Hospitality Business Management: - College of Business ...

Washington State University College of Business 2006–2007
Di idend
Di idend
Hospitality Business
Management:
4
75th Anniversary Celebration
Microfinance:
Creating Solutions
for the World’s Poor 10
Advertising Science:
Uncovering Why
You Buy 14

Washington State University College of Business 2006–2007
Di idend
Di idend
Hospitality Business
Management:
4
75th Anniversary Celebration
Microfinance:
Creating Solutions
for the World’s Poor 10
Advertising Science:
Uncovering Why
You Buy 14

Dividend
College of Business
Dean: Eric R. Spangenberg
Associate Deans:
Traci Hess
Graduate Programs
Jerman Rose
Undergraduate Programs
David Whidbee
Faculty Affairs and Research
Dividend
2006–07 Vol. 20
Executive editor: Malia Jacobson
Contributing writers: Malia
Jacobson, Beverly Makhani,
Megan Cooley, Elaine
Porterfield, Hope Tinney, Caitlin
Devlin, Brian Gillespie
Layout and design: Diana Whaley
Photography: Bob Hubner and
Shelly Hanks
Dividend is produced annually by
the WSU College of Business.
PO Box 644750, Pullman, WA
99164-4750, www.cb.wsu.edu,
509-335-2363.
All correspondence, including
changes of address, should be
sent to the editor at
dividend@cbe.wsu.edu
Printed by University Publishing,
Washington State University.
Copyright August 2006,
Washington State University.
All rights reserved. 112451
On the cover:
School of Hospitality Business
Management director Terry
Umbreit works with students
from his senior-level operations
management course to analyze
data at a local café.
Contents
Celebrating 75 Years of Excellence.....................................................4
A Half-Century of Service............................................................6
Save the Date...............................................................................7
New Culinary Educator joins Shbm...........................................7
Microfinance: Creating Solutions for the World’s Poor..................10
Marketing Club Students Develop Passion
for Social Entrepreneurship...................................................13
Advertising Science: Uncovering Why You Buy..............................14
Advertising Scholar Receives Lifetime
Achievement Award...............................................................15
Proposed Marketing Research Center......................................17
Business Plan Competition...............................................................18
Delivering Innovation................................................................20
Student News.................................................................... 24–37
Students Applaud New Mis Curriculum..........................................24
College of Business Students Around the World............................26
Carson Center Wraps Up Successful First Year................................28
College of Business Student Clubs and Organizations...................29
Ph.D. Placements...............................................................................31
Postcards from Pullman....................................................................32
One Year Out: A Recent MBA Grad Looks Back..............................34
A Message from the Associate Dean
of Graduate Programs in Business................................................36
MBA Internship Placement...............................................................37
Faculty and College News................................................. 38–45
WSU Vancouver and Tri-Cities Offer
WSU Four-Year Degrees................................................................38
College of Business Awards..............................................................39
Professor Al Frakes Retires ...............................................................40
New Leadership ................................................................................41
New Faculty Hires..............................................................................43
CB Faculty in the News....................................................................44
Admission to Washington State University
is granted without regard to race/ethnicity,
color, creed, religion, national origin, gender,
sexual orientation, age, marital status, disabled
veteran or Vietnam-era veteran status,
disability, or use of a service animal.
Alumni and Development News....................................... 46–52
Opportunities to Engage..................................................................46
Scholarships.......................................................................................48
National Board of Advisors...............................................................50
A Message from the Director of Development...............................52
Dividend

I
started my first year as dean of the College of Business
with high hopes and cautious optimism. I had faith
in my team and ambitious plans, but I couldn’t have
imagined how the year would turn out. I can honestly
say that the College faculty, staff, students, and volunteers
exceeded my expectations.
In retrospect, it feels like things simply fell into place.
I know, however, that our progress and continued
momentum resulted from measured, intentional goalsetting
and prioritization. Several themes emerged that
clarified the scope of our challenge and our mission as a
contemporary business school.
An understanding that emerged for me was that
business faculty and students are not best housed in
silos, but are more effective as members of cross-disciplinary teams, collectively possessing the skill and knowledge to
deliver innovation. Engineers or other technical experts often provide a blueprint for a product; business people create
a business plan and bring it to life so that the product can reach consumers.
Over the past year, I have also had ample opportunity to speak with students, university administrators, and business
people from around the world. I’ve seen firsthand that global conscientiousness is essential to modern business.
As the world flattens, we must prepare students to engage in a global business environment, whether they work in
Seattle or Singapore. Further, our graduates must understand and appreciate the impact of business on the world’s
communities and our environment.
These realizations helped to shape our plans and develop the pillars upon which our initiatives rest:
• Globally Competitive Business Leadership
• Delivery of Innovation
• Positive Societal Impact
You will see examples of these foundational concepts throughout Dividend. Our students and graduates are embracing
social entrepreneurship and impacting lives worldwide (page 10). We continue to develop new opportunities for
students and faculty to engage in global learning (page 26) and with the guidance of faculty and staff, our students are
developing products and companies that extend beyond the classroom (page 18).
Our leadership team continues to grow with the additions of Associate Dean of Undergraduate Programs Jerman
Rose and Associate Dean of Graduate Programs Traci Hess. Significantly, under the leadership of Senior Director of
Development Rueben Mayes and with the help of many of you, the College raised nearly $5 million in gifts this
year, surpassing our previous giving record by $1.5 million. Development highlights include the collaborative establishment
of WSU’s first endowed chair in marketing by Scott and Linda Carson and the Boeing Company, recently
awarded to David Sprott (page 42). Earlier this year, the generosity of Gary and Suzann Brinson kicked off our
continuing Endowed Dean initiative honoring former CB Dean Rom Markin. We also launched our well-received
electronic newsletter eDividend under Director of College Relations Malia Jacobson, and are engaging the business
community with new and signature events (page 46).
My next year as dean will be an exciting one, as we prepare to celebrate the 75th anniversary of our School of
Hospitality Business Management and continue developing new ways to transform lives of students across all of our
disciplines. Thank you for your support of my position as dean of the College of Business. I look forward to seeing you
in the upcoming year.
Best regards,
Eric R. Spangenberg
Dean, College of Business
Maughmer Freedom Philosophy chair
WSU College of Business

Dividend

C elebrating
75 Years of Excellence
School of
Hospitality Business
Management
director Terry
Umbreit with
senior hospitality
major Erin Clark
and 2006 graduate
Ben Olin at WSU’s
Hillside Café dining
center.
The School of Hospitality Business Management Marks
On Professor Terry Umbreit’s
office walls—amid a crowd of
professional accolades in the
form of wooden plaques, framed
citations, and commemorative
photographs—are two simple reminders.
One reads, “A guest never forgets
the host who has treated him kindly,”
and the other reads, “The devil is in
the details.”
Director of one of the country’s
oldest hospitality programs, Umbreit
walks his talk and makes sure that
Washington State University students
do, too.
“That’s what I do for a living,”
said Steve Rubin (’98 Hospitality
Business Management), when told
about the reminders. “I got that from
Dr. Umbreit’s class.” Area director of
revenue management for Kimpton
Hotels in New York City, Rubin said he
meets students and graduates of many
high-profile programs, but still believes
graduates of WSU are a cut above.
“WSU does an amazing job, in my
opinion, of teaching students how to
be hospitable,” he said.
As WSU looks forward to the 75th
anniversary of its hospitality program,
renamed the School of Hospitality
Business Management in 2003, much
has changed, but much remains the
same.
In 1932, the hospitality program
was part of the Home Economics curriculum.
Donald Greenway joined
WSU in 1948, ushering in a dramatic
period of growth for the program. His
tenure as director was followed by
the directorships of Joe Bradley and
Lothar Kreck. Arriving in Pullman
in 1975, Umbreit took the helm
in 1983 and has been guiding the
program ever since.
A Midwest boy who discovered his
love of hospitality at church pitch-in
dinners, Umbreit was awarded the
prestigious Howard B. Meek Award
in 2001, the top honor bestowed by
the International Council on Hotel,
Restaurant, and Institutional Education
(CHRIE). It is a distinction he
shares with his two recent predeces-
WSU College of Business

1932-2007
a Milestone
sors, Greenway and Kreck. Umbreit,
Greenway, Kreck, and Bradley have
all served as president of CHRIE, the
top hospitality education association
in the world.
Sitting in his office, surrounded
not only by plaques and citations,
but also by stacks of industry
publications, catalogs, and academic
journals, Umbreit is quick to point
out the successes of his predecessors
and former students. For instance, he
points out, eight past presidents of
the Washington Restaurant Association
have been WSU alumni.
One thick binder is filled with
business cards of alumni, which
Umbreit thumbs through as though
it’s a family album. Calling out names
of notable alums, he quickly decides
there are too many to list.
“You can go on and on like this,”
he says, and laughs.
After graduating from WSU in 1972,
John McGrath managed restaurants
in Los Angeles, Atlanta, Seattle, and
Portland before settling in Salem,
Oregon, where he started his first
fresh seafood restaurant. There are
now 19 McGrath’s Fish House restaurants
throughout the western states.
Back then, McGrath said, the
emphasis was more on hotel management,
but his education at WSU was
still valuable. It was inspiring, he said,
because whatever the subject, “you
really talked about pleasing people.”
Pleasing your customers and paying
attention to details are explicit
requirements for anyone who wants
to be successful in the hospitality
industry, McGrath said, but the WSU
program sets students up for more
than successful careers—many
graduates of the program have had
significant careers.
“Most of the people in that
program are there to do something
meaningful,” McGrath said. “It’s like
osmosis. It’s part of our blood now.”
Douglas Dreher (’87 Hospitality
Business Management) is another
graduate enjoying a career in the hospitality
industry that is both successful
and significant. Past president of the
Washington State Hotel and Lodging
Association, Dreher is also president
of The Hotel Group, which operates
more than 30 properties in 10 states.
“There was an enormous value
gained, both on the practical side
and the social side,” he said of his
time in the program. In addition
to coursework, he said, there were
many extracurricular opportunities to
develop leadership skills. His brother,
Dave, for instance, helped start the
Sigma Iota club, which continues
to thrive. Looking back, Dreher said
his international experience was also
incredibly valuable, as was his 1,000
required internship hours.
There was great energy and vitality
to the program, Dreher said, and
current students and staff see it still.
WSU Professor Dennis Reynolds,
the Ivar B. Haglund Endowed Chair
in Hospitality Business Management
and associate director of the program,
said he decided to leave Cornell
University (another of the country’s
oldest programs) for WSU for a
number of reasons. But ultimately,
he said, it was the students who
convinced him to come.
During a campus visit he met
privately with a dozen students, from
freshmen to seniors, for a catered
lunch that lasted two hours, he said,
and could have gone on for six.
“I was so enamored with what I
heard,” he said. “I was concerned
that coming from a private college to
a public one, that the level of commitment
from the students would be
lower.” It wasn’t.
Not only were students enthusiastic
about the WSU program and the
faculty, he said, but they were excited
about how they might use their skills
and talents in the hospitality industry
worldwide.
Now that he’s here, he sees that
same enthusiasm from many of his
students. “It’s innate in our students,
and it’s innate in our expectations of
our students.”
Cornell graduates about 200
students each year, Reynolds said, and
WSU graduates about 90. The smallness
of the program is an advantage,
he said, because it allows faculty and
staff to get to know students personally
and convey the values and service
ethic at the heart of the program.
“Our expectations are pretty high,”
Reynolds said, and faculty members
make students a priority. Whether
Dividend

that means staying after class to
discuss the intricacies of pricing
heuristics, suggesting interviewing
approaches, or helping to sort out
the advantages of various internship
possibilities, bonds formed in Todd
Hall often remain strong over the
years and over the miles.
While everyone wants to maintain
those face-to-face relationships, the
School of Hospitality Business Management
is looking forward to a new
chapter in its history, Reynolds said.
“We’re the third oldest program
in the country, but we have a lot of
room to grow.”
Umbreit, who taught six different
courses—at the same time—in his
early years at WSU marvels at what the
school has accomplished with a relatively
small faculty. There are currently
seven full-time faculty members in the
program teaching and doing research,
but they consistently rank near the top
of the most published scholars in their
field. In a 2002 study in the Journal of
Hospitality and Tourism Research, WSU
had three faculty members in the top
42 most-published authors in four
hospitality journals.
With the smallest faculty of leading
university hospitality programs, WSU
nevertheless continues to be wellrespected
by its peers. In a 2000–2001
ranking, WSU came in sixth overall,
and first in career services. Indeed,
WSU has a placement rate for graduating
seniors of more than 90 percent.
“That’s what’s important,” Umbreit
said, smiling, “I’ll take it!”
Still, he said, he would like to see the
school grow. Not as big as the University
of Nevada at Las Vegas, with 60
faculty members, but maybe closer to
California Polytechnic State University
or Northern Arizona University, with
15 to 18 faculty members.
“I’ve always felt a dozen faculty
would help us keep our national
presence,” he said.
While additional faculty members
depend on future funding, the school
is advancing on two fronts right now:
graduate education and international
education.
Starting in fall 2007 students will
be able to earn a doctorate in business
administration with an option in
hospitality and tourism. And, at the
undergraduate level, Umbreit and his
A Half-Century of Service
Lifelong business partners, WSU grads look back
Countless Northwest sports fans have
been customers of 1956 hotel and
restaurant administration graduates
Al Aronica and Jerry Burtenshaw.
Their business partnership was born at
Washington State University and has
continued for five decades, through the
leadership of the international foodservice
company Alpine-Burtco. The company has
provided concessions service to Washington
landmarks including the Kingdome,
the Tacoma Dome, Joe Albi stadium in
Jerry Burtenshaw and Al Aronica together in
Pullman 50 years after their graduation.
Spokane, and Spokane Coliseum, as well
as Sullivan Arena in Anchorage, Alaksa.
Aronica and Burtenshaw didn’t
know one another when they arrived
at Washington State University. Both
were busy with work, school, and family
obligations, and despite a small hospitality
program—11 students graduated
in their class—the two did not become
friends until a senior class trip to California
in 1956. As graduation approached,
their attentions turned to employment,
and they drove together to Bellingham,
Washington, to interview with Alpine
Cafeterias, a growing northwest restaurant
chain owned by Jerry’s father
Denver Burtenshaw.
What seemed like an entertaining
road trip was actually the beginning of
a lifelong affiliation. After graduation,
Aronica and Burtenshaw worked together
to open an Alpine restaurant in Everett,
and opened restaurants in Seattle and
Tacoma in the early 1960s. In the
meantime, they found themselves doing
a lot of catering and concessions business,
and a few years later they switched their
focus to Alpine-Burtco.
At WSU’s annual Diamond and Golden
Graduate Reunion in April, both men
were quick to smile as they recalled career
highlights from five decades of partnership.
While both Aronica and Burtenshaw
served as past presidents of the Washington
Restaurant Association and received
numerous other accolades, their shared
professional experiences provide the richest
memories. “Opening the Kingdome
was a thrill,” says Burtenshaw. “That was
our first big contract.”
Campus life was different in the 1950s,
Aronica recounts. “We used to go to the
dorm cafeterias and help out during lunch
or dinner to get hands-on experience,” he
says. “The facilities students have today
are amazing.”
Former Director Joseph Bradley
was the cornerstone of the program
during their years in Pullman, they said.
“When we arrived, there weren’t many
hotel programs on the West Coast,”
says Burtenshaw. “Bradley and the other
directors, and now Terry Umbreit, have
created an outstanding small program
with very few faculty or other resources.
The program’s leaders through the years
are responsible for our national reputation
for quality and excellence.”
Although he was president of the
hospitality honorary Sigma Iota, Aronica
didn’t spend his entire time at WSU in
kitchens and classrooms. “The summer
before I graduated, it cost $5 to golf
for the entire summer at the WSU Golf
Course,” he recalls. “I got in a lot of golf
that summer!”
WSU College of Business

colleagues are trying to find a way
for every hospitality student to have
an international experience. Already
students can choose to study in Brig,
Switzerland, for a semester at the
University Center Cesar Ritz, one of
Europe’s top hospitality management
schools. Students in that program
attend courses with faculty from both
WSU and UCCR. Other choices for
international study include a fiveweek
summer program in Chaing Mai,
Thailand, led by professor Dogan
Gursoy, and another faculty-led
program in Florence, Italy.
Whether they are studying in the
Swiss Alps or on the Palouse, Kevin
Bennett, academic advisor for the
school, agrees that there is something
different about WSU hospitality
students.
“They are very social,” he said,
and laughed. He contributed this to
right-brain thinking that results in
gregarious, creative, people-persons,
who often are easy to pick out of a
crowd of business majors. When it’s
time to organize an event, he said,
“for one group it’s like pulling teeth,
and the other is bouncing off the walls
Associate director Dennis Reynolds in
Todd Hall.
because they can’t wait to get started.”
As Umbreit and his colleagues at
the School of Hospitality Business
Management look forward to its next
quarter century, one has the sense
that they too can’t wait to get started.
—Hope Tinney
Nationwide Events planned
for the Anniversary Year
Save the Date
Don Smith Chain Restaurant
Conference Revisited
March 7–8, 2007
Pullman
National Restaurant Show
Reception
May 19–22, 2007
(specific date to be determined)
Hyatt Regency Hotel, Chicago
75th Anniversary Gala
Special evening welcoming all
graduates and 75th Anniversary
Honorees
June 21, 2007
The Westin Seattle
New Culinary Educator joins SHBM
The College of Business at Washington
State University is pleased to
announce that Jim Harbour has joined
the School of Hospitality Business
Management. Harbour will lead
the School’s culinary education and
catering services.
Harbour brings 20 years of restaurant
management experience into the
classroom, including time spent at
Pullman establishments Sella’s Calzone
& Pizza and Basilio’s Restaurant, as well
as Houston’s Restaurant in Phoenix,
Arizona, and the Sawtooth Grill in
Spokane, Washington.
“I am excited about the opportunity
to share my passion for food and
people with others, and to devote my
time and energy to work that is enjoyable
and fulfilling,” says Harbour. “I am
pleased to have found an academic
environment and professional team
that strives for excellence and demands
what is best for students.”
Harbour received his bachelor’s
degree in hotel and restaurant administration
with minors in business administration
and nutrition from Washington
State University, and his MBA from
Gonzaga University in Spokane.
Seattle Week Pre-Game
Breakfast
September 8, 2007
Near Qwest Field, Seattle
Burtenshaw Lecture
Celebration
October 2007
Pullman
Bay Area Anniversary
Celebration
November 3, 2007
(prior to WSU vs. California game)
San Francisco
International Hotel/Motel &
Restaurant Show Reception
November 10–13, 2007
(specific date to be determined)
New York
Dividend

WSU College of Business

B O Y D C O F F E E C O M P A N Y
Simply Great Coffee Since 1900
www.BOYDS.com
Dividend

After receiving his degree in finance at WSU in 2002,
many paths beckoned to Brooke Randall. Some paths
might have led him to glamorous emerging high-tech
companies or to powerhouse global leaders like Microsoft or
Boeing. Others might have led him to international finance
companies, Wall Street, or even the World Bank.
But Randall chose the unconventional road, one that
recently led him to the slums of Kenya. It likely will take
him soon to remote rural villages in India or crowded
barrios in Mexico.
Randall is an analyst at Unitus, a Redmond, Washington,
and Bangalore, India, nonprofit that is attempting to alleviate
poverty by rapidly increasing access to microfinance.
Rather than simply using donated charitable funds to
finance tiny loans to people living in poverty around the
globe, as is the most common model at present, Unitus’
goal is to support selective microfinance growth, which
can be funded by the capital markets. Just like stocks or
bonds, microfinance institutions that make the actual loans
can draw on capital from Unitus, raised from investors.
The organization, founded in 2000 by former Microsoft
executive Mike Murray, uses a venture capital approach
to dramatically accelerate the growth of microfinance loan
institutions to get more financial services into the hands of
the people that need it.
“One of things we’re trying to do is push the industry,
move it away from being a donor-funded to a capital
industry,” Randall said. “We think it can operate profitably
without donor capital. We think they (the loaning
institutions) can grow much more quickly if they’re based
on being a for-profit regulated industry. We’re pushing our
partners to take on world-class business partners.”
Randall joined the company in November, after a stint at
Quellos, a local investment management company.
“I had an interest in international development and
was attracted to a nonprofit setting,” he said. “I wanted
to leverage some of my skill set within that. My father is a
minister, so that’s a bit of a motivation. I just thought it was
an interesting idea. As opposed to working for the World
Bank, I could join an innovative nonprofit, an interesting,
cutting-edge nonprofit.”
At its most basic, microfinance lends people living in
poverty loans so small that people living in industrialized
nations can hardly understand it: $50 to buy a water buffalo
that will give milk. Perhaps $75 to stock a small store,
or $50 to purchase chickens and equipment to produce
eggs. It is not charity; the borrowers must pay the money
back on an agreed-upon schedule. Repayment is usually
guaranteed because a group of borrowers, say women in a
rural village, are responsible for each other’s debts.
In most cases, the repayment levels exceed that of loans
in industrialized nations: 95 percent or better. The majority
of borrowers are impoverished women with little or no
education.
“We think by providing people with credit who use the
proceeds to start their own businesses, we provide a selfsustaining
mechanism, so an individual woman and others
s
Microf
10 WSU College of Business

Brooke Randall at work in Nairobi, Kenya.
inance
Creating Solutions
for the World’s Poor
Dividend 11

in her community are able to provide
for their families.”
Typically, the business started by
one borrower can provide for her
entire family, Randall said. At present,
Unitus has helped 679,000 borrowers
through its nine microfinance partners,
so “we’re really helping three
million people get out of poverty.”
There are some facts that have been
discovered about the microfinance
industry, which is about 30 years old,
he said. When they provide loans
for poor women to start their own
businesses, those women typically
will choose to spend proceeds on
their children, including health care
and education. In many cases, those
children will be the first in their
family to go to school.
They also know that nutrition of
the borrower’s family will be greatly
improved. “We’re really providing a
means, if you’re living on less than
$2 a day, eating twice a day, to go
from two meals a day to three,”
Randall said.
They also know that the borrowers
often have very sharp business
instincts, despite a lack of education.
“Don’t underestimate the intellectual
ability of the poor,” he said. “Whether
it’s figuring out I can sell more tortillas
if I move my stand here or save by
buying in bulk, you don’t need a
degree to know that.”
Last April, Randall’s job became a
lot less theoretical when he went to
Africa.
“I (was) in Kenya, visiting our
partner, Jamii Bora Trust, one of the
largest microfinance institutions
in Kenya. It has 120,000 borrowers
currently, and is a phenomenal
success story. They operate across
Kenya. Fifty percent are in the slums
in and around Nairobi. It’s a city
of four million, two million in the
slums around the city. They do a lot
of work with people living in that
kind of setting. Along with providing
loan products…they also provide
health care insurance for $12 a year in
conjunction with a Catholic hospital.
It’s quite amazing they can provide
it. That actually includes HIV medications.”
And that is a vital consideration;
according to a recent story in the
Washington Post, people living in
towns in Kenya have an HIV rate of
about 30 percent.
Randall spent time in the second
largest slum in Nairobi, which he said
made him feel as if he had stepped
directly into a picture of a different
world.
“It was motivating. It was encouraging
to see that microfinance is
really having an impact on individuals.
I sat down and we talked about
their lives before and after receiving
loans. We learned people really are
able to increase their incomes by
starting up businesses, and that they
are using their additional incomes
to do things like sending their kids
to school, purchasing health care
insurance, having a better nutritional
intake. That was really encouraging.”
Nonetheless, there’s hardly time to
be complacent, he said.
“You come to understand microfinance
is not the end-all solution, but
that there’s a lot of work to do. It’s
12 WSU College of Business

encouraging to see how much you
can do with so little capital. Some
start with loans for as little as $20.
Some of these folks, our partners in
Kenya, are working with the very
poor, living on less than $1 a day.
Lots of them are (now) running small
shops…selling candies, food, soap,
detergent. And I met with a gentleman
who made jewelry, and beading
on clothing.”
He urges undergraduates examining
potential career paths to consider jobs
based in social entrepreneurship. On
a personal level, he’s been heartened
by the interest in the field when he’s
met with WSU business students.
“The whole idea of
social entrepreneurship
is really booming.
Microfinance is receiving
a lot of interest right
now. Folks are seeing
you can work within
the business world and
hopefully provide some
social good at the same
time, rather than going
on Wall Street and
doing the typical thing.
It’s much more intellectually
challenging
and stimulating than
the traditional business
world.”
—ELAINE PORTERFIELD
Brooke Randall (right) and Unitus colleague Howard Brady
(left) with a group of staff and borrowers from Unitus partner
Jamii Bora Trust, a microfinance institution based in Nairobi,
Kenya.
Marketing Club Students Develop Passion for Social Entrepreneurship
Athena Partners founder Trish May with WSU marketing club students
in Seattle.
Take Washington State University business students, combine
with marketing know-how, enthusiasm, and a strong work ethic,
and add water. Is this a recipe for a cure?
According to Trish May, Athena Partners founder, this winning
mixture is helping to fuel the fight against cancer. WSU Marketing
Club students are spreading the word about Athena bottled
water, and, in the process, gaining valuable experience in strategic
marketing and developing a passion for social entrepreneurship.
A former Microsoft executive, May founded Athena Partners to
raise money and awareness for women’s cancers after surviving
her own battle with breast cancer and losing her mother to
ovarian cancer. Named for the Greek goddess of strength and
wisdom, Athena donates 100% of net profits from the sales of its
bottled water to fund women’s cancer research, and has donated
more than $100,000 to cancer research and education since the
introduction of Athena water in July 2004.
The partnership between the WSU Marketing Club and Athena
began when May spoke in a WSU marketing class in 2005.
Inspired by the product and the cause, Marketing Club students
applied for and won a competitive American Marketing Association
grant to help fund their involvement.
With grant in hand, the students dove into the project: helping
Athena Partners prepare for a national rollout. The club traveled
between Pullman, Seattle, and Spokane, meeting with distributor
Sysco, making sales calls to pitch the water and its benefits, and
building awareness for the brand. By spring 2006, the group
began to see the results of their hard work: Athena’s sales in
eastern Washington had doubled, and a number of new sales
prospects had been identified.
Katie Blanton (’06 Business Administration/Marketing),
Marketing Club 2005–2006 president and coauthor of the grant,
says the cause is one that most people can identify with. “Almost
everyone has been touched by cancer at some point,” she says.
“Everyone involved in the project is really developing a passion
for cause marketing.”
“To be so committed to socially responsible businesses at this
point in their careers—it’s outstanding,” says May. “I have been
very impressed by the caliber of these students, and their dedication
and drive. We have talked to organizations at other schools,
but no group has embraced this project like the WSU students.”
Continuing the partnership with marketing research and test
marketing projects may be in the future for the club. “I would
love to have the students help us figure out what’s next for
Athena,” says May. “Our goal is to engage the community and
ultimately raise one million dollars a year for cancer research.”
With the involvement of groups like the WSU Marketing Club,
this goal is in sight.
To learn more about this project and how you can become
involved, please visit athenapartners.org or contact Yany
Gregoire, Marketing Club faculty advisor, at ygregoire@wsu.edu.
Dividend 13

Advertising
Science
Uncovering
Why You Buy
Marketers have been searching for a “buy button,” the Holy Grail
of marketing research, for decades. What, exactly, causes people to
hand over their hard-earned money in exchange for a product or
service? The answer is worth billions, and its pursuit has spawned
countless academic papers and much debate. Washington State
University researchers are getting closer to helping marketers understand
how one of their biggest expenditures—advertising—affects
consumer buying behavior.
How do consumers respond to various typefaces used in advertising?
What effect do nostalgic ads—ads that remind people of the
past—have on people’s perceptions of a product? And how can
advertisers reach the skeptics who distrust most things they see in
commercials? These are just a few of the questions College of Business
professors are answering through their work.
Logos, fonts, and their effects
Former Professor Pamela Henderson, who taught marketing
courses in the College of Business from 1992 to 2006, became
intrigued by what causes people to like the look of certain images and
dislike the appearance of others when she was in graduate school at
the University of Texas at Austin.
“Beauty is in the eye of the beholder—I don’t believe that,” Henderson
says. “I don’t believe it’s that subjective.”
She says there are certain principles of design that work for most
people, causing people to have common opinions of what is attractive
and what isn’t.
“That’s why certain artwork is liked
more than others,” Henderson says.
“If (beauty) truly were in the eye of
the beholder, we wouldn’t have
museums that a lot of people
want to tour.”
Henderson has studied
the impact of brand
logos and typeface
design, among other
topics. She says many
companies—including
14 WSU College of Business

ig-name, national companies that
one might assume would know
better—don’t always do enough
research when creating or redesigning
the images that represent them.
“Where they sometimes really miss
the mark is in their mark, in their
logos,” she says.
The telecommunications company
AT&T, for example, recently changed
its highly recognizable, all-capital-letter
logo and blue-and-white-striped
circle to more informal, thinner,
lowercase letters next to a sphere that
looks like a bouncing ball.
“AT&T has wanted to look like
they’re more approachable,” Henderson
says. The new logo “is definitely
more approachable, but where they
fall short is that they don’t know how
multidimensional their font is.”
That is, the fonts that companies
choose in their marketing can convey
different messages: confidence,
distrust, pleasure, reassurance,
strength, coldness, and more. AT&T’s
prior font was bold, giving it a feeling
of strength and stability, while the
new font is thinner and more casual.
In April 2005, Henderson published
an article in the Harvard Business
Review that advises marketers to
consider the messages sent—either
intentionally or not—by their
typeface. Henderson, along with CB
professors Joan Giese and Joseph
Cote, studied 210 typefaces.
Fonts that subjects considered
warm, attractive, likable, and feminine
include AncientScript, Enviro,
and Informal Roman. The downside
of using those fonts is that they aren’t
especially strong or reassuring.
Fonts that might be effective in an
edgy marketing campaign because
they’re considered interesting,
emotional, exciting, and innovative
are Chiller, Stonehenge, and Paintbrush.
A business trying to convey
feelings of assurance and strength,
such as a bank, might want to avoid
using those fonts since study subjects
felt those options were unsettling and
unfamiliar, Henderson says.
The third group includes Playbill,
Onyx, and StencilSet, fonts that
were called cold, unattractive, and
unemotional by the study subjects.
So should marketers avoid those
unfriendly typefaces altogether?
“These typefaces aren’t useless,”
Henderson says in the article. “Companies
might, for example, use them
to display characteristics or claims
of a countercultural or competing
brand.”
Advertising Scholar Receives
Lifetime Achievement Award
The article goes on to identify
strong, masculine fonts, such as
NewYorkDeco and Fisherman;
interesting and emotional—yet
dishonest—fonts, such as BigDaddy
and Ransom; and commonly used
fonts that project stability, such as
Georgia and Times New Roman.
Darrel Muehling, professor and chair of the Department
of Marketing, was honored with a lifetime
achievement award for outstanding contribution to
advertising research from the American Academy of
Advertising (AAA) in March.
Only 14 people have received this award since the
AAA was founded in 1958. The Academy publishes
the Journal of Advertising and serves the industry by
strengthening advertising research and education.
According to the AAA, “Darrel has made major
contributions to advertising research over his career, including several best paper
awards at leading journals like the Journal of Advertising. Darrel is past president
of AAA and has been cited as one of the most frequent contributors to the top
journals of our field.”
“I have always been interested in why or how advertising works,” says
Muehling. He teaches a class on the principles of marketing for juniors, and
a senior-level promotions management course that provides a text and case
approach to integrating promotion into the marketing plan by examining
methods, organization, communications, media selection, and campaigns.
After earning his bachelor of science, bachelor of arts, master’s, and doctorate
degrees from the University of Nebraska, Muehling joined the WSU marketing
faculty in 1985. He became an associate professor with tenure in 1991, and full
professor in 1997, the same year he assumed leadership of the department. He
has developed courses for distance degree students, was a visiting professor at
Thammasat University and Prince of Songkla University in Thailand, and has
served on numerous university, college, and industry committees.
Dividend 15

When it comes to logos,
Henderson says consumers
tend to like and remember
those that are more
concrete than abstract. For
example, General Mills’
Green Giant and Arm
& Hammer’s bulging
bicep have been hits with
consumers for decades. Symbols like
triangles, on the other hand, are
more easily forgotten,
she says.
“Car logos are notoriously
bad,” Henderson
says. “They don’t mean
anything.”
She adds, “Not that we want a
bunch of logos with big guys wearing
leaves.” Some of the most successful
logos are simple drawings of
recognizable objects, such
as the World Wildlife Fund’s
black-and-white panda
symbol, Henderson says.
“People love that,” she
says. “It’s graphical. There’s
not too much detail.”
Yearning for yesterday
Recent research by Department of
Marketing chair Darrel Muehling
and CB associate professor David
Sprott sheds light on a popular
advertising trend: the use of nostalgic
themes.
In their 2004 study “The Power of
Reflection: An Empirical Examination
of Nostalgia Advertising Effects,”
the duo commented that it’s no
coincidence that advertisers are
reminding consumers to return to
their pasts during a time when people
are “uncertain and anxious about
the future.” They note that many of
today’s ads feature the styles, scenes,
and characters—including Mr. T and
ALF—popular in the 1960s, 1970s,
and 1980s.
Muehling says it’s not so important
who the characters are, just that they
conjure memories of a time gone by.
“ALF may not be what you were
thinking about” when consumers
watch the ad, he says. “You might
be thinking about how old you were
when ALF was popular…ALF puts you
back to a certain time.”
As part of the 2004
study, Muehling and Sprott
presented research subjects
with two fictitious print
advertisements for Kodak
film. Both ads showed a
photo of a group of boys
wearing football jerseys
smiling at the camera in a back yard.
The nostalgic version of the ad reads,
“Re-Live the Moment. Last Day of
Summer. August 28, 1985.” The
other ad reads “Capture the Moment.
August 28, 2001.”
The nostalgic ad roused more
memory-related comments from the
subjects. They wrote “reminds me of
being a kid,” “brings back memories
to the last day of summer,” and
“goofing around was so much fun.”
The study found that the nostalgiathemed
advertisements stir more
favorable consumer attitudes toward
both the ads and the brands over ads
that don’t remind consumers of the
past. Gender and age had no influence
on those findings.
So why wouldn’t every company
use nostalgia in their advertising? For
one, nostalgia themes are just one
of hundreds of ad executions from
which to choose, Muehling says.
Additionally, nostalgic ads rouse
negative thoughts as well as positive
ones. They portray yesteryear
through rose-colored glasses, and
“consumers may strongly desire to
return to their pasts, but realize that
this cannot occur,” the study says.
Through further research, Muehling
hopes to learn why nostalgic advertising
works more effectively on some
people than others and to determine
whether it’s more appropriate for
some products versus others.
Reaching skeptical
consumers
Some of the hardest consumers to
reach are those who distrust advertising
claims. CB dean and marketing
professor Eric Spangenberg,
along with Seattle University’s Carl
Obermiller and the University of
Washington’s Douglas MacLachlan,
found skeptical consumers are
more responsive to ads that strike
an emotional chord rather than
ads riddled with product
information.
Their study, “Ad Skepticism:
The Consequences of
Disbelief,” was published
in the Journal of Advertising
in 2005. Fifty-four subjects,
whose skepticism levels
were rated using a scale developed
by Spangenberg and Obermiller in
1998, were shown eight television
commercials. Four commercials were
considered emotional, such as an
Ernest & Julio Gallo wine ad that
showed a family atmosphere at a
winery. The other four were informational
appeals, such as an ad for Joy
dishwashing liquid that described
how the product removes baked-on
foods.
The study found that both the
highly skeptical and less skeptical
subjects responded better to the emotional
appeals, despite the common
perception that consumers think
emotional ads are manipulative.
“The important point about
skepticism is not that it doesn’t occur
or exist, but that it occurs or exists
at varying levels across people,” says
Spangenberg, who previously studied
what types of people are more or less
skeptical than others.
A particular consumer’s level
of skepticism has to do with how
much experience they have with
advertising, not necessarily how well
educated they are. A study in the
16 WSU College of Business

1990s found that Russians, as they
transitioned from a communist state
to a free-market economy, weren’t
very skeptical of advertising.
“They weren’t less educated, but
they were less experienced with
seeing advertising and developing
this relationship with marketing,”
Spangenberg says. “Nothing had been
sold to them (before).”
Muehling says it’s common for
consumers to believe they aren’t
affected by advertising. He recalled
a survey conducted by the Wall
Street Journal in which most people
said they weren’t affected by commercials.
After further probing, the
survey revealed that people do make
decisions based on advertising. One
woman, who at first said she wasn’t
influenced, was pressed to answer
why she was a loyal consumer of
Certs breath mints.
“It’s two mints in one,” she replied,
echoing the product’s familiar slogan.
Putting the research to use
The science of advertising is
being put to use outside the halls of
academia, says Dennis Magner, a
principal of the Spokane-based advertising
and brand design firm Magner
Sanborn. His company often taps
into the research coming out of CB
when it creates new advertisements
or presents ideas to its clients, which
include Nintendo, AT&T Wireless,
and Washington Trust Bank.
“(CB research) is so focused. It goes
beyond general demographic (data),”
he says.
Magner says his firm
often is trying to find the
balance between creating
informational ads versus
making emotional appeals to
consumers.
“No one loves to be sold to.
We’re human beings, and we
have emotions,” he says.
At large ad agencies, there
tends to be some polarity
between the research and creative
departments, Magner says. But
Magner Sanborn is small enough
that employees work together to
develop ads that are both appealing
and scientifically sound. Research
being done at the CB has become
such an integral tool at the firm that
it feels less like science and more like
common sense, he says.
“We essentially use it for every
single thing we do,” Magner says.
“Before we do something, we need to
know it’s going to be effective. That’s
what the research does.”
—megan coOley
Unemotional
Onyx
Onyx
Proposed Marketing Research Center
Throughout the year, faculty and students in the Department of
Marketing conduct research on a variety of topics with implications for
theory, marketing strategy, public policy, and consumer welfare. While
the department’s faculty have been successful in guiding students in
the research process and have produced quality research published in
the field’s top journals, the current marketing research facility, built in
1990, presents some limitations. For example, the physical layout precludes
some types of study designs, and recent technological advances
have resulted in outdated audio and video technology, suboptimal
data collection software, and minimal technological support. Small,
poorly ventilated rooms are not comfortable for researchers or subjects.
A new proposed Marketing Research Center would support and
enable technology-enhanced research in a cutting-edge environment
designed for maximum applicability to a wide range of research
studies. If funded, the new facility will:
• Enhance the educational experience of undergraduate and
graduate students by increasing the number of students able to
participate in research projects, supporting industry-sponsored
research projects, and enabling undergraduate students to apply
course concepts in a real research lab.
• Reduce materials and labor costs associated with data collection
and data entry.
• Provide the Department of Marketing with a significant point of
differentiation for attracting and retaining top students and faculty.
For more information about this project, please contact Justin
Marquart, assistant director of development, at marquart@wsu.edu.
Current layout:
Proposed layout:
Dividend 17

B u s i n e s s P l a n
Third Annual WSU Business Plan
Competition Offers Students
Opportunities to Shine
The Honors go to…
Five WSU student teams took home $15,000 in
awards during the third annual WSU Business
Plan Competition held April 7–8 in Pullman.
The competition allowed 27 WSU student teams
and 86 students the opportunity to present their
business plans to a panel of judges from the
business community.
Hosted by the WSU Center for Entrepreneurial
Studies in the College of Business, the competition
comprised a five-league preliminary round,
with the winner of each league advancing to
the final round. Each team gave a 15-minute
presentation followed by an intense 20 minutes
of questions from the judges. The written and
presented business plans were then evaluated
on content, thoroughness, and feasibility.
Final round competition judge Brooke Randall,
of Unitus Global Microfinance Accelerator
(’02 Business Administration/Finance), says he
was thrilled to be part of the competition. “As
a fairly recent alum, to come back and provide
constructive feedback to students who are very
passionate about their business program is a
great thing.”
The business plan competition “gives students
a very good sense of real world practical skills.
It’s more than putting together a plan, but going
out and pitching it to potential investors and
experienced executives. It’s a great experience
for them to have outside of the classroom.”
First place honors in the competition were awarded
to graduate material science and engineering student
Colin Merimann and MBA student Alisha
(Runolfson) Merriman pictured with CB Dean
Eric Spangenberg. They proposed a solution to
multi-material welding through explosive bonding, a
process by which metals are welded together through
explosions.
“I’m very excited, very overwhelmed,” says
Runolfson. “It is nice to show I can take a product
from start to finish. It is very important to the industry
to have skills like this.”
Merimann and Runolfson plan to continue their
studies at WSU, and both expect to graduate in May
2007. After graduation, they plan to continue with
their business plans under the name MERC. The two
were married in June in Spokane, Washington.
Second place winners were Ahmad Bayomy
(’06 Bioengineering), Sepideh Zolfaghari (’06
Bioengineering), and Nick Rapagnani (’06 Business
Administration/Business Law) of BERZ for their manual
seat-elevating wheelchair.
18 WSU College of Business

C o m p e t i t i o n
Final round competition judges were:
Scott Carson, VP, Boeing
Third place honors were awarded to Brian Hall (’06
Business Administration/Entrepreneurship), Business
Administration student Bob Cady, and Drew Foulk
(’06 Hospitality Business Management) of Main Street
Thai for their Pullman Thai food restaurant.
Randall Coe, Director of Product Development, Bosch
Tool Corporation
Doug Cox, Commercial Loan Officer, America West Bank
Lee Gibbs, Branch Manager, Zions Bank
Joe Herzog, Chief Financial Officer, Northwest Venture
Associates
Tim Hopkins, Executive VP, Advantage Sales and
Marketing
Carey Jonas, CMO, Local Escapes
Norm Leatha, Professor, Gonzaga University, Director,
Delta Angel Group
Carly Lister, VP Finance, Advanced Hardware
Architecture
Peter Mowery, Director of Commercialization, SIRTI
Patrick Murphy, VP, Mosaix Communications
Brooke Randall, Analyst, Unitus
Jeff Robinson, Director, Brand Marketing, Boeing
Brett Rogers, State Director, Small Business
Development Center
Bill Skavdahl, Assistant VP, Washington Mutual Bank
Rich Smith, Commercial Loan Officer, Bank of Whitman
Fourth place (tie) was Dwight Summers
(’06 Business Administration/Entrepreneurship)
(not pictured) of Cayuse for his recreational equipment
company, and Sheng Xu, Richard Lasher,
and Brandon Bucher (all ’06 Bioengineering) of
Impulse Laboratories for their bioengineering based
educational tools.
Judges Carly Lister and Bill Skavdahl study the results of explosive
bonding during MERC’s presentation at the WSU Business Plan
Competition.
Dividend 19

Delivering Innovation
Business and engineering students learn
new approaches to entrepreneurship
Undergraduate business and engineering students came
together during the 2005–2006 academic year for a class
focused on the integration of engineering innovation and
business entrepreneurship.
In Entrepreneurship 496, eight teams composed of
business and engineering students learned how to
apply entrepreneurial skills to engineering by learning
approaches to business creation, analyzing technologybased
opportunities, and competing in the WSU Business
Plan Competition.
The course was created and taught through a collaborative
effort by Jerman Rose, CB associate dean for
undergraduate programs, Denny Davis, bioengineering
professor and director of the Engineering Education
Research Center, and Marie Mayes, clinical assistant
professor for entrepreneurship and marketing.
“Teaching this course was a tremendous challenge and
opportunity for growth for both the students and for us as
teachers,” says Rose. “We were all pushed and stretched in
many directions, and in the end I think we accomplished
our mission of providing a unique opportunity
to develop skills and communication
across the ‘disciplinary divide’.”
Inspired by the course, two student teams
opted to take their ideas further.
Team members and 2006 graduates Nick
Rapagnani (business administration, business
law), Ahmad Bayomy, and Sepideh
Zolfaghari (both bioengineering) took
their idea for a manual, height-adjusting
wheelchair to the third annual Spirit of
Entrepreneurship and Enterprise Development
(SEED) Collegiate Entrepreneurship
Venture Forum in Santa Barbara, California,
where they finished fourth among 46
graduate and undergraduate teams.
Their invention sparked the interest of
many, and the team received coverage in
local and regional media outlets. They are
currently pursuing a patent.
Mayes traveled with the team to
Santa Barbara as their business
plan coach.
“Their
Malawian farmers test a prototype of the treadle pump built by WSU students.
Associate dean
Jerman Rose
recently traveled to
Rwanda with three
WSU students to help
local entrepreneurs
set up a telecenter
supporting a Maraba
coffee cooperative.
©Rwanda Speciality Coffee Roasters
20 WSU College of Business

Winnings for WSU
Tri-Cities Business Plan
Team Top $21,000
Kyle Kraemer and Jeff Evans enjoy downtime with the Malawian
children they hope will benefit from their treadle pump innovation.
final four placement is a testimony to their hard work,
and to WSU’s dedication to offering cutting-edge entrepreneurship
and innovation in the classroom,” she says.
Four 2006 graduates, Jeff Evans (business administration,
entrepreneurship), Dan Good (mechanical
engineering), Kyle Kraemer, and Travis Meyer (both
bioengineering), took their business plan for a low cost,
scalable treadle pump to farmers in the central African
country of Malawi.
In March, the team traveled to Malawi to test their
pump in the harsh environment. After putting their
prototype to the test, they used input from local farmers
to build a second pump using local resources.
The team competed in the University of Washington
business plan competition, where they made a semifinal
appearance and were awarded “Best International
Project” and $2,000, among other honors.
“After we finished our presentation to the panel of
judges, they each handed us their business cards with
‘I.O.U.’ written on them,” says Meyer. “Later, we were
presented with personal funds from the judges to be
contributed to our project.”
With the resources provided by their new found
supporters, Meyer hopes to return to Malawi. “It became
more than just a classroom experience,” he says. “It
became an overwhelming passion.”
Rose and Davis plan to offer the course again during
the 2006–2007 academic year, and Rose is busy exploring
new internship opportunities for future students. Rose
recently traveled to Rwanda with three WSU students to
assist in efforts to extend Internet access to rural African
villages and aid local entrepreneurs in their efforts to set
up a telecenter supporting the Maraba coffee cooperative.
While Rose ran workshops at the National University of
Rwanda in entrepreneurship and business planning, students
evaluated the telecenter’s business plan and set up
computers for the operation. Rose is currently working
with the Kigali Institute of Science and Technology in
Rwanda to develop internships where business students
evaluate the business plans of local entrepreneurs.
Two Washington State University MBA students from the
Tri-Cities have spent the last year touring northwest university
business plan competitions presenting their company Bright-
Wave.
Paul Dailey and Kent Bader, both 2006 MBA graduates,
wrote a business plan that employs technology developed by
the Pacific Northwest National Laboratory (PNNL) to image the
insides of walls, detecting everything from wiring and piping to
water and mold.
Bader and Dailey believe that BrightWave could revolutionize
the $3 billion-a-year building inspection industry by providing a
consistent inspection service with superior accuracy, functionality,
and reproducibility at a lower cost than supplemental
inspection methods, such as infrared imaging.
The team has competed in a total of six competitions
throughout the Northwest and has received a myriad of awards,
including second place and $5,000 in Gonzaga University’s
business plan competition, “Best Written Plan” at Boise State
University’s business plan competition, and a semifinal finish
at the New Venture Championship hosted by the University of
Oregon.
Recently, they competed in the University of Washington’s
business plan competition, where they finished second among
62 entries and received a Judge’s Choice award for “Best Service
Idea.” Their combined winnings for the UW competition totaled
$15,000.
Though Dailey admits that participating in so many competitions
was trying, he says, “We wanted to get as much out of it as
we could. We also had great encouragement from the University
to compete—and to learn about
the process itself.”
Bader and Dailey are among
the first students to take
advantage of a new program
sponsored by the WSU College
of Business and PNNL known
as the Institute for Technology
Entrepreneurship. The program
matches students at the Tri-Cities
campus with locally developed
technologies and provides
coaching and support to enter
competitions or even launch
their venture.
Overall, Dailey says the
experience was a great one. “We
got a lot of valuable feedback,”
he says. “And the whole process
really teaches to you to look
at a business from a business
standpoint, not as a consumer.”
Paul Dailey (left) and Kent
Bader take time to pose for
a picture at the Gonzaga
University business plan
competition. The team walked
away from the competition
with a second place finish
and $5,000.
Dividend 21

COLLEGE OF BUSINESS
The newly redesigned, full-time WSU MBA
program prepares graduates for the management
of innovation in the global economy.
Highlights
• New MBA classroom and lab—a flexible, wirelessenabled
learning environment with mobile
workstations to inspire collaboration.
• Rigorous interdisciplinary coursework is specifically
sequenced to ensure the mastery of applied skills.
• Expert, hands-on instruction by world-renowned
educators.
• Corporate consulting and service learning projects,
plant tours, and live case studies.
• All MBA students participate in the WSU Business
Plan competition.
• Students gain real-world experience in a supervised
summer internship.
22 WSU College of Business
www.cb.wsu.edu • www.wsu.edu/mba

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Dividend 23

STUDENT NEWS
Department of Information Systems Chair Mark Fuller and Assistant Professor Mauricio Featherman work with students in the MIS classroom.
Students Applaud New Mis Curriculum
One year after the information systems department
switched to a .NET-based curriculum, the verdict is in:
students are benefiting from the change.
In fall 2005, the IS department rolled out a new curriculum
based on Microsoft’s .NET framework, abandoning
classes on COBOL and JAVA software, and focusing instead
on a four-course sequence of Visual Basic C# and ASP.NET
using the .NET platform. The decision was based, in part,
on input from recruiters on the technical, systems, and
business skills needed by graduates in MIS.
“While graduates from our major go into a variety of
careers other than strict applications development—for
example as systems analysts—our curriculum gives them a
great skill set to draw on when analyzing business needs,
and then helping design systems to meet those needs,”
says IS department chair Mark Fuller.
According to IS Associate Professor K.D. Joshi, when
a number of different programming languages are taught
and used in courses, students’ ability to become proficient
at any one language and progress to more advanced levels
of expertise is limited. Consolidating the programming
languages allows students to concentrate on course content,
rather than repeatedly switching syntax. The resulting
courses can guide students to previously unattainable levels
of technical proficiency and practical understanding.
“This curriculum allows us to focus on how information
technology can help support business processes instead of
focusing on the various different integrated development
environments and language specific syntax,” says Joshi.
“The change in the MIS curriculum provides students
with a deeper understanding of the .NET framework,” says
Leah Knowles (’06 Business Administration/MIS), part
of the first group of students to experience the transition.
“Because students don’t need to learn different languages,
courses are more integrated and focused.”
“The migration to an integrated .NET environment
has been very beneficial to my learning experience at
WSU,” says Darren Bystrom (’06 Business Administra-
24 WSU College of Business

Kathryn and her husband J.D. after she was named the WSU William G.
McGowan scholar.
tion/MIS). “Because it is no longer necessary to learn the
various nuances associated with different programming
environments, I’ve developed a greater familiarity with
.NET and had more success in the upper-level programming
courses than I would have had otherwise.”
Unlike most majors, in which students don’t always
need to take courses in the same order, the MIS curriculum
is specifically sequenced to ensure the mastery
of technical skills. The transition to the new curriculum
had to be carefully orchestrated as students who entered
the program under the previous curriculum finished
their studies in the new courses.
Despite this hurdle, the change gets positive reviews
from the students who endured the transition. Says
2006 graduate Matt Tobey: “The switch to the .NET
environment will benefit both current and future
students by offering a dynamic, well-rounded curriculum
that adapts to and reflects mainstream technology
utilized and required by all IT professionals today.”
Junior MIS and Management
and Operations Major Named
Second CB McGowan Scholar
Kathryn Laurance, a 4.0 student from Anchorage,
Alaska, was named the William G. McGowan
Scholar on April 28, 2006. This is the second year the
College of Business has awarded funds from the William
G. McGowan Charitable Fund Inc. through a competitive
application process.
“I am deeply honored to be recognized and supported
by an organization so committed to innovation,” says
Laurance. “William McGowan’s legacy inspires future
leaders and innovators to apply themselves in the business
industry—to make an impact on the lives of people
around the world.”
The scholarship was established in honor of William
G. McGowan, founder of MCI Telecommunications.
In addition to submitting a 1,000-word essay on the
contributions of William G. McGowan to today’s business
world (both in general and in the telecommunications
field), applicants must be non-resident students.
The College of Business identified out-of-state students as
an area currently underserved by available scholarships.
“By strategically targeting funding to aid underserved
student populations, the College of Business is able to
maintain a well-balanced student body,” says Lisa Irby,
CB scholarship coordinator.
Laurance and her husband J.D., a WSU molecular and
biosciences major, have a three-year-old son, John. The
award offers her a full out-of-state tuition scholarship for
the 2006–2007 academic year.
“Receiving funding from McGowan Charitable Fund
allows me to focus on my academic career rather than
my financial situation,” says Laurance. “The award has
also invigorated my passion for academic discovery, and
will allow me to explore more innovative and interesting
opportunities.”
After graduation, Laurance wants to pursue a career
in MIS consulting and organizational restructuring.
“Becoming a McGowan scholar inspires me to follow in
William McGowan’s footsteps, and I hope to one day
make significant contributions to my work, my field, and
my community.”
Dividend 25

College of Business Students
around the
Finance students
at the New York
Stock Exchange.
New York
Finance students took a bite out of the Big Apple
this past March when they traveled to New York
City with finance professors Rick Sias and Harry
Turtle. The eight students visited a number of
prominent financial institutions including Goldman
Sachs, JP Morgan, Blackrock, and the New
York Stock Exchange. The trip was a great
success according to Turtle,
who credits the CB’s friends
in the industry for providing
a list of contacts that “led to
great visits that were thought
provoking, educational,
and fun.”
Casey Prange, a senior in
finance, was one of the eight
junior and senior CB students to
take part in this unique opportunity.
“The New York trip was eye
opening,” he said. “I learned and
experienced a great deal seeing
the New York financial world on
the inside.”
Companies visited by the group
noted that they were not only great
guests, but a pleasure to host. Says
Sias, “We were fortunate to have a
wonderful group of students—they
served as excellent ambassadors for
our program and college. We all had
a great time!”
26 WSU College of Business

World
Thailand
Last May, hospitality business management associate
professor Dogan Gursoy escorted 30 students to
Thailand, where they took courses in international
marketing, international tourism, and Asian business
practices. In addition to their coursework, they visited a
variety of companies and managed to take in the sights
as well. Their adventure started with a few days touring
Bangkok, after which they moved on to Chiang Mai for
four weeks of intensive coursework taught by Gursoy
and the faculty of Chiang Mai University.
“This experience was eye-opening for the students,”
says Gursoy. “Most had never been to Asia. Learning
about Asian business practices is a vital part of developing
the global perspective we want to instill in our
students.”
The trip ended with several days in Phuket, where
the group spent their time sightseeing and enjoying the
beautiful beaches.
Switzerland
Sixteen College of Business students blazed a new trail this
semester as the first participants in the CB’s new faculty-led
study abroad program in Brig, Switzerland. While previous
Swiss exchange programs were limited to students in hospitality,
the new exchange program opens participation to all
business students.
The program is made possible by the CB’s long-standing
relationship with University Center Cesar Ritz, a selective
school that enrolls students from around the world, allowing
students to interact closely in their classes and in social settings
with a truly diverse group of classmates.
Under the leadership of Jerman Rose, newly appointed
CB associate dean of undergraduate programs, students also
experienced the culture and scenic beauty of the region, visiting
Rome, attending local cultural events, and participating in
outdoor activities in the surrounding mountains. For many, a
highlight was a trip to the Winter Olympics in Torino, Italy.
Students were unanimous in expressing their support for the
program and its value. Clarissa Morford, a senior hospitality
business management major, said, “Overall, I have learned that
dealing with those from a different culture is enriching and
challenging, but well worthwhile and a valuable asset to my
future career.”
Dividend 27

STUDENT NEWS
Carson Center Wraps
Up Successful First Year
The Scott and Linda
Carson Center for Professional
Development is celebrating
many successes as it ends its
first academic year open for
business.
Since opening its doors on
September 19, 2005, the Carson
Center has registered nearly 500
students, critiqued more than 350
resumes, conducted over 130 career
counseling sessions, and hosted
20 employer visits. By facilitating
30 workshops over the course of
the year, the center has provided
students with valuable instruction
on topics including resume writing,
interviewing strategies, professional
dress, and wealth management.
Positioning itself as students’
“Career Connection,” the Carson
Center connects students to the
professional world. The center’s
services and activities are designed
to help prepare students for successful
job searches and interviews, and
give them the tools necessary for a
smooth transition from college to
career.
Students who have taken
advantage of these services report
feeling better prepared for job and
internship searches. “The Carson
Center was so helpful in preparing
me for the interview process,” said
Sue Guyett, a junior accounting
major. “Thanks to the team at the
Carson Center, I am better equipped
than I otherwise would be.”
As the year progressed, student
demand for the Carson Center’s
services gradually increased. In
March, the center offered mock
interview sessions with executives
from companies including Boeing,
Microsoft, Washington Trust Bank,
28 WSU College of Business

and Toyota, and sessions filled up quickly. “The number
of students wanting to participate was double that of the
interview slots available,” says Carson Center Director
Janel Lang. “We hope to increase the availability of
these types of opportunities in the future to meet student
demand.”
What’s next for the Carson Center
Lang expects that student demand for the Carson
Center will continue to increase, and is taking steps
to ensure that the center’s resources and services will
continue to exceed expectations. Projects on the horizon
for the Carson Center include the development of online
workshops to increase efficiency and expand the availability
of its services. Together with the WSU Leadership
Center, the Carson Center will present a new workshop
series on leadership, with weekly sessions throughout the
2006–2007 academic year.
“Helping students reach their professional goals is one
of our central missions,” says Lang. “We will continue
to develop programs to facilitate meaningful interaction
between students and business leaders. This is the key to
showing students the many types of opportunities that
exist for them, and showing employers the extremely
high caliber of Washington State University business
students.”
College of Business Student Clubs and Organizations
Alpha Kappa Psi
Internationally recognized co-ed professional business
fraternity for business and non-business students. Advisor
pending
Beta Alpha Psi
National scholastic and professional organization for future
financial information professionals. Advisor: Chuck Caylor
Beta Gamma Sigma
International honor society for the Association to Advance
Collegiate Schools of Business (AACSB). Advisor: Jerman
Rose; Coordinator: Sheila Bershatsky
Delta Sigma Pi
International co-ed business fraternity open to all business
students interested in personal professional growth and
community service. Advisor: Harry Turtle
Finance, Insurance, and Real Estate Club
Student organization designed to enhance the educational
experience of students interested in the field. Advisor: Mike
McNamara
International Business Club
Student-run professional and social organization that
provides an opportunity for students of various nations to
come together and learn about global business. Advisor:
Suprateek Sarker
Management and Operations Club
Active student organization that strives to provide students
with the skills to succeed in management. Advisor:
Jonathan Arthurs
Marketing Club
Student-centered organization that focuses on building marketing
skills and enhancing knowledge through real-world
experience. Advisor: Yany Gregoire
MBA Association
Leadership organization that focuses on service, professional
development, networking opportunities, and successful
career placement; open to all MBA students at WSU.
Advisor: Cheryl Oliver
Mu Iota Sigma (MIS)
Student-run organization established to facilitate the discussion,
participation, and transformation of the MIS industry.
Advisor: John Wells
Sigma Iota
Student club where people with common interests in the
hospitality industry come together to share ideas, network,
and gain industry and leadership experience. Advisor: Kevin
Bennett
Students in Free Enterprise (SIFE)
Award-winning student team that practices entrepreneurship
through local, regional, and global projects. Advisor:
Val Miskin
Women and Business
Student organization that seeks to support and meet the
needs of business-minded women and men at WSU through
education regarding gender issues in the workplace.
Advisor: K.D. Joshi
Dividend 29

• Student Involvement • Professional Development • Internship and Job Search
Scott and Linda
CARSON CENTER
FOR PROFESSIONAL DEVELOPMENT
The mission of the Carson Center is
to serve students by equipping them
with the skills and knowledge necessary
for personal and professional success.
The center works closely with faculty
and department chairs to assist in
three areas: student involvement,
professional development, and
internship and job search.
Through the Carson Center, employers
and alumni can:
• Host networking events to meet with
qualified students.
• Present career development workshops.
• Participate in mock interviews.
• Publicize job and internship openings to
students actively seeking employment.
Scott and Linda Carson
Center for Professional Development
College of Business
Washington State University
Todd Hall 101
PO Box 644750
Pullman, WA 99164-4750
Telephone 509-335-5480
Fax 509-335-5491
www.cb.wsu.edu/carsoncenter
30 WSU College of Business

Ph.D. Placements
Wei Li, Accounting,
Kent State University
Deborah Seifert,* Accounting, Wichita
State University
Matt Hood, Finance, University of S.
Mississippi
Wei Li Matt Hood Michael O’Fallon
Brian Kulik,* Management and Operations,
Central Washington University
Manjula Salimath
David Knuff
Michael O’Fallon,* Management and
Operations, James Madison University
Manjula Salimath, Management and
Operations, University of North Texas
David Knuff,* Marketing, Oregon State
University, Cascades Campus
* All but dissertation at press time
Dividend 31

STUDENT NEWS
Postcards from Pullman:
My experience as a
first-year MBA student
I won’t lie; moving from Phoenix, Arizona, to
rural eastern Washington was a shock. Before I
came to Pullman to pursue my MBA, I had never
lived north of the Arizona boarder, and always
in metropolitan areas, so settling in to a small
college community in the middle of the Inland
Northwest was quite a change.
After high school, I moved to Flagstaff to
study electrical engineering at Northern Arizona
University. I was very involved in my undergraduate
studies, participating in the school paper, The Lumberjack,
where I learned about other universities, and
the NAU campus ambassador program where I worked
with people from all over the world. I even spent
a summer in Texas with total strangers at a youth
summer camp. But nothing in my past prepared me
for my move to Pullman.
Whether I should have or not, I just didn’t expect
any differences between the Northwest and Southwest.
Both are on the west coast, and are both relatively
young areas. Despite the apparent similarities, I
learned it’s the subtle differences that are important.
For example, I’ve always said “soda,” but here it’s
called “pop,” the sun stays out until 10 p.m. in the
summer, and this concoction called “fry sauce” that I
never expect to understand.
But I didn’t have much time to adjust—I had to
prepare for my first MBA experience. Boot Camp was
designed to introduce the new MBA students to the
College of Business and create a foundation of business
knowledge we could use in the classroom. It was also
designed to give non-business students like me critical
knowledge we would use in the program, including
spreadsheet design and modeling. It did that, but my
learning didn’t stop there. It introduced me to my
classmates and soon-to-be friends: 25 business peers
I would be spending every day with for the next two
years. It also helped me begin to make the desperately
needed adjustment from my old family in Arizona to
my new family at WSU.
The boot camp was capped off with three days at
the WSU Outdoor Recreation Center challenge and
high ropes course. There, we had to use our physical
and mental
abilities to overcome
barriers, both literally and figuratively. As
a team, we climbed walls, balanced on ropes, and
avoided obstacles while dealing with different cultural
backgrounds, language issues, and the fact that none
of us knew each other. It was challenging, but it really
helped us bond.
After the semester started and my routine had
developed, my transition to the Pacific Northwest
began to become much easier with the help of amazing
professors and a wonderfully developed cohort
system. I was constantly surrounded by support from
peers, professors, and the college. I was encouraged
to work in teams in classroom exercises and develop
relationships with my fellow MBA students. The
friendly, collaborative environment created by the
cohort format allowed me to truly understand difficult
material and develop teamwork abilities that came in
handy during numerous late-night study sessions.
My first year MBA experience has included amazing
opportunities. During my first semester, I was offered
the honor of representing the College of Business at
the PAC-10 Case Competition hosted by the University
of Southern California. The competition was intense
and the objectives were challenging, to say the least.
In 24 hours, we were required to research, analyze,
and create a solution for Hewlett Packard in the Carly
Fiorina era. We then gave a 20 minute presentation of
our solution to a tough panel of judges followed by 25
minutes of questions and answers.
My three teammates and I learned a lot, had a
wonderful time, and brought home a fourth-place
finish for WSU and the College of Business. I hope to
32 WSU College of Business

compete again this year, and bring home a top-three
finish and qualify for a spot at the Pac-10 vs. Big-10
Challenge Case Competition.
The summer brought hard work and the opportunity
to travel abroad. The beginning of the summer was
filled with my internship in the College of Business
as the project and publications specialist for Dividend
magazine. I’ve been involved in every aspect of
producing the publication, and have developed and
implemented a successful plan to include outside
advertising in Dividend—a first for a college magazine
at WSU.
In July, I traded in my 8-to-5 job for a plane ticket
and an English-French translator, and was off to study
abroad in Lausanne, Switzerland, with WSU MBA and
master of accounting students.
My trip to Lausanne was an experience of a lifetime.
I was able to travel Europe and learn about different
cultures and customs while interacting with students
from the Ecole Hoteliere de Lausanne, the local
hospitality and business university where we stayed for
the program.
This past year in Pullman I have grown and matured
as an individual and learned more than I ever
imagined I would both in and out of the classroom.
Through all my experiences and opportunities at WSU,
I have adapted to and now embrace Washington and
“Cougar Country.” I am honored to call the Inland
Northwest my home.
I’m looking forward to my second-year studies,
and to welcoming the new first-year students. I’m
sure somewhere among them will be a displaced
Southwesterner staring in awe at the wheat fields
and wondering what the next year holds. I know the
feeling, and I know that nothing I can say will prepare
them. But I can offer them a warm welcome—and
maybe a cold pop.
—BRIAN GILLESPIE
Presenting a case with teammates Alisha (Runolfson) Merriman, Stephanie Chen, Curtis Hoesing, and Nathan Kipp.
Dividend 33

STUDENT NEWS
One Year Out
A Recent MBA
Graduate Looks Back
After completing her MBA in May 2005,
Yvonne Rodriguez’s career options were
wide open. “I applied to about 50 different
companies and 75 different positions,” she
recalled. “I put my resume on monster.com.
I went to every major food company’s
Web site in the United States…even
Germany, Australia.”
Then Rodriguez was offered interviews at two companies,
both of which offered her a job. She chose Kraft
Foods, which offered her a supervisor’s position in
distribution and operations at their facility in Fresno,
California. It’s a natural fit for someone with an MBA
and an undergraduate degree in biological systems
engineering, plus a strong research background.
“I love my job,” she said. “I have a really good boss
and he’s given me a lot of responsibility. He’s put
faith in me and allows me to spread my wings. I’m so
lucky to have him as my manager. I try to pass on the
wisdom he gives me to my employees.”
She currently manages 55 employees, and the company
will likely increase it to 70 for the two production
lines she oversees, Rodriguez said. Four floor leads
report directly to her, plus a distribution clerk.
She works with internationally known ready-to-drink
brands, including Crystal Light and Capri Sun. Kraft
has been tremendous in helping her map out a career
path that fits her ambitions, she said.
“There is a really great program within the company
that helps you and your manager align your goals to
further your career,” she said. “It covers mobility,
interests, where your final destination is. It’s about
where you want to go and how they can get you there.”
Kraft’s programs—and her manager’s support—have
given her confidence in her abilities, Rodriguez says.
She in turn tries to pass that on to her employees.
“Most of them have just a high school education,”
she said. “They’ve been manual workers their whole
life, and haven’t had anyone to encourage them. Some
Yvonne Rodriguez
34 WSU College of Business

have a lot of potential. I’ve been encouraging leadership
potential for some of them.”
Her MBA classes have been a tremendous asset on the
job, she said, especially Ken Butterfield’s course on
management. She constantly draws on the knowledge she
gained in that class, she says.
“That class has been a definite help in my role as
supervisor so far…how to be a good manager, how to deal
with people, with different personalities, conflict management,”
she said.
As much as she loves her job, the transition from
Pullman to Fresno has been tough at times, she said. She
spent eight years at WSU altogether, and both she and her
13-year-old daughter Allie had developed a close, tightknit
community of friends during their time there.
“She really misses her friends,” Rodriguez said. But
Allie’s new school in Fresno is excellent, and she’s been
able to keep up with her dance studies, one of her passions.
“She’s still doing really well,” she said.
Rodriguez also misses being able to simply drive to
Seattle to visit her family.
“Now it’s a $500 flight,” she said. “It’s been hard. I talk
to my mom every day on the phone.”
Rodriguez trades childcare with a sorority sister who also
moved to Fresno. Since she’s on swing shift, her friend
watches Allie in the evening. She trades by watching her
friend’s baby in the morning.
Her job search taught her a few things, she said, that
new graduates might consider.
“The best thing you can do is focus on three companies
you want to work at,” she said. “Apply directly; don’t just
use monster.com or any of the online resume sites.
“Definitely go to career fairs, get used to talking. I did
mock interviews at the career center. Definitely prepare for
phone interviews. If you don’t make it on the phone, then
you’re not getting a second interview.”
With her WSU MBA, Rodriguez gained not only a
satisfying job, but also a valuable network of friends. “The
feeling of family was the most memorable thing about the
MBA program. When I started the program, I was put in
classes with people that became friends that I still cherish
today. The team structure of the classes really allows for
the students to become a family.”
—elaine porterfield
Dividend 35

STUDENT NEWS
A Message from the Associate Dean
of Graduate Programs in Business
As I begin my first year as
Associate Dean, I am pleased
to highlight the activities and
opportunities in the College’s
graduate programs. We have
just completed the first year with the new MBA curriculum
and are very appreciative of the many individuals
that contributed to the re-engineered program. Our first
cohort of students under this new program exhibited
great cohesion and focus, grounded in a diverse range
of academic competencies and cultural perspectives.
Summer was a busy time for these students with many
participating in a faculty-led MBA study abroad program
in Lausanne, Switzerland. All of the students in this first
cohort also received competitive summer internship
offers as detailed on the next page.
We are very excited about our MBA 2006–2007 calendar
of events. Our executive speaker series will continue
through the fall and spring and will feature a morning coffee
hour with regional business leaders. In addition to their
coursework, students will participate in the WSU Business
Plan Competition, a service learning project that entails
developing a business plan for a nonprofit organization,
and the PAC-10 Case Competition. Both first and second
year MBA classes will travel to Spokane in the fall and
Seattle in the spring to attend the WSU Power Breakfasts
and to tour local businesses. We hope to see you at these
events and to introduce you to our outstanding students.
Planning for the 50th anniversary of the MBA program
is underway. We look forward to celebrating this
important milestone with you—watch your mail and CB
publications for updates and event information over the
next year.
The Office of Graduate Programs offers two other
graduate degrees in addition to the MBA. The master of
accounting (MAcc) program offers a valuable graduate
degree option for accounting students who wish to
take the CPA exam and enhance their professional
development. The College’s doctoral programs continue
to thrive with more than 50 students pursuing doctoral
degrees in the areas of accounting, finance, information
systems, management and operations, and marketing. We
look forward to the addition of the doctoral program in
hospitality business management in the fall of 2007.
Our alumni and friends are key elements in the success
of our graduate programs. We appreciate your feedback
and support in considering WSU MBA and MAcc students
for internship and long-term career opportunities. You
are important to our students’ success, so let’s continue to
expand that Coug network!
I look forward to meeting many of you as the year
progresses.
Best regards,
Traci Hess
“Thanks to WSU Total Land Care and the citizens of Malawi,
what began as a summer requirement for the WSU MBA
program became a life-changing experience for us when we
spent six weeks in the poor south east African country.
Brandon Haakenson (MBA Class of 2007) conducts research in
Malawi, Africa, as part of his internship with WSU Total Land Care.
Not pictured: Haakerson’s MBA classmate Andy Miller, another Total
Land Care summer intern.
“Our work focused on researching the wood consumption
for charcoal production, construction, and fuel for cooking
and heating in Malawi. We developed two surveys to assess
personal wood consumption and the production of charcoal
in rural and urban areas. The information we gathered can
now be used to better inform the Malawi government when
making future resource consumption decisions.”
—Brandon Haakenson and Andy Miller
36 WSU College of Business

MBA Internship
Placement
Shariar Badamchi, ZIBA Design,
Portland, Oregon
Bryan Boyer, Bank of Whitman,
Pullman, Washington
Kai-Lan Chang, Chueb Bao
Carbide Group, Hsin Chuang City,
Taiwan
Stefanie Chen, Bafflegab, Port
Townsend, Washington
Joel Crawford, Essex Property
Trust, Palo Alto, California
Leah Dauer, Starwood Hotels
Princeville Resort, Princeville,
Hawaii
Haolan Dong, DSM Nutritional
Products, Belvidere, New Jersey
Brian Gillespie, Dividend
Magazine, WSU, Pullman,
Washington
Amber Gilman, Arizona Super
Bowl XLII Host Committee,
Scottsdale, Arizona
Brandon Haakenson, Total Land
Care, WSU, Malawi, Africa
Curtis Hoesing, USDA, Albany,
California
Faith Kuo, In-Sight Tools,
Kennewick, Washington
James Llewellyn, Ag Enterprise,
Cheney, Washington
Andy Miller, Total Land Care,
WSU, Malawi, Africa
Alice Ou, Quadmill, Moses Lake,
Washington
Cholthida Plangprasopchok,
Apogee Biometrics, Kennewick,
Washington
Trevor Price, Pennsylvania State
University
Alisha Runolfson, WSU
Foundation
Steve Smith, Town of Wilson
Creek, Wilson Creek, Washington
Tommy Yu, MANAKOA Services
Corporation, Kennewick,
Washington
MBA Students Look Forward,
Build Relationships
The WSU MBA class of 2007 strengthened problem-solving skills and
solidified relationships during the first Adventure Apprentice trip held
April 1.
The trip, sponsored by the Office of Graduate Programs in Business
and facilitated by the WSU Outdoor Recreation Center, challenged MBA
students with situations where they had to solve problems using the
skills they had learned in the classroom and their physical abilities.
“We wanted to see how the group reacted in a challenging atmosphere
after two semesters in the program,” says former Associate Dean
of Graduate Programs Chuck Munson. “I was extremely pleased with
the result. The group was very enthusiastic, and their approaches to
solving problems were much improved compared to when they entered
the program. The students showed that they have learned a number of
things while they’ve been here related to working in teams and solving
problems.”
Adventure Apprentice was held at the Dworshak Reservoir in Idaho
by request from the MBA students as a follow up to previous MBA
teambuilding events. The class said they wanted to continue to form
the bonds developed during their first year in the program, further
develop the skills they had learned in the classroom, and learn new
skills.
“I was hoping we could come together, have a really good time, and
get even closer than we already are,” says MBA Class of ’07 member
Amber Gilman. “I also wanted to challenge myself and really take
something away from Adventure Apprentice.”
As for Adventure Apprentice’s usefulness in the classroom? Gilman
believes it’s more than valuable to her and to her MBA classmates.
“Adventure Apprentice really translated back into my studies,” says
Gilman. “There were many things I learned when I was outside that I
didn’t even realize I could take back to the classroom. And at the same
time, there are so many skills that translated from the classroom into
Adventure Apprentice. The experience really connected with me from a
leadership standpoint.”
Blindfolded (left to right), Haolan Dong, Leah Dauer, and Nam Plangprasopchok
lead MBA students through the forest with guidance from Stefanie
Chen, Alice Ou, and Faith Kuo during the “Sherpa Walk.”
Dividend 37

FACULTY AND COLLEGE NEWS
WSU Vancouver and Tri-Cities
Offer WSU Four-Year Degrees
Washington State University
is moving ahead to offer four-year
baccalaureate programs at its regional
campuses in Vancouver and Tri-Cities,
expanding educational opportunities
for undergraduate business students
statewide.
While both campuses have offered
junior- and senior-level coursework
since the late 1980s, the new initiative
will allow them to add lowerdivision
courses as well as general
education requirement classes.
At WSU Vancouver, freshmen and
sophomores who have expressed an
interest in majoring in business will
be able to start at that campus this
fall, says Jane Cote, business program
director there. “We anticipate
between 30 and 40 of these new
classes will be business students,” she
says. That represents about 20 percent
of the total new freshmen and sophomores,
a percentage that aligns with
the business student population in
the total WSU Vancouver headcount.
That is also in line with numbers
and percentages expected at WSU
Tri-Cities at its campus in Richland,
according to Interim Chancellor
Dave Lemak. The start date for new
entering freshmen and sophomores at
WSU Tri-Cities is fall semester 2007.
“The Tri-Cities campus has a strong
co-enrollment program already in
place with Columbia Basin College
and students have enjoyed a seamless
transition to WSU Tri-Cities and into
the business program,” says Lemak.
The new four-year program on the
campus will appeal to students who
want their undergraduate education
to be at one location, he says.
He also sees the four-year program
at Tri-Cities as possibly becoming a
“destination program” with appeal to
students statewide seeking specialty
business programs. He anticipates
that accounting at his campus will
become increasingly popular. Other
business majors available at Tri-Cities
are management information systems,
management and operations,
and business administration.
At Vancouver, students can major
in accounting, marketing, finance,
management information systems,
human resources/management,
management and operations, and
business administration.
Master of business administration
degrees are available at both campuses,
as are active business student
clubs, internship programs at local
and regional enterprises, career fairs,
and numerous student services
With the move to the four-year
program, Cote envisions the Vancouver
business program becoming “even
more solidly a part of the fabric of the
community as faculty numbers grow
and the four-year program becomes
mature.”
The Tri-Cities will continue to
co-employ faculty with Columbia
Basin College to teach 100- and
200-level course. Vancouver will
depend to a large degree for the next
few years on the teaching services of
adjunct professors (professionals from
industry with high qualifications) to
teach lower division classes. Teachers
WSU Vancouver
and programs at both campuses meet
the standards set by the AACSB, The
Association to Advance Collegiate
Schools of Business, the accrediting
body for the WSU College of Business.
Vancouver accounting alumna
Kristen E. Lynch, CPA (’02 Accounting,
’05 MBA) is hard at work
preparing to teach the first Accounting
230 course, Introduction to Financial
Accounting, at her alma mater starting
in August. The assistant audit manager
for the Washington State Auditor’s
Office in Vancouver scrutinized
textbooks to find the best one at the
most affordable cost. She says she will
work through every assignment herself
before presenting it to her students,
and will bring her real world auditing
experiences into the classroom.
“It’s important to me to inspire
my students to be as excited about
learning as I am about teaching
them,” says Lynch. “This is a great
opportunity for me to invest in
someone and watch their growth.
I’m very pleased to be part of the new
four-year program.”
—bev makhani
38 WSU College of Business

Outstanding Award Winners
Outstanding Faculty, Teaching: Claire Latham, Associate
Professor, Accounting, WSU Vancouver
Outstanding Faculty, Research: Joe Valacich, Professor,
Information Systems
Outstanding Faculty, Service: Jean Johnson, Professor,
Marketing
Outstanding Staff: Janet Reid, Management and Operations
and Serry Bauer, Office of Technology
Outstanding Graduate Student, Teaching: Michael O’Fallon,
Hospitality Business Management
Outstanding Graduate Student, Research: Michael O’Fallon,
Hospitality Business Management and Christoph Schneider,
Information Systems
Dean’s Distinguished Award: Glenn Crellin, Washington
Center for Real Estate Research
2006 College of Business Awards
Pictured: Back row (left to right): Glenn Crellin, Joe Valacich, Janet Reid,
and Christoph Schneider. Front row (left to right): Serry Bauer, Michael
O’Fallon, and Jean Johnson.
Teaching Innovation Grant Recipients
John Becker-Blease, Assistant Professor, Finance, WSU Vancouver
Stergios Fotopoulos, Professor, Management and Operations
Jean Johnson, Professor, Marketing
K.D. Joshi, Associate Professor, Information Systems
Nancy Swanger, Assistant Professor, Hospitality Business
Management
Len Trevino, Assistant Professor, Management and Operations
Pictured (left to right): Jean Johnson, Nancy Swanger,
and Len Trevino.
Dean’s Excellence Fellows
Bintong Chen, Professor, Management and Operations
Mark Fuller, Professor, Information Systems
Jerry Goodstein, Professor, Management and Operations,
WSU Vancouver
Yany Gregoire, Assistant Professor, Marketing
Dogan Gursoy, Assistant Professor, Hospitality Business
Management
Jean Johnson, Professor, Marketing
Gene Lai, Professor, Finance
Chris Plouffe, Assistant Professor, Marketing,
WSU Vancouver
Dennis Reynolds, Associate Professor, Hospitality Business
Management
Gregory Rose, Assistant Professor, Information Systems,
WSU Vancouver
Rick Sias, Professor, Finance
David Sprott, Associate Professor, Marketing
Tom Tripp, Associate Professor, Management and
Operations, WSU Vancouver
Joe Valacich, Professor, Information Systems
Pictured: Back row (left to right): Joe Valacich, Rick Sias, Bintong Chen,
and Yany Gregoire. Front row (left to right): Dennis Reynolds, Jean
Johnson, Mark Fuller, Dave Sprott, and Gene Lai.
Dividend 39

FACULTY AND COLLEGE NEWS
Professor Al Frakes Retires
after 34 Years at WSU
After three decades of service
to the University, Al Frakes
retired in May 2006. Frakes has
educated thousands of students
in a number of accounting
subjects; for 16 years he was the
sole instructor for the undergraduate
and graduate courses
in auditing. He has also taught
accounting theory, intermediate
accounting I and II, principles
of financial accounting for the
business core, introductory
accounting for MBA students,
and CPA review classes.
Al Frakes
Frakes is a master teacher who
set high expectations for his students. Their appreciation
for his dedication, care, and concern is shown in the
numerous college and departmental teaching awards he
received during his career, including the Beta Alpha Psi
Outstanding Teacher Award, and the College’s Outstanding
Faculty Service Award.
Frakes grew up in Arcata, California, on northern
California’s Redwood Coast. He graduated from Humboldt
State University in 1962, with a bachelor’s degree in
business administration and earned an MBA in 1964 with
an emphasis in accounting from the University of California,
Berkeley. From 1964 to 1967 he worked for the public
accounting firm of Haskins and Sells (now Deloitte) and
became a certified public accountant. In 1967, Humboldt
State persuaded him to return and teach in their business
department. After two years at Humboldt, he enrolled in
the University of Washington’s doctorate program and
joined Washington State University in 1972.
Frakes has been widely published in national journals
on various aspects of accounting education. Frakes served
as chair of the curriculum committee for the College and
the department, and recently wrote the department’s
Framework for Assessment, providing a long-term
blueprint to guide the department’s future actions and
decisions.
Frakes’ plans for retirement revolve around traveling,
fishing, and spending more time with his wife Joan
and their family. He can be reached via e-mail at frakes@
pullman.com.
—caitlin devlin
New Faculty Fellowship
Brings Intellectual Property
Issues to Students
The newest faculty fellowship in the College of
Business addresses a topic of increasing importance to
entrepreneurs and researchers worldwide: intellectual
property. Lewis Lee (’88 Business Administration, ’88
Electrical Engineering) and Dan Hayes (’83 Electrical
Engineering) created the Lee & Hayes, PLLC
Faculty Fellowship in Entrepreneurship to drive
the CB’s delivery of critical information on this topic
to business and engineering students.
As intellectual property attorneys, Lee and Hayes
work with entrepreneurs at all stages of the innovation
cycle. “We’ve found that IP is a key component
involving most startups, especially those that have
a technology component,” says Lee. “IP issues are
becoming more important to companies as we shift
to an idea-focused economy. It’s something well-educated
students should understand.”
Lee and Hayes became interested in the idea of a
fellowship two years ago after watching former CB
Dean Len Jessup work to grow the College’s Center
for Entrepreneurial Studies (CES) and engage engineering
students in business programs. The fellowship has
been awarded to CB Associate Dean and Director of
International and Entrepreneurial Initiatives Jerman
Rose, who leads the CES and teaches a cross-listed
entrepreneurship course for business and engineering
students.
“We deal with entrepreneurs all the time; in some
aspects we think of ourselves as entrepreneurs,” says
Lee of their firm Lee & Hayes, PLLC. “We wanted to
help give students the knowledge they will need to
begin to address the issues that entrepreneurs face.”
Fellowships Awarded in 2005–2006
Bintong Chen, Professor, Management and Operations
Suprateek Sarker, Associate Professor, International Business
Donna Paul, Assistant Professor, Finance
Swaminathan Kalpathy, Assistant Professor, Finance
Jerman Rose, Associate Dean, Undergraduate Programs
Parachini Fellowship
Parachini Fellowship
Redmond Fellowship
Redmond Fellowship
lee & Hayes, PLLC Faculty Fellowship
in Entrepreneurship
40 WSU College of Business

New Leadership for Undergraduate and Graduate Programs
Rose Appointed Associate Dean
Jerman Rose will bring his
experience as a College leader
to his new role as associate dean
of undergraduate programs.
In this position, Rose will also
lead international business and
entrepreneurship initiatives.
Rose joined WSU in 1987
and has taught marketing,
international business, and
entrepreneurship courses. His
expertise is focused on small and
medium enterprises.
“Dr. Rose brings tremendous
experience and expertise to the
Jerman Rose
role,” says Dean Eric Spangenberg.
“He is an acclaimed teacher with significant
international experience and contacts. His experience in
teaching, researching, and practicing entrepreneurship
will be invaluable to the CB and across WSU. Both
undergraduate and graduate programs as well as our
external constituencies will benefit from his leadership.”
Rose has served as director of external programs for the
College since 2003. In this role, he led the development
of online programs, including curriculum development,
faculty engagement, and program growth. A business
owner himself, Rose has led the College’s Center for
Entrepreneurial Studies since 1999, organized an awardwinning
local chapter of Students in Free Enterprise, and
teaches and lectures on entrepreneurship. In 2004, he was
selected as a Fulbright Scholar with a five-month assignment
to lecture at Can Tho University in Vietnam.
“I am very pleased to be offered the opportunity
to contribute to the development of our world-class
undergraduate programs in the role of associate dean,”
says Rose. “After 19 years of service to the College, I
have never been more optimistic about the direction of
the college, and our commitment to prepare students to
think globally and act with entrepreneurial spirit.”
With a doctorate from the University of Kansas, Rose’s
research interests include international entrepreneurship,
e-commerce, and entrepreneurship. He has authored
several articles and contributed to numerous books in
these fields, with his most recent work, “Are strategic
assets contributions or constraints for SMEs to go international?
An empirical study of the US manufacturing
sector,” appearing in The Journal of The American Academy
of Business (2004).
Rose replaces M. Chris Paxson, who will return
to teaching in the School of Hospitality Business
Management.
Hess Appointed New Associate
Dean of Graduate Programs
The College of Business has
a new leader for their graduate
programs in Traci Hess, an
associate professor of information
systems.
“I am delighted that Dr. Hess
has agreed to lead the College’s
graduate education programs,”
says Dean Eric Spangenberg.
“She is a highly respected
member of our faculty, and she
brings valuable experience and
perspective to the role.”
Traci Hess
Hess received her master’s
degree and doctorate from Virginia Tech and joined the
College of Business in 2002. In 2006, she received tenure
and was promoted to associate professor. Prior to her
career in academia, she served as senior vice president at
the Bank of Hampton Roads and Valley Bank.
“I am honored and excited to contribute to the
development and advancement of our successful graduate
programs as a member of College’s leadership team,”
says Hess.
Hess has been honored with numerous College of
Business awards, including a Teaching Innovation grant
in 2003, MIS Professor of the Year awards in 2004 and
2005, and Dean’s Excellence and Furman Fellowships in
2005. She has served the College in a variety of capacities,
including co-chair and departmental representative of the
Undergraduate Program Policy Committee in the College
of Business, information systems doctoral program
coordinator, College of Business representative for the
University Advisory Committee for Computing and
Telecommunications, and department representative in
the College of Business Technology Steering Committee.
Her research centers on human-computer interaction
in a decision-making context, decision support technologies,
and user acceptance and evaluation of information
systems, and has appeared in Journal of Management
Information Systems, Decision Sciences, and Decision Support
Systems. Hess currently serves as chair of the Association
for Information Systems Special Interest Group on
Human-Computer Interaction.
Hess replaces Chuck Munson, who will return to
teaching full-time in the Department of Management and
Operations. Munson led CB graduate programs for two
years, during which he spearheaded a major redesign of
the MBA curriculum.
Dividend 41

FACULTY AND COLLEGE NEWS
First Endowed Chair in Marketing Awarded to Sprott
Associate Professor of Marketing David Sprott has
been appointed the first holder of the Boeing Scott and
Linda Carson Chair in Marketing.
Washington State University’s first endowed chair in
marketing, the chair was established in fall 2005 by a gift
from The Boeing Company honoring Scott and Linda
Carson’s leadership and dedication to higher education,
and by an additional gift from the Carson family.
In addition to serving as the Boeing executive focal for
Washington State University, Scott Carson (’72 Business
Administration) serves as chair of the CB National Board
of Advisors. Scott and Linda Carson funded the creation
of the Carson Center for Professional Development in
the CB in 2005 and have also established an endowed
scholarship fund.
As executive vice president of sales for Boeing Commercial
Airplanes, Carson has seen the importance of
education in marketing to success in any discipline. The
endowed chair will support world-class instruction in
cutting-edge marketing practices.
“Linda and I believe that Professor Sprott brings a
world-class level of marketing insight and expertise to
the Carson Chair that will be a real advantage for our
students,” says Scott Carson. “Professor Sprott combines
great background in a wide range of marketing and
consumer disciplines with a special focus on international
business, which is so critical in today’s marketplace.”
Sprott, who previously held the CB’s Gardner O. Hart
Distinguished Professorship, has
been applauded by the College
for excellence in teaching,
research, and service, and was
awarded a Dean’s Excellence
Fellowship in 2006.
After joining the marketing
faculty in 1995, Sprott was
promoted to associate professor
in 2003. He earned his doctorate
in business administration
from the University of South
Carolina and bachelor’s and
MBA degrees from Kent State
University. An avid traveler who David Sprott
has worked abroad, Sprott has
helped to further the internationalization of the College
by developing a semester-long exchange program open to
all CB majors in Brig, Switzerland.
Sprott’s research examines consumer behavior and
the effects of social influence, branding, and consumer information
processing in retail settings, and has appeared
in the Journal of Marketing, Journal of Applied Psychology,
Journal of Consumer Psychology, and Journal of Retailing.
Most recently, he has researched how self-predictions can
influence future behavior. The paper, “Self-Monitoring
and Susceptibility to the Influence of Self-Prophecy,” is
now in print in the Journal of Consumer Research.
Johnson Named to Hart Distinguished Professorship
Associate Professor of Marketing
Jean Johnson has been
awarded the Gardener O. Hart
Faculty Excellence Distinguished
Professorship.
The Hart professorship was
established in 2003 by a gift
from late alumnus Gardener
O. Hart (’29 Economics).
The Spokane native’s career at
Lockheed in southern California
spanned three decades.
“I am extremely honored
to be appointed to the Hart
Professorship,” says Johnson. Jean Johnson
“I am grateful not only for the
acknowledgement of my work, but also for the resources
that come with the professorship because it provides
research support.”
Johnson received her doctorate from the University of
Nebraska in 1988 and joined WSU in 1990. She teaches
courses at the undergraduate, graduate, and doctorate
levels, including classes in international, strategic, and
business-to-business marketing, as well as distribution
channels management. Before beginning her academic
career, Johnson spent a number of years as a market
researcher/analyst in the advertising industry.
Johnson’s major research emphasis is domestic
and cross-culture interfirm relationships. Along with
distribution relationships between Japanese and U.S.
firms, her research focuses on the management of
equity and non-equity based strategic alliances between
Japanese firms and firms from other cultures. Johnson’s
work has appeared in the Journal of Marketing, Journal of
International Business Studies, Journal of Business Research,
and International Marketing Review, among others. She has
received awards for her research including the CB Outstanding
Faculty Scholarship and Research Award, and for
her performance as a reviewer for numerous journals.
Johnson, a Dean’s Faculty Fellow, also serves the
College as chair of the tenure and promotion committee.
She has lived, taught, and conducted research in several
different countries, including France and Japan.
42 WSU College of Business

Ahn New Management and Operations Chair
Professor Sung K. Ahn is the new chair of the Department
of Management and Operations.
Ahn replaces Richard Reed, the Huber Chair in Entrepreneurial
Studies, who will return to teaching full-time
after leading the department for three years.
A decision sciences instructor at both the undergraduate
and doctorate level, Ahn has been with WSU since
1989. He has served the College as a member of the
Undergraduate Program Policy Committee, the Graduate
Program Policy Committee, and the Research and Arts
Committee, among others. The College recognized him
with an Outstanding Faculty Research and Scholarship
Award in 1997.
He received his doctorate in statistics from the University
of Wisconsin-Madison in 1987. Before joining WSU,
he taught at the University of
Maryland-College Park and the
University of Tennessee. Since
joining WSU, Ahn has twice
been a visiting professor at
Pohang University of Science
and Technology in Korea.
His research has appeared
in numerous economic and
statistical journals, with a focus
on cointegration with mixed
frequency, unit root tests, and
seasonally cointegrated time
series model.
Sung Ahn
Sweeney Named Saldin Professor and Accounting Chair
Professor John T. Sweeney has been named the
first Ted Saldin Distinguished Professor of Accounting.
The professorship is the first in the Department of
Accounting, and was established to honor Ted Saldin,
a professor in the department from 1947 until his
retirement in 1987. The professorship was funded by
gifts from Saldin’s former students.
“It is fitting that a scholar and teacher of the caliber
of Dr. Sweeney is our first Saldin Professor,” says CB
Dean Eric Spangenberg. “Dr. Saldin had a great
impact on accounting education in our College and,
very importantly, on the lives of the thousands of
students he taught. We’re very pleased to honor both
professors through this appointment. We also thank
the many accounting alumni and friends that made
the professorship a reality through their generous
support.”
Saldin commented from his Pullman home that
he is honored to have a distinguished professorship
created and named in his honor. He is pleased with the
naming of Sweeney to that position.
“It’s a great honor to hold this professorship with
Ted’s name on it,” says Sweeney. “Ted’s definitely a
legend around here for how he cared for his students.”
Sweeney’s teaching is primarily in the area of financial
accounting. He has amassed a lengthy publication
record in top accounting journals, including The
Accounting Review and Accounting, Organizations, and
Society. His recent research has examined the psychology
of moral and ethical development specific to the
accounting profession as well as organizational issues
important in the domain of public accounting, such as
burnout and stress.
Sweeney joined the WSU
faculty in 1998 and became
a full professor in 2004. He
earned his bachelor’s degree
in accounting from Quincy
University, his MBA from
Southern Illinois University,
and a doctorate in accounting/social
psychology from
the University of Missouri.
He is the recipient of Beta
Alpha Psi’s Outstanding
Teacher Award and has
served on the College
John Sweeney
Promotion and Tenure
Committee and the doctorate Curriculum Task Force.
Sweeney has recently been named the new chair of
the Department of Accounting, replacing Robert
Greenberg, who will return to teaching after leading
the department for seven years.
New Faculty Hires
Siew Chan, Accounting, Ph.D. University of Utah
Paul Clay, Information Systems, Ph.D. Indiana
University
Kun (Carl) Liu, Management and Operations,
Ph.D. University of Utah
Jill Zuber, Accounting, Ph.D. University of Arkansas
Dividend 43

FACULTY AND COLLEGE NEWS
Fuller Named Kays
Distinguished Professor
Mark A. Fuller, professor
and chair of the Department
of Management Information
Systems, has been named to the
Philip L. Kays Distinguished
Professorship in MIS.
The Kays professorship was
established in 2000 by WSU
business alumni Pete and
Mary Guay and named in
honor of her father, a native of
Yakima, Washington. In 1965,
Philip Kays moved his family
to Spokane, where he served as
Mark Fuller
general manager of the Roundup Company, which was
acquired by Fred Meyer, Inc. It was there, say the Guays,
that Kays saw “how computers would make an impact on
business then and in the future.” He died in 1981.
“The Kays Professor is someone who will study and
bring the latest in technology to the MIS classrooms
through leading-edge content and training experiences,
and we believe that Mark Fuller excels in fulfilling those
requirements,” says associate dean David Whidbee.
Fuller has been on the WSU faculty since 2000 and has
led the MIS department since 2002. He was promoted to
full professor in 2006.
“It’s a privilege to be honored by the College in this
way,” says Fuller. “The Kays Professorship in MIS is
particularly significant to me, since I know both donors
and am aware of how deeply they care about WSU. This
professorship has a great legacy as well, having been held
by former CB dean Len Jessup in the past.”
Fuller received his doctorate in MIS from the University
of Arizona in 1993. Before joining WSU, he held positions
at Baylor University and the Helsinki School of Economics
and Business Administration in Finland.
His research—which has focused on the topics of
virtual teamwork, technology supported learning, and
e-commerce—has appeared in leading MIS journals,
including Management Information Systems Quarterly,
Information Systems Research, Decision Support System, and
the Journal of Management Information Systems. His recent
work has focused on trust-building technologies embedded
in computer interfaces (such as the Web) and on the
factors that influence successful virtual teamwork.
Fuller has received awards for teaching, where his interests
include MBA and executive education, information
systems management and strategy, electronic commerce,
and project management. He recently played a lead role
in redesigning the undergraduate MIS curriculum at WSU
(see story on page 24), and codesigned the MIS doctorate
program course sequence to leverage the faculty’s specialization
in behavioral research.
CB Faculty in the News
John Nofsinger
Associate Professor, Finance
Excerpted from “How to Make a Million.” Lankford,
Kimberly; Clark, Jane Bennet; O’Neill, Sean;
Kosnett, Jeffery. Kiplinger’s Personal Finance.
May 2006.
Other ways to safeguard your assets:
Stocks and bonds. Avoid the temptation to morph
from a patient, diversified investor into a master
of the universe. “When you’re on top, you might
attribute too much of your success to skill and
become overconfident,” says John Nofsinger, a
finance professor at Washington State University and
author of Investment Blunders of the Rich and Famous.
Just because you have the means to invest in a hedge
fund or an exotic tax shelter doesn’t mean you
should do it, says Nofsinger. Traditional stocks, bonds
and mutual funds or a separately managed account
run by an investment adviser all work just fine.
Glenn Crellin
Director, Washington Center for Real Estate
Research
Excerpted from “Land values jumped inside urban
boundaries.” Crellin, Glenn. Puget Sound Business
Journal. March 24, 2006.
In the 12 years I have been the director of the
Washington Center for Real Estate Research, we have
become best known for analyses of housing markets
and housing affordability, but issues of concern to
business, especially commercial real estate analyses, are
never far from view.
This is especially true in our policy analysis work,
which has focused on growth management, occasionally
in conjunction with other policy impacts. One
study is particularly relevant. It was a study funded
in 2002 by the National Association of Realtors to
estimate the impacts on real estate values of implementation
of the Endangered Species Act.
As our center undertook this project, we felt it was
important to not evaluate the Endangered Species Act
in a vacuum. Rather, that legislation would interact
with state initiatives which might also impact property
values.
44 WSU College of Business

CB Faculty advise readers on real estate policy, portfolio management, retail marketing, and more
Dennis Reynolds
Associate Professor, Hospitality Business
Management
Excerpted from “Training Tomorrow’s FSDs.” Schuster,
Karolyn. Food Management. November 2005.
“Noncommercial foodservice is not mainstream
academic content in hospitality education programs—restaurants
and hotels are mainstream,” says Charles Pardow,
Ph.D., interim chair and director of graduate studies at the
School of Hotel, Restaurant, and Tourism Management at
the University of South Carolina, in Columbia.
Dennis Reynolds, the Ivar Haglund Distinguished
Professor of Hospitality Business Management in the
College of Business at Washington State University, puts it
another way, “The downside is your business card.”
“Think about it. A senior goes home to mom and dad
and says, ‘I turned down a job at Hyatt and I’ve decided
to skip the opportunities at the Four Seasons. Instead, I’m
seriously thinking about going to work for Aramark or
Compass.’ These are companies most parents and peers
don’t recognize.”
Rick Sias
Professor, Finance
Excerpted from “In Big Stock Funds, a Little Risk Is
Still Risk.” Hulbert, Mark. New York Times. July 10,
2005.
Many big mutual funds—those with lots of
stocks—have been criticized as being nothing more
than closet index funds. But a new study has found that
those funds don’t deserve that label.
The longstanding argument against big funds is that,
by owning many different stocks, they have become
too widely diversified for their performances to deviate
much from the overall market. Therefore, the argument
goes, it makes no sense to buy these funds because an
investor can achieve essentially the same results in an
index fund, and with expenses that are much lower.
This argument is based on faulty assumptions about
the effects of owning large numbers of stocks in a
portfolio, according to a new study by James Bennett,
an assistant professor at the School of Business of the
University of Southern Maine, and Richard W. Sias, a
finance professor at Washington State University. They
found that when a mutual fund owns lots of stocks, its
returns can deviate significantly from that of the overall
market…the study did find that even funds with large
numbers of stocks are still quite different from index
funds, which are intended to mirror the market.
Eric Spangenberg
Dean, College of Business
Excerpted from “Smells like Brand Spirit.” Tischler,
Linda. Fast Company. August 2005.
Dr. Eric Spangenberg, dean of the college of
business at Washington State University, ran a test in
a clothing store in the Pacific Northwest to determine
how scent affected customers by gender. He diffused
a subtle smell of vanilla in the women’s department
and rose maroc (a spicy, honeylike fragrance that
tested well with guys) in the men’s. The results were
astonishing. When he examined the cash register
tapes, he discovered that receipts almost doubled on
days when scent was used. However, if he reversed
the scents, diffusing vanilla with the men, rose maroc
with the women, customers spent less than average.
“You can’t just use any scent and expect it to work,”
he says. “It has to be congruent.” Similarly, he says,
the fragrance has to make sense with the product or
environment it’s supposed to enhance. “When you
go into Starbucks, you don’t expect it to smell like
lemon-scented Pledge.”
Ken Butterfield
Associate Professor, Management and Operations
Excerpted from “Ethical Lapses Among MBAs.”
BizEd. July/August 2006.
In the survey, students reported that peer behavior
had the greatest influence on whether or not they
cheated. Penalties and academic policies had little
effect.
“I would have guessed that peer influence would be
important,” says Butterfield. “But given that graduate
students are generally older and presumably more
mature, I would have expected that other influences
would be more important.”
The results of the study, say researchers, may stem
from weak academic ethics policies at the graduate
level. They suggest that business schools may need
to make more of an effort to build an “ethical community,”
where students have a clear idea of the
rules of collaboration and are not so easily influenced
by negative peer behavior. “Faculty and business
schools can do more to create a strong culture of
academic integrity and to influence student attitudes
and behavior,” says Butterfield.
All excerpts reprinted with permission.
Dividend 45

ALUMNI AND DEVELOPMENT NEWS
Opportunities to Engage
The College of Business is offering alumni and friends new ways to connect with the College,
from new and improved events across the state to the CB Alumni Association Chapter.
Dean’s Leadership Celebration
Sponsored by PEMCO
The inaugural Dean’s Leadership Celebration was
held at the Seattle Grand Hyatt on June 1 to celebrate
student success, faculty excellence, and volunteer
leadership in the College of Business. This event was
sponsored by Pemco Insurance, Banner Bank,
Horizon Air, and LeMaster & Daniels PLLC.
At the event, Jerry Burtenshaw (’56 Hotel
Restaurant Administration) was honored with the
second Dean’s Distinguished Leadership Award for
exemplary leadership, philanthropy, and service to
the College, including establishing the Burtenshaw
Lecture Series and the Calvin Brett Burtenshaw
Memorial Scholarship with his wife Angelina.
“Jerry Burtenshaw has been instrumental in helping
the school enhance its quality and national image
through his leadership and financial support,” says
Terry Umbreit, director of the School of Hospitality
Business Management. “I can’t think of a more
deserving person for this award—he has made a huge
difference in the live of so many students.”
After Scott Carson (’72 Business Administration)
spoke to attendees about the importance of volunteer
leadership, Dean Eric Spangenberg presented Scott
and wife Linda Carson with an engraved chair to
commemorate the establishment of the Boeing Scott and
Linda Carson Endowed Chair in marketing.
“This event was a wonderful way to recognize and
thank our outstanding students, faculty, and donors,”
says Spangenberg. “It was the beginning of a great CB
tradition.” The second annual Dean’s Leadership Celebration
is scheduled for May 17, 2007 in Seattle. For event
sponsorship information please contact Paula Carson
at carson@wsu.edu or 509-335-5617.
Jerry Burtenshaw is congratulated by Dean Eric Spangenberg after
being honored with the Dean’s Distinguished Leadership Award.
Dean Eric Spangenberg and wife Judy with Scott and Linda
Carson at the Dean’s Leadership Celebration in Seattle.
46 WSU College of Business

Celebration of
Student Excellence
On April 7, CB faculty, staff, and
donors joined students and their
families in Pullman for the annual
Celebration of Student Excellence,
recognizing outstanding CB students,
scholarship recipients, and other
student honorees. This year’s event
included a greater focus on scholarships
to recognize the increasing number and
variety of scholarships available (see
story on page 48). For the first time,
scholarship donors were invited to
meet the students benefiting from their
generosity.
CB Outstanding Student Award Winners (all 2006 graduates): (back row) Finance:
Spencer Shellman; Accounting: Chris Wong; Entrepreneurship: Brian Keith; Marketing:
Katie Blanton; (front row) International Business: Jillian Andrews; Insurance:
Chai-Lok Eva Lam; Hospitality Business Management: Kari Skaugset. Not pictured:
Management Information Systems: Kimberly MacIndoe; Real Estate: Richard P.
Waddle Jr.
Panel members Quan Thai and Linda Calbom of the GAO, Joe
Dervaes of the Washington SAO, and Heather Lopez of WSU listen as
Tremaine Smith (center) of the Washington DOR address the crowd at
the Accounting Fraud Symposium.
Accounting Fraud Symposium
This year’s Accounting Fraud Symposium, held April 28
in Pullman, focused on fraud in government, with speakers
from the Government Accountability Office, Washington
State Auditors Office, Washington Department of Revenue,
and Washington State University. Although this is the
fourth symposium held by the department of accounting,
this is the first year symposium attendees were eligible to
receive Continuing Professional Education credit. “The
symposium provided a great venue for students, faculty,
and professionals in the industry to learn how fraud is
committed or prevented, and how savvy accountants
employ a variety of investigative and technological
techniques to detect it,” says Bob Greenberg, professor
and former chair of the Department of Accounting.
Phil Eng, president of the Evergreen Community Development
Association, with Jennifer Gosciewski, recipient of the ECDA
scholarship for 2006–2007.
Dividend 47

ALUMNI AND DEVELOPMENT NEWS
Scholarships:
Transforming Lives
The College of Business awarded more than $415,000 in scholarships for 2005–2006, an increase of 17% over
2004-2005. The following scholarships are helping to impact student lives in the CB.
Accounting Development Fund Scholarship
William and Ruth Anderson Business Scholarship
William and Ruth Anderson Graduate Scholarship
R. William and Milly Kay Baldwin Endowed Scholarship
Janice Beckman Endowment
Big Four International Accounting Firms
Donald Biggs Memorial Scholarship*
John and Maria Bliss Endowed Scholarship
Boeing Corporate Scholarship
Boeing Scholars Program Scholarship
Boeing Endowed Scholarship for Underrepresented Students in
Engineering, Business and Science
Joseph T. Bradley Memorial Scholarship
Calvin Burtenshaw Memorial Scholarship
Dwight and Beverly Call Scholarship
Carson Family Endowed Scholarship
CB Ambassador Scholarship
CB Ambassador KeyBank
CB Ambassador State Farm
CB General Scholarship
Central Puget Sound Real Estate Research Committee
Scholarship
Chateau Ste. Michelle Diversity Scholarship
Chevron Texaco Scholarship
Rod and Janet Church Scholarship
Rod Church Graduate Fellowship
Janet McCrosky Church Graduate Fellowship
Walter F. Clark Memorial Scholarship
Frank D. Cleary Scholarship
Wayne & Eileen Collier Scholarship
Philip and Steven Cozier Scholarship
Guy D. Dissmore Memorial Fund
Dobson Family Graduate Fellowship
Joe Duncalfe Memorial Scholarship *
Ethel L. Dupar Scholarship
Francis A. Dupar Scholarship
Harold E. Dupar Scholarship
Thurston Dupar Scholarship
Jon and Valerie Eliassen Scholarship
Evergreen Community Development Association
Scholarship
Farmers Insurance Group of Companies Scholarship
Bill Fisher Scholarship
Freedom Philosophy Scholarship
Chuck Gardner Graduate Fellowship in Risk Management &
Insurance
GESA Credit Union Scholarship
Robert and Claire Hallowell Scholarship
Pete Harman Scholarship
Wayne E. Hays Scholarship
Hilton Corporate Scholarship
Conrad Hilton Scholarship
Rick Hinrichs Memorial Scholarship
James Huber Memorial Entrepreneur Scholarship
Hyatt Hotels Minority Scholarship
International Gold & Silver Plate Society
Jaimie Jacobsen/Women in MIS Scholarship
Joseph & Maureen Jaeger Memorial Scholarship
Jeld-Wen Foundation Scholarship
Johnson & Shute Scholarship in Accounting
R. August & Sandra A. Kempf Scholarship
H. Wayne Kirby Scholarship
Kreck Family Scholarship
Thomas P. Lamp Memorial Scholarship
Don and Julia Lee Scholarship
Peter Marker Memorial Scholarship
Rom J. Markin Entrepreneurship Scholarship
Marriott/Cody Rickert Memorial Scholarship
Harry E. McAllister Scholarship for Quality Management
CR “Mac” McCabe Endowed Scholarship in Entrepreneurship
Mike McCleod Memorial Scholarship
Molly McClure Memorial Scholarship
Raymond and Lorraine McGowan Scholarship
William G. McGowan Scholarship
Lawrence and Sam Meyer Scholarship
Moss Adams LLP Scholarship
Mutual of Enumclaw/Dematio Scholarship
Daniel R. & Patricia J. Nelson Graduate Fellowship
Donald M. Newbold Scholarship Fund in Insurance
Fred G. Niemi Memorial Accounting Scholarship
Clark Nuber Scholarship
Edward O’Brien Scholarship
Jacob W. Oswald Scholarship
Arthur J. Packard Memorial Scholarship
James Philopant Memorial Scholarship in Accounting*
Donald M. Pritzker Memorial Support
Stanley C. Rall Scholarship
Red Lion Hotels Scholarship
Cody B. Rickert Distinguished Undergraduate Teaching
Assistantship
Risk & Insurance Management Society Scholarship
Safeco Life Insurance Scholarship
Safeco Minority Student Scholarship
Michael and Marilyn Santangelo Endowed Scholarship
Jerry and Kris Schei Scholarship
Ruth & Fred Schroeder Scholarship
Claire Siler Smith Scholarship
Elvine Lindahl Smith Memorial Scholarship
Starwood Foundation Scholarship
Sterling Savings Scholarship
T-Mobile Scholarship
Tavia Thomas HRA Memorial Scholarship
R. Dean Tousley Memorial Scholarship
Jack Truitt Endowed Scholarship
Georgina P. Tucker Hospitality Scholarship for Women
W. Terry Umbreit Endowed Scholarship
US Bank Scholarship
Scott Vollink Int’l Business Study Abroad Scholarship
William and Patricia Ward Endowed Scholarship
Washington Insurance Council Scholarship
Washington Society of CPAs
Scholarships in bold were awarded for the first time for the
06-07 academic year.
*Pending endowment
Membership Matters—
CB Alumni Association
Chapter
Last summer, the College of Business
and WSU Alumni Association joined
forces to make WSU history by starting
the CB Alumni Association Chapter
for the 23,500 WSU business alumni
ANNUAL
Member
ALUMNI
ASSOCIATION
College of Business
12345678
September 30, 2006
Butch T. Cougar
worldwide—the first college Alumni
Association chapter at WSU.
“We have a vibrant community of
alumni, and we are committed to creating
new opportunities for them to connect
with the College and with one another,”
says CB Dean Eric Spangenberg. “The
CB Alumni Chapter offers an important
first step to engaging with the University.”
Members of the CB Alumni Chapter
receive benefits ranging from discounts at
retail outlets and restaurants
to exclusive networking events
and a subscription to Alumni
Insider newsletter. A portion
of the CB Alumni Chapter
membership fee goes to the
CB Dean’s Excellence Fund,
funding the College’s highest
priorities and the fulfillment of
its vision to transform student
lives. In the future, members
may have access to exclusive
CB merchandise and electronic communication
opportunities.
CB Alumni Chapter members can also
look forward to special engagement and
networking events, and special invitations
to CB gatherings. During Homecoming
Weekend CB Alumni Chapter
members will have the opportunity to
attend an exclusive reception after the
annual CB alumni barbeque.
“We have dramatically increased and
enhanced the array of benefits and
services all WSUAA members enjoy,”
says Tim Pavish, executive director,
WSU Alumni Association. “We’ve also
expanded the association’s involvement
in alumni outreach, student recruitment,
equity and diversity initiatives,
and university advocacy.”
If you are interested in joining the
CB Alumni Association Chapter, please
contact Paula Carson at 509-335-
5617 or carson@wsu.edu.
48 WSU College of Business

An Expression of Thanks
Dear Starwood Foundation,
I am writing to thank you for investing in my education through
the Starwood Foundation Scholarship. Gratitude is often a difficult
thing to express in a letter, yet it is something that individuals
attempt to communicate in words every day. In my opinion,
there are certain times when there is simply no way to effectively
demonstrate the depths of ones gratitude to another, and this is
certainly one of those times.
I hope to demonstrate my gratitude more effectively through my
actions. I say this because when a co-worker congratulated me on
the scholarship, I responded, “Yes, I feel quite lucky.” He replied,
“Luck is only where opportunity meets preparation.” With my
strong passion for learning, I will continue to prepare myself for
life’s opportunities, and pursue both the professional and personal
goals I have set for myself.
I not only want to thank you for recognizing my potential to
meet these goals, but more importantly, I am grateful that the
Starwood Foundation is genuinely concerned with, and invested
in, continued education and professional development.
So for lack of a better phrase, I thank you. This means a great
deal to me and my hope for a very bright future.
Most kind regards,
Lindsay N. Potts
Senior, Hospitality Business
Management/Spanish
Recipient of the Starwood Foundation Scholarship for 2006–2007
Dividend 49

National Board of Advisors
Scott Carson – NBoA
Chairman
’72 Business Administration
Executive Vice President,
Sales
Boeing Commercial
Airplanes
Dave Anacker
’59 Business Administration
Vice Chairman, Veriflo
Division
Parker Hannifin
Craig Angelo
’73 Business Administration
Partner
Al Angelo Company
Lynda Applegate
Henry R. Byers Professor of
Business Administration
Harvard Business School
Randy Baseler
’76 Business Administration,
Finance
Vice President Marketing
Commercial Airplane
Group
The Boeing Company
John Bliss
’83 Business Administration,
Accounting
Managing Director,
Executive Department
Metzler
Rich Bowie
’68 Business Administration,
Insurance
Owner/Operator
Val-Pak of Western
Washington
Duane Brelsford
’81 Liberal Arts
Owner/Operator
Corporate Pointe
Dan Castles
’78 Business Administration,
Finance
Chief Executive Officer
Telestream, Inc.
Larry Culver
’64 Hotel Restaurant
Administration
Chairman
Inn Ventures, Inc
Anne DeVoe Lawler
Attorney at Law
Jameson, Babitt, Stites, &
Lombard
Robert Dietterle
Chief Technology Officer
Connexion by Boeing
The Boeing Company
Jack Dillon
’41 Engineering & Architecture,
Civil Engineering
Jon E. Eliassen
’69 Business Administration
President and CEO
Spokane Economic
Development Council
Bob Felton
’67 Mechanical Engineering
Retired
McKinsey & Company
Mike Flood
’72 & ’74 Education—
Industrial Technology
VP, Community Outreach
Seattle Seahawks
Mike Flynn
President and Publisher
Retired
Puget Sound Business Journal
Tom Foster
’82 Construction Management
Senior Account Representative
and New Construction
Specialist
Seattle Mortgage
John Gibson
Retired
Avtech
Dave Grant
’75 Business Administration
’76 Accounting
President and COO
Shurgard Storage Centers,
Inc.
Pete Guay
’83 Business Administration
Retired
Microsoft
George Hubman
’65 Business Administration
Retired
WRQ
Koichiro Iwasaki
’83 Economics
President, MRL Co. Ltd.
Iwasaki Group of
Companies
Brad Jackson
’85 Business Administration,
Accounting
CEO
Two Degrees, LLC
Mike Jones
’64 Business Administration
President and CEO
Banner Corporation
Jim King
’80 Business Administration
’80 Construction Management
Owner
Hudson Bay Insulation
Company
David Knowles
’69 Political Science
’73 Economics
’79 Ph.D. Economics
Owner/Operator
Business Consulting Service
Velle Kolde
’80 Business Administration,
Accounting
’82 Master of Accounting
Program Manager
.NET Architecture
Evangelism
Microsoft Corporation
Chip Lang
’87 Business Administration
Senior Cash Management,
Microsoft Treasury
Microsoft Corporation
Member Profile
Robert M. Williams
Vice President, KeyBank
After growing up in the Seattle area,
Robert Williams decided that he needed
some time away from the city. With the
allure of a track and field scholarship and
an academic scholarship from Bank of
America, he made the move to Washington
State University intending to major in
business. While at WSU, Williams balanced
athletics and academics, receiving his
bachelor’s degree in finance (’79), and
earning a varsity letter each of his four years
in Pullman. He competed in a number of
track events, even holding a school record
in the long jump for almost a decade.
With more than 25 years of experience in
financial services, Williams has served as the
vice president of community development
banking at KeyBank since January 2005. He
is responsible for administering the internal
and external community reinvestment
activities for KeyBank in Washington.
It is this interest in the betterment of
community that has motivated Williams
to serve on the College of Business
National Board of Advisors. “Though higher
education is often considered a luxury, I feel
it is a necessity. The more readily available
higher education becomes, the better our
community will be.”
Williams takes special interest in the
enrollment and graduation rates of
minorities. “It is important to attract
students and faculty more representative of
the population that we serve.” In an effort
to do so, Williams is currently working with
the CB on a KeyBank proposal to enhance
diversity in WSU’s student body and future
business leaders.
Williams resides in Seattle and enjoys
traveling, golf, and working out in his free
time.
—caitlin devlin
50 WSU College of Business

Member Profile
Ryan Lockwood
’92 Communications/Public
Relations
Academic Programs
Marketing Manager
Microsoft Corporation
Jesse Lyon
’92 Agricultural Economics
Attorney at Law
Davis Wright Tremaine, LLP
Lynn Manley
’70 Liberal Arts
Retired
US Bank
Bill Maynard
President and CEO
The Effectiveness Institute
Rich McKinney
’73 Business Administration,
Marketing
Deputy Director, Space
Acquisition
Office of the Under
Secretary of the Air Force
Gina Meyers
’85 Business Administration,
Marketing
Senior Vice President and
Controller
Captaris
Lynn Michaelis
’71 Economics
’75 Ph.D. Economics
Jim Mooney
’82 Business Administration,
Marketing
Corporate Manager
Toyota Motor Sales, USA
Michael Morgan
’83 Political Science
Vice President
T-Mobile, USA
Patrick Murphy
’82 Agricultural
Engineering
’84 MBA
Principal
Lawrence Associates LLC
Tom Nihoul
’69 Liberal Arts
Financial Advisor
Nihoul Associates
Gary Oakland
’75 Economics
President and CEO
Boeing Employees Credit
Union
Ed O’Brien
’62 Business Administration
President and CEO
Eagle Vista Investments,
LLC
Larry Ogg
’67 Business Administration
Retired
Bank of America
Brent Palmer
Vice President
Kennedy Associates Real
Estate Counsel
Jeff Pinneo
President and CEO
Horizon Air
Greg Porter
’82 Business Administration/Accounting
’83 MBA
Principal
Berntson, Porter &
Company
Lura J. Powell
President and CEO
Advanced Imaging
Technologies
John Rindlaub
CEO – Pacific Northwest
Wells Fargo
Commercial Banking
Group
Mike Schwenk
Director, Economic
Development and
Communications
Pacific Northwest National
Laboratories
Steve Scranton
Chief Investment Officer
Washington Trust Bank
Portfolio Management
Group
Carol Anne (Ebert)
Sears
Retired
Washington Mutual
Bettie Steiger
’56 Political Science
President
Steiger and Associates
Frederick Lee
Tompkins
’58 Political Science
Owner
Tompkins Associates
William “Chip”
Treverton
’96 Business Administration
Vulcan Capital
Bill and Patty Ward
’66 Economics – Bill
’67 Economics – Patty
Robert Williams
’79 Business Administration,
Finance
Vice President, Community
Development Banking
KeyBank
Robert G. Wolfe
’78 Business Administration,
Finance
Managing Partner
Northwest Venture
Associates
Ron Wysaske
’74 Business Administration,
Accounting
’89 MBA
Executive Vice President
Riverview Community
Bank
Jeff Pinneo
President and CEO, Horizon Air
Jeff Pinneo became involved in the College
of Business National Board of Advisors
in 2004 as a result of a business partnership
between WSU and Horizon Air. An Edmonds
native, Pinneo is the self-described “token
Husky on the Board.” Though the wellknown
rivalry can be a great source of
banter, says Pinneo, “When all the kidding
dies down, there’s a whole lot to be excited
about, being involved with the good work
that’s going on at the College”
Fascinated with aviation since childhood,
Pinneo earned his bachelor’s degree in
communications from the University of
Washington with the help of a Navy ROTC
scholarship. He got his start in the industry
in 1977 as a flight attendant for Continental
Airlines.
Pinneo joined Alaska Airlines’ marketing
department in 1981 and was responsible
for the original implementation of their
frequent flier program. He moved to Horizon
in 1990 as vice president of customer
service and was appointed to his current
position of president and CEO in 2002
He attributes his involvement with the
NBoA to the focus of the CB on their
undergraduate program—a curriculum, says
Pinneo, which rivals that of many graduate
programs. “As a result of Horizon’s association
with WSU, I’ve witnessed the work the
College has done to set themselves apart
in a way that’s very distinct, attractive, and
substantial.”
In his free time, Pinneo enjoys the
“blessings” of life in the Northwest with
family and friends, and is involved in what
he describes as “purposeful engagement”:
service work focused on children’s healthcare
abroad.
—caitlin devlin
Dividend 51

Connected • Engaged • Invested
Dear Alumni and Friends,
National Board of Advisors
Chair Scott Carson once quoted,
“At the end of the day people will
not remember what you did or
what you said, but how you made
them feel.” The College’s successes
over the past year are the result of
many people continuing to feel
good about our efforts to educate
globally competitive business
leaders, deliver innovation, and
affect positive societal change. Thanks to the generous
investment and advocacy of our alumni and friends, gifts
to the College of Business exceeded $5 million this year,
surpassing the CB’s all-time giving record by $1.5 million.
The tremendous generosity of corporations and
individuals enables us to continue transforming student
lives. Gifts from the past year will impact lives for many
years to come: The Boeing Scott and Linda Carson Chair,
established by a $1 million gift from The Boeing Company
honoring the Carsons’ leadership and dedication to higher
education, and endowed by an additional gift of $500,000
from the Carson family, will support the delivery of cutting-edge
marketing education. Gary Brinson provided
a generous leadership gift to honor former CB dean and
WSU Spokane chancellor Rom Markin. Additionally,
CB scholarships awarded for the upcoming academic year
exceed $350,000 and will impact more than 200 students
from around the College (please see the scholarships list
on page 48).
These are just a few examples that allow us to reflect on
ways alumni and friends can build mutually rewarding
relationships and personally contribute to student success.
Individuals and corporations can impact so many lives by
joining us as we work toward positively impacting student
lives. Every dollar invested is important and makes a
difference.
The CB is striving to develop innovative leaders who
understand the dynamic and global nature of business by
offering the best experience in undergraduate business
education in the Pacific Northwest. This vision will not be
possible without involvement of our volunteer community,
who provide resources and real-world opportunities
that give our students a competitive edge in the global
workforce.
Thank you for your commitment to our world-class
College of Business, and for your continued involvement
and advocacy. Our College’s achievements this year would
not have been possible without you. I look forward to
celebrating many more successes in the coming year.
Sincerely,
Rueben Mayes, MBA
Senior Director of Development
Development Staff
Our success over the past year would not have
been possible without our talented development
team members. If you don’t meet them on the road,
please stop by our new home in Johnson Tower the
next time you are in Pullman.
Paula Carson
Assistant Director
of Development
carson@wsu.edu
Justin Marquart
Assistant Director
of Development
marquart@wsu.edu
Joyce Robertson
Assistant Director
of Development
(Based in Seattle)
joycer@wsu.edu
Lisa Irby
Development Strategy
Manager
lirby@wsu.edu
Linda Infranco
Principal Assistant
infranco@wsu.edu
The College of Business 2006 Annual Report is avaialble upon request or online.
Please contact Linda Infranco at infranco@wsu.edu or visit www.cb.wsu.edu.
52 WSU College of Business

Connect electronically
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students, faculty, programs, and research, register for upcoming events, and learn about volunteer opportunities.
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View the latest newsletter at
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College of Business
Distinctions
n The College of Business is ranked 8th
among business programs at public
universities in the western United States
(US News and World Report 2006).
n The College of Business is among 2 percent
of business schools worldwide to
achieve AACSB accreditation at the bachelor,
master, and doctorate levels (Association to
Advance Collegiate Schools of Business).
n US News and World Report ranked
International Business 18th among
specialty business programs (2006).
n Entrepreneur magazine rated the
CB Entrepreneurship major as the
top entrepreneurship emphasis
program in Washington (2005).
n The School of Hospitality Business Management
ranked as the top provider of career
services to its students (Journal of Hospitality and
Tourism Education).
College of Business
PO Box 644750
Pullman, WA 99164-4750
Nonprofit
Organization
U.S. Postage
P A I D
Pullman, WA
Permit No. 1

College of Business
Calendar of Events 2006-07
September
6 CB Student Welcome, 4:00–6:00 p.m., Todd Atrium
15 WSU CB Power Breakfast featuring guest speaker Robert J. Herbold, former COO,
Microsoft. 7:30 a.m., The Seattle Sheraton Hotel & Towers
15 CB National Board of Advisors Meeting, The Seattle Sheraton Hotel & Towers
29 Feast of the Arts dinner by the School of Hospitality Business Management, 6:00 p.m.,
Todd Hall Dining Room
30 WSU vs. USC, Pullman
October
6 CB Cougar Golf Classic, Langdon Farms Golf Club, Aurora, Oregon
13 Feast of the Arts dinner by the School of Hospitality Business Management, 6:00 p.m.,
Todd Hall Dining Room
14 CB Alumni Homecoming Barbeque, Todd Hall deck on Terrell Mall (three hours prior to
game kick-off)
14 WSU vs. California, Pullman (Homecoming)
16 Walton Lecture, featuring guest speaker Stan McNaughton, PEMCO CEO, 4:00 p.m.,
Pullman
19 Burtenshaw 25th Anniversary Lecture, featuring guest speaker Jim Treadway, founder
and CEO, MTM Mgmt., LLC. 3:30 p.m., Pullman. Hosted by the School of Hospitality
Business Management
19 WSU CB Power Breakfast featuring Harold Gilkey, Chair and CEO, Sterling Financial
Co., 7:30 a.m., The Davenport Hotel, Spokane
20 Feast of the Arts dinner by the School of Hospitality Business Management, 6:00 p.m.,
Todd Hall Dining Room
November
3 Feast of the Arts dinner by the School of Hospitality Business Management, 6:00 p.m.,
Todd Hall Dining Room
3 23rd Annual Wine Fest by Sigma Iota (student organization of the School of Hospitality
Business Management), 5:00–7:00 p.m. and 8:00–10:00 p.m.
15 Maughmer Freedom Philosophy Lecture featuring guest speaker Ed Fritsky, CEO,
Amgen (retired), 4:30 p.m., Pullman
17 Feast of the Arts dinner by the School of Hospitality Business Management, 6:00 p.m.,
Todd Hall Dining Room
December
1 WSU Business Plan Competition preliminary round, Pullman
9 Commencement, Pullman
February
7 DeYoung Executive-In-Residence program, Maureen Ehrenberg, President, Global
Services, Grubb and Ellis Corporation
16 WSU CB Power Breakfast featuring guest speaker Sally Jewell, CEO, REI Inc., 7:30 a.m.,
Seattle
March
7–8 Don Smith Chain Restaurant Conference Revisited, Pullman
April
12 International Entrepreneur Hall of Fame, 5:00 p.m., Honors Hall Lounge, Pullman
13 CB National Board of Advisors meeting, Pullman
13 Celebration of Academic Excellence, Pullman
13–14 WSU Business Plan Competition, Pullman
May
17 Dean’s Leadership Celebration, Seattle Marriott Waterfront
June
21 SHBM 75th Anniversary Gala, The Westin Seattle
SAVE THE DATE
CB Cougar Golf Classic
October 6, 2006
Aurora, Oregon
CB Alumni Homecoming
Barbeque
October 14, 2006
Todd Hall deck on Terrell Mall
WSU CB Power Breakfast
Featuring Sally Jewell, CEO,
REI Inc.
February 16, 2007
Seattle
Feast of the Arts reservations: www.wsu.edu/feast or 1-877-978-3868.
For more information about CB events, please contact
supportexcellence@cbe.wsu.edu or 509-335-1386.
Dean’s Leadership Celebration
May 17, 2007
Seattle Marriott Waterfront

WSU College of Business
Power Breakfast
Since 2004, the WSU College of Business Power Breakfast series has
provided CB alumni and Washington business leaders the opportunity to
engage with prominent executives around topics of corporate leadership,
entrepreneurship, and innovation.
September 15, 2006
Seattle Sheraton Hotel & Towers • 7:30–9 a.m.
Robert J. Herbold
Former COO, Microsoft
Author, The Fiefdom Syndrome
Will the USA continue to be the
Global Industrial Leader?
During his eight years as COO
of Microsoft, Robert J. Herbold
implemented operational strategies
resulting in a seven-fold increase
in profits while the company’s
revenues increased four-fold.
Herbold spent 26 years at Proctor
and Gamble, where he held several
senior executive-level positions and revolutionized product
distribution. He is the author of The Fiefdom Syndrome: The
Turf Battles that Undermine Careers and Companies and How to
Avoid Them, and the founder and managing director of The
Herbold Group LLC, a consultancy focused on profitability
and strategy. Herbold chairs the education subcommittee
of the President’s Council of Advisors on Science and
Technology and has served as an adjunct professor for the
National University of Singapore.
February 16, 2007
Seattle • 7:30–9 a.m.
Sally Jewell
CEO, REI Inc.
Sally Jewell became chief executive
officer of Seattle-based REI after
19 years in the banking industry,
during which she served as chief
executive officer of WestOne Bank
and president of Washington
Mutual’s commercial banking
group. She also had been affiliated
with Rainier Bank and Security
Pacific Bank. A graduate of the
University of Washington with a
degree in mechanical engineering,
Jewell serves on corporate and not-for-profit boards
including the Mountains to Sound Greenway Trust, REI, and
Premera. In 2001, she was appointed to the University of
Washington Board of Regents by Governor Gary Locke.
April 13, 2006
Grand Hyatt
Seattle
Richard
Kovacevich
CEO and Chair
Wells Fargo &
Company
September 16,
2005
Seattle Sheraton
Hotel & Towers
Scott Carson
Executive VP, Sales
Boeing
Commercial
Airlines
February 18,
2005
Seattle Sheraton
Hotel &
Towers
Blake
Nordstrom
President,
Nordstrom Inc.
September 10,
2004
W Hotel Seattle
Kerry Killinger
President, Chair,
and CEO
Washington
Mutual