Partnership

Woodmark partners with William & Mary MBA program for research project

For two consecutive years, we have partnered with MBA students from the William & Mary Raymond A. Mason School of Business to conduct a complex research project.

Builder Direct Marketing Director Chris Craig meets students at the William & Mary campus in Williamsburg, Va. each fall and conducts weekly meetings throughout the project.

Participants and faculty of the American Woodmark-William & Mary Raymond A. Mason School of Business MBA program partnership.

 February 1, 2019

This year’s project was titled, “How U.S.-based cabinet manufacturers can compete against Chinese imports.” Students Chris Baker, Jing Jin, Altanzul Lkhagvasuran and Qianli Wang were the project managers while Faculty Advisor Paul Blossom and Executive Partners Paul Langenus and John Wineinger provided overall project assistance and recommendations on how to execute the presentation.

Their research included reviewing seven large competitors from a customer experience perspective. After gaining a basic understanding, they dove into details from a top-down approach, then individually, from a bottom-up approach. They noted that since 2006, there have been two strong disruptors in the industry: imports from China and small-size businesses rapidly gaining market share. Not to mention, the recent tariff impacts, which have been felt throughout the industry with trade tension expected to sustain in the short-run.

The students also found competitors are growing at a double-digit rate and have a shorter lead time for cabinet deliveries, high efficiency, good relationships with dealers and a great customer experience.

As a result of their extensive research, the students provided two recommendations: 1) Improve the supply chain and 2) Enhance the customer experience through the service platform.

“It is an honor and a privilege to continuously evolve our relationship with William & Mary and work with students pursuing their MBA,” said Craig. “Through this joint venture, the students gain greater education on the cabinet industry and advance their research skills that will guide them in their careers.”

Related articles

  • Woodmark partners with local school for teacher in industry program Sep 06, 2018 Our goal is to help foster and grow future employees. One of the ways we do this is by guiding and creating learning experiences for our local teachers. Read article
  • American Woodmark Donates Backpacks and School Supplies to the Lincolnton Community Sep 07, 2021 As a major manufacturer of quality home cabinets, American Woodmark embodies the marriage of technology, automation & American craftsmanship Read article
  • Woodmark Offers Leader Development Course for Professional Growth Jan 20, 2020 Our Leader Development Course is one of many excellent trainings and learning sessions we provide to employees during their careers at American Woodmark. Read article
  • Q&A with Customer Care Leadership Oct 13, 2020 When our Customer Care Team comes into work each day, they know they will have hundreds of opportunities to help our customers. As we celebrate Customer Care… Read article
  • Staying Active in Our Communities Apr 24, 2020 As a major manufacturer of quality home cabinets, American Woodmark embodies the marriage of technology, automation & American craftsmanship. Read article