Inside Dartmouth Tuck's First-Year Project

What You Need To Know About The Newest Frontier Of Brand Storytelling

News from Northwestern University’s Kellogg School of Management

“With consumers facing a barrage of branded content, today’s marketers know that in order to cut through the noise, messages have to be relevant and timely. They are also discovering that, if done right, digital media storytelling has incredible power to create conversations between brands and consumers.

“In the following excerpt from his chapter ‘Digital Brand Storytelling’ in Kellogg on Branding in a Hyper-Connected World, Mohan Sawhney, a clinical professor of marketing at Kellogg, explains the importance of ‘transmedia storytelling’ to the future of brand narratives.”

Five E’s Of Effective Leadership

News from London Business School

“Paul Dupuis’s fascination with leadership started as a child growing up in Canada. Serving as president of the high school student council taught him the ‘hard knocks of leadership,’ and as a keen ice-hockey player, he spent time both as a team captain and as a team member – so, in his own words, he ‘learnt about following as well as leading.’

“In adult life, Dupuis’s interests led him to work in management consulting and recruitment. His philosophy in life is ‘always choose the biggest mountain’ – an approach that has stood him in good stead through a number of challenging leadership roles in Japan, Hong Kong and Singapore. In 2013, he took on the role of managing director of the recruitment and staffing firm Randstad in Japan, where his mission was to lead the globalisation and aggressive growth of a domestic firm that the company had acquired there.”

Courtesy of Stanford Libraries Department of Special Collections & University Archives

James E. Howell, Economist Who Re-Envisioned B-School Curricula, Dies At 91

News from Stanford University Graduate School of Business

“James E. Howell, a noted economist and formerly the longest-serving faculty member of the Graduate School of Business (GSB), died on March 29 at his home in Palo Alto. He was 91.

“Howell, the Theodore J. Kreps professor emeritus of economics, began his tenure 60 years ago. He previously directed the GSB Executive Education Program, served as a GSB associate dean and won the inaugural Robert T. Davis award in 1966.”

The College of Veterinary Medicine launched the new Center for Veterinary Business and Entrepreneurship this month. Courtesy of Cornell University

New Center For Veterinary Business And Entrepreneurship Merges Healthcare And Management

News from Cornell University’s SC Johnson College of Business

“The College of Veterinary Medicine launched on Saturday the new Center for Veterinary Business and Entrepreneurship, hoping to take veterinary medicine in a new direction that emphasizes the business aspects in addition to healthcare delivery, according to Dean Lorin D. Warnick Ph.D. ’94.

“The center, in partnership with the SC Johnson College of Business, is the first center of business and entrepreneurship established at any veterinary school in the United States, according to Prof. Robert Karpman, business. Its programming will focus on four pillars: education, economics research, entrepreneurship and intrapreneurship.”

A student watches “The Bachelor” on his laptop April 8 in his apartment. “The Bachelor,” an American dating and relationship reality television series, debuted in 2002. JUNHUI WU

New Study By Kelley Prof Says People Who Live-Tweet Pay Closer Attention To Shows

News from Indiana University’s Kelley School of Business

“A new study co-authored by a Kelley School of Business professor suggests making social media updates about lives TV shows does more than annoy friends who aren’t interested.

“When viewers post live updates about shows like ‘The Bachelor’ or the NCAA Men’s Basketball Championship, they are more likely to be committed to watching, according to a new study titled ‘Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?’

“The study, published online in March, was co-authored by business school professor Beth Fossen and Emory University professor David Schweidel.”

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