Workshop 6 (Half Day)
Marketing and Strategy for the I-O Psychologist
Donna L. Neumann and Joanne Provo
Personnel Decisions International (PDI)
Increasingly, organizations are recognizing the strategic importance of
investing in human resources. Organizations that closely align HR interventions with
business strategy are able to gain significant competitive advantage. As a result, I-O
psychologists need to have a good understanding of organizational strategy and its
This Workshop will provide an introduction to some of the most commonly
used marketing and strategy models and terminology. The session will include
presentations, case studies, and application exercises designed to illustrate the value of
translating organizational strategy into opportunities for HR interventions.
Topics will include:
- Overview of several of the most well-known and commonly used marketing and strategy
- How to contribute your knowledge of workforce capabilities to the strategy formulation
and implementation process.
- "Dos and donts;" What we can learn from well-known successes and
failures in the knowledge economy.
Donna L. Neumann is a consultant at Personnel Decisions
International (PDI). After earning her masters degree in Finance and Marketing from
the Kellogg School of Management at Northwestern University, she held positions in
planning, operations development, and training at several consumer products companies: The
Pillsbury Company, Burger King Corporation, and Pepsi-Cola Company. Donna is the
co-creator and instructor of two educational programs for HR professionals:
"Increasing Business Impact as an HR Manager" and "Enhancing Your Role as a
Strategic Partner." She works with clients on measuring and improving the value
created by HR investments, and also contributes her business expertise to the design of
PDIs assessment tools.
Joanne Provo is a consultant at Personnel Decisions International
(PDI). She received her M.B.A. from DePaul University, and is currently a Ph.D. candidate
in Human Resource Development at the University of Minnesota. Prior to joining PDI, Joanne
held a variety of positions in finance, organizational strategy, and planning at United
Defense, L.P., FMC Corporation, Northrop Corporation, and Republic Precious Metals. She
assists organizations in aligning their strategic objectives with Human Resource
initiatives to enhance performance. Joanne has extensive teaching and training experience
in the areas of financial planning and analysis, human resource development,
organizational strategy, and decision skills. She is a member of the Executive MBA faculty
at the University of St. Thomas.
Coordinator: Blake A. Frank, University of Dallas
1999 Conference Registration Information
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