Backgr

oundonHot
elEzr
aCor
nel
l(HEC)

Eachy
earhundr
edsofhospi
tal
i
tyi
ndust
ryl
eader
sat
tendedHot
elEzr
aCor
nel
l(HEC)
,
host
edatTheSt
atl
erHot
el,
ateachi
nghot
elwi
thi
nTheHot
elSchool
(SHA)att
he
Cor
nel
lSCJohnsonCol
l
egeofBusi
ness.HECi
sor
gani
zedar
oundacent
ral
themet
hat
i
nfor
mseducat
ional
sessi
onsandev
ent
s,i
ncl
udi
ngsemi
nar
s,r
ecept
ions,
andagal
a
banquet
.Howev
er,
whatdi
sti
ngui
shesHECamongi
ndust
ryconf
erencesi
sthatHECi
s
dev
elopedandmanagedent
ir
elybyunder
graduat
est
udent
senr
oll
edatt
heSHA.Si
nce
i
tsi
ncept
ioni
n1926,
HEC’
smi
ssi
onhasbeent
o“ShowcaseHospi
tal
i
tyEducat
ion
t
hroughSt
udentLeader
shi
p.”Dur
ingt
heHECweekend,
student
s“t
akeov
ert
hehot
el,
”to
r
unal
laspect
soft
hehot
elandconf
erence.

Hav
ingst
udent
sleadt
hisannual
expl
orat
ionoft
hei
ndust
ryr
epr
esent
sar
icht
radi
ti
on
atSHA.Theboar
dof14di
rect
orsconsi
stsent
ir
elyofj
uni
ororseni
orSHAst
udent
swho
ar
esel
ect
edbyt
hei
rpeer
sbasedont
hei
rinv
olv
ementi
nthepr
iory
ear
’sHEC,
aswel
las
pr
evi
ousexper
iencei
nthehospi
tal
i
tyi
ndust
ry.HECi
sal
soanacademi
ccour
sei
nwhi
ch
eachdi
rect
orear
nssi
xcr
edi
tst
owar
dthei
rBachel
orofSci
encedegr
eef
ort
hei
r
l
eader
shi
pandpar
ti
ci
pat
ioni
nHEC.

Rachel
McGui
re,
aseni
orl
ect
ureratSHA,
ser
vesast
hef
acul
tymemberr
esponsi
blef
or
t
hecl
assandwor
kscl
osel
ywi
tht
heboar
dtomakesur
ethatt
her
eisaf
ocusont
he
gr
owt
handdev
elopmentoft
heboar
dmember
sasef
fect
ivel
eader
sandmanager
s
t
hroughoutt
hei
rexper
ienceeachy
ear
.HECi
sfuel
edbyst
udentcr
eat
ivi
ty,
leader
shi
p,
andi
nnov
ati
on.

Eachy
eart
heconf
erencet
ransf
ormsaccor
dingt
othei
nter
est
sandski
l
lsoft
henew
boar
d,t
heemer
gingt
rendsoft
heday
,andt
heannual
theme.Thi
sfacti
sbot
hakey
oppor
tuni
tyandacor
echal
l
engef
oreachy
ear
’sboar
d,especi
all
ygi
vent
hel
i
mit
ed
boar
dcont
inui
tyf
rom y
eart
oyear
.Thest
udent
shav
ejustunderay
eart
opl
ant
heent
ir
e
conf
erence.El
ect
edatt
heendofApr
il
,di
rect
orsar
eexpect
edt
ost
artpl
anni
ngt
hei
r
par
ti
cul
arar
eaofr
esponsi
bil
i
tyov
ert
hesummeracademi
cbr
eak.Whi
l
eext
ernal
t
ransf
ormat
ionscoul
dbeeasi
l
ytr
ackedbyr
evi
ewi
ngt
hehi
stor
yofHECt
hemesand
out
comes,
int
ernal
changesar
enotasr
eadi
l
yexami
ned.

HECi
scommi
tt
edt
oexpl
ori
ngt
rendsandencour
agi
ngi
nnov
ati
on,
aswel
laspr
eser
ving
adecades-
oldt
radi
ti
on.Bydesi
gn,
HECi
sremadeev
eryy
ear
.HEC’
sboar
dmember
s
camef
rom di
ver
sebackgr
oundsandr
epr
esentav
ari
etyofski
l
lsandopi
nions.Bot
hthe
boar
dandSHAf
acul
tyensur
ethatSHA’
shi
ghex
pect
ati
onsofst
udentper
for
mancear
e
uphel
d,andt
hehot
el’
smanagementwant
stobesur
etheSt
atl
erHot
el’
sfour
-di
amond
ser
vicest
andar
dsar
emet
.

Tr
inaHam’
sChal
l
enges

Ev
ent
hought
hepastdecadehadseent
remendouschangei
ncommuni
cat
ion
t
echnol
ogyandcommuni
cat
ioncul
tur
e,par
ti
cul
arl
yrel
ati
ngt
omobi
l
edev
ices,
few
maj
orchangeshadf
oundt
hei
rwayi
ntoHEC.I
nthef
all
semest
er,
thecommuni
cat
ions
di
rect
or,
Tri
naHam,
wasdet
ermi
nedt
oupdat
eHEC’
scommuni
cat
ionbecauseshef
elt
t
hatupdat
edt
echnol
ogycoul
dimpr
ovet
heconf
erenceandmakei
tmor
erel
evantt
o
i
ndust
ryl
eader
s.Thechal
l
engef
orTr
inawast
hatcommuni
cat
ions,
whi
chi
nvol
ved
pr
omot
ionandmedi
arel
ati
ons,
hadnott
akenupasi
gni
fi
cantpr
opor
ti
onofpr
evi
ous
budget
s,andar
eal
l
ocat
ionoff
undswoul
dber
equi
redt
omakeanychanges.Thi
s
pr
obl
em wascompoundedbyt
hef
actt
hatshecamet
othi
sreal
i
zat
ionl
atei
nthey
ear
,
af
tert
hebudgethadbeenset
.Addi
ti
onal
l
y,Tr
inaf
acedt
hechal
l
engeofr
ecr
uit
ing
communi
cat
iont
eam member
swi
thst
rongbackgr
oundsi
ninf
ormat
iont
echnol
ogyas
wel
laspr
ior
it
izi
ngcommuni
cat
ionamongot
herHECt
asks;
thi
sisout
li
nedi
n Tabl
e1.

Tabl
e1:
Tri
na’
sHECTi
mel
i
neofTasksf
orCommuni
cat
ionsTeam

# Task Who Due

 Wor
kwi
thAmandat
oincr
easeHEC
1 Communi
cat
ions 9/
15
announcement
sint
heAl
umni
Newsl
ett
er

Wor
kwi
thJoshf
ornat
ional
2 Communi
cat
ions 9/
16
publ
i
cat
ion/
adv
ert
isi
ng

3 Hi
reBAandI
TManager Communi
cat
ions 9/
18

Compl
etebl
urbf
ort
heI
nter
nat
ional
Hot
el
4 Mot
elandRest
aur
antShow(
IHMRS) Pr
ogr
am/
Communi
cat
ions 9/
23
Weekend

5 Fi
nishbl
urb Communi
cat
ions 9/
23

Pr
omot
etheHomecomi
ngTai
l
gat
ethr
ough
6 Cor
nel
lHot
elSoci
etynewsl
ett
erandf
lyer
s Communi
cat
ions/
Mar
ket
ing 9/
25
f
ort
heHECBoar
d

Hel
pBusi
nessAf
fai
rsDi
rect
ordev
elop Communi
cat
ions/
Busi
ness
7 10/
1
endowmentsol
i
cit
ati
onl
ett
ers/
emai
l
s Af
fai
rs

Recei
vehomet
ownandar
ti
clei
nfor
mat
ion
8 Communi
cat
ions 10/
15
f
rom t
heBoar
d
 Cont
actl
ocal
and“
area-
speci
fi
c”
9 Communi
cat
ions 11/
1
magazi
nesandnewspaper
s

Communi
cat
ions/
Busi
ness
10 Cr
eat
eendowmentf
undl
ett
er/
inv
itat
ion 11/
1
Af
fai
rs

Cr
eat
equar
tercar
ds/
handout
sfort
he
11 Communi
cat
ions 11/
1
I
HMRSSHAboot
h

Wor
kwi
thJosht
osetupmeani
ngf
ul
12 meet
ingswi
thHot
elMagazi
nesatt
he Communi
cat
ions 11/
1
I
HMRS

Compl
etei
nvi
tat
ionbef
oreHot
elShow
13 HEC 11/
12
weekend

Communi
cat
ions/
Busi
ness
14 Cal
ldonor
sfort
heendowmentf
und 12/
1
Af
fai
rs

15 Hel
pteam wi
thi
nvi
tat
ionsandout
reach POGS/
Communi
cat
ion 12/
1

Wor
kwi
thOper
ati
onsDi
rect
ort
ocr
eat
ea
16 POGS/
Communi
cat
ion 12/
1
t
arget
edout
reachl
i
st

Sour
ce:
Boar
dRepor
tHEC.
 Tabl
e2:
Tri
na’
sHECTi
mel
i
neofTasksf
orCommuni
cat
ionsDi
rect
or

# Task Who Due

Communi
cat
ions
1 Meetwi
tht
eam andsetschedul
eforsemest
er 2/
4
Di
rect
or

Communi
cat
ions
2 Submi
tpr
essr
elease 2/
7
Di
rect
or

Communi
cat
ions
3 Submi
tnewsl
ett
eri
nfor
mat
iont
oCar
issa 2/
7
Di
rect
or

Communi
cat
ions
4 Compl
etesect
ionsoneandt
wooft
hewebsi
te 2/
11
Di
rect
or

Communi
cat
ions
5 Submi
tmedi
ainf
ormat
iont
oCHS 2/
11
Di
rect
or

Communi
cat
ions
6 Fi
nal
i
zef
unct
ionf
lowmat
eri
als 2/
11
Di
rect
or

Submi
tupdat
ednewsl
ett
eri
nfor
mat
iont
o Communi
cat
ions
7 2/
14
Car
issa Di
rect
or
 Communi
cat
ions
8 Submi
tpr
essr
elease 2/
14
Di
rect
or

Communi
cat
ions
9 Compl
etesect
iont
hreeoft
hewebsi
te 2/
21
Di
rect
or

Communi
cat
ions
10 Cont
actpr
esswi
thi
nfor
mat
ionandout
reach 3/
1
Di
rect
or

Submi
tupdat
ednewsl
ett
eri
nfor
mat
iont
o Communi
cat
ions
11 3/
7
Car
issa Di
rect
or

Communi
cat
ions
12 Compl
etesect
ionsf
ourandf
iveoft
hewebsi
te 3/
7
Di
rect
or

Submi
tupdat
ednewsl
ett
eri
nfor
mat
iont
o Communi
cat
ions
13 3/
14
Car
issa Di
rect
or

Communi
cat
ions
14 Compl
eti
onandt
estr
unoft
hewebsi
te 3/
16
Di
rect
or

Communi
cat
ions
15 Gat
hercompl
etel
i
stofHECmedi
aat
tendees 4/
4
Di
rect
or
 Communi
cat
ions
16 Meetwi
thHEC87Communi
cat
ionsDi
rect
or 5/
20
Di
rect
or

Sour
ce:
Boar
dRepor
tHEC.

Dev
elopi
ngTechnol
ogyGoal
s

Thei
deat
oincor
por
atemor
etechnol
ogyi
ntoHECwasdi
scussedbyt
heboar
d
member
s.Howev
er,
Tri
na’
sti
mewasst
ret
chedbet
weenr
ecr
uit
ingt
hreeassi
stant
di
rect
ors,
planni
ngt
heannual
homecomi
ngt
ail
gat
eforCor
nel
l
—whi
chi
nvol
vedagr
eat
deal
ofcommuni
cat
ionwi
thal
umni
,st
udent
s,andschool
admi
nist
rat
ion—andwor
king
onpr
essr
eleasest
oensur
ethatguest
sandt
hecommuni
tywer
eawar
eoft
hepl
ansf
or
HEC.Thus,
Tri
nast
ruggl
edt
ofi
ndt
her
esour
cesneededt
oful
l
ycommi
ttot
he
execut
ionofheri
dea.

Recogni
zi
ngt
hechal
l
engeofr
eal
l
ocat
ingr
esour
ces,
Tri
nat
ookt
heoppor
tuni
tyt
o
at
tendt
heannual
Int
ernat
ional
Hot
elMot
elandRest
aur
antShow(
IHMRS)i
nNewYor
k
Ci
tyi
nlat
eNov
embert
ogat
heri
nspi
rat
ion.Themor
econcr
eteheri
deasf
or
i
ncor
por
ati
ngspeci
fi
ctechnol
ogyi
ntoHECcommuni
cat
ions,
theeasi
erherpi
tchwoul
d
bet
othev
ari
ousHECst
akehol
der
s.Opent
oindust
rypr
ofessi
onal
sfr
om al
lfacet
sof
t
hehot
elandr
est
aur
anti
ndust
ry,
thei
mmenseI
HMRSwasi
ntendedt
opr
omot
ethe
exchangeofi
deasanddi
scussi
onsofi
ndust
ryt
rends,
inaddi
ti
ont
oit
str
adef
unct
ions.
Tr
inaat
tendedasmanyev
ent
sfocusedont
echnol
ogyasshecoul
dandnet
wor
kedwi
th
asmanyi
ndust
rypr
ofessi
onal
saspossi
ble.Onespeci
fi
cev
entf
ocusi
ngont
heuseof
mobi
l
etechnol
ogyst
oodoutamongt
her
estandi
nspi
redTr
inat
osel
ect
ivel
yfocuson
mobi
l
etechnol
ogyf
orHEC.Ret
urni
ngf
rom t
heshow,
sheappr
oachedboar
dmember
s
andRachel
McGui
ret
opi
tchheri
deaandgat
hersuggest
ionsonhowt
ospeci
fi
cal
l
y
i
ncor
por
atemobi
l
etechnol
ogyi
ntoHEC.
Thei
deahadt
wopar
ts:
(1)t
ocr
eat
eamobi
l
efr
iendl
yver
sionoft
heHECwebsi
teand(
2)
t
ocr
eat
eacor
respondi
ngappt
hatat
tendeescoul
duset
ovi
ewpr
ogr
am ev
ent
sand
i
nfor
mat
ion.Wi
thoutdedi
cat
edmobi
l
ecapabi
l
ity
,mobi
l
euser
shadt
onav
igat
ethef
ull
webpageont
hei
rdev
ices,
const
ant
lyswi
pingt
oreadacr
osst
hewi
dthoft
hepageand
r
e-si
zi
ngpar
tsoft
hei
nter
facet
obeabl
etocl
i
ckonhy
per
li
nks.I
twasanawkwar
d
pr
ocessatbest
.Af
terat
tendi
ngt
hemobi
l
etechnol
ogysessi
on,
Tri
nal
ear
nedt
hatmany
i
ndust
ryl
eader
swer
econst
ant
lyont
hego,
andshewant
edt
obesur
ethatt
heycoul
d
f
indt
heconf
erencei
nfor
mat
ionont
hei
rmobi
l
edev
ices.Despi
tet
heexci
tement
sur
roundi
ngt
henewi
dea,
Tri
nahadonl
yaf
ewmont
hst
oimpl
emental
loft
hechanges
shewant
edt
omake.

Tr
inaf
acedt
wospeci
fi
cpr
obl
ems.Thef
ir
stwasherownl
ackoft
echnol
ogyexper
ti
se.
Al
thoughshewasanexper
ienceduserofmobi
l
etechnol
ogy
,shehadnoi
deahowt
o
cr
eat
either
sel
f.Compoundi
ngt
hispr
obl
em,
shehadal
i
mit
edbudgett
ofi
ndandpay
someonewi
tht
heabi
l
ityt
obui
l
dthesi
teassheenv
isi
onedi
t.Thesecondpr
obl
em was
t
hatdespi
tet
hesuppor
tfort
heconcept
,sher
ecei
vedmi
xedf
eedbackf
rom ot
herboar
d
member
s.Somecl
aimedamobi
l
ewebsi
tewoul
dbedi
ff
icul
ttouse.Wi
thaf
ull
appr
eci
ati
onoft
hecompl
exi
tyoft
hepr
obl
em,
Tri
nabegant
oassembl
eat
eam,
star
ti
ng
wi
thHEC’
stopof
fi
cial
,themanagi
ngdi
rect
or.

Themanagi
ngdi
rect
orassi
stedTr
inai
natl
eastt
wocr
it
ical
way
s.WhenTr
inawas
unsur
eofhowt
oappr
oachhernextgoal
,thet
wowoul
dshar
eideas.Mor
eimpor
tant
,
t
hemanagi
ngdi
rect
orwasabl
etol
ocat
emoneyt
ohi
resomeonet
opr
ovi
det
echni
cal
assi
stance,
ast
udentwi
thanI
Tbackgr
ound,
atawageof$15perhour
.Thi
ssmal
l
al
l
ocat
ionwasr
efl
ect
iveoft
hef
actt
hatt
hebudgethadbeensetbef
oreTr
inahad
pi
tchedt
hei
deaf
ormobi
l
eaccessi
bil
i
ty,
butt
hisdi
dnotr
efl
ectt
hei
mpor
tanceoft
he
i
deat
othet
eam andt
heHECst
akehol
der
s.

Theav
ail
abl
efundsal
l
owedTr
inat
osel
ectanI
Tassi
stantdi
rect
ort
ohel
pfr
amet
he
t
echni
cal
chal
l
enges,
butt
hisper
sonwasnotapr
ofessi
onal
coder
,ast
hebudgetdi
d
notper
mithi
ri
ngsomeonewi
tht
hatl
evel
ofexper
ti
se.ThenewI
Tassi
stantdi
rect
or
wasgi
venat
remendoust
askofcodi
ngandl
aunchi
ngaf
ull
mobi
l
esi
tei
njustt
hree
mont
hs.Under
standabl
y,t
heI
Tassi
stantdi
rect
orf
oundt
hisdaunt
ing.

Tr
inaal
sor
eli
edononeofHEC’
sindust
ryadv
isor
swhowasanSHAgr
aduat
eforadv
ice,
suppor
t,andi
deas.Thegr
aduat
ehadmetTr
inaatI
HMRSi
nNov
emberandencour
aged
hert
oseekmor
eassi
stancebey
ondSHAandt
ofocusonl
aunchi
ngt
hemobi
l
esi
te.
Tr
inar
eachedoutt
oAppl
etodonat
eiPadsi
nor
dert
oshowcaset
otheconf
erence
at
tendeeshowt
het
echnol
ogycoul
dbeut
il
izedwi
thi
nthei
ndust
ry.Appl
ehadapr
ogr
am
i
npl
acet
hatal
l
owedt
hreeuni
ver
sit
iest
out
il
izebet
ween20and30i
Padsf
or
conf
erencessuchasHEC.

Tr
inaal
sot
urnedt
oherf
ri
end,
Paul
Har
ri
s,whowaswor
kingonhi
sPh.
D.i
ninf
ormat
ion
sy
stemsatCor
nel
l
,si
nceshef
eltt
heneedt
oconsul
twi
thsomeoneout
sideofSHAwi
th
apr
ogr
ammi
ngbackgr
ound.Heagr
eedt
ohel
pTr
inawr
it
ethecodeandl
auncht
he
mobi
l
efr
iendl
ysi
te.Heencour
agedhert
ost
aywi
thi
nCor
nel
ltokeepcost
sdown,
and
shewasabl
etof
indr
oom i
nthebudgett
opayhi
m asmal
lfeef
orhi
sef
for
ts.Thet
wo
wor
kedt
oget
hert
owar
dsl
aunchi
ngt
hesi
te,
butwi
thl
esst
hant
womont
hst
othe
l
aunchdeadl
i
ne,
newi
ssuesar
ose.Thet
echnol
ogywasev
enmor
ecompl
i
cat
edt
han
ei
therhadant
ici
pat
ed.I
trequi
redmor
ethanHy
per
TextMar
kupLanguage(
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whi
chsheandPaul
hadt
houghtwoul
dbesuf
fi
cient
,butPaul
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ort
abl
e
wor
kingi
nHTML.

Dur
ingwi
nterbr
eak,
Tri
nal
eftf
orhomeknowi
ngshest
il
lhadal
ongwayt
ogot
odel
i
ver
herv
isi
onofi
ncor
por
ati
ngmor
etechnol
ogyi
ntoHEC.Ti
mewasshor
t,andshewas
begi
nni
ngt
ofeel
thepr
essur
e.Shewant
edt
odel
i
veronheror
igi
nal
pit
chandl
eav
eher
ownl
egacy
.Shecont
inuedt
owor
konget
ti
ngt
hei
Paddonat
ionf
ort
heconf
erenceso
t
hatt
heguest
scoul
dhav
eadev
icet
ovi
sitt
hemobi
l
esi
teandv
iewal
lthepr
ogr
am
i
nfor
mat
ion.

Faci
l
itat
ingTechnol
ogyI
nnov
ati
on

Tr
inabegant
hef
oll
owi
ngsemest
erwi
thanambi
ti
ousgoal
ofl
aunchi
ngt
hemobi
l
esi
te
byt
heendofJanuar
y.Thi
sgoal
facedsi
gni
fi
cantchal
l
enges.Fi
rst
,al
thoughPaul
was
muchmor
eknowl
edgeabl
eincodi
ngt
hanei
therTr
inaort
heI
Tassi
stantdi
rect
or,
he
wasst
il
lexper
ienci
ngi
ssuesi
nmobi
l
esi
tedesi
gnar
oundt
heusabi
l
ityoft
heact
ual
sit
e
andt
hegr
aphi
csi
ncor
por
atedont
hesi
te.Second,
ther
ewer
eonl
yli
mit
edf
undsex
ist
ing
i
nthebudgetandnonewf
undi
nghadbeensecur
edt
hroughf
undr
aisi
ngf
ori
nnov
ati
on
andi
mpr
ovementt
hrought
echnol
ogy
.Thi
rd,
anewwr
inkl
eappear
edar
oundt
he
uni
ver
sit
y’st
echnol
ogypol
i
cies.Theuni
ver
sit
ywashesi
tantt
oal
l
owuseofi
tsdomai
n
namewi
thoutanyguar
ant
eeofsecur
it
yfort
heguest
s’dat
a.HEC’
sguest
swer
ehi
ghl
y
r
ecogni
zedi
ndust
rypr
ofessi
onal
s—asi
mpl
esecur
it
yer
rorcoul
dhar
mimpor
tant
r
elat
ionshi
ps.Addi
ti
onal
l
y,t
heuni
ver
sit
ywasnoty
etconv
incedt
hatHECneededa
mobi
l
eapp,
sincet
heexi
sti
ngwebsi
te,
whi
l
eungai
nlyt
ouseonmobi
l
edev
ices,
was
al
readyav
ail
abl
eandwasi
ncl
udedont
heCor
nel
lser
ver
.

Despi
tet
heseobst
acl
es,
Tri
nadi
dnotdi
mini
shhergr
andv
isi
onofwhatt
hemobi
l
e-
opt
imi
zedsi
teandaccompany
ingappcoul
dbe.Shecont
inuedt
oconsul
twi
thPaul
,but
nott
heI
Tassi
stantdi
rect
or,
whoceasedpar
ti
cipat
ion.Wi
thPaul
,shecont
inuedt
o
expl
oreav
ari
etyofway
stoi
mpr
ovet
heexi
sti
ngsi
tewi
thv
ari
ousel
ement
sof
f
unct
ional
i
ty.Ul
ti
mat
ely
,theycr
eat
edaf
unct
ional
prot
oty
pei
nHTML.Al
bei
tsi
mpl
i
sti
c
andr
ust
ici
ncompar
isont
othepr
ofessi
onal
l
ydev
elopedpar
entsi
te,
thepr
otot
ypewas
whatt
heyhadt
owor
kwi
thatt
hatpoi
nti
nti
me.

AsTr
inahadhoped,
theyl
aunchedt
hemobi
l
esi
tei
nJanuar
y.Despi
tei
tsf
laws,
thesi
te
wasf
unct
ional
andcont
ainedpi
ctur
esofpasty
ear
s’conf
erences,
aswel
lasapr
ogr
am
oft
heev
ent
sforcur
renty
ear
’sHEC,
incl
udi
ngt
het
ime,
locat
ions,
speakerbi
os,
event
descr
ipt
ions,
guestl
i
sts,
andpr
ofi
l
esoft
hest
udent
spar
ti
cipat
ing.Tr
inaconv
incedt
he
uni
ver
sit
ytoal
l
owHECt
ouseoneoft
heschool
’
ssubdomai
nsbyemphasi
zi
ngt
he
conv
eni
encet
hatt
hepr
oductwoul
dof
fert
heHECguest
s.Secur
it
yconcer
nswer
elai
d
t
orestbyr
unni
ngmul
ti
plesecur
it
ytest
sandl
i
mit
ingt
heper
sonal
dat
aav
ail
abl
efr
om
t
hesi
te.Thesi
tewaspost
edasHECmobi
l
e.com wi
tht
racki
ngenabl
edt
oassi
stwi
th
t
hef
utur
eef
for
tst
osuppor
twebsi
tei
mpr
ovement
.Al
thoughTr
inacoul
dseet
hrough
t
heGoogl
eAnal
yti
cspl
atf
ormt
hatmanyguest
susedt
hesi
te,
thenumberwasl
ower
t
hanTr
inahadant
ici
pat
ed.

Tr
inawasal
soabl
etosecur
etheAppl
egr
antofi
Padsf
ort
heev
ent
,andt
hesewer
e
gener
all
ywel
lrecei
vedbyt
heguest
s.Howev
er,
manyoft
heguest
swer
eal
ready
f
ami
l
iarwi
tht
het
echnol
ogy
,andhadexpect
edt
oseeademonst
rat
ionoft
hef
utur
eof
mobi
l
etechnol
ogy
.Thus,
theywer
enotov
erl
yimpr
essed,
despi
tet
her
emar
kabl
ecat
ch-
upef
for
t.

Looki
ngaheadt
ofut
ureconf
erences,
Tri
nal
aidt
hegr
oundwor
kforwhatwoul
ddef
inea
successf
ulev
entf
ort
hef
oll
owi
ngy
ear
.Speci
fi
cal
l
y,shei
nst
it
uti
onal
i
zedt
he
expect
ati
onsaboutt
heuseofmobi
l
etechnol
ogy
.Int
hisway
,herwor
kwoul
dpayof
f
wi
tht
echnol
ogyamor
epr
omi
nentpar
toft
heHECt
radi
ti
onandt
hecommuni
cat
ions
di
rect
or’
srol
e.

Ref
lect
ionsf
ort
heNextYear
’sEv
ent

Tr
inawasagoal
-dr
iveni
ndi
vi
dual
,knownf
orset
ti
nghi
ghexpect
ati
onsf
orher
sel
fand
t
hosear
oundher
.Al
thoughheri
mmedi
atef
ocuswasont
hemobi
l
esi
te,
thebr
oader
goal
wast
orai
set
het
echnol
ogyusei
nHEC.Ev
ent
hought
hemobi
l
esi
tewassub-
opt
imal
,sheaccompl
i
shedhergoal
ofr
aisi
ngt
hepr
ofi
l
eoft
echnol
ogyatHEC.I
n
dr
awi
ngat
tent
iont
oinst
it
uti
onal
obst
acl
est
ochange,
fundi
ngr
est
ri
cti
ons,
and
t
echni
cal
chal
l
enges,
shedemonst
rat
edwhyt
hecommuni
cat
ionsr
olehadnotseen
i
nnov
ati
oni
nmanyy
ear
s.Despi
tesomepeopl
e’
sper
cept
iont
hatherpr
oject
shadf
ail
ed,
shewast
hef
ir
stcommuni
cat
ionsdi
rect
ort
omaket
hatdegr
eeofpr
ogr
essi
nthe
i
ncor
por
ati
onoft
echnol
ogy
,andsucceededi
nset
ti
ngt
hebarmuchhi
gherf
ort
he
f
oll
owi
ngy
ear
’scommuni
cat
ionsdi
rect
or.

TheEv
olv
ingRol
eofCommuni
cat
ionsDi
rect
ori
nHEC

Att
heendofTr
ina’
ster
m ascommuni
cat
ionsdi
rect
or,
herf
inal
taskwast
ohandt
he
r
olet
othef
oll
owi
ngy
ear
’sdi
rect
or,
Kev
inOsmond.Tr
inahadl
ear
nedt
hatbegi
nni
nga
maj
ori
nit
iat
iveaf
tert
heschool
yearst
art
ssi
gni
fi
cant
lyr
educest
het
eam’
sfl
exi
bil
i
ty.
Fol
l
owi
ngTr
ina’
sadv
ice,
Kev
inbegant
opr
epar
edur
ingt
hesummerbycr
eat
inga
det
ail
edpl
anf
ort
heschool
yearsohecoul
dgetar
unni
ngst
artwhenher
etur
nedt
o
Cor
nel
li
nthef
all
.Kev
inal
sol
ear
nedt
hatTr
inahadst
ruggl
edwi
thsi
mul
taneousl
y
mai
ntai
ningt
hecommuni
cat
ionsdi
rect
or’
srol
e,whi
chi
nvol
vedconsi
der
abl
epubl
i
cand
medi
arel
ati
ons,
andexpandi
ngandi
mpl
ement
ingmobi
l
etechnol
ogy
.Toav
oidt
hewor
k
ov
erl
oad,
Kev
inmadeear
lypl
anst
obr
ingi
ncompet
entl
i
eut
enant
s.

Amongt
hosel
i
eut
enant
swoul
dbeanI
Tmanagerr
esponsi
blef
ormai
ntai
ningt
he
mobi
l
ewebsi
tecodeanddev
elopi
ngot
hert
echnol
ogi
esf
ort
heor
gani
zat
ion.Bef
ore
sear
chi
ngf
orst
udent
s,Kev
inal
soconsi
der
edget
ti
ngper
missi
ont
opaysomeonet
o
wor
kforHEC,
inv
iewofTr
ina’
sst
ruggl
es.Thi
sact
ionwasabi
gst
epgi
vent
hatt
he
or
gani
zat
ionhadhi
stor
ical
l
ybeenr
unandst
aff
edexcl
usi
vel
ybyst
udentv
olunt
eer
s.
Ev
ent
houghHECwasasel
f-
sust
aini
ngor
gani
zat
ion—br
ingi
ngi
nit
sownr
evenuest
o
cov
erexpenses—al
lexpendi
tur
esatt
heschool
neededappr
oval
.Tobegi
nwi
th,
then,
Kev
insear
chedf
oraCor
nel
lst
udentwi
thabackgr
oundi
nIT.

Set
ti
ngUpOr
gani
zat
ional
Changef
orHECSuccess

Li
keTr
ina,
Kev
inf
oundhi
msel
fwant
ingt
oincor
por
atemor
etechnol
ogyi
ntot
heHEC
t
radi
ti
on.I
nthatr
espect
,Kev
int
houghti
twoul
dbebenef
ici
alt
osepar
atet
hej
obsof
communi
cat
ionsandi
nfor
mat
iont
echnol
ogy
,ther
ebycr
eat
ingadi
rect
orposi
ti
onf
orI
T.
Thi
swoul
dputsomeonei
ntheor
gani
zat
ionwhocoul
dfocussol
elyont
echnol
ogy
needs.Thi
sdeci
si
onwasmadei
nresponset
oTr
ina’
sdi
ff
icul
tyi
nrunni
ngbot
hset
sof
t
askssi
mul
taneousl
y.

HEC’
sboar
dagr
eed,
andGeor
geEar
lwassel
ect
edast
heI
Tdi
rect
or.Hewasaseni
orat
t
heSHAwi
thabackgr
oundi
noper
ati
ons(
hav
ingpr
evi
ousl
yser
vedi
nfoodand
bev
eraget
eams)andwant
edt
olear
nmor
eaboutI
Tandbecomemor
einv
olv
edwi
tht
he
or
gani
zat
ion.Si
nceHEChadnev
erhadanI
Tdi
rect
or,
Geor
gehadt
odef
inet
her
ole,
al
thoughTr
inahadpav
edt
hewayf
orGeor
get
otakeont
hist
ask.Geor
get
ookt
he
y
ear
’st
heme,
“Showcasi
ngHospi
tal
i
tyEducat
iont
hroughSt
udentLeader
shi
p,”by
f
ocusi
ngont
echnol
ogyl
eader
shi
pandbyi
ncor
por
ati
ngi
tint
othet
radi
ti
onofHEC.

Fi
gur
e1 
displ
ayst
heHECor
gani
zat
ional
char
twi
tht
headdi
ti
onofanI
Tdi
rect
or.

Fi
gur
e1:
HECOr
gani
zat
ional
Char
t(Ref
lect
ingAddi
ti
onofI
TDi
rect
or)
Sour
ce:
Managi
ngDi
rect
or’
sHECBoar
dRepor
t.

Li
keTr
ina,
Geor
gehadsomanyi
deast
hathewasnotsur
ewher
etost
art
,whet
herwi
th
t
hemobi
l
ewebsi
te,
themobi
l
eapp,
updat
ingt
heSHAwebpages,
ornet
wor
kingwi
th
admi
nist
rat
orst
ogat
hersuppor
tforhi
sideas.Hedeci
dedt
opi
ckupwher
eTr
inal
eftof
f,
pr
ior
it
izi
ngt
hedesi
gnofanappf
ir
standt
henmai
ntai
ningt
hemobi
l
esi
te.Al
thought
he
appdi
dnothav
etobecompl
ex,
Geor
ge’
sgoal
wast
omaket
heappamaj
ort
wo-
way
communi
cat
ionchannel
bet
weenst
udent
sandguest
ssot
hati
tbot
hpr
omot
edt
he
ev
entandhel
pedguest
sst
ayor
gani
zeddur
ingt
heweekend.Todot
his,
hewant
edt
obe
abl
etosenduser
supdat
est
hroughoutt
hey
earl
eadi
ngupt
otheev
ent
,andt
hen
i
ntegr
ateacal
endarofev
ent
sfort
heweekend.Theguestexper
iencedi
rect
or
suggest
edt
hatheal
soi
ncor
por
ateaguest
-f
eedbackcomponentt
otr
ackguest
sat
isf
act
ionf
rom t
heweekend.HEChadusedsur
vey
sint
hepast
,butt
heor
gani
zat
ion
hadnowayt
otr
ackdat
aandcr
eat
eanal
ysi
sfort
hef
oll
owi
ngy
ear
. 
Figur
e2 
prov
ides
i
nsi
ghti
ntoGeor
ge’
sbr
ainst
ormi
ngpr
ocess.

Fi
gur
e2:
Geor
ge’
sBr
ainst
ormi
ngf
ort
heHECMobi
l
eApp
Sour
ce:
Geor
ge’
sHECPl
anni
ngRepor
t.

Despi
tet
hepr
evi
ousy
ear
’shopef
ulst
art
,Geor
gewor
ri
edt
hathehadi
nher
it
edsomeone
el
se’
spr
obl
ems.Al
thoughhedi
dnothav
eal
otoft
echnol
ogyexper
ienceandnonei
n
mobi
l
ewebdesi
gn,
hef
eltt
hatt
heappwoul
dbeagr
eatwayt
oimpr
ovet
heexi
sti
ng
HECt
echnol
ogybyal
l
owi
ngamor
est
reaml
i
neduseri
nter
face.Hi
sfi
rstst
ept
o
ov
ercomet
hesechal
l
engeswast
ofi
ndsomeonewhocoul
ddesi
gnt
heapp.Lear
ning
f
rom Tr
ina’
str
oubl
eswi
thst
udentr
ecr
uit
ment
,hewonder
edwhet
herheshoul
dfi
gur
e
outhowt
ohi
resomeonef
ort
het
ask.Oncehef
oundsomeonet
odesi
gnt
hesof
twar
e,
het
henhadt
ofi
gur
eouthowt
ogett
heappr
oval
tousei
tandal
sot
hinkaboutt
he
concer
nsr
egar
dingt
hesecur
it
yoft
heuser
s’per
sonal
inf
ormat
ion.Geor
gedi
dsome
r
esear
cht
oident
if
ysev
eral
possi
blet
echnol
ogysol
uti
onshecoul
dpur
chaseof
fthe
shel
f.Ashi
sresear
chev
olv
edher
eal
i
zedt
hat
,bycombi
ninghome-
grownsol
uti
onswi
th
smar
tpur
chasesf
rom out
sidev
endor
s,hecoul
dmai
ntai
nthet
radi
ti
onofst
udent
l
eader
shi
pinHEC.
 Geor
gewant
edt
oaddv
aluet
oHECbyst
reaml
i
ningt
hecust
omerexper
ience.Hi
sgoal
wasf
orconf
erenceat
tendeest
ocomeawayf
eel
i
ngt
hatt
hehost
sant
ici
pat
edt
hei
r
ev
eryneedanddi
dev
ery
thi
ngt
heycoul
dtomaker
egi
str
ati
on,
findi
ngv
enues,
and
net
wor
kingwi
thot
herconf
erenceat
tendeesabr
eeze.Geor
gehadhi
swor
kcutoutf
or
hi
m.

Di
scussi
onQuest
ions

 1.

UsingtheI deaModel ,ev

aluateGeorge’
sideasint er
msofpeopl e,cust
omer ,value
proposi
t i
on, of
fer
ing,anddisti
ncti
vecompet enci
es.Whi chtoolsareavailabl
ef or
assessingt heval
idit
yofhisideas?Specif
icall
y,usetheCr i
ti
quePadandFeasi bil
it
y
Model t
oassessGeor ge’sideas.[
htt
ps:
//www. strai
ghtupbusiness.i
nsti
tute/
tool ki
t/]

 2.

Brainst
ormr ecrui
tmentstrategi
esGeorgecoulduset oi
denti
fyst
udentswit
hITski l
l
s.
Whatwoul dbeanappr opri
ateplacetostar
tintermsofbrai
nstor
ming?UseGallup’s
BP10t optal
ent st
odescr i
beTr i
naandGeor ge.Whattal
entsandskil
l
stypi
fytheir
respecti
veroles?[ht
tps:/
/www. gall
upst
rengthscent
er.
com/EP10/en-
US/About]

 3.

Descri
beTri
na’
sapproachtoincor
por
atingthetechnol
ogygoal
s.Howdoyouthi
nkthey
al
ignedwit
hthemissi
onofHEC?Ar ethereareasoffocust
hatseemedmi
sali
gned?
Whatcontr
ibut
edtohersuccessmovi
ngt heprojectf
orwar
d?

 4.

Whatv
aluedi
dTr
inabr
ingtoHEC?Howcant hi
sbecarr
iedfor
wardtothenexty
ear
’s
HEC?Wouldy
ouconsi
derwhatTr
inaaccompli
shedt
obeinnovat
ive?

 5.

Howcoul dTrinadealwiththeI
Tassist
antdi
rector
’sstruggl
etoexecut
ebasedonwhat
heori
ginall
yagreedt operf
orm?Whatdoy outhi
nkoft heapproachofr
eachi
ngoutt
o
Pault
ohel ptheprojectmov ef
orwar
d?Whatr ol
edot heiPadsplayf
rom al
eader
shi
p
per
spective?

 6.

Whati
sneededt
oaccompl
i
shGeor
ge’
sobj
ect
ives?Howcant
het
askl
i
stTr
inacr
eat
ed
 (
Tabl
es1and 
2)beupdat
edt
oal
i
gnwi
tht
hoseobj
ect
ives?

 7.

Expl
ainGeorge’
sgoal
s.Whati
ssuccessf
orGeor
ge?Whatf
act
orswi
l
lcont
ri
but
eto
Geor
ge’ssuccess?

 8.

Whatist
hedi
ff
erencebet
weent
hemobil
ewebsi
teandmobil
eappl
i
cati
on?Whydi
d
Geor
gedeci
detocreat
eamobil
eappl
i
cati
oni
nst
eadofupdat
ingTr
ina’
smobi
lewebsi
te?

 9.

Whatwerethedif
ferencesintheleader
shi
pstylesofTri
naandGeorge,
andwhichof
thesewoul
dy our
atherwor kwit
hatHEC?I fTr
inahadbeenI Tdi
rect
ori
nst
eadof
communicati
onsdir
ector,whatwouldhavebeendiffer
ent?

 10.

Whatsuggest
ionsdoy ouhavet
oincorpor
ateintoHECmov i
ngfor
war
d?Makea
r
ecommendationforwhatthenextyear
’sdi
rectorshoul
daddtoHECt
ocont
inuet
he
i
ncor
porati
onoftechnology
.