Spring 2018

TRUE



NORTH










LABOVITZ SCHOOL
OF BUSINESS
AND ECONOMICS




Spring 2018





IN THIS ISSUE



HIRED BEFORE
GRADUATION
An internship leads to a
full-time job with 3M
Page 4


STUDENTS HELP
LOCAL BUSINESSES
Marketing Graphic LSBE’S NEWEST CQI INITIATIVES
Design major projects
Continuous Quality Improvement (CQI) is a management philosophy of
Page 5
ongoing incremental proactive changes to a business intended to deliver
the highest possible quality every time a product or service is delivered.
LSBE TO UBER
Advice from Asian LSBE embraces CQI as an intrinsic part of its everyday activities. Here are
Division Chief Strategist the latest changes within LSBE that speak to CQI.
Evan Williams ’02
Page 7 NEWSLETTER REBRANDING


You are reading the inaugural issue of the new LSBE newsletter, True North.
While Inside the Margins served us well, the new layout features more news
and articles, and the newsletter is now created completely in-house.


“True North refers to not only our unique physical location,
which is a big draw for our students, faculty, and staff but
also to our strong mission-driven focus that guides all we
do in LSBE,” said Associate Dean Praveen Aggarwal.


cont. pg. 3

DEAN’S UPD A TE














Welcome to 2018! In the spirit of continuous improvement, we are delighted
to share with you the inaugural issue of our new LSBE newsletter, True North.

In this edition, we bring you news of our Continuous Quality Improvement
Initiatives, including recent departmental restructuring, which we expect will
provide synergies in the areas of program offerings, curricular design, and
collaborative research; highlights of our 2017 Entrepreneurship Conference;
a showcase of recent faculty and staff hires, as well as exemplary students,
faculty, and alumni; and a quick summary of our priority initiatives for the
University of Minnesota Duluth campaign.

Please see the back cover of the newsletter for how to access more exciting news and stories. We would love to hear
from you about our new newsletter format and/or other LSBE initiatives. Your feedback, which is important to us, may be
sent to [email protected].

With your invaluable assistance, the Labovitz School of Business and Economics continues to thrive and make an
immense difference in the lives of so many. Support from alumni and corporations is critical to our success and that of
our students; we are deeply appreciative of your generosity and commitment. Programming and personnel continue
to drive excellence in our School. LSBE’s enrollment growth, student retention, time-to-degree, placement rates, and
portfolio of programs are exceptional. We will continue to seek innovative ways to bring outstanding value to those we
serve.

Yours in gratitude,

Amy B. Hietapelto, Dean
Labovitz School of Business and Economics
University of Minnesota Duluth






DEAN’S GOLF OUTING

The Dean’s Business
Advisory Council and LSBE
Entrepreneurship Advisory
Council met this fall for an
afternoon of golfing and
networking.

Members of the Dean’s
Business Advisory Council
can be found at:
lsbe.d.umn.edu/buscou






PG. 2 UMD LABO VITZ SCHOOL OF BUSINESS AND ECONOMICS
PG. 2

FEA TURED S T ORIES





2017 ENTREPRENEURSHIP
CONFERENCE HIGHLIGHTS

continued fr om cover
Approximately 900 attendees participated
DEPARTMENTAL RESTRUCTURING
throughout the day in the third annual
LSBE transitioned from five departments to four this UMD Entrepreneurship Conference entitled
summer with FMIS faculty reconfigured: Business “Growing and Giving Back.”
Communication faculty moved to the Department of
Marketing and MIS faculty moved to the Department of
This completely student-run conference held in
Management Studies. The Finance faculty merged with
October brought distinguished speakers and a panel
Accounting resulting in the Department of Accounting
of entrepreneurs together to share their experiences
and Finance.
and provide inspiration and insight to aspiring
entrepreneurs.
“The move is intended to better align the disciplines
within departments, create more synergies for teaching
“Attendees are given the opportunity to network,
and research, and to a lesser degree, reduce costs,”
attend workshops, and hear from entrepreneurs
said Aggarwal.
from various industries,” said Brandon Colucci, who
shared the role of Co-Director with Andrew Achter.
MAP AND COMPUTER LAB SWAP
Colucci, a senior with dual majors of Marketing
The MAP (Marketing Analytics Program) lab moved to Analytics and Marketing, started with the
the second floor computer lab, which resulted in the use conference’s inaugural planning committee back in
of 30 computers vs. 20. The increased space, which 2015 viewing it as a growth opportunity. “I wanted
also includes tables, allows for classes to be taught to be a part of something at UMD that I could look
in the room, as well. The MAP lab is now available for back on someday and be proud of starting. This was
open lab time and other courses. an opportunity to find value in my life, so I pursued
it. I value being more involved within the community.
SUSTAINABLE BUSINESS AND ORGANIZATION Growing my network and seeing what connections I
can make outside of my educational career is a great
MINOR ADDITION
challenge for me to push myself to become a great
leader.”
LSBE launched the Sustainable Business and
Organization minor – the only one of its kind in
New initiatives for next year include more workshops
Minnesota. The school defines sustainability as an
and entrepreneurial speaker representatives from
approach to business in which goals align with social
each of UMD’s colleges.
and environmental goals. Increasing demand from
all business types for graduates with sustainability
knowledge coupled with LSBE’s ongoing commitment
to sustainability propelled the creation.

CONTINUING EDUCATION AND CENTER FOR
ECONOMIC DEVELOPMENT PARTNERSHIP

Continuing Education (CE) merged with the Center
for Economic Development (CED) downtown in the
Technology Village location. “Merging these two
units creates synergies among professional training,
workshops, and economic development missions of CE
and CED,” says Executive Vice Chancellor for Academic 2017 student planning committee with faculty advisor Nicole
Affairs Fernando Delgado. Wilde (front left) and LSBE Dean Amy Hietapelto (front right)


PG. 3
UMD LABO VITZ SCHOOL OF BUSINESS AND ECONOMICS PG. 3

SCHOOL HAPPENINGS

HIRED BEFORE GRADUATION


When Karly Weber was considering an internship in sales, little
did she know she’d be starting her career.
KARLY WEBER
MARKETING MAJOR (’17) The internship process began when she reached out to
3M CHICAGO connections at 3M after hearing great things about the
company. “After speaking with them and doing research,
it was an easy decision to apply for the Frontline Sales
Internship.”

Throughout her internship, Weber felt that the work was
rewarding. “I was able to make an impact on my customers’
businesses in just a couple of months. I was able to improve
processes, make the production cycle more efficient, and
create a safer environment for the employees!”

However, the learning curve was steep at the beginning. “It
was a challenge to familiarize myself with the products I was
selling and the industry for the products. I overcame this by
‘being a sponge’ and taking in all the opportunities to learn
from coworkers, customers, and the industry in general.”

Weber advises students to be open to opportunities. “I never
Karly Weber (center) with internship supervisors and 3M national sales thought I would work in sales, and here I am now with a full-
managers Kevin McGuigan (’02) (left) and Dale Bartelson (right) time job working for 3M’s Personal Safety Division as a Core
Sales Representative, and I absolutely love what I do!”





HELPING THE COMMUNITY IS A TEAM EFFORT



On the field and off, UMD’s student In its fourth year, Kicks for Causes
athletes shine in a variety of has benefited over 20 organizations
ways. Many of them participate in with time and assistance from more
community service initiatives. The than 30 players. Other organizations
women’s soccer team participates in benefiting from the women’s efforts
UMD’s Kicks for Causes, where each include the Duluth Life House, Special
player selects an organization in which Olympics, Lupis Foundation of
to volunteer her time. Minnesota, and the Pediatric Cancer
Center at Essentia.
Senior midfield/forward soccer player
Hailey Hoff, a marketing major, along In 2016, Hoff participated at the
with her team participated in the Damiano Center’s Kids Café after
Duluth Salvation Army’s Angel Tree school program and set up a donation
Program in December. drive for school supplies. “It was fun
to hang out with the kids because
“We love being able to get out into the they were so genuine and outgoing.”
community and help families have the This spring, the Kids Café will receive
best holiday season,” said Hoff. “We help from the whole team on a larger
split our team into four groups, so we capacity project.
are able to help multiple families.”




PG. 4 UMD LABO VITZ SCHOOL OF BUSINESS AND ECONOMICS

SCHOOL HAPPENINGS

FACULTY CORPORATE TRAINING


In efforts to strengthen businesses and extend outreach,
several faculty from LSBE are providing their expertise to
corporations. Professor of Marketing Steve Castleberry,
Ph.D. has been working with Austin, Minnesota’s Hormel
Foods Corporation for two years on Value-Based Selling.
He provided training to the entire sales force of four of the
company’s divisions. The company has almost $10 billion in
total revenue and over 21,000 employees.

Value-Based Selling is a sales approach that includes
identification, qualification, communication, and verification
of customer value. Without value-based selling, companies
often sell on the basis of price, but that often results in not
maintaining profit margins or proper funding of R&D efforts. 2017 Student to Business Initiative participants (from left) Josh
Hilliard, Kendra Stone, Spirit Mountain Executive Director Brandy
Ream, Assistant Professor Marat Bakpayev, Ph.D., Zach Ubben, and
Castleberry worked with the teams at the company’s Daniel Read
National Sales Meetings covering Part I in 2016 in Naples,
FL and Part II in Tucson, AZ in 2017. STUDENTS HELP BUSINESSES/
BUSINESSES HELP STUDENTS
Feedback from participants indicates the sessions were
insightful and applicable: “Great presentation! We’ll be able
to take what we learned and implement into my weekly Working directly with area businesses on real marketing
sales calls. Very educational workshop that gave me the plans is not something most college students get to do.
tools to sell based on value. In my position I have a number But students in LSBE’s Marketing and Graphic Design
of customers that seem solely driven on price. I need to (MGD) major are excelling at providing this service.
change the game and communicate the value that Hormel
can offer and provide for their products.” Through the Student to Business Initiative (SBI), a
partnership between UMD’s Center for Economic
Participants who have implemented value-based selling at Development and LSBE, MGD students act as
Hormel report increases not only in sales, but also gross marketing consultants – completing the same tasks as
margin. they would at a real-world advertising agency.

SBI businesses lauded the students’ efforts. “They
listened to what we wanted to achieve and came up
with a great marketing strategy for our business,” said
Wade Karnes, Zakobe owner. “We look forward to
implementing their recommendations in the coming
months and seeing where it takes us.”

The MGD major is the first of its kind in the country - a
unique program designed to meet the industry need
for graduates whose skills span beyond traditional
business disciplines. Combining the fundamentals of
business with specialized training in marketing and
graphic design results in a potent combination of skills
graduates can put to use right away.

“There is real demand for entry-level hires who possess
a combination of both marketing and graphic design
skills,” said Marat Bakpayev, Ph.D., Assistant Professor
Companies interested in collaborating with LSBE
of Marketing and Advisor for the Marketing and
faculty on corporate training and consulting
Graphic Design major. Graduates of the program have
projects can contact [email protected].
consistently attained employment immediately after
graduation.
UMD LABO VITZ SCHOOL OF BUSINESS AND ECONOMICS PG. 5

F A CUL T Y/S T AFF NEWS
NEW HIRES



Brian Yang, Ph.D.
Assistant Professor
Accounting & Finance (tenure-track)
Yang joined LSBE in August as
Assistant Professor of Finance. His
research investigates the effect of
monetary policy on asset pricing
and investor behavior. He earned his
doctorate in Finance from the University
of California Irvine – The Paul Merage School of Business.

Ekaterina (Kate) Elgayeva, Ph.D.
Assistant Professor
Management Studies (term)
LSBE WELCOMES ITS FIRST
COMMUNICATIONS SPECIALIST Elgayeva joined LSBE in August. She
teaches Organizational Behavior and
Management, Leadership Studies,
Katie Chernak joined LSBE this past July as
Interpersonal and Team Skills, and
Communications Specialist, where she oversees
Career Development for the Business
communications and branding to ensure LSBE’s
Professional. Elgayeva earned her
story, mission, and academic qualities are
doctorate in Organizational Leadership from the Chicago
accurately and effectively communicated to all
School of Professional Psychology.
stakeholders. Chernak, who has eight years of
marketing and graphic design experience, has
a B.S. in Marketing and Management from St. Rand Obeidat, Ph.D.
Catherine University in St. Paul, MN. Assistant Professor
Management Studies (term)
Obeidat joined LSBE in August. She
teaches Systems Analysis and Design,
PROFESSOR’S RESEARCH EDUCATES IT in Business, Medical Informatics,
IT Project Management, and Data
POLICYMAKERS ON IMMIGRATION AND TRADE
Analytics. Obeidat earned her doctorate
in Management Information Systems
The depth and breadth of research that Bedassa
and Information Systems from the University of Maryland
Tadesse, Ph.D., Professor of Economics, has compiled
Baltimore. Bringing her to Duluth from Maryland was the
related to international migration and trade has far-
fact that “This school has a good reputation and ranking
reaching potential to help many countries.
among Information Systems programs,” she said.
His research goal of “educating and informing Jack Hennes
policymakers and the public at large of the role that Business Communications Instructor
immigrants play in bridging cultural differences,” is Marketing (term)
coming to fruition. “My books and journal articles are
Hennes joined LSBE in August.
widely read among both policymakers and development
Along with teaching, he also advises
practitioners,” said Tadesse.
students and serves on the school’s
Outreach Committee, which helps to
“My research on the extent to which immigrants,
establish connections between LSBE
by bridging cultural differences between their home
and the business community. A native
and host countries, contribute to the fall in bilateral
Minnesotan, Hennes was drawn to work at LSBE because
trade costs is right at the core of how the global
“it’s a fantastic business school” and “the students are
economy is shaping – especially at the time when we
driven and motivated to succeed, which makes my job
have policymakers across both ends of the Atlantic
interesting and challenging every day.”
presenting immigrants as the cause of their concern.
Immigrants make a lot more contribution to the state of
both local and global economy than we often think.”
PG. 6 UMD LABO VITZ SCHOOL OF BUSINESS AND ECONOMICS

AL UMNI UPD A TES





Evan Williams ’02



Chief Strategist for Asian Division
of UBER



To outsiders looking at Evan Williams’s career, it seems
like a meteoric rise. Since he graduated from UMD in 2002
with a BBA in Marketing and a minor in Communications,
Williams worked at General Mills as a Quantitative Research
Associate, Kraft Foods (later Mondelez) as Asia Pacific
Region Marketing Analytics Manager, back to General Mills
as Director of the Asia Pacific region, and landing at Uber
in 2016 as Director of Market Research and Insights. But
in between, he had his share of hard knocks, as well, even
compiling an “anti-resume.”
“It is a composite of all the job rejections, failed interviews,
bosses who didn’t like me, accomplishments I didn’t
achieve, and more,” Williams explains with wry humor.
“Having a sense of humor about our failures makes
us better human beings. Acknowledging the power of
resiliency keeps us moving forward.”

It’s Williams’s “go for it” attitude that has underpinned
his development and growth. In 2007, he decided that
an international experience would help broaden his
perspective, moving to Singapore for a job building analytic
capabilities across 15 countries.

However, Uber, he says, “was truly the opportunity of a
lifetime: doing what I love for a company and cause I care
about in an area of the world where we can make a huge
difference. Who wouldn’t love it?”


“My job is to study trends, conduct research, debunk
marketing myths, and tell stories about our customers that
guide our product development, our communications, and
our operations.”

He says, “the true ‘sizzle’ is being able to connect data
from disparate sources and tell holistic stories. The future of
marketing research revolves around this combination of left
and right brain skills.”
To help students advance their career and possibly avoid
some entries to their “anti-resume,” Williams says, “if there
is one piece of advice I’d give any student who’s at UMD, it
would be to build relationships with the faculty. I still have
deep friendships with several of the marketing faculty there
that have spanned over 15 years.”


UMD LABO VITZ SCHOOL OF BUSINESS AND ECONOMICS PG. 7

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SEEKING
THE ADVENTUROUS

AND THE GENEROUS


Driving the local, national, and global business
community are trailblazers who push boundaries,
take risks, and think beyond what could be.

We invite you to embark on a journey with us as
we continue educating new trailblazers.

As part of the University of Minnesota Duluth
campaign, LSBE has identified four priorities in
which you can partner:

The Sales Center
The Entrepreneurship Center
Student Support
Experiential Learning

WE LOOK FORWARD TO MAKING THIS
JOURNEY WITH YOU



lsbe.d.umn.edu/give



The University of Minnesota is an equal opportunity educator and employer.
This publication/material is available in alternative formats upon request. Direct requests to [email protected] or 218-726-7281.