Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Bridging the Gap Between Business and Academia

Inigo Arroniz finds consulting work to be the intersection of academics and business, allowing him to keep his students on the cusp of business trends.

For UC College of Business faculty, the learning experience extends far beyond the classroom. To stay relevant in a rapidly changing business world, assistant marketing professor Inigo Arroniz turns to consulting work as an eye-opener to current business trends. “I think from a teaching side, consulting is phenomenal; I don't see a downside,” he says. “It makes the learning experience much more real for the students.”

Arroniz has a wealth of academic credentials, including two years as a research fellow at the Center for Research in Technology and Innovation at the Kellogg School of Management. His research has been published in leading business journals such as Sloan Management Review and the International Journal of Research in Marketing and has been featured in BusinessWeek.

But he has also served as a consultant to companies such as Kraft, where he developed decision models for selecting the packaging and ingredient suppliers that will best support innovation. It's all part and parcel of putting UC faculty—and by extension UC students—at the forefront of business.

However, students aren't the only beneficiaries of research and consulting. Arroniz sees a two-way learning relationship between the research and consulting work done by many professors and the business community. “In academia, we are two degrees of separation from the trenches,” he says. “If you talk to people in business, they don't really know what is going on in academia, while we as researchers sometimes present ideas that won't work in the business world. Consulting can bridge that gap.”