University-Industry Collaboration: Case Competitions

Transcription

1 University-Industry Collaboration: Case Competitions by Connie Smallwood, Vice President, University and Innovation Programs, CA Technologies When you think about university-industry partnerships, you typically think of companies hiring students for internships and full-time positions, and companies funding academic research. Clearly, both of these partnerships are mutually beneficial, and CA Technologies has such relationships. We have hired hundreds of students over the last four years through our Associate Software Engineer (ASE) and Associate Services Consultant (ASC) programs. The ASE and ASC programs are complete recruiting and training programs designed to attract, develop and retain the best and brightest entry-level professionals. The programs offer a wide variety of learning opportunities from CA Technologies, such as product design, engineering tools, agile programming, solution accreditation and enablement training. In addition to the training, both programs offer mentors and ongoing learning and development opportunities. CA Labs, our advanced research organization, collaborates with universities around the world to explore novel products and emerging technologies. Their research is showcased in this issue of CA Technology Exchange as well as at ca.com/calabs. In addition to recruiting and research, CA Technologies also introduced the CA Academic Initiative in 2006, which provides free software, course materials, training and support for faculty who want to use and teach with CA software. The Idea In 2008, we looked at how we could further collaborate with universities in a way that extended our reach, and possibly include CA Technologies customers as part of a partnership. Around the same time, we were approached by Mohan Tanniru, Dean of the School of Business Administration at Oakland University, about partnering with Masters of Information Systems (MIS) programs. We then brought in two other academic partners: Ramesh Venkataraman, Chair of the MSIS Program and Associate Professor of IS at Kelley School of Business at Indiana University, and Sue Brown, Associate Professor of MIS at Eller College of Management at the University of Arizona. CA Technologies was not interested in programming competitions or yet another case competition. But, unlike other graduate case competitions, we discussed creating a global case competition which combines both business and technology and that, we found appealing. This is because of the nature of MIS programs. Although typically part of business schools, MIS programs are an ideal combination for CA Technologies interests and the interests of our customers. Students take MBA courses such as strategy and management, but they also learn about technology not to the depth of a computer science major, but enough to understand the impact and value of technology to an organization. The result? The first International Case Competition on the Strategic Value of IT Management. About the author Connie Smallwood is Vice President of Innovation and University Programs for CA Technologies. She leads and manages the innovation and thought leadership initiatives within CA Technologies. These include the company s innovation and idea management programs, patent program, technical recognition events, and employee engagement initiatives. She also manages CA Technologies publishing programs, including CA Press. Connie is also responsible for establishing the company s presence and image with colleges and universities around the world through mutually-supportive partnerships and programs such as the CA Academic Initiative and the International Case Competition on the Strategic Value of IT Management. Connie joined CA Technologies from IBM Corporation, where she held a number of leadership positions in IBM's software, hardware and corporate divisions, including university relations, marketing and communications, interactive marketing, software development and information development.

2 The First Competition In the summer of 2008, CA Technologies, along with its academic partners, invited 10 select universities from around the world to participate in the first competition. We also sought out a case study client from among our best clients, which were part of our EITM Flagship Program at the time. These Flagship customers represented some of the most important customers to CA Technologies, but also were among the most forward-looking and strategic organizations when it came to IT management. Our first case study client was Health and Human Services for New York City. We decided to hold the first competition at CA World 2008, CA Technologies IT management conference where attendees learn about IT and business transformation through deep technical sessions, labs and demos. The competition was structured as a two-day event, starting with a welcome briefing, two rounds of intense competition, and ending with a reception and ceremony. Unlike many other case competitions, the case client was involved in every aspect of the competition speaking at the welcome briefing and answering students questions, judging the competition and announcing the winning teams. Unlike many other case competitions, the case client was involved in every aspect of the competition. The first competition included universities from around the world: Bentley University Carnegie Mellon University George Washington University Helsinki School of Economics Monterrey Institute of Technology and Higher Education National University of Singapore University of Arizona University of Michigan The judges included representatives from Health and Human Services of New York, CA Technologies and academic institutions. After the first round of competition, half of the teams were eliminated. Again, unlike many other case competitions, all teams were provided constructive feedback directly from the judges. Feedback from the faculty coaches assured us that such feedback was invaluable for the learning experience of the students. In 2008, the winning teams were: 1 Indiana University 2 National University of Singapore 3 Bentley University Our CEO and senior executives were present at the awards ceremony, as well as the CIO of Health and Human Services of New York. The students and faculty were very impressed at the level of executive commitment from CA Technologies. Expanding Our Reach After a successful inaugural competition, we decided to expand the competition to include a feeder round. Because the international component of the

3 competition was so important, we chose to hold several Regional Competitions around the world. These ended up being mini versions of the Finals Competition a one-day competition with teams flown in from nearby states or countries. The winners of these teams would automatically qualify to advance to the Finals Competition at CA World Again, working with our academic partners, we invited host universities to hold the competitions. Faculty who coordinated those Regional Competitions were then invited to attend the Finals Competition, regardless of the winning team from their region. In May 2010, we had yet another impressive list of universities: Copenhagen Business School Haifa University Indian School of Business New York Institute of Technology Texas A&M University University of Cincinnati University of South Florida University of Victoria Our case study client was Citigroup, Inc. and the winning teams were: 1 Copenhagen Business School 2 Texas A&M University 3 Tie: Indiana University and the University of British Columbia Our CEO and senior executives were again present at the awards ceremony, as well as a senior vice president from Citigroup. Emulating the Business World In the most recent Case Competition in 2011, instead of holding in-person Regional Competitions, we decided to create a more realistic business experience for the students. Like many global corporations, CA Technologies workforce is spread around the world, and virtual collaboration is not only common, but the norm. To emulate a similar experience, we set up the Regional Competitions as a virtual competition. Students were still provided a case study and given two weeks to prepare the presentation. But unlike traditional case competitions, the presentation had to stand on its own with no presenter commentary. This forced the students to be creative with their slides, as well as ensure that their points were made concisely (there was a page limit as well). The judging was done with a multi-step review process, with each presentation reviewed by at least three different judges. At the end, it was clear who our top 10 teams were. The following universities sent teams to the 2011 Finals Competition: Copenhagen Business School Indian School of Business Nanyang Technological University Narsee Monjee Institute of Management Studies University of Calgary University of Cincinnati University of South Florida Utrecht University Our case study client was Visa Inc. Two weeks prior to CA World, the students received this difficult challenge: How can

4 Visa, a global payments technology company, adapt and align its IT infrastructure to take advantage of new business opportunities and adjacent markets, while leveraging its extensive IT capabilities? On the first day, Visa threw in a twist to the case study, asking the students to consider social media and emerging market opportunities as well. This led to overnight work sessions for all of the teams. The winning teams were: 1 University of Calgary 2 University of South Florida 3 Copenhagen Business School On the first day, Visa threw in a twist to the case study, asking the students to consider social media and emerging market opportunities as well. This led to overnight work sessions for all of the teams. Left to right: William E. McCracken, Chief Executive Officer, CA Technologies, winning teammates from University of Calgary Laura Higgins, Brian Eshpeter and Carolyn Nalder, and Matt Quinlan, Chief Technology Officer, Visa Inc. Throughout the years, we have received positive feedback from our case study clients, faculty and students. One of the students said, I was enthralled by the scale of the competition. It was very encouraging to see the seriousness with which the competition was conducted. The judges were the senior-most people in Visa and CA. We felt extremely privileged in getting this opportunity to present at such a high level. Also, during the awards night, it was great to see all the senior management of CA and most of all the CEO congratulating all the teams personally. It was a gem of an experience. The Trifecta Going forward, the Case Competition will include another component recruiting. As we plan future competitions, not only will students get exposure to tough, real-world IT management problems, but they will also be considered for employment by CA Technologies. Although talent has always been a strategic goal in terms of university relationships, we did not have it as a specific objective for the Case Competition. Now, it is making it about recruiting, customer partnerships and the student learning experience. As we plan future competitions, not only will students get exposure to tough, real-world IT management problems, but they will also be considered for employment by CA Technologies. Having started this competition in 2008 and seen it grow and become more prestigious has been exciting and rewarding, not only for me but also our cosponsors from Oakland University, Indiana University and the University of Arizona. CA Technologies is proud to sponsor such a unique case competition. We re always looking for more universities to participate and for customers to join us in promoting innovation and these creative business solutions. To get involved, please contact me on

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