Black MBA - Spring 2008 - (Page 27)

ally, my goal is to get to census-based expressions of how people are using media. BT: Clearly it’s not, as you say, where the money goes. I’m one who’s out there saying, ‘Guys, diversity is wonderful.’ But just as EEO has come and gone, affirmative action has come and gone, and we’re continuously moving diversity. It’s going to soon be defined completely different. R M : Completely d i f ferent. Absolutely. BT: So right now, you’ve got to look at who’s going to make the greatest impact. This is the person that you should hire. How do we prepare ourselves for this? We need to develop a business strategy to get there. What I’m hearing is clearly, I can’t change this today, but let me build a foundation by which we can grow upon to eventually reach where we want to be, and by the time we get there, things may be very different. RM: Right. BT: What I’m feeling and hearing from the work that you’ve done here is that you’re not looking at today. You’re not even looking at tomorrow, but at the future. RM: This is one of my favorite points. What we’ve done – and maybe you can tell – is open-sourced this research. The way research works in our world is that you do proprietary research and then you go tell the press, ‘I’ve got something nobody else has,’ right? Then you try to peddle it and do whatever you do to it. Well, we’ve pre-released this into the marketplace. So other than rules that would make it inappropriate for me to share [this knowledge] with people who compete with my direct client list and short of managing competitive conflict, the marketplace is free to know about it, to use it and to access it. We want people to use it. We’ve created it as open-source so that it can become the industry standard. If you go back and look at how researcher innovations have been driven in this market, it tends not to be in an open source. This is another part of the commitment. The other thing – and now I’m getting dangerously close to talking inside baseball – but if you look at the evolut ion of how populations are targeted, when I started, only Nielsen kept household ratings. What’s important about this study is that it now begins to define cultural identity as a real segment, slice or segmenting tool. It is one of the first times true cultural identity has come into play, and individuals have taken what they believe about themselves on the inside and pushed it back out. So we’re even setting a standard there. I think you can see this [study] is multi-layered. It starts with a business case. I’m demanding that it affect our business. BT: Is there anything in this study for MBAs and entrepreneurs? RM: Of course. They may be able to see what types of products need to Join a Culture of Innovation and Diversity A New Career Awaits You NCB is dedicated to strengthening communities nationwide through the delivery of banking and financial services, complemented by a special focus on cooperative expansion and economic development. To accomplish this mission, NCB invests in and empowers employees. You are encouraged to take the initiative, color outside the lines, and see where your ambition can take you. Headquartered in Washington, DC, NCB has offices in Alaska, California, New York and Virginia. 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The Roche Intern Development Program provides highly qualified and motivated candidates with outstanding summer experiences that can lead to full-time positions with the Roche Leadership Development Program or other opportunities at Roche. ial Spir reneur ntrep E it Opportunities may be available in: • • • • • • • • • • • • • • Market Research/Analytics Licensing - Global Business Development Business Strategy and Planning Customer Planning & Contracting Interactive Marketing Marketing Management Finance Pharma Development Operations MBA with an emphasis in Healthcare / Pharmaceutical Management, General Management, Marketing, Finance, or Operations Business, Science, or Technical undergraduate degree preferred, but not required Demonstrated academic excellence Excellent leadership skills, strong analytical and strategic thinking skills Exceptional interpersonal and oral/written communication skills required Prior healthcare/pharmaceutical experience a plus but not required Three to five years work experience prior to business school is strongly preferred -Lif Work ce e Balan Qualifications: r se Wo Diver kforce Summer Activities: The Intern Development Program includes a series of lunch and learn sessions, teambuilding activities, mentoring, and networking and social events. Interactions with Associates in the Roche Leadership Development Program and with the leadership of Roche are an important component of the internship experience. We strongly value professional growth and consider individual developmental needs during assignments to facilitate a best possible match of Intern with opportunity. Interns are placed in strategic positions with considerable responsibility and opportunity to contribute. Contact Information: d Minde unity Comm Equal Opportunity Employer (EOE/AA) For consideration during our on-campus visit, please submit your resume and cover letter to your Career Management Center during the designated submittal period. For consideration, please visit our website at www.Rocheusa.com http://www.Rocheusa.com and submit your cover letter and resume to the job title Sr. Business Intern. The position description will be posted in Mid December. BlackMBA • Spring 2008 27 http://www.ncb.coop http://www.Roche.com

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Black MBA - Spring 2008 Passion, Purpose and Power Contents Web Browsing From the President & CEO Up Front Advertising for Change CEO to CEO: Straight Talk with Barbara L. Thomas and Renetta McCann The New Executive Search Wealth Building: A Head Start on Investing and Saving Young Continuing Education: Lifelong Learning is Easier than You Think Making Good: Catching up with some of NBMBAA’s 2007 Scholarship Winners On Campus: Universities Win Grants to Fight Poverty Public Service: Does Your MBA Fit in the Government Sector? Bridge Building: Make a Career of Giving Back Steady Speed: Kim Harris Jones Shares what Drives a Successful Auto Industry Career Financial Planning: A New Way to Work Your MBA Global Focus: Keeping up with the Competition Clock On the Move: Member News, Promotions and More Industry Focus: Biotechnology, Energy, Food & Beverage, Global Media and Entertainment Employer Profiles: Campbell Soup, FINRA Financial Finesse: Denise Hales Harrod and CompuCredit Advocate for the Financially Underserved Creating Lasting Change: GE Impacts Quality of Life in Africa William W. Wells Jr.: Finding Strength in Diversity Leaders of Tomorrow® Community Service Program: NBMBAA® and Wal-Mart Partner to Reward Students Who Give Back Reaching Out: NBMBAA® Chapters Give Back to Their Local Communities How To… Buy a Franchise: Understanding the Basics of Acquiring a Franchise After the Gridiron: Keith Sims – Dunkin’ Donuts Franchise Confidential: Paul Hubbard – Papa John’s pizza Strength Through Adversity: Bob and Hortense Bobbitt – McDonald’s On the Ground Floor: Valerie Daniels-Carter – Pizza Hut, Burger King, Auntie Anne’s Use Your Superstar Status: Black Entrepreneurs Break into Japanese Economy Marketing Maven: Odyssey Media Entrepreneur Linda Spradley Dunn Staying the Course: Black Marathoners Share Lessons from the Race Relationship Forum: Soul-Mate Strategies for the Career-Minded Vacations that Matter: Travel to Make a Difference Advertisers Index

Black MBA - Spring 2008

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