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EDS and The Johnson School at Cornell: A Unique Partnership

When Electronic Data Systems, one of the world's leading information technology application and business process services providers committed to transition to a more product driven company and gain a larger share of the industry market, they turned to The Johnson School at Cornell for help.

EDS's business is based on providing information technology solutions for huge organizations. Some of their key projects include providing the technology infrastructure for the intranet of the United States Military, managing all the databases and information technology processes for the Australian social security system and the New York State Medicare system. In addition, EDS is the creator of On-Star, the on the road navigation and help system.

The need for change arose in the portfolio organization, which is the product management division at EDS. The company's goal was to move from a time consuming and extremely intricate customization of all their programs for each client to a more product based company. They would solidify their core product offerings and customize only about 20% of the product as needed for each client. The result was a much more streamlined approach for EDS and better products for their clients since they had more time to perfect their offerings.

As EDS began developing new cross-functional teams and pulling people from strategy, business planning, and marketing together in order to execute this goal, they realized these folks just weren't communicating effectively about their areas and the products. People from all of these areas were meeting together, attempting to move the organization forward, but they were coming from different points of view, frames of reference, and even using different terminology to describe the same things. "The problem was when these individuals got together in the same room, they weren't speaking the same product language," says Kathy Anderson, Product Marketing, EDS Global Sales and Marketing Organization. The result was frustration and miscommunication. That's when Kim Stevenson, EMBA '01, vice president at EDS, pulled Anderson into the loop and they contacted The Johnson School at Cornell.

The Program
Doug Stayman, associate professor of marketing, and Mike Hostetler, director of leadership studies flew to EDS's world headquarters in Plano, Texas to meet with Stevenson, Anderson and other key EDS executives. After learning about the challenge EDS was facing, Stayman and Hostetler developed an intensely customized executive education program called the EDS Product Management Camp.

Currently about to embark on its seventh session, the EDS Camp is a weeklong custom program delivered to approximately 30 EDS portfolio managers per session. The program covers five key product management areas which were found to be crucial to developing a common language among the EDS executives.

By covering these topics in-depth throughout, by the time they complete the program participants are able to:

  1. Apply new and enhanced analytical tools discussed to all their business analyses.
  2. Appreciate and consider the financial impact of their business decisions at EDS.
  3. Identify and recognize market trends and their impact on EDS business and products.
  4. Evaluate pricing decisions to price their products more strategically.
  5. Perform cost/benefit analysis and incorporate effective business planning into product development and management.

A Truly Custom Program
The most unique thing about the Camp is that everything is specifically tailored to EDS from the case studies used in class to the projects the teams work on and complete during the week. "This was what was most compelling about the Johnson School -" said Kathy Anderson, "their willingness and eagerness to make this program all about EDS. The program incorporates our brand, market position, and our specific processes such as Concept to Offer."

The result of that level of customization is that by the end of the week the teams have solved a real, current EDS challenge. They have learned the technical aspects of product management from Cornell faculty in classroom sessions then to round out the theoretical learnings, the teams are briefed by some of EDS's top executives on the challenges currently facing the company and how the participants can directly apply what they are learning back on the job. Specific needs and projects are identified and the teams spend the week applying what they learn to the project selected. The result is real learning with real results and real impact.

To learn more about what custom executive programs from Cornell can do for your company, please contact us at www.johnson.cornell.edu/execed or 607-255-4251.

"I think the PM Camp was great. It really helped clarify our roll in [the] Portfolio Group and gave the team a common set of vocabulary and approach. Frankly, it was the best training I've had in my 16 years with EDS!" Ray Weaver, EDS - CRM Portfolio Director