UC

LATHE ANDERSON SCHOOL

Applied Management Research ProgramManagement Field Study

For over 35 years, teams of second-year Anderson MBA

students have conducted strategic research studies

through the Applied Management Research Program’s

Management Field Study.A two-quarter project, the field

study allows students to work with a broad range of

organizations—from nine-month-old companies with 10

employees to multibillion-dollar corporations. Highly

valued by business leaders, this innovative program brings

together executives and students to

• define and solve strategic problems

• enhance organizational competitiveness

• explore business opportunities

• improve organizational and managerial effectiveness

Each year, 70 teams of second-year MBA students work

with organizations for a 20-week joint learning experi-

ence. For the first four weeks, teams of three to five

MBA students explore their partner organization and its

current strategic issues.The team and partner then agree

on a focused area of critical research for the balance of

the project.The team, along with the faculty advisor and

partner, composes a structured project around a strategic

problem or opportunity confronting the organization.

At the end of the study, the team presents its recommen-

dations to key decision makers in the partnering organi-

zation, both in person and in a 25 to 40 page written

document.

Partners and their projects are chosen by the student

team after receiving approval from the program director.

Partnering organizations in this program have at least 10

employees, have been in business at least nine months,

employ experienced management and have full funding

through the term of the field study.

BENEFITS TO PARTNER

ORGANIZATIONS

• Partners receive both a written report and an

oral presentation responding to the chosen study

topic.These reports include a strategic analysis

of the company and its competitive environ-

ment, and an analysis of the problem under con-

sideration, including its probable cause, as well as

strategic options and recommendations for reso-

lution.

• Top-quality MBA students, with an average of

four years of industry experience, bring incom-

parable and diverse skills to the study.

• Internationally renowned Anderson School fac-

ulty members contribute valuable expertise in

their role as advisors to the team.

• Study teams leverage a broad range of manage-

ment information and research methods, includ-

ing UCLA’s vast computer and library database

resources, Internet access to market and product

comparisons, and online focus groups.

• Anderson study teams offer organizations inde-

pendent, third-party perspectives with fresh

objectivity, void of corporate biases toward

specific problem-solving methods.

• Partnerships create and enhance relationships

among students, faculty and other Anderson

programs.

THE ANDERSON SCHOOL

PARTNER COMMITMENT AND

INVOLVEMENT

The largest cost to the organization—and biggest payoff for all

parties—is in management’s time and attention. Each partner

must pay a $5,000 participation fee and any out-of-pocket

expenses. In addition, partners need to contribute executive and

staff time; supply needed information, financials and other

internal data; and possibly provide office space, communications

and computing facilities while the students are on site to meet

and work during the course of a project.

Time: The typical study lasts 20 academic weeks and requires a

minimum of 15 hours of executive involvement in at least

three key meetings:

• An initial meeting, during week one of the project. Each

team meets with the partner in the first week, along with the

faculty advisor, to become acquainted with the organization,

its industry, products, services and culture. Participating exec-

utives give an introduction to the company and discuss the

prevailing issues.This may be a two-hour meeting, depend-

ing on the agenda.

• A project proposal meeting, during weeks four to five.

The team presents a detailed letter of understanding that

summarizes the project focus, research plan, time schedule,

expenses, information needs and other resources needed to

complete the study.The meeting is a venue for the negotia-

tion of detailed parameters for the balance of the study. Both

parties then sign the letter.

• A final oral presentation, during week 20.The team deliv-

ers its findings and recommendations to key decision makers

at the partnering organization.This meeting provides the

parties with an opportunity for interactive discussion.

An additional 20 to 30 hours of executive and staff time is

needed to provide students with the information and feedback

necessary to complete their analyses, as well as formal and

informal brainstorming, as appropriate. Partner time is highly

important to the success of the studies, for both the company and the

students.

Willingness to Be Challenged: This is a key element to the study’s

success—the partner’s willingness to have the team question the

organization’s assumptions and consider new avenues of explo-

ration.

Data: Partners provide the student teams with pertinent exter-

nal and internal data related to the business and project focus,

including detailed financial information as requested. Strict

confidentiality is maintained under the program’s nondisclosure

policy. (See Confidentiality of Information on back page.)

Access to pertinent nonpublic information is crucial to a successful study

and a requirement to participate in the program.

Feedback: Feedback is an important part of this process, includ-

ing feedback between the team and the partner, as well as feed-

back between the partner and the program. Partners involve

high-level executives in regular meetings with the team in

order to provide ongoing feedback in a collaborative environ-

ment. During these exchanges, the partners evaluate the quality

of the study’s results and its progress according to stated objec-

tives. In addition to this periodic oral feedback, partners com-

plete a written evaluation at the study’s midpoint and again fol-

lowing the final presentation. During the course of the study,

partners have the option of attending a partner lunch to pro-

vide feedback on project progress and learn more about The

Anderson School.

Cost: As noted above, organizations pay a participation fee of

$5,000 and reimburse all pre-approved related data gathering

and reporting expenses.These costs usually vary from $500 to

$1,500. Costs for extensive marketing and international study

projects may run as high as $5,000 to $10,000.Teams will esti-

mate expenses as part of the letter of understanding.

UC

LATHE ANDERSON SCHOOL

PARTNER

ORGANIZATIONS

The Applied ManagementResearch Program’sManagement Field Study hasconducted over 2,400 studies forover 1,000 organizations, rang-ing from small, entrepreneurialbusinesses to large, multinationalcorporations. Partners during thepast decade included the follow-ing organizations:

Internet and New Media Big Fish CommunicationsBroadband SportsCarsdirect.comCharityFinders.comCooking.com*Cyan WorldsDisney Interactive eHobbies.comEverypath, Inc.Farmclub.comFuture KidsGeocitiesGlobal MediaGuidance, Inc.*Healtheon.comHollywood Online Home Education Network*i-mind education system, inc.Launch Media, Inc.LiveOffice.comMB Trading.comMGM InteractiveMp3.com Netcentives.comNetonomy, Inc.Nextdoor NetworksNetscape CommunicationsOnline Learning.netParamount Digital Partsamerica.comPeoplesupport.comQuokka.com*Radical Communications, Inc.Soundbreak.comStamps.com Walt Disney Internet GroupWebmethods Inc.Windowbox.com

Business ServicesAndersen ConsultingAviation Assurance, LLCBertelsmann Industry Services, Inc.Best Washington Uniform &

Linen SupplyBurson-Marsteller

Community PartnersDavis Research LLCDeloitte Consulting*Gensler ConsultingHeidrick & StrugglesKPMG Peat Marwick*Management Systems Consulting

Corporation*Meridith Baer & AssociatesPinkerton SecurityProtection OnePRTM ConsultingRazorfish, Inc.SCA ConsultingStellcom, Inc.

Consumer ProductsAmerican Sporting GoodsAthlete DirectBugle Boy IndustriesCalifornia Headwear*Chums, Ltd.*Easton, Inc.*Eastland Shoe Mfg. Corp.Emblem EnterprisesEV Global MotorsEV Rental CarsFord Motor Co.*Gregory Mountain ProductsGT BicyclesGuess?*JBL/Harmon Kardon*K-Swiss*Komarov Enterprises Inc.Leslie’s Swimming Pool SuppliesLincoln-Mercury*Lucky Brand DungareesMattel, Inc.*Meade Instruments Corp.MonopticsNike, Inc.Nissan North AmericaNorth FacePatagoniaPictionary Pro Band Sports Industries*Proctor & Gamble Company*Reebok InternationalSpeedoTaylor Made GolfToyota Motor Sales*VolkswagenVolvo Cars of North America

Entertainment/Communications American Film Marketing Assoc.AOL Time Warner*Autry Museum of Western HeritageBuena Vista International, Inc.Capitol Records, Inc.Galaxy Theaters, LLCChancellor MediaCinestar Digital Film Center*DirecTVDNA StudioDreamWorks SKG*

E! Networks*Echostar Communications Corp.Electronic ArtsEMI Music Fantastic Corporation, USAICMInternational Film GuarantorsInterscope Communications*Iwerks Entertainment*KMEX TVLandmark EntertainmentLucasarts Entertainment Co.Mandalay Entertainment*MGM*MTV*NATPENational Mobile TelevisionNBCNew Line CinemaNews Corp./Fox*Paramount Pictures* Playboy Enterprises*Polygram Entertainment*Rhino RecordsRunway, Inc.Rundell, Coursey & CompanySanta Monica Studios*Sony Pictures Entertainment*Soundeluxe EntertainmentTechnicolor*Tivo, Inc.Thomas Brothers MapsTribune/Times Mirror*Trimark PicturesTurner Broadcasting SystemsVillage Roadshow Corp.Vivendi Universal*Walt Disney Company* Williams Television

EnvironmentERM-West, Inc.Hughes Environmental Systems, Inc.Rainforest Expeditions

Financial and Venture CapitalAcacia Capital Partners*Bank of America*Barrington AssociatesBull Run Financial, Inc.Dorchester CapitalCerritos Valley BankCharles Schwab*City National BankCountrywide FundingExperian Inc.Fireman’s FundFirst American Equip. FinanceFirst Interstate Bank*Freeman SpogliFruition VenturesHaverford CapitalHawthorne Savings & LoanHoulihan, Lokey, Howard & Zukin*J.P. Morgan*M Financial Holdings, Inc.Mellon Financial Group

Morgan Stanley & Co.Mullin Consulting*Nomura SecuritiesNorthern TrustOptions Technology CompanyPacific Mutual Life InsuranceRedpoint Ventures*Santa Barbara Bank & TrustSeidler Equity PartnersSmith Barney Inc.Sumitomo Trust & Banking Co.Sunamerica FinancialWells Fargo Bank N.A.*Windsor Park Group*

Food and BeverageAcapulco RestaurantsAce BeverageAlden VineyardsBaskin-RobinsCafé au LaitCertified GrocersChalone Wine GroupCharthouse EnterprisesCoca Cola*Coffee Bean International*ConAgra Foods Inc.*Dreyer’s Grand Ice Cream*Domino’s PizzaEspresso RomaFantastic FoodsGallo WineryGavina & SonsGarden of Eatin’Gelson’s MarketGolden West Fruit Company, Inc.Green Tea TerraceHard Rock CaféIslands Restaurants*Just Off MelroseKal Kan Foods, Inc.*Keystone Foods Corp.Markstein Beverage CompanyMorinaga Nutritional Foods*Mrs. Beasley’s*Mrs. Fields*Mrs. Gooch’sNapa Valley VintnersNestlé USA*Oregon ChaiOrville RedenbacherPanda Management Company*Pizza HutQuality MeatsRobeks JuiceRoll InternationalSafeway StoresSizzler International*Smart & FinalStarbucks Coffee Company*Sweet Factory*Taco BellTrader Joe’s Company*Weapon’s Grade FoodsYoshinoya West

UC

LATHE ANDERSON SCHOOL

Health Care & BiotechAdvanced Brain MonitoringAmgen, Inc.*Baxter Bioscience*Bioscreen Testing Services, Inc.Cedars-Sinai Medical Center*Children’s Hospital L.A.Health NetIntegrated Medical Systems, Inc.Kaiser PermanenteMatrix Center*Maxicare Health PlansMedivas, Inc.Mini-Med, Inc.*Neurocrine Biosciences, Inc.*Parke-DavisPortals House*Recombinant CapitalSeton Medical CenterUCLA Medical CenterVenice Family Clinic

High Technology ActivisionAdaptiveInfoAeroVironment Analog Devices Apple Computer* AST ComputersAST Research*Broadcom CorporationBroderbund SoftwareBular, Inc.Chatsworth Products*Cyrano SciencesEcho Digital Audio Corp.*Epson*Hewlett-Packard* HNC Software*IBM*Intel Corporation*iRoC Technologies*JBL/Harmon*Kennon SoftwareMedia Fair, Inc.Mentat Inc.Microsoft*NASANokia*Novell*OraclePeoplesoft, Inc.Pharos Science & ApplicationsPhilips Media*PVI, Inc.Qualcomm, Inc.*Rockwell Scientific CompanySGS-Thomson Microelectronics Silicon Graphics*Sony Corporation*StoractiveSun Microsystems*Symantec Corp.*Teledyne Controls*THQ, Inc.3Com CorporationTrillium Digital Systems*

Unique Business SystemsUniversal Space LinesVictory Industrial CorporationVoyage SystemsWhittaker Corporation*

International Advan Co., Ltd.Compania Val do Rio DoceEmpresa Constructora Guzman &

Larrain Ltd.Finland Technology CenterFomento Economico Mexicano FreddoGigante USAGrupomarGrupo San CarlosHUMAX Company Ltd.Italian Trade Commission Koppers Australia PTY Kurokabe, Inc.Later Chrudim a.s.Manos del UruguayManso de Velasco, S.A.Microsoft Europe NORAM De MexicoPalau National GovernmentPrioli & Prioli LTDAQueensland Chamber of CommerceShin Kong Mitsukoshi Takashimayo Co., Ltd.Tradenz (Trade New Zealand) Transporta Vulcano Termo Domestico, S.A.

Manufacturing/Energy/AerospaceAerospace Corporation*Alcoa CompositesAmerican Metal ProductsApplied Solar Energy Corp.Bickerton Iron WorksBoeing*CalifoneCork Supply USA*Custom Building Products*EnronHayes WheelsHirsch Pipe and Supply Co.HoneywellHughes Aircraft Company*McDonnell Douglas*Metric Products, Inc.MK Diamond Products*M2 AutomotiveNorthrop Corporation*Rockwell InternationalSimgraphic EngineeringSouthern California EdisonTeledyne ControlsTRW*

Not-for-ProfitAmerican Red Cross*Beverly Hills Chamber of

Commerce*BizWorldCalArts

California Museum of Science andIndustry

City of Los Angeles*Community Housing ServicesCounty of Los Angeles*Crystal Stairs, Inc.Economic Resources CorporationFirst Lutheran Circle of Love

PreschoolGenesis LAGlenoaks Elementary SchoolHead StartItaly-America Chamber of

CommerceKCET Public TV*KKJZ-FM*LEARNL.A. County Museum Of Art*L.A. International AirportLos Angeles Opera*L.A. Regional FoodbankL.A. Sports AcademyMilken Family FoundationMuseum of FlyingNew Directions*Peace CorpsRebuild LA*Relief InternationalSalt Lake City Olympic Organizing

CommitteeSan Diego County*South Central Community

Development*State of California*UCLA (various)*The United NationsYWCAWest Adams DistrictWestwood Village Association

Real EstateCentex Homes Coker-EwingDempsey ConstructionDonahue SchriberForest & Co.KB Home*Magestic RealtyMaguire Thomas PartnersOakmont Corp.*PM Realty AdvisorsThe Ratkovich CompanySilverberg & AssociatesSpectrum Construction*Trammel Crow*

Retail99 Cents Only*Caroline’s ClosetsDisney StoresDuty Free ShopsFederated Merchandising GroupHollywood EntertainmentHouse of Blues RetailImaginariumKen CraneMore-for-LessPetsmart

Supergo Bike ShopsThe Picture PeopleTotal TimeWherehouse

SportsAnaheim Angels*Football L.A.L.A.AvengersL.A. Clippers*L.A. Galaxy Soccer*L.A. Kings*L.A. LakersL.A. Rams*Los Angeles Sports Council*Los Angeles Sports & Entertainment

CommissionLos Angeles Turf ClubMalibu Riding & Tennis ClubMighty Ducks of Anaheim*Nabisco/Dinah Shore Golf

TournamentNational Hockey LeaguePasadena Tournament of RosesSan Francisco Forty-NinersSouthern California Tennis

AssociationSuper Bowl Host CommitteeUCLA Athletic Department*U.S. Figure Skating Championships*World Cup USA, 1994

Telecommunications Airtouch Communications*Aspect Telecommunications Atlantic Tele-Network Inc.Falcon Cable*MCIPacific Bell*Pegaso PCSPixo, Inc.

Travel and RecreationAdventure Network for TravelersAir JamaicaAmerican Golf*Aztar Corp.Banana BungalowCalifornia Golf SchoolClub MedCobblestone GolfDisneylandHarrah’sLuxor HotelMammoth Mountain ResortsMandalay Resort GroupMGM Grand AirPrincess Cruises*Seabourn Cruise LineSix Flags Magic MountainSociety Expeditions*Sports Club L.A.Sunsail USAVail Resorts ManagementVenetian Casino ResortWindstar Cruises*

*multiple field studies

THE ANDERSON SCHOOL

SAMPLES OF PREVIOUS TOPICS

Organization, Expansion, Restructuring

• A benchmarking study to examine other business service

companies’ internal organizational structures that encouraged

entrepreneurial ventures

• A revised organizational structure and philosophy to incor-

porate various Internet customer sites in a coordinated

strategy across a major consumer products company

• An organizational structure to enable a state government

agency to alleviate the impact of funding cuts and fulfill its

public mission through the generation of external funds

• A new customer relationship management system and

cultural change recommendation to encourage cross-selling

and sharing of data in a large non-profit organization

• A recommendation for a privately owned financial services

firm not to merge a large number of related partnerships

into a single tax-beneficial entity

Market Opportunity, Strategy, Product Development, Channel Management

• An analysis of specific Asian markets for a major media

company, evaluating the competitiveness and cultural

environment in each, as well as potential profits by market

and recommendations for in-country joint ventures and

partnerships

• A review of new potential markets for a small, private food

manufacturer, resulting instead in a recommendation of

expanding manufacturing capacity through related regional

acquisitions

• Expansion into new geographic regions by a mid-sized, fam-

ily controlled retailer, including placement of warehouses and

stores by demographics, distribution and economic trends

• An evaluation of an organization’s process of commercializ-

ing technologies with specific recommendations on how to

improve its strategy

Profitability,Valuation, Risk Assessment

• A determination of potential value to shareholders from

diversification through acquisition

• A risk-versus-return analysis of sourcing and marketing

opportunities in foreign markets

• An assessment of the potential for new horizontal market

revenue opportunities in the business-to-business electronic

commerce market

• A valuation strategy and structure for a new media asset fund

• A statistical examination of revenue and profit streams for

specific types of products after going off patent

Comments from Partners

“As our company moves forward with the team’s pro-ject, we feel we have a unique opportunity over ourcompetition as we are ahead of the game on a com-pletely new concept.“

“To date 95% of our field study team’s recommendedchanges have been initiated and the business hasgrown 15% since the study was completed.”

“We have worked with nine field study teams since 1990and greatly value the work the students have done forus over the years.”

THE ANDERSON SCHOOL

TYPICAL PROJECT TIMELINE

Each student in the team commits to the study approximately

five to 10 hours a week for 20 academic weeks, generally con-

ducted as follows:

• Weeks 1-4: Team thoroughly examines and investigates the

partnering organization itself; conducts preliminary meeting

with partner; identifies project focus and scope; conducts

internal and external environmental analyses; establishes

reporting procedures and expectations; writes a case or

strategic assessment paper for the faculty advisor, analyzing

the company and its environment; creates project plan

including research design, budget and time schedule.

• Weeks 4-5: Team defines and frames the specific study

topic(s); prepares letter of understanding for partner, with all

parties signing the letter to agree on specifics for the balance

of the study.

• Weeks 5-12: Team collects, analyzes and interprets data;

develops and evaluates strategic options.

• Weeks 12-19: Team writes report including analysis,

conclusions, recommendations and action steps.

• Weeks 19-20: Team presents oral and written reports to

key decision makers.

CONFIDENTIALITY OF

INFORMATION

Confidentiality of a partner’s nonpublic information is impor-

tant to all participants.All teams and advisors sign an agreement

restricting disclosure of confidential information.We ask two

things: (1) to use our confidentiality agreement, either in its

entirety or as a base; and (2) to limit the term of the agreement

to three years or less.The latter, incorporating the University of

California’s educational mission, permits the team’s reports to

become available for use as research and instructional material

after a reasonable period of time. Partners can identify for

removal any proprietary information contained in a report,

thereby making it available for such use without delay, or extend

the standard three-year limit when information is highly sensi-

tive.Although final reports are submitted to partners for their

business purposes, the rights of ownership will belong jointly to

UC Regents and the partner organization, with the partner

organization holding sole rights of commercialization.

BECOMING A PARTNERING

ORGANIZATION

Student teams match up with partners May through September

for Fall/Winter (October-March projects) and October through

December for Winter/Spring (January-June projects).The pro-

gram has a mixer with potential partners and teams in May each

year. However, organizations can submit project proposals at

anytime prior to the start of each project period.

In order to seek a team for a field study, organizations may e-

mail the AMR Program office to the address at left, or send a

completed project description form, which can be found on the

website.After a review of the partner and approval of the project

by the program director, project description forms are posted

online at Anderson for the teams to evaluate.After teams express

their interests, their profiles and resumes are e-mailed to the

prospective partner(s), who may then interview interested stu-

dent teams. Once a team and a project have been matched, part-

ners and students sign the field study agreement, which serves as

the official confirmation of the team’s assignment to the study.

For further information, please contact:

Sara D.Tucker (’88)Program DirectorManagement Field StudyApplied Management Research ProgramThe Anderson School at UCLA110 Westwood PlazaCornell Hall, Suite D201Los Angeles, CA 90095-1481

Phone: (310) 825-0796Fax: (310) 206-8059E-mail: fstudy@anderson.ucla.eduWeb: www.anderson.ucla.edu/resources/fieldstudy