April 30, 2001
Knowledge@Emory is born
By Eric Rangus email@example.com
After many months of planning by the Goizueta Business School, Knowledge@Emory,
a comprehensive online publication featuring in-depth articles on the
newest business trends and the latest research, made its web debut last
The site is modeled after the University of Pennsylvania business schools
e-zine, Knowledge@Wharton, which launched in 1999. The two schools shared
in the effort to create Knowledge@Emory.
The opportunity to partner with Wharton and showcase our facultys
research and new thinking made this a good business decision for Goizueta,
said business school Dean Tom Robertson. Robertson has several contacts
at Wharton, and the effort sprung from those relationships.
Since last summer, Goizueta and Wharton have worked to bring Knowledge@Emory
to fruition. The goal of the twice-monthly publication is to offer the
expertise of Emorys business school faculty to companies, entrepreneurs,
academics and government officials in a cutting-edge way.
This is a knowledge economy, so business leaders and professionals
need access to leading-edge thinking and new ideas, said Maryam
Alavi, Knowledge@Emory director and Lucy and John Cook Professor of Information
Executives and professionals are faced with a litany of diverse
problems with ever-changing dynamics, Alavi said. Their ability
to respond quickly and effectively to these issues makes Knowledge@Emory
the perfect educational tool they can access 24 hours a day.
The content will feature the expertise of Goizueta faculty members, alumni
and business leaders. For instance, business school professors Jeff Rosensweig,
Dan Rodriguez, Diana Robertson, Douglas Bowman, Hendrik Bessembinder and
Russell Coff are just a few of faculty featured in the first online edition.
Other members of the Emory community are featured as well, such as Economics
Professor Ujjayant Chakravorty.
Not all of the contributions are directly related to Goizueta. Knowledge@Emorys
April 26 edition also includes an interview with Mylle Bell Mangum, CEO
of MMS Incentives, a Norcross-based provider of loyalty and incentive
programs, who recently visited Goizueta.
Archived information is separated into 14 categories, such as finance
and investment, marketing, real estate, public policy and management and
This is a great vehicle to disseminate academic and research knowledge
to the business community and translate it in a usable way, Alavi
Registration is required to access many site amenities, such as the archive.
Articles in the current issue are available to all users. The process
is a simple one, though, requiring only a name and e-mail address. A more
extensive questionnaire is optional.
An unregistered user would not be able to take full advantage of what the site has to offer; youll only be able to obtain a very small portion of the reading, said Julia Morgan, Goizueta director of corporate marketing. Registration is quick, easy and free, and literally takes two seconds.
Registered users also will receive an e-mail reminder about the publication
of new issues that will include synopses of each story and hyperlinks
to take users to the specific article.
Its so easy for all of us to forget to check [for updates],
and users can glance at the content in a summarized form, Alavi
A team of Wharton IT people collaborated with Emory IT personnel, led
by Barbara Maaskant, to build the site here. The site makeup is very similar
to that of Knowledge@Wharton; perhaps the most significant difference
is that Emorys screen background is green while Whartons is
blue. All 14 subject categories are the same, and the two sites share
a library. Wharton also will provide technical, editorial and administrative
support to the site.
The response we continue to receive for Knowledge@Wharton clearly
indicates that business leaders want the knowledge behind the news,
said Robert Mittelstaedt, vice dean and director of Wharton executive
education. Expanding our reach by partnering with Goizueta is an
extension of that service and will benefit the users of both sites.
The website made its official debut at a launch party at the business
school April 26. Representatives from each of the projects four
corporate partners, Mittelstaedt, President Bill Chace and more than 100
business school faculty, students and alumni attended the event.
The costs for running the site are picked up in part by the business
schools aforementioned corporate partners: Coca-Cola, Financial
Times, KPMG and Siemens. In return, the companies logos are
posted on the site (along with links to their homepages), and information
will be distributed to partner and other companies executives and
employees throughout the world.
What that does for Emory is it promotes our brand globally, Morgan said. Were fairly well known, but weve still got some growing to do.