research smith - robert h. smith school of business · into a new company called qwikster,...
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2 MarketingBundling content
for better sales
4 HealthcarePatient welfare vs. profit
6 Emerging MarketsThe effect of corruption
on innovation
VOL
12NO
2FALL 2011
Research@Smith
Special RepoRt: SOciaL MEdia
Research@Smith summarizes research conducted by
the faculty of the Robert H. Smith School of Business
at the University of Maryland.
dEaN
G. anandalingam
aSSOciaTE dEaN OF FacULTY & RESEaRcH
Michael Ball
EdiTOR
Rebecca Winner
cONTRiBUTiNG WRiTERS
carrie Handwerker
PHOTOGRaPHY
Tony Richards
dESiGN
Lori Newman
Research@Smith is published two times a year
by the Robert H. Smith School of Business,
University of Maryland; 3570 Van Munching Hall,
college Park, Md 20742. www.rhsmith.umd.edu
We’d like to put Research@Smith directly into the
hands of academics, executives, policymakers, and
others who are interested in learning about the latest
research conducted by Smith School faculty. To
request a copy of this publication or make an address
correction, contact Rebecca Winner via e-mail,
editor@rhsmith.umd.edu, or phone, 301.405.9465.
Learn more about Smith research:
www.rhsmith.umd.edu/smithresearch
used to think Twitter was a fad that was going to
pass, despite the constant feedback about its utility
that i was receiving from Smith students. i couldn’t
imagine why anyone would want another piece of
“keep in touch” technology. Eventually, though,
i was convinced to start my own Twitter account
(@deananand, if you’re interested). i have to admit, it
is proving to be a great way for me to stay in contact
with students, alumni and friends of the Smith School.
count me as another reluctant convert to the world of
microblogging, and another member of the vast
online community.
Social media now dominates our lives in ways we
couldn’t imagine a decade ago. We’re not just tethered
to email any longer. How many of us check our Facebook
or Linkedin accounts several times a day? My faculty
colleagues at the Smith School are trying to tease out
the challenges and pitfalls of social media, which
represents both a fascinating window into the public
hive mind and an enormous—if sometimes difficult to
collect—treasure trove of data about almost every
aspect of consumer behavior.
in this issue of Research@Smith you’ll get a glimpse
of the many different research projects and papers
underway at the Smith School dealing with social media.
Most are cross-functional, with faculty from several
different departments working together on projects that
span social listening and monitoring, network structures
and connections, and strategies to use these tools
effectively. i hope you’ll find our results useful, and you’ll
continue to follow us as we develop best practices for
the digital world.
G. “anand” anandalingam
dean, Robert H. Smith School of Business
University of Maryland
I
dean’scolumn
VOL
12NO
2Research@Smith
corruption and innovation page 2
Research by Vojislav Maksimovic
innovative firms are more victimized than other firms in emerging economies.
Multi-Format Digital content page 4
Research by P.K. Kannan and Amna Kirmani
consumers are willing to buy multiple formats of content when they can
count on consistent quality and use the formats in different ways.
profit-Driven patient Discharge practices page 6
Research by Bruce Golden
Surgeons discharge patients to ensure their future surgeries
will not be cancelled for a lack of recovery beds.
Special Report: Social Media Research at Smith page 8
Social Media Research RoundupSocial Media in GovernmentSocial Media in HealthcareNew Faculty Hires page 11
executive profile: Hart Rossman, Vice president and chief technology officer of cybersecurity Services and Solutions for Saic page 12
Research@SmithVOL
12NO
2FALL 2011
2 FaLL 2011 : VOLUME 12 : NUMBER 2
merging economies need to encourage
investment and innovation to create economic
growth and raise the standard of living for their
citizens. Unfortunately, government corruption can
hold innovation hostage. it is not uncommon for
firms to be extorted to pay bribes for routine services
such as getting their utilities connected or their phone
service turned on, or to apply for government permits
or licenses to upgrade their physical plant, open a
new store, import a new category of goods or register
a new trademark.
innovative firms are the victims of corruption
more often than other firms, according to a study
by Vojislav Maksimovic, dean’s chair Professor of
Finance, and co-authors Meghana ayyagari, Phd ’04,
and asli demirguc-Kunt of the World Bank.
Maksimovic and his co-authors used data from the
World Bank investment climate Surveys, sampling
more than 25,000 firms, 80 percent of which were
small and medium enterprises, in 57 countries. The
surveys provided information on firms’ innovation
projects, bribe payments, tax evasion, their perception
of government, and their sources of financing. about
23 percent of the firms in the sample both paid bribes
and under-reported their revenue for tax purposes,
14 percent only paid bribes, and another 23 percent
only under-report revenue. Smaller and younger firms
reported paying a larger percentage of their sales as
bribe payments. individual or family-owned firms paid
higher bribes than firms owned by a corporation,
bank, investment fund, managers/employees of the
firm, or the state.
corruption seems to act as a tax on innovation, says
Maksimovic. controlling for other variables, the
authors found that innovators had to pay more bribes
than non-innovators. and unfortunately those bribes
don’t seem to result in any better services than those
given to firms that don’t pay bribes. “They would still
spend a lot of time talking to government officials,
and they complained about getting their phones set
up or electricity set up,” says Maksimovic.
Firms that pay bribes also tend to under-report their
revenues more often—in effect retaliating against the
government for the income lost to bribe payments,
resulting in a loss of tax revenue for the country. But
innovative firms tend to be victims overall, the study
found—they both pay bribes and pay their taxes.
There are several steps that governments of emerging
economies can take to encourage rather than hamper
innovation. The more permits and restrictions there
are in general, the more corruption occurs, the
authors found, because more people have to approve
the work the firm is doing. Simplifying the regulatory
environment so that fewer people are involved can
cut down on opportunities for bribery to occur.
corruption and
innovation innovative firms are more victimized than other firms in emerging economies.
E
Financial sector reform also has an important role
to play in curbing corruption and tax evasion. Firms
that get bank financing for their new investments
and working capital are less likely to evade taxes,
and more likely to pay bribes. Firms that use informal
financing from family, friends or the local strongman
are more likely to evade both taxes and bribes.
So formal financing systems, in concert with better
regulations, could create an environment that cuts
down on extortion and is thus more conducive
to innovation.
it is often difficult to get published data about private
firms in nations with developing economies. By
partnering with the World Bank, Maksimovic had
access to data far in advance of when public records
would become available.
“Most of the research done by finance professors
used to be very U.S.-centric,” says Maksimovic,
“because that’s where the data is. But we’re finding
that more of our students now come from developing
countries, and more students are working with
companies outside the U.S. So it is important that
they understand the differences between how things
work in the U.S. and how they work elsewhere.”
“corruption and Finance: are innovative Firms Victims
or Perpetrators?” was published by the World Bank.
This research was funded in part by a grant from the
National Science Foundation. For more information,
contact vmax@rhsmith.umd.edu.
RESEARCH@SMITH 3
Simplifying the regulatory environment so that
fewer people are involved can cut down on
opportunities for bribery to occur.
Research by Vojislav Maksimovic
4 FaLL 2011 : VOLUME 12 : NUMBER 2
hen Netflix announced a corporate
restructure in September to separate its digital movie
streaming service and spin its mail-order dVd service
into a new company called Qwikster, consumers
were confused and outraged, stock-holders were
bailing, and Smith School marketing professors
P.K. Kannan and amna Kirmani were shaking their
heads. The Netflix split contradicts new research
from Kannan and Kirmani that finds consumers are
ready and willing to pay for multiple formats of the
same content. it all comes down to how the content
providers package and present it.
The key is for companies to offer consumers formats
that are equal in quality, but useful for different
reasons. This is a big shift in thinking—Kannan
and Kirmani say the content should be the focus.
For years, content producers have been focused
on targeting different groups of consumers. The
assumption has been that certain people prefer
specific formats of content—for example, some Wall
Street Journal readers want their news on their iPads
while others prefer that familiar touch and smell of
newsprint to thumb through with their morning
coffee. But those profiles easily describe the same
person who wants their content at the breakfast table
and on the go online. and that consumer is willing to
pay for both.
Kannan and Kirmani worked with Nevena Koukova,
a Smith Phd alumna now at Lehigh University, to
conduct three studies to determine what factors
could entice consumers to purchase more than
one format of content. in the first, they surveyed a
book publisher’s actual customers to measure how
they rated the quality of print and PdF versions of
the same book and whether they saw the two as
substitutes or complements to be used in different
situations. in study two, the team looked at purchase
behavior—whether consumers were likely to buy
either the digital or hard-copy products, or spring
for the bundle of both products. For study three,
the researchers designed a lab experiment with
a questionnaire to test when consumers would
purchase a bundle of dVd and online streaming
services rather than either a dVd alone or online
streaming alone.
in all three studies, the researchers found that when
consumers deemed the two formats of equal quality
and could see unique uses for each format, they
wanted to buy both formats.
Kannan likens the findings to shoe-shopping, where
many consumers wouldn’t hesitate to buy the same
pumps or loafers in both black and brown, simply
because each would match better with different
Multi-format digital
contentconsumers are willing to buy multiple formats of content when they can count on consistent quality and use the formats in different ways.
W
RESEARCH@SMITH 5
outfits. Marketers need to get consumers thinking
about the ways they can use each version of the
same product.
“The key is that the formats have to be of equal
quality on attributes a consumer cares about,” said
Kirmani. “When a consumer thinks two versions
are equal on attributes they consider important—
whether equally high quality or equally low quality
—those attributes essentially cancel each other out.
if you can get people to think about the unique
occasions in which they would use one version or the
other, then their perceived value of the bundle goes
up. That’s the trick here—make them think about
the different ways they could use each version to
get people to buy both.”
That’s why Kannan and Kirmani lamented the Netflix
decision to separate its content streams—they
contend the company should have revisited the way
they were bundling their products instead.
“Multi-Format digital Products: How design
attributes interact with Usage Situations
to determine choice,” is forthcoming in the
Journal of Marketing Research. For more
information, contact pkannan@rhsmith.umd.edu
or akirmani@rhsmith.umd.edu.
Marketers need to get consumers thinking
about the ways they can use each version of the
same product.
Research by amna Kirmaniand P.K. Kannan
(right)
urgeons have a great deal of freedom in when
they schedule surgeries, and they are also in charge
of releasing their patients. as post-operative recovery
beds fill up and there is less space available, do
surgeons release patients earlier than they otherwise
would in order to empty those beds? They do,
according to a study by Bruce Golden, France-Merrick
chair in Management Science, and his Phd student
david anderson.
a large mid-atlantic hospital center provided surgical
discharge data for more than 7,800 patients from the
2007 fiscal year who stayed overnight in the hospital,
for a total of about 35,500 overnight stays. Golden
and anderson had access to information about
patient age, surgical severity level, date and time of
surgery, and the dates when the patient was admitted
to recovery and subsequently discharged.
Statistical analysis of the data showed that when more
recovery beds were full, more patients were released
from the hospital, even when controlling for factors
like day of the week, staffing levels and surgical
volume. The results suggest that surgeons discharge
patients to ensure that their future surgeries will not
be cancelled for a lack of recovery beds.
“it could be that the doctors think If the hospital isn’t
full, I’ll keep my patient another day, it doesn’t hurt
anything,” said Golden. “Based on just this data,
we can’t say for certain whether doctors are just
keeping patients longer when the hospital is empty,
or whether they are releasing more patients when the
hospital is full.”
But further research is leading Golden and anderson
to suspect that at some level a profit-driven motive
is at work. Surgeons are paid for each operation
they perform. Hospitals also generate revenue
when surgeons perform surgery. if the hospital does
not have staffed beds available for post-operative
recovery, surgeons can’t operate, and both the
surgeon and the hospital lose income.
Releasing patients in order to empty recovery beds
may be good business, but it is also a potential public
health concern if it negatively impacts patient health.
in a second paper based on this research, Golden
and anderson tracked patients who were released
when recovery beds were near-full. They found that
a significant number of those patients returned to
the hospital within three days, suggesting that their
recovery was incomplete when they were released.
“it’s in everyone’s interest to do surgery. But it is also
in everyone’s interest to make sure that patients are
completely recovered before they return home,”
says Golden.
Hospital administrators must work with surgeons to
manage this complex logistics problem in a way that
brings a net benefit to patients, surgeons and the
Profit-drivenpatient discharge
practices S
Surgeons discharge patients to ensure that their surgeries will not be cancelled for a lack of recovery beds.
6 FaLL 2011 : VOLUME 12 : NUMBER 2
RESEARCH@SMITH 7
hospital itself. This might be as simple as instituting a
checklist when the hospital is full, says Golden.
“When the hospital is full, surgeons could go through
the checklist before discharging the patient. They
know better than we do what questions should be
asked—questions that would force the surgeon
to think about whether they were discharging the
patient for the right reason.”
careful attention to the scheduling of surgeries might
help better manage bed occupancy. increasing the
flexibility of where patients go post-surgery—
allowing patients to be placed in beds in other units
with empty beds, for example—could also lesson
early discharges.
This study may be eye-opening for policymakers,
who are increasingly concerned with issues related to
the cost and quality of healthcare. Keeping surgical
patients in recovery longer will increase costs, but
discharging patients who then quickly return to the
hospital also raises costs, as well as decreases the
quality of care.
Hospitals may also find the study helpful as a
springboard to re-examining their practices in regard
to patient releases. Hospital administrators may have
had a sense that patients were being released early,
but there is a difference between believing something
and then seeing statistical evidence of the fact based
on a large dataset at a major hospital, Golden says.
So the authors have sent this research to chief medical
officers at hospitals around the country, to draw their
attention to the issue.
“Examining the discharge practices of surgeons
at a large medical center” was published in the
journal Health Care Management Science. For more
information, contact bgolden@rhsmith.umd.edu.
Hospital administrators must work with
surgeons to manage this complex logistics
problem in a way that brings a net benefit to
patients, surgeons and the hospital itself.
Research by Bruce Golden
When a video of unhygienic behavior by a
domino’s Pizza employee went viral on Youtube
and came to the attention of bloggers nationwide,
company management turned to Twitter to address
the issue and ease its customers’ food safety concerns.
The episode was a graphic (revoltingly graphic!)
depiction of the way online communities and the
content they create have the power to boost a
company’s sales and reputation, or sink it for good.
Social media is ubiquitous, and companies are eager
to take advantage of social networks (and also to
avoid brand-killing online missteps). Smith School
faculty have a robust research agenda encompassing
a wide variety of issues related to the challenges and
opportunities inherent in the Web 2.0.
StRateGy
Some faculty research reveals better strategies for
reaching the right customers. One recent study
showed that if you’re conducting an online viral
marketing campaign, you don’t necessarily want to
reach out to the person who has the most friends on
his or her social media platform. it turns out that just
having a lot of friends doesn’t translate into having
a lot of influence. instead, companies should be
targeting people who have the most varied interests,
because their networks extend into more groups—
and results in a wider reach of potential customers.
Social tagging is also a hot research topic. Recent
studies are examining the ways that social tags
provide informational value about brand equity and
stock returns, how social tags on amazon can be used
to forecast demand for books and customize pricing
strategies for different genres, and the way social tags
reveal information about customer sentiment
on Twitter.
liSteNiNG
Other Smith research is helping to make sense of how
user-generated content affects a company’s brand
and sales. it’s important to know what people are
saying about your company or product online, but
you can’t take comments or reviews at face value. a
recent study showed that people who are very active
online—those who consider themselves “experts”—
tend to be more negative, and their activity may
scare off less active customers with more positive
opinions. a company’s social media strategy should
seek to engage these “mass market moderates,”
and companies evaluating online product reviews or
opinion sites need to account for the disproportionate
volume of highly negative voices. But the self-
avowed “experts” can bring you important positive
word-of-mouth too, a different study found—if they
are satisfied with your company or product, and if
giving a positive review lets them show off their own
knowledge and expertise.
Social media research at Smith
8 FaLL 2011 : VOLUME 12 : NUMBER 2
RESEARCH@SMITH 9
NetwoRk StRuctuReS aND coNNectioNS
corporations need to monitor online conversations
and actively engage people in a positive way.
But which community members are worth watching?
Quantitative models can be an important tool for
better decision making. Smith faculty developed
a model that identifies influential users in a social
network—those who influence the site activity of
others—to help advertisers more effectively target
their online marketing. another model helps track
the way influential users promote products, to help
companies better structure their rewards for viral
promotion. One professor developed a model that
even helps companies identify and take advantage of
the influence social networks will have on purchasers
while they are still in the design stage for the product.
The Web also offers a treasure trove of information
that companies can exploit to better understand
their customers, and to more effectively monitor their
brands. Smith faculty are working on studies that
show managers how to use social media for faster,
more immediate and more data-rich brand mapping.
content-creators like bloggers are of interest to
managers. How can companies leverage these
influencers and their networks? Smith faculty are
examining both the network and the content of blogs
to better help companies monitor
information diffusion in the context of brand
monitoring and predict which author blog channels
are worth watching.
and some of the school’s research is just plain
cool. Smith faculty are studying what social media
strategies are effective in helping rock bands grow
their audience base, how Twitter can be used to
predict where an album will debut on the
Billboard Top 200, and even how social tags can
help predict stock market returns. Stay tuned to
Smith for more results!
Turn the page for a list of current working papers
addressing social media issues. contact Smith faculty
members directly for more information about a
particular study.
10 FaLL 2011 : VOLUME 12 : NUMBER 2
Look for more big-impact
research from Smith
faculty in the area of social
media. The following
working papers are
available on SSRN.
Contact individual
faculty members for
more information
about their specific
area of study.
Working Papers
are You a Viral Star?
conceptualizing and
Modeling inter Media Virality.
Michael trusov, assistant professor
of marketing; amit Joshi
Building the B[r]and: Using Social Media
to drive customer Engagement and
Sales. yogesh Joshi assistant professor
of marketing; william Rand, assistant
professor of marketing and research
director of the center for complexity in
Business; louiqa Raschid, professor
of information systems
comparing Social Tags to Microblogs.
william Rand, Victoria Lai (University
of Maryland undergraduate student);
christopher Rajashekar, MBa’ 11
cross-country Heterogeneity of attribute
Effects in Online Product Reviews—
Empirical Evidence and implications.
Michael trusov; Reinhold decker
differential adaptive diffusion:
Understanding diversity and Learning
Whom to Trust in Viral Marketing.
william Rand, Lise Getoor,
Hossam Sharara
a dynamic competitive analysis of
content Production and Link Formation
of internet content developers. liye Ma,
assistant professor of marketing
Evolving Viral Marketing Strategies.
william Rand; Forrest Stonedahl;
Uri Wilensky
Future Link Prediction in the Blogosphere
for Recommendation. william Rand;
louiqa Raschid; Shanchan Wu
(doctoral student)
Homophily or influence? an Empirical
analysis of Purchase within a Social
Network. liye Ma; Ramayya Krishnan;
alan Montgomery
The informational Value of Social Tags
in Predicting Stock Market Returns.
Hyoryung Nam; p.k. kannan,
Ralph J. Tyser Professor of Marketing
and marketing department chair
Judging Borrowers by the company
They Keep: Social Networks and adverse
Selection in Online Peer-to-Peer Lending.
Mingfeng Lin, (doctoral student),
Nagpurnanand R. prabhala, associate
professor of finance, Siva Viswanathan,
associate professor of information systems
and co-director of diGiTS
Listening in on Online conversations:
Measuring Brand Sentiment with
Social Media. david Schweidel,
wendy Moe, associate
professor of marketing,
chris Boudreaux
Mapping Products on
Social Tagging Networks:
insights for demand
Forecast and Pricing
Strategy. Hyoryung
Nam (doctoral student),
william Rand,
p.k. kannan
Measuring the Value of
Social dynamics in Online Product
Rating Forums. wendy Moe,
Michael trusov.
Online Product Opinion: incidence,
Evaluation and Evolution. wendy Moe,
david Schweidel
Predicting author Blog channels with
High Value Future Posts for Monitoring.
william Rand; louiqa Raschid;
Shanchan Wu (doctoral student);
Tamer Elsayed
Prediction with Twitter: The Billboard
Top 200. yogesh Joshi; derek Monner
(doctoral student); william Rand
Recommendations in Social Media for
Brand Monitoring. william Rand;
louiqa Raschid; Shanchan Wu
Sequential and Temporal dynamics of
Online Opinion. David Godes, associate
professor of marketing; Jose Silva
Signaling Success: Strategically-Positive
Word of Mouth. David Godes;
andrea Wojnicki
Social Tag Maps: a New Methodology
for Building Brand associative Networks.
Hyoryung Nam; yogesh Joshi;
p.k. kannan; william Rand
Social MeDia
ReSeaRcH RouNDup
RESEARCH@SMITH 11
Social Media in Government
p.k. kannan, Ralph J. Tyser Professor
of Marketing and director of the
center for Excellence in Service, and
ai-Mei chang, professor of systems
management at UMUc, are studying
how the web affects interactions between
government agencies and the public.
They found that government agencies
should be proactive instead of reactive,
engaging their constituents on social
networking sites and other online
communities instead of waiting for
community members to reach out to
individual agencies for information
and/or assistance.
This new style of communication would
allow governments to gather feedback
from users, including criticisms on services
they offer, website design and content
distribution. a government using Web
2.0 technology can build trust and loyalty
among citizens who see different agencies
reaching out to the public in social forums.
interactions will become less formal than
before and as a result content must be
delivered in a less formal manner, allowing
users to sift though and easily find the
information they need to proceed.
Leveraging Web 2.0 in Government
is a research report published by
the iBM center for the Business of
Government and is available online at
www.businessofgovernment.org/report/
leveraging-web-20-government.
For more information, e-mail
P.K. Kannan at
pkannan@rhsmith.umd.edu.
Social Media and Healthcare
The Smith School’s center for Health
information and decision Systems (cHidS)
has several ongoing projects exploring the
challenges involved with integrating social
media into healthcare.
One recent study found that physician-
rating websites are not particularly reliable
sources of information about practitioner
quality. That’s because patients posting
opinions about their doctors online
are a lot more likely to talk about their
bad experiences and are more prone to
exaggerate their opinions. So a website
might help you weed out the truly awful
practitioners, but it’s not likely to help
you find a great one. Researchers also
pointed out a “sound of silence” effect for
many patients who don’t choose to post
anything at all about their quality of care.
cHidS is also looking at the role of online
communities in bridging the rural-urban
health divide. can social networks help
increase health literacy and better connect
geographically isolated patients with
medical information?
The center is also working with careFirst
Bluecross BlueShield, the largest health
care insurer in Maryland, to understand
the current state of social media uses and
adoption and provide recommendations
on the optimal way to incorporate social
media at careFirst.
For more information about
this research, contact
ragarwal@rhsmith.umd.edu.
New Faculty HiReS FoR 2011-2012The Smith School is happy to
welcome the following new professors
to the school:
accouNtiNG aND iNFoRMatioN aSSuRaNce
Hanna Lee
derek Johnson
DeciSioNS, opeRatioNS aND iNFoRMatioN tecHNoloGieS
Tunay Tunca
inbal Yahav
ilya O. Ryzhov
Pamela armstrong
ilchul Yoon
Rui Zhao
FiNaNce
Yajun Wang
Laurent Fresard
Rich Mathews
Karen Hallows
loGiSticS, BuSiNeSS aND puBlic policy
Stephanie Eckerd
Bennet Zelner
MaNaGeMeNt aND oRGaNizatioN
Waverly ding
Protiti dastidar
MaRketiNG
Liye Ma
Wel
co
me
Some people’s career paths advance
in a straight line. Hart Rossman,
Vice President and chief Technology
Officer of cybersecurity Services and
Solutions for Science applications
international corporation (Saic), has
a career that seems to be growing in
ever-widening circles.
Rossman is a local boy. He grew
up in columbia, Md., and was
part of the very first college Park
Scholars program at the University of
Maryland, graduating with a degree
in communication. While in college
he took an internship at Saic, a
FORTUNE 500 scientific, engineering,
and technology applications company,
and has been there ever since, helping
the company translate its “exquisite”
technology into mission-oriented
solutions.
Rossman started with the company
as a software developer for distance
learning. But the guys down the hall
were doing “cybersecurity stuff, which
sounded very cloak-and-dagger,” says
Rossman, and he quickly joined their
group. Rossman and the cybersecurity
industry grew up together. Today his
responsibilities encompass everything
from hard-core systems engineering
to governance risk and compliance.
“i have a real hunger for knowledge,”
says Rossman. “i thought i’d be doing
this job for a few years and then grow
out of it. But every organization has
a security or privacy requirement, so
i’ve gotten to work across all kinds of
industries from the U.S. government
to finance to energy to health care. it
has been a really amazing opportunity.
i’ve gained insight that’s applicable
across verticals.”
With all that industry-specific
knowledge under his belt, Rossman
began looking for an MBa program
to develop his business skills. But
he knew he didn’t want a narrowly
focused MBa—he wanted something
with a broader perspective: “a little
worldly, a little larger.” When he was
invited to apply for Saic’s custom
MBa program with the Smith School,
he got the perspective he was looking
for in a program tailored for his
company’s particular needs.
during his time in the program, that
perspective was broadened further
than he had imagined. “i got to
thinking about problems across the
supply chain—that’s the biggest
system i can think of to apply security
to. how do you do global supply chain
risk management?” Rossman
asked himself.
So now Rossman is taking on another
growing industry—the security of the
cyber supply chain. He has partnered
with Smith faculty Thomas corsi,
Michelle E. Smith Professor of
Logistics, and Sandor Boyson, research
professor, co-directors of the
center for Supply chain Research, to
explore issues related to cyber supply
chain assurance. He is now a senior
research fellow with the center, the
author of white papers and co-author
of a new book, “X-ScM: The New
Science of Extreme Supply chain
Management.”
For more information about the
Smith School’s custom programs,
contact Greg Hanifee, assistant
dean of executive programs,
ghanifee@rhsmith.umd.edu.
12 FaLL 2011 : VOLUME 12 : NUMBER 2
EXEcUTiVE PROFiLE:
Hart Rossman
UNiVERSiTY OF MaRYLaNd
The University of Maryland, college Park, is one of the nation’s top 20 public research universities. in 2007,
the University of Maryland received approximately $407 million in sponsored research and outreach activities.
The university is located on a 1,250-acre suburban campus, eight miles outside Washington, d.c., and 35 miles
from Baltimore.
ROBERT H. SMiTH ScHOOL OF BUSiNESS
The Robert H. Smith School of Business is an internationally recognized leader in management education and
research. One of 12 colleges and schools at the University of Maryland, college Park, the Smith School offers
undergraduate, full-time and part-time MBa, executive MBa, MS, Phd, and executive education programs, as well
as outreach services to the corporate community. The school offers its degree, custom and certification programs
in learning locations in North america and asia. More information about the Robert H. Smith School of Business
can be found at www.rhsmith.umd.edu.
No Time to Read?
download this issue’s featured research articles in audio format directly to your iPod or
other mobile device, and listen to it at your convenience. These audio and video clips
can also be accessed via the Web. To subscribe to Smith Podcasts or learn more visit
www.rhsmith.umd.edu/podcast.
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iN THiS iSSUE
• Selling multi-format products
• Corruption’s effect on innovation
• Profits over patients
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