Partnerships Between Universities and Companies Seinajoki University November 2013

Outreach

Discussion Topics 1. My approach to the topic 2. Culture Counts 3. Getting Started 4. Implementation-Measures-Results-Revisions

Approach Looked at it as a business case Will use some examples from business alliances for illustration There are many similarities First Step….what is your brand??

Right Product Right Image Right Profit Structure Right Distribution The Business Approach to Brand Development 5 Quality Controls Business Model Revenue and Cost Management Well-trained Employees Motivated Partners Pricing Advertising, Promotion Public Relations & Reputation Meeting Needs Route to Market

Right Structure Right Companies Right Country & Industry Right Rate of Return The Business Approach to Partnerships Growth Potential Measurement VS Plan Shareholder Return Rates Second-step Investment Exchange of Best Practices Majority Minority, Combination Size, Brands Management Capabilities Internal Business Development Team

Discussion Topics 1. My approach to the topic 2. Culture Counts 3. Getting Started - Partnership Goals & Criteria 4. Implementation-Measures-Results-Revisions

Don’t Ignore Cultural Differences Whether the corporate partner is Across the street Across town Across the country, OR Across the ocean Recognizing cultural differences will help you with partnerships

Foreign Country Culture Cultural Role University & Company Partnership

Foreign Country Culture Your Country Culture University & Company Partnership Cultural Role

Foreign Educational Culture Foreign Country Culture Your Country Culture University & Company Partnership Cultural Role

Foreign Educational Culture Your Country Educational Culture Foreign Country Culture Your Country Culture University & Company Partnership Cultural Role

Foreign Educational Culture Your Country Educational Culture Foreign Country Culture Your Country Culture Local Company Culture Your Company Culture University & Company Partnership Foreign Company Culture Your University Culture Cultural Role

Foreign Educational Culture Your Educational Culture Foreign Country Culture Your Country Culture Local Company Culture Your Company Culture University & Company Partnership Foreign Company Culture Your University Culture Cultural Role

Discussion Topics 1. My approach to the topic 2. Culture Counts 3. Getting Started 4. Implementation-Measures-Results-Revisions

Getting Started 1. What is your Partnership Objective? 2. Define your Strategy 3. What are the criteria for partner selection? 4. Who is responsible at the University? 5. What is ideal Partnership Structure and what is second best?

Partnership Objectives University Objectives Faculty and Student development Research opportunities Expand enrollment Improve reputation and stature Generate Revenue or other financial benefits Corporate Objectives Supply of well trained talent Company Employee Development Community Involvement and reputation R&D support and special project teams

Partnership Strategy OUR ACADEMIC STRATEGY TODAY OUTCOMES IF NO CHANGE IN STRATEGY

Partnership Strategy OUR ACADEMIC STRATEGY TODAY PARTNER OPTIONS GLOBAL REGIONAL LOCAL OUTCOMES IF NO CHANGE IN STRATEGY

Partnership Strategy OUR ACADEMIC STRATEGY TODAY PARTNER OPTIONS GLOBAL REGIONAL LOCAL OUTCOMES IF NO CHANGE IN STRATEGY OUR NEW ACADEMIC STRATEGY OUTCOMES IF NEW STRATEGY SUCCEEDS

Getting Started 1. What is your Partnership Objective? 2. Define your Strategy 3. What are the criteria for partner selection? 4. Who is responsible at the University? 5. What is ideal Partnership Structure and what is second best?

Country Assessment - Beer Criteria Measured Industry volume & growth…overall potential Category volume & growth…brand potential Absolute $OP and $OP / unit…profit potential Per capita consumption & growth…appeal of product GDP per capita & growth…affordability demographic growth rates…key consumers Strategic Importance

Top 25 International Markets - Beer

Partner Selection Criteria University Criteria Existing Relationship Corporate Reputation Location Facilities Synergy – What they do – What we teach Committed Management Financial Resources Corporate Criteria Existing relationships University reputation Program flexibility and focus Community reputation Supply of talent Synergy. Our needs vs. their supply Committed Leadership and Faculty 24

Getting Started 1. What is your Partnership Objective? 2. Define your Strategy 3. What are the criteria for partner selection? 4. Who is responsible at the University? 5. What is ideal Partnership Structure and what is second best?

Responsibility - Partnership Team Multi-disciplinary functions but KEEP SIMPLE Manage knowledge from one partnership to the next Centralized contact point for interested external parties Responsible for internal coordination Responsible for the review and assessment

Business Structures REWARD RISK PROFILE Export Own & Operate Joint Ventures Licensing Greenfield Acquisition Merger Minority Equity Positions Regional Alliances Contract Produce/Own Distribution Relatively low financial risk/reward But harder to get focus for Brand Development

Academic Structures REWARD RISK PROFILE On Site lectures Degree Program Post Grad Placement Research & Projects Dedicated Degree Program Distance Learning

Academic Structures REWARD RISK PROFILE On Site lectures Degree Program Post Grad Placement Research & Projects Dedicated Degree Program Distance Learning BE SURE TO MAINTAIN YOUR FLEXIBILITY FOR MULTIPLE PARTNERSHIPS

Discussion Topics 1. My approach to the topic 2. Culture Counts 3. Getting Started - Partnership Goals & Criteria 4. Implementation-Measures-Results-Revisions

Implementation-Measures- Results-Revisions Implementation: Be able to execute multiple partnership efforts simultaneously Measures: Establish clear and measurable milestones Results: Publish for all stakeholders to see and give feedback Revisions: Make changes to improve as necessary

In Summary…..Partnership Requirements Engaged and committed advisory boards can open doors Champions within the university and corporate entity are necessary Commitment to implementing changes in curriculum which meet the needs of business leadership

Some Examples University of Missouri St. Louis and Express Scripts St Louis University and Boeing Fudan University and Anheuser-Busch and Emerson Hauzhong University of Science and Technology and Anheuser-Busch