010

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And it is confirmed: Frank Gehry will build the new UTS Business School building, funded by Australia’s most generous act of educational philanthropy, a $25 million gift from Chinese business leader, Dr Chau Chak Wing. A special edition of the Business21C Weekly celebrates this milestone, featuring perspectives from Frank himself, UTS Vice-Chancellor Ross Milbourne, Dean of UTS Business, Roy Green, and Dean of UTS Design, Architecture and Building, Desley Luscombe.

How did it happen? How did UTS attract the attention of the world’s greatest living architect? Why is Frank Gehry the right architect to build a new kind of business school? What will the building mean for UTS, for Sydney, and for the shape of business education?

Leaders not models

Tuesday, June 15th, 2010

Business school graduates preparing to take their place in the working world should rely on critical thinking, integrity and their strength of character to shape their business success. These attributes will always be more important than blind faith in financial models, according to former chair of the Commonwealth Bank and chair of the Future Fund Board of Guardians, <i>David Murray,</i> OA.

Murray was addressing the UTS Business graduation ceremony on 12 May. He took the opportunity to consider what failures in business leadership contributed to the devastating financial crisis, the ramifications of which are still spreading across the globe.

According to Murray, current business education is still influenced by the pre-financial crisis environment. Post-crisis thinking is yet to fully emerge. A business degree awarded today has been earned in a world which had come to revere the power of mathematical modelling, and hold firmly the belief that any risk can be quantified and traded – even when market signals inferred an extreme risk.

True leaders need more than the ability to model outcomes – they need thinking skills, judgement, and a moral code that relies on more than ego or popularity. Business graduates must ask themselves: Have we learned how to think, or have we learned how to model?

Murray used three examples of failures in leadership thinking that, in his mind, contributed to the financial crisis.

#1: Government bonds are not risk-free

Government bonds are not risk-free. Governments can go bankrupt, default and find themselves unable to pay. Even governments underwritten by the power of the robust and wealthy European Union. Just ask the holders of Greek bonds. Yet a key assumption behind the capital asset pricing model (CAPM), the mathematical model that underpins the valuation of assets today based on future cash returns and which determines the rate at which cash flows are discounted is that government bonds are risk-free.

We hold this belief in risk-free government bonds because sovereign governments have the power to raise revenue and/or reduce expenditure if faced by the prospect of default on their bonds. Even if they refuse to act, there has been a belief that another government will bail them out, and because they will need future funding, they will see the error of their ways and fall into line. In human terms, people forget that those who lend their savings to others are entitled to be repaid.

The implications of this misplaced assumption are considerable. If you do your maths based on an incorrect set of figures, the outcomes will be unreliable. If you calculate investment risk, based on an arguably false sense of security that the CAPM model offers, then you will not have an accurate picture of the risk you are taking.

#2: Rating is not an exact science

When a ratings agency rates a bond or mortgage as triple A, the model assumes a probability of default of 4 in 10,000. That figure gets input to the computer program, on the assumption that the rating is an exact science. If a subsequent rating is lower, many large institutional investors in the world are forced to sell the lower-rated assets because their portfolio model requires that they only invest in triple A rated assets. This can set in motion a downward spiral in prices.

#3: Loss + declining ratings + mathematical models + leveraging = dangerous spiral

Banks incur a probability of loss on loans from the day they fund them. Yet, the ‘mark to market’ model which underpins accounting standards, does not allow banks to build reserves in good times for future losses. Thus the huge losses brought to account during the crisis had the affect of exacerbating it. Even worse, the declining market prices reflected a market momentum driven by the ratings, the mathematical models and super leverage – a dangerous spiral.

How could our financial leaders (public and private) allow spirals to develop with such serious cosequences both now and for many years to come?

Outcomes flow from inputs and systems. Without examining the nature of systems, it is impossible to assess likely outcomes. This requires critical thinking because every system is governed by people who need and respond to leadership, symbols and signals – all of which will affect the systems.

Leadership requires the exercise of judgement, and this relies on the values and beliefs of leaders.

Successive Greek generations have come to believe that tax avoidance and government indebtedness are okay. Greek leaders thought it was acceptable to lie to the rest of the world about their fiscal position – and they weren’t telling small lies. The outcome is that people have been killed in riots in Greece, as the size of the adjustment is so large and people try to get to grips with what it will mean in terms of their personal financial security.

In Britain’s case, a hung parliament coming after an enormous budget deficit means that firm fiscal action will probably be deferred, and an early next election may still not produce a clear mandate and decisive action. This is not about credit default swap prices, it is about people, their political systems, beliefs and behaviours.

How then do our graduates of today – the leaders of tomorrow – think about their role in the future?

In Australia, 16% of school leavers earn a university degree and only 4% a postgraduate degree. Because leaders need thinking skills to operate at higher levels of complexity of work, we should assume most will come from the graduate cohort.

Imagine our future if our leaders think everything can be modelled, and that the models are flawless.

No doubt, every graduate is thinking about promotion. At UTS, history tells us that business graduates acquire substantial skills and are more likely, on average, to get good work and get on the experience curve. But this leaves the exercise of judgement which requires exposure to critical thinking and an understanding of people and human systems.

Pre- financial crisis, two large systemically important banks in the United States had the same strong credit rating. They were both SEC- (US Securities and Exchange Commission) and Sarbanes–Oxley-compliant. They both complied with the Fed’s supervisory requirements and were capital adequate. Their PE ratios were similar.

Why is it that one virtually failed and the other did not? Clearly the leadership of one bank made some superior judgements about what they would and would not do. Not only that, the people in this bank trusted their leaders and had confidence in their judgement. This culture of trust and confidence turned out to be more important than all the regulation.

Leaders require an additional dimension – a moral code and strength of character which is not based on neediness, ego or popularity. There is no textbook on this but there is one good way to get on the path to good leadership.

Remember that ultimately, reputation is all you have. It can only be nurtured and be preserved by integrity of behaviour.

Edition 5: The World Economic Forum

Friday, June 11th, 2010

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In this edition of the Business21C Weekly we talk to Adrian Monck, Managing Director of the World Economic Forum and his former colleague Gay Flashman, CEO of digital communications agency, Formative.

We pushed our friendship with Adrian Monck to the limits by dragging him into the Business21C Weekly studio the day after his hugely successful evening at the Sydney Opera House, An Evening in Davos to continue the conversation. What is the World Economic Forum? Where is Davos? And who is Davos-man? (He is rarely a woman, it seems). Finally, how do we get onto the Davos guest list?

Every year 2,500 world leaders in business, in government, in academia and the arts gather in a mid-sized Swiss ski resort. The code is, leave your entourage at home and check your ego in at the door. However powerful you are, the person behind you in the queue for lunch is probably President of a larger country, a bigger company, or has more Nobel prizes to his (or possibly her) name.

What gets done? What global issues are on the agenda? What is the Davos magic? What else is in the World Economic Forum’s portfolio of activities? And who sorts out the accommodation when there are more presidents in town than the town has presidential suites?

Gay Flashman, experienced broadcast journalist turned social media mover, and former colleague of Adrian’s at Channel 5 in the UK, turns the conversation to the 1.5 million Twitterers that follow the WEF. What can other businesses learn from the WEF social media strategy. And what is stopping them?

Edition 3: The Future

Friday, May 28th, 2010

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I never was, am always to be,
no-one has ever, or will yet meet me,
but I am the confidence of all
who live and breathe on this spinning ball.

This week’s edition starts with a riddle, and continues with an enigma: the future. We talk with professional futurists Craig Rispin and Glenys McLaughlin about looking into the crystal ball for a living. Later in the conversation we are joined by digital artist and designer Ian Gwilt who is working on a project for the UTS campus using Augmented Reality – a future mobile technology-enabled experience.

Novelist William Gibson said: “The future is already here, it’s just unevenly distributed.” Futurists help organisations draw together the threads of today that will be woven to make the fabric of the future. They have a swag of techniques, from scenario planning to environmental scanning. These techniques help companies shape strategy by managing the risk of disruptive change.

“The primary technique of being a futurist is seeing the world with naive eyes,” says Rispin. Together we canvas the issues that are affecting companies and people as technology, globalisation and convergence accelerate.

Ian Gwilt is a digital artist and academic working on a project to create an augmented reality campus for UTS. By developing a database of what’s happening at the university, from lectures and library usage through to carbon emissions and events, and integrating it with geo-spatial technology and the capabilities of the smart phone, Ian’s project will create a multi-dimensional and rich experience of the campus.