leanor Foa Dienstag

Corporate Magazine Articles

I've written extensively for corporate magazines whose articles are similar in style and content to profiles and feature stories found in Fortune, Forbes or Business Week.

Think Leadership, IBM

IBM, a leader in information technology, is intensely focused on educating and informing its global customers. IBM created Think Leadership Magazine to reach CEOs, senior executives and opinion makers around the world during a period of profound change brought about by the power of the internet and e-business.

Excerpts from three articles which appeared in three issues of Think Leadership.

Digital Degrees. "Integrating technology into higher education, it turns out, is not simply about adding another tool to century-old classroom patterns. Instead, campus visionaries are rethinking and reinventing how professors teach, how students learn, where and when they learn. For professors the implications of technology can be threatening; for students, liberating; for the four universities profiled below, technology is inspiring radical change and profound debate. Is distance learning quality learning? Should a university be run like a business? Can universities compete with business? Will new collaborative models of learning...prove superior to old hierarchical models? Can technology be used to speed up the transfer of knowledge in developing countries? And how do universities prepare their institutions and constituencies for such broad-based change?"

Brand News. The Perfect Mousetrap. "In 1995 Sharon Fordham, fresh from her marketing triumph with Snackwell's wildly successful supermarket assault, huddled with her advertising agencies in web-strategy sessions and posed the questions: what will this medium be when it grows up, and what is the economic model that will underpin it?

Fordham, president of Nabisco's LifeSavers Company at the time, has recently been promoted to senior vice president of marketing for all of the Nabisco Biscuit Company. Fordham is convinced that the future of marketing is interactivity. In 1995 when, in her words, everyone was rushing to launch corporate websites, Fordham's goal was something different. 'I was bothered,' she says, 'by the thought that what everyone else seemed to be doing was, in effect, a corporate 10K on steroids, a kind of interactive quarterly report. I felt strongly that I wanted first to understand this emerging medium.'

....Fordham wasn't after one-time hits, she wanted to build a site to which people would return again and again....LifeSavers' website, Candystand, is chock-full of promotions, puzzles, sweepstakes and, above all...games. 'We've structured our games not only to be dynamic, with new content every month, but to require players to return over a period of time to build high scores in order to win compelling gifts'. A perfect mousetrap."

Books Unbound. "What you hear throughout the book industry these days is the other shoe dropping. Rapid-fire developments in the online book wars command the headlines, but, in fact, information technology is roiling the entire industry—even as it revitalizes the business. Businesses are responding by taking on new roles, divesting old assets, and investing in new ones."

Hermes, Columbia Business School

"It's a delight to work with such a thorough, experienced professional. We rarely use freelancers, but when I need a first-rate reporter to interview and profile a top executive, I turn to Eleanor. She's written Dean's Reports for us, as well as donor profiles and articles."
Nancy Freireich, Director, Publications and Web Communications
Columbia Business School

Excerpt from "The New York City Investment Fund: A New Model For Doing Good"

"Henry R. Kravis '69, founding partner of Kohlberg Kravis Roberts & Co., is a financial innovator who thinks big. Not just when it comes to leveraged buyouts but when it comes to leveraging New York City's assets—talent, money, diversity, ideas—to create what the city needs most: more jobs and diversified economic growth....

The idea for the fund, recalls Kravis, seated in shirtsleeves in a KKR conference room with a breathtaking view of Central Park, had been kicking around in his head for some time. 'I'd often thought about cities around the U.S., such as Minneapolis, where the private-sector leadership pulled together to make things happen. New York was not on that list'."

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