Assistant Professor of Marketing Clay Voorhees and his MBA students have been partnering with Deloitte Consulting on the Deloitte Generation Y Automotive Survey for the past four years. The project, for which MSU has become the lead academic partner, provides students with a unique, hands-on experience. It also showcases the Broad College’s Marketing faculty and their expertise. “We were asked to partner with them based on the reputation of our Marketing MBA program as an applied program with service-learning and executive-level deliveries,” notes Voorhees.

MBA students volunteer to take part in the project, which entails conducting primary and secondary research on consumer attitudes in the automotive industry, turning the results into executive-level findings, and ultimately presenting the results of their analysis to automotive executives at the North American International Auto Show in Detroit, Michigan. The students recently presented in front of an audience of executives in a town hall forum of approximately 100 people, including a Q&A session with Mark Fields, Executive Vice President and President, The Americas for Ford Motor Company, Joe Vitale, Global Automotive Sector Leader for Deloitte, and Phil LeBeau, Automotive and Airline industry reporter for CNBC. Voorhees believes that this gives MBA students a chance to not only provide insight to Deloitte Consulting, but also to impact the future of the automotive industry and Michigan’s economy through application of their survey results.

MSU alumnus Ron Goldsberry, an Automotive Consultant for Deloitte and former Vice President of Global Service Business Strategy for Ford Motor Company, has been involved with coaching the student teams. As Voorhees explains, “It’s a rare chance to have a seasoned automotive executive come back and work with students to help shape their presentations.”

For these MBA students, the project offers connections and experience beyond the classroom, preparing them for their future careers. “The project gives students a chance to contribute and connect with others in the industry and get real-world experience . . . it’s not an everyday opportunity,” says first-year Marketing MBA Shelley Szalay. “Any time you get an opportunity to get in front of industry executives and network, validate what you are doing in the classroom, and find out it has real-world value, it’s a worthwhile experience,” adds Chris Kirwin, also a first-year Marketing MBA.

Often, Voorhees and his students work with Deloitte Consulting to take the findings directly to the automotive industry, including past visits to Honda’s North American Headquarters, Chrysler, Ford, and General Motors where they have attended VP-level meetings. “These visits allow students to be the voice of Gen Y directly to the executives and provide great international and national exposure for the program alongside a world-class consulting team with Deloitte Consulting,” says Voorhees.

This is one of many projects at the Broad College where students are going out of the classroom to apply their learning, impacting more than their grades. For more information, including the actual survey results, please visit www.deloitte.com/us/geny or broad.msu.edu.

The study, by Pianpain Yang and Lei Tao, ranked 1,718 innovation management scholars using 1991-2010 data from peer-reviewed research journals, including two top innovation management journals (JPIM and IEEE Transactions on Engineering Management), five top management journals (Strategic Management Journal, Management Science, Administrative Science Quarterly, Academy of Management Review, and Academy of Management Journal) and two top marketing journals (Journal of Marketing and Journal of Marketing Research). Using these top 10 journals during the 20-year span noted, 1,229 innovation journals were included in the analysis based on their original contribution to innovation management research. Scholars were ranked by giving full credit to each author of an article, and a second adjusted ranking was done by weighting each author of an article (one divided by the number of authors in the article). Through this process, Calantone was ranked 2nd worldwide for 24 articles with an adjusted rank of 3rd with 8.75 articles.

This is also the first study to rank 625 universities for their current faculty research capabilities in this field. The university ranking was determined by tallying the publication records of current faculty at each university. Universities were then split into first tier (50th and above) and second tier rankings. Using the number of current faculty research publications in the top 10 journals, MSU placed 3rd (first in the Big 10) with 51 articles, with an adjusted ranking of 1st for 44.44 articles. The article credits MSU’s “excellent job in retaining top management faculty” as the reason for its success.

For the full article, visit: www.onlinelibrary.wiley.com.

Recently Dr. Hult co-edited the 40th Anniversary Issue of the Journal of the Academy of Marketing Science with O.C. Ferrell, Vice President of Publications for the Academy of Marketing Science. Customarily for these anniversary editions, a lineup of very famous researchers is usually recruited for a special commemorative issue. However, this issue shows the extensive network and reach of the editorial team led by Dr. Hult. An assemblage of scholars collectively responsible for over 100 famous and enduring contributions to the marketing literature populates this issue, including authors who established the criteria for structural equations modeling, legends in marketing management, societal aspects of marketing and branding experts, as well as a deep review by a Nobel award winner in economics.

Roger Calantone, MSU marketing department chair, commented that “not only will this anniversary issue commemorate the 40 years of increasing influence of the Journal, but in itself, the special issue breaks new ground in the many areas it touches.”

With the first issue of 2012, the Academy of Marketing Science begins its 40th year of publishing JAMS (now together with Springer). Owned by AMS, which started in 1971, JAMS was conceptualized in 1972 and began publishing its first volume in 1973. As Robert Peterson, the fifth editor of JAMS, commented two decades ago in an earlier anniversary issue of JAMS, 40 years is, “by any reasonable standard, a long time.” His remarks were of course tied to the 20th anniversary, but the 40th anniversary simply crystalizes the importance of the Journal and the sustained influence it has in the field of marketing.

Let us all congratulate Tomas and his staff for providing such a fitting commemoration of the Journal and recognize the thought leadership of Tomas Hult and the four JAMS editorial board members from the MSU marketing department.

The full table of contents for the JAMS 40th Anniversary Issue can be found at http://www.springerlink.com/content/j50047475t4h/.

A majority (59 percent) of Gen Y respondents surveyed prefer an “electrified vehicle” over any other type of car or truck. Moreover, Gen Y consumers heavily favor hybrid gasoline-electric vehicles (57 percent) over pure battery electric vehicles (2 percent) or vehicles with a traditional gasoline-only powertrain (37 percent).

The annual survey, now in its fourth year, canvassed 1,500 Gen Y, Gen X and baby boomer consumers in the United States, as well as 250 Gen Y consumers in China and 300 Gen Y consumers in Western Europe. The survey defines Gen Y consumers as those ranging in age from 19 to 31.

Deloitte conducted the survey in September and October 2011 with help from Clay Voorhees, assistant professor of marketing in MSU’s Broad College of Business.

Deloitte announced the preliminary results of the survey at its Shifting Gears conference today in Detroit. Full survey findings will be released in February.

Craig Giffi, vice chairman and automotive practice leader at Deloitte LLP, said Gen Y consumers may be the game changers in the United States, because, at nearly 80 million strong, they are one of the biggest automobile buying market segments and the largest consumer segment since the baby boomers. According to projections, 40 percent of vehicles sold in the next 10 years will be bought by Gen Y consumers.

From the study, Giffi found that Gen Y consumers are drawn to hybrids for several reasons. Most notably, fuel efficiency: 89 percent of Gen Y consumers are considering buying a vehicle that gets better mileage. This is especially true when gasoline prices rise above $2.75 per gallon – the median price Gen Y consumers see as ‘fair.’

“Gen Y consumers also view hybrid technology as proven and reliable,” says Giffi. “Almost six in 10 Gen Y respondents prefer a hybrid over any other type of vehicle.”

In addition, in-dash technology is the most important part of a vehicle’s interior for a majority (59 percent) of Gen Y respondents, with almost three-quarters (73 percent) seeking touchscreen interfaces. Gen Y consumers also rank smartphone applications as highly desirable in a new automobile (72 percent).

“Gen Y consumers prefer automobiles that are an extension of their social-media and digital lifestyles,” said Joe Vitale, global automotive sector leader, Deloitte Touche Tohmatsu Limited.

On average, Gen Y consumers are willing to spend more than $3,000 for hardware that delivers connectivity.

Story via MSU News.

Professor Richard Spreng will lead a study abroad program in China for Summer 2012. The program will be three weeks in China, with on-campus sessions in East Lansing during Spring semester, and we will visit four Chinese cities: Shanghai, Guilin/Yangshuo, Xian, and Beijing. Three of these cities are very important in the international and domestic business life of China, while in Guilin/Yangshuo students will be exposed to a different ethnic group and a more rural environment.

Activities will include visits to businesses, guest lectures by local faculty, community service (practice English with Chinese high school students), and historical and cultural excursions.

For more information see https://osa.isp.msu.edu/Programs/program/index/104681 or contact Dr. Richard Spreng (spreng@msu.edu).

Scholarship Opportunities for Study Abroad in China

Amway and Michigan State University are partnering to provide MSU students with the opportunity to study in China through the “Amway China 100,000 Strong Scholarship.” Each scholarship is $5,000.

A total of 15 scholarships will be awarded to MSU students, with 15 to be awarded to students of other accredited four and two-year West Michigan colleges: Grand Valley State University, Aquinas College, Calvin College, Cornerstone University, Davenport University, Kuyper College and Grand Rapids Community College.

For more information see http://studyabroad.isp.msu.edu/scholarships/china.htm.

Pendergast has been actively involved in supporting Michigan State University over the past several decades. The award is bestowed by the board for professional achievements, demonstrated leadership in the mission, values and vision of the university, the evolving theory and practice of marketing, and the support of student connections and the community of Spartans and their engagement.

He has worked for The Dow Chemical Company for the past 22 years and has actively recruited business students since 1995 through interviews, at Career Gallery events, and as a founding member of the Lear Career Center Advisory Council and board member.  He has also been a guest lecturer in MSU Marketing classes, presented at student organizational meetings and supported the Project Green Charitable Business Student initiatives.  Pendergast was also one of the founding members of the Broad College’s Marketing Leadership Advisory Board and initial chair of the Career and Professional Development Committee.  In furthering Spartan connections, he helped to re-establish the Midland County chapter of the MSU Alumni Association and served as fundraising chair in 2008/09.

Twenty-one schools from across the U.S. competed. University of Washington took second place, while Syracuse University finished third.

Thanks, coaches and team, for bringing the national championship back to MSU!

Competition details

Eligibility guidelines

Registration Form

Submit completed registration form to Broad.Busplan@gmail.com

Unite is a collaboration between the Marketing Alumni Board and the MSU Student Marketing Association to enhance career connections.

The program will provide opportunities to network with alumni and to hear presentations by two speakers, Rick Leffke and Kelly Olin. Rick is CEO of R.C. Leffke & Associates, Inc, a sales, customer retention and business development consulting firm in Dallas, TX. Kelly is the owner of Kelly Olin Coaching and Training, a career coaching, training and professional development services firm in Royal Oak, MI.

The Unite Event is open to all MSU students. There will be free bus transportation from the parking lot of Spartan Stadium at 5:30PM with a return to the same location at the end of the event. For more information and to register, http://spartanmarketers.com/

In addition, the Marketing Alumni Board will be presenting the winner of the first outstanding marketer award. The award recognizes an alumnus or honorary alumnus for their work in the field of marketing and their contribution to the MSU marketing program.