CHAPEL HILL, February 26—With Internet-related business heading south, at least in the short term, firms that made their name in the dot-com sector are looking to establish themselves in other, more stable markets. PepperCom, which was among the leaders in the business-to-business Internet realm, is now targeting the supply chain management and logistics area, partnering with the University of North Carolina at Chapel Hill’s Kenan-Flagler Business School on a series of co-branded initiatives.
PepperCom will not represent Kenan-Flagler—it already works with Duke University’s Fuqua School of Business—but it will develop conferences, co-bylined articles, and co-branded research studies and will provide consulting to Kenan-Flagler’s client base.
According to Aleda Roth, chair of the global supply chain management concentration operations at Kenan-Flagler, “We see this partnership as a smart, strategic way in which UNC can stand out among competing universities, none of which combine an end-to-end research and curriculum concentration of global supply chain management.”
Many Fortune 1000 companies are transforming their global supply chain—the process of moving products around the world—in order to remain competitive. PepperCom has experience in this area, having represented clients such as Prologis, Ernst & Young, Computer Sciences Corporation, and Celarix in the supply chain space.
According to agency president Steve Cody, “Forrester Research identifies supply chain management as a major growth field for the next couple of years, and we felt there was an opportunity to establish PepperCom as a firm that understands the space from the public relations point of view. It’s a very cluttered field, and there’s a great need to explain why this matters to companies and what it means. We think we’re ideally placed to do that.”
The first joint initiative between PepperCom and Kenan-Flagler will be a joint conference in May. The two organizations will also be involved in a Conference Board conference later in the year.
Cody said he was looking to forge similar partnerships in other growth areas, The next target is likely to be distance learning.