William Rand

Good move? Budweiser is now ‘America’

Social media is buzzing about Budweiser. Just in time for the Summer Olympics and Trump v. Clinton, Anheuser-Busch will temporarily change the name of its flagship brand to “America.” Ironically, the Belgian-owned beer maker will roll out its new cans on Canada's Victoria Day, asserting Budweiser’s place next to baseball and apple pie until after the presidential election in November. Five Smith School marketing professors weigh in on whether the move is smart or foolish. Read more...

The 'Echoverse': A New Way to Think About Brand-Consumer Interactions

Most studies of the interactions between companies and consumers look at one piece of the puzzle: Advertising or social media or news coverage or consumer sentiment as measured in surveys. An ambitious new study from the Smith School examines how messages about brands across various channels interact in a complex set of feedback loops the authors call the "echoverse." Read more...

Using Big Data to Match Students and Colleges

It's college decision time for many high-school seniors, but the process that students and their families use to choose where they'll enroll is far from optimal. They "look at prices, and they look at rankings, but they might not put emphasis on other details that might be more important," says Anamaria Berea, a postdoctoral research associate at the Smith School. Berea's research may lead to better matches between students and colleges. Read more ...

In Terror Case, Apple and FBI Square Off on Privacy Issues

img src="https://www.rhsmith.umd.edu/files/Images/SmithBrainTrust/iphone6s-2.1.jpg" width="200" height="100" style="float: left;" />In the most inflammatory chapter yet in the war between the government and tech companies over encryption, a federal magistrate judge has ordered Apple to create software that would help the government defeat the security mechanisms on an iPhone 5c owned by Syed Rizwan Farook, who with his wife killed 14 people in San Bernardino, in December. Apple is fighting the order. The Smith School's William Rand explains the logic behind Apple's controversial stand. Read more ...

Marketing Lessons from the Late Van Munching Jr.

Though it was Leo Van Munching Sr. who introduced Heineken to the United States, it was his son who brought the company’s marketing strategy into the modern age. “While his father felt that Heineken was a serious brand for serious beer drinkers, Van Munching Jr. encouraged a more fun, humorous take on the brand that attempted to appeal to a younger generation, while never losing Heineken's focus on quality,” says Smith School professor William Rand, reflecting on the recent death of the Smith School benefactor. Read more...

The Science of Retweets

What's the best time to tweet, to ensure maximum audience engagement? University of Maryland researchers, including Smith School professor William Rand, have demonstrated that an algorithm that takes into account the past activity of each of your followers — and makes predictions about future tweeting — can lead to more "retweets" than other commonly used methods, such as posting at peak traffic times. Read more...

Craft Beer Community Conflicted by Macro-Brewer Power Plays

As craft beer booms, Anheuser Bush InBev appears to be defending and expanding its market stake. The world’s biggest brewer wants to buy its biggest competitor, SABMiller, and subsequently claim about 57 percent of global industry profits. It’s also paid $200 million to add four craft beer makers to an already extensive collection of brands. Smith School professors William Rand and Peter Morici discuss the implications for the industry. Read more...

Experts at UMD Work to Harness Big Data for Your Health

The U.S. Food and Drug Administration is working to harness fast-accumulating personal health data from the likes of Twitter, Facebook and wearable devices. But more than 90 percent of analysts’ efforts to capitalize on that data falls below the targeted efficiency level for the FDA’s Office of Surveillance and Biometrics in its Center for Device and Radiological Health, said Isaac Chang, who directs post-market surveillance for that office. “We have observations of signals and patterns,” he said. “But they’re one-off maps.”

UMD-FDA Workshop on Mobile Health and Social Media Analytics for Product Safety

The Food and Drug Administration is looking to get, and stay, on the same page with producers and users of medical wearables. The FDA mission to regulate medical devices to protect consumers is challenged by the mobile health field continuously innovating new products. Harnessing user data is one way to keep pace. Thus, regulators and experts from industry and academia will gather on Friday, Sept. 11, 2015 in the University of Maryland’s Adele H. Stamp Student Union to discuss the opportunities and challenges these data sources create.

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