US Temple University Fair Declared Successful

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Andrew Dugdale, the chairman of Intellectual Capital Development Limited recently declared that Temple UniversityÂ?s 7th Annual International Venture Fair in Philadelphia, Pa., was a resounding success.

Andrew Dugdale, the chairman of Intellectual Capital Development Limited (ICDL) recently attended Temple University’s 7th Annual International Venture Fair in Philadelphia, Pa., and declared that the event was a resounding success for all of those involved.

The company was joined by several International MBA students (IMBAs), including two from FOX School - Stan Ridgely and Andreas Michligk, who’ve been helping to promote ICDL’s sales and marketing software, Sales Accelerator, and its thought-leadership in the United States.

In a report that was published in the Temple Times, the University’s newspaper, Dugdale says: “We had a full room for the presentation and were flooded with inquiries at our table. Since the fair, I have already received one expression of interest from a venture capitalist and heard from several organisations interested in marketing ICDL’s Sales Accelerator.”

“Mr. Dugdale was a spectacular client for our student team,” said Mr. Hill, faculty manager of Temple’s Fox School’s Enterprise Management Consulting Program. “Not only did he provide a significant opportunity for the students to do the research and analysis necessary to help define ICDL’s market-entry strategy, but working with him also helped the students refine their management and presentation skills and resulted in a product, positioning and presentation that stood out at this very competitive venture.”

The article in the Temple Times rightly describes Dugdale’s involvement as an invaluable investment; that is to fly to the US for the event, particularly as it has attracted the interest of one venture capitalist. At the fair ICDL joined other entrepreneurs to present market-entry plans for the US market, and formed part of the IMBA’s GET programme, or what is otherwise known as the ‘Global Entrepreneurship in Technology practicum’.

The event was hosted and organised by Temple’s top-ranking Innovation & Entrepreneurship Institute (IEI). Chris Pavlides, IEI’s executive director, said he was pleased that the Fair attracted a large turnout of VCs and entrepreneurs. He also felt proud of The Fox School of Business International MBA students who worked with the many companies who presented their marketing plans, products and services to the fair.

Dugdale spoke about the importance of emotion, Harvard eco-systems and the development of present and future value. In fact he says that ICDL doesn’t just have a software solution to sell, but an entire business philosophy and process, which is centered upon the customer. This adds emotional value to each and every offering. The Sales Accelerator allows companies to manage risk, while enabling the analysis of present and future value.

In his monthly column, ‘Debunking the myths’ published by the Institute of Sales and Marketing Management’s magazine, he explains why ‘Adding Emotional Value’ (AEV) is vital:

“AEV helps to maintain long-term relationships throughout your eco-system with your partners, suppliers and customers alike. Business value is customer defined. So, in order to add emotional value, businesses must understand:

  • What they want to achieve;
  • What motivates their customers;
  • What is the right value proposition?
  • What do they see as value?

Communicating, understanding and implementing this to customers acts as an emotional trigger, and reminds them what is great about your product, service and brand.”

ICDL also believes that there should always be a high level of transparency throughout the sales and marketing process, with marketing leading the strategic charge by creating the right messages, many of which should have some sort of emotive stimulus to direct customer interest, desire and action towards deciding to buy a product or service.

One example would be the fulfillment of a customer’s ambition to own a top of the range BMW or Mercedes. Without adding emotional value, both are just cars and nothing else. With emotional value they are desirable and ‘superior’, because an emotional ‘connection’ has been created that builds or reinforces the customer’s perception of ‘quality’ and value.

Car manufacturers like the aforementioned play on customers’ emotions, and you only need to watch a television advertisement to work that one out. Their justification entices customers to think that a car is desirable and that life wouldn’t be the same without it, either because it is expensive or even sexy. Renault plays on one of its models have a nice ‘behind’, while BMW and Mercedes wish to present their cars as justifiably expensive, and that they should be bought as status symbols: if you have one, you must be doing well in life.

Your sales and marketing message should therefore be relevant to your customer. It should be clear and uncomplicated. AEV is not just a marketing tool; it is a selling tool too. The success of which, though, will require much collaboration between your sales and marketing teams.

Research, by several organisations, even shows that AEV can increase your competitive advantage, inspiring customer loyalty and product advocacy. “David Freemantle, one of the world’s leading experts in Business Management, conducted a worldwide two-year study involving a large number of successful companies”, reveals the ISMM article in which Dugdale adds: “His research looked into how they created competitive advantage. A distinctive pattern of behavior emerged, showing the delivery of value for money products and services.”

“Indeed, the most successful and progressive firms used AEV in their dealings with their customers, and this, according to Freemantle, persuaded them to buy from those companies. So customers, suppliers, partners and employees will ultimately win.”

ICDL’s approach has proven to be successful for a number of large companies, including Bombardier Transport and Carillion. With the Sales Accelerator not just helping you add AEV, but also creating an audit trail, it is also possible to develop best practices for Good Corporate Governance and to become Sarbanes-Oxley ERM compliant.

With all of this in mind, this is perhaps why Dugdale’s contribution to Temple University helped with the success of the fair, where with the student team and faculty advisors, Dugdale was able to refine the positioning and sales message for the Sales Accelerator and deliver it effectively to an audience of U.S. investors. The event certainly opens up the U.S. market for many companies like ICDL, and enables them to attract investors.

-- By Graham Jarvis

Editor and Media Services Consultant


About Temple University’s FOX School of Business

With more than 5,700 students and 154 full-time faculty, The Fox School is the largest, most comprehensive business school in the region and among the largest in the world. Established in 1918, The Richard J. Fox School of Business and Management name was conferred in 1999. The School has a long history of innovation in education, introducing new curriculum and programs in advance of current business trends.

In 1942, it added an MBA program. By 1970, when the MBA became a vital tool for career development, the program was already well known in the region. The continued expansion and strengthening of the program led to its accreditation in 1973 by AACSB, the International Association for Management Education. The PhD program in Economics was established in 1976 and is now one of three accredited PhD programs at The Fox School. Accreditation ensures that the school continually meets high standards in admissions policy, curricula, faculty, library and computer facilities, and educational innovation and technology.

With over 42,000 graduates, two-thirds of whom live and work in the Philadelphia metropolitan area, The Fox School is the primary source of management talent in the region. This important network of business associates continues to connect with The Fox School by mentoring and advising students; speaking at events; introducing employers to the school, resulting in internship, recruitment and hands-on learning opportunities; and providing financial support.

About Andrew Dugdale and ICDL

Intellectual Capital Development Limited is a name that reflects directly upon two principal activities: the application of fresh thinking to our clients' sales and marketing strategies; and the translation of our ideas into practical, flexible tools that can be applied by our clients to their own unique business challenges.

Our tools and development programmes have been adopted by global organisations, such as BT Syntegra and Carillion. They are ideally suited to the delivery of the audit trailing and management accountability specified by rulings on corporate responsibility, such as the Sarbanes-Oxley ERM Draft Legislation in the USA. In addition, they can serve as practical replacements for sales training and they can even link to customer relationship management solutions such as Oracle, Onyx and ACT.

ICDL was established in 2000 to build tools, processes and events that drive forward sales productivity. Andrew Dugdale whose career spans 22 years in global sales established the company. He is Chairman of the Royal Counties branch of the Chartered Institute of Marketing and sits on the MSSSB (Marketing and Sales Standards Setting Body) a government-sponsored steering group, looking at setting future standards for excellence in sales and marketing.


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