Collaborations

500+ Projects. One Network.

Spring Theory connects vetted executives from major brands with universities for classroom-based, project-based learning opportunities across every major business discipline.

Consumer Insights B2B Marketing Strategy Innovation Data Science & UX/UI Organizational Behavior Global Marketing

Consumer Insights

Consumer Insights

Tumi + Columbia Business School

Brand positioning strategy for appealing to new generations while retaining core consumers.

Consumer Insights

Bose + University of Chicago Booth

Price sensitivity analysis across customer segments.

Consumer Insights

Wyndham + Columbia Business School

Millennial hotel experience redesign.

Consumer Insights

JCPenney + University of Pennsylvania

Credibility restoration with core segments; relevance enhancement for younger customers.

Consumer Insights

ESPN + Columbia Business School

Sports content consumption analysis and Xbox platform integration.

Consumer Insights

Netflix + Columbia Business School

Understanding non-subscriber reluctance.

B2B

B2B

SAP + Northwestern University

Future of business technology and social tools development.

B2B

AT&T + Brandeis University

Location-based and web analytics integration for business intelligence.

B2B

RingCentral + UCLA

Channel partner bonus structure redesign.

Innovation

Innovation

BBVA + Columbia Business School

Customer-centric check usage cost solutions.

Innovation

US Bank + Columbia Business School

Wearable device payment capabilities.

Innovation

Deutsche Bank + North Carolina State

Competitive technology and digital e-business strategy.

Innovation

PepsiCo + University of Chicago Booth

New packaging concepts based on market needs.

Innovation

JetBlue + Columbia Business School

Mobile and digital tools throughout customer experience.

Data Science & UX/UI

Data Science

Under Armour + University of Maryland

Fitness app data analysis and purchase prediction modeling.

Data Science

Assurant + Cornell University

Digital brand design documentation audit.

Data Science

TeleSign + USC

Fraudulent transaction identification algorithm.

Data Science

Fitbit + San Jose State University

Health product concepts and wearable user interfaces.

Data Science

State Auto Insurance + Claremont Graduate

Insurance fraud prediction algorithm.

Organizational Behavior

Org Behavior

Jacobs Engineering + USC

Cross-functional internship experience enhancement.

Org Behavior

Matic + USC

Role redesign recommendations during employee scaling.

Org Behavior

ICM + Claremont Graduate

Entry-level talent and management retention improvement.

Global Marketing

Global Marketing

Wells Fargo + University of Michigan Ross

Trade Services growth opportunities.

Global Marketing

The New York Times + University of Michigan Ross

International subscriber growth strategy.

Global Marketing

American Express + INSEAD

Business travel portal gamification methodology.

Global Marketing

Amgen + University of Michigan Ross

Drug marketing in culturally restricted markets.

Global Marketing

Henkel + Tsinghua University

China market growth strategy.

Feedback from our partners

"The ideas were fully integrated including package design, distribution, etc."
Gayle FuguittVP Consumer Insights, General Mills
"Students looked at our business problems with a fresh perspective and offered innovative ideas to help us adapt to the marketplace."
Gina StassiVP Product Development
"The caliber of work with both groups was top notch and partnering with an intelligent and engaged MBA student group clearly created significant value."
Ed MartinDirector of International Consumer Insights, Hershey's
"I gained a range of new ideas to consider...the opportunity to learn more about the way the students think proved invaluable."
Nancy RatiganDirector of Innovation Guest Experience, Hilton
"They gave us a new point of view. The entire experience was fantastic and we got a lot of value out of this collaboration."
Stephen Boulton-WallaceGM Global Marketing Strategy, Microsoft
"The quality of output was very high. The students proposed some of the same recommendations we had developed independently, and they also presented some new ideas that were well grounded."
Alan M. KrantzlerSr. VP Brand Management, Tumi

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