Keeping the Customers Satisfied

Saint Joseph's students know they can call on Richard George for advice any time, except during the summer when he's off playing with dolphins

by Francesca Di Meglio

Richard J. George
Professor of Food Marketing; Gerald E. Peck Fellow
Saint Joseph's University
Erivan K. Haub School of Business

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BusinessWeek asked business undergrads to tell us about their favorite professors. Here's another installment in the series.

Richard George, professor of food marketing at the Erivan K. Haub School of Business at Saint Joseph's University in Philadelphia, hands his business card to all his students. He tells them to consider it their "get out of jail free" card. He adds that they can use the card for a free consultation with him about anything that's on their minds, and it's redeemable at any time. But he admits that he's better suited to doling out professional, rather than personal, advice.

One student from 12 years ago recently called to "cash in" the card. Another waited until she was about to open her own business. "I help educate them to earn a living and lead a life," says George.

Students appreciate George's accessibility and helping hand. As a result, those from the Haub school who responded to the 2007 BusinessWeek undergraduate survey most often named George as their favorite professor. Surprised but grateful, George says he tries to keep his "customers happy," and this time it paid off.

Real World Experience Meets Classroom

George has plenty of experience as a student; he earned an undergrad degree in economics from Saint Joseph's, an MBA from Harvard in 1969, and a PhD from Temple University in 1979. Although inclined to teach, he decided to get a few years of work experience before heading into the classroom for good. He worked for Scott Paper, where his last role was as a brand manager. In 1973, George started teaching full-time. In addition to working for Saint Joseph's, he has served as a visiting professor at the University of Florida, the University of London, and University College Cork in Ireland.

In Europe, George says professors were expected to lecture and students were much less engaged than in the U.S. Here at home, he prefers full-fledged participation from his students. Today, George teaches St. Joseph's undergraduates brand strategy, understanding the food customer and consumer, food marketing strategy, and senior seminars.

Since George understands that students learn in different ways, he offers different kinds of assignments. For "show-and-tell," students must bring in relevant news articles and present them to the class. There are several in-class assignments and case-study exams. For some of the courses he teaches, he requires students to keep a journal. Standout assignments include observing people in stores and cafés to learn about customer service, and analyzing a company for senior seminar—both provide useful material that students can use during job interviews, says George.

A professor who is willing to share his own story scores with students. "Dr. George provides an interactive and thought-provoking classroom experience. He relates his personal industry knowledge and work experience to the class work," wrote one student respondent to the survey. "His practices are not traditional, yet challenging and cause students to think critically about the subject matter."

Beyond Grades and Books

Grades are not a top priority for George. He is more interested, he says, in getting students to learn the processes for making decisions and retaining lessons that will help them well into the future.

Still, he's not what you would call an easy teacher. George says students would probably characterize him as "demanding" and "fair but firm." In fact, to prepare students for real-world deadlines, George refuses to accept late papers—even just 12 seconds late, he says. George adds that his job is to help young people grow and mature and make it in the workforce.

"He teaches more than book knowledge; he takes you into the real world of food marketing," wrote another student who responded to the survey. "It is a privilege to have him as a teacher. I have never learned so much from one person as I have from Dr. George. I wish everyone could have a teacher as well-rounded as him."

George, who wants to bring out the best in all his students, aims to get the shy ones out of their shells and the more vocal ones to pay more attention. "I look at myself as the leader of an orchestra," he says. "It's my job to bring up the bass and play down the strings to make beautiful music."

After Class

Although his students seem to have full access to him, he does not teach during the summer, so he can recharge and focus on other pursuits. An entrepreneur, George runs an Atlantic City-based family business with his son that takes tourists on cruises to watch dolphins. He also gives about 40 speeches annually and is conducting research on the future of food wholesaling. The professor is also researching how retailers can become wellness champions and help parents combat childhood obesity.

Writing a book on strategy and updating his 2004 book, The Ultimate Consumer Survival Guide (SLC Publishing), George has plenty to keep him busy. Retirement, in fact, is nowhere in sight. "If I'm not having fun, I'll know it, and if I'm no longer relevant, someone will tell me," he says. "Then, I'll retire." For now, the doctor is still in, and he's ready to take his students' calls whenever they need him.

Di Meglio is a reporter for BusinessWeek Online in Fort Lee, N.J.