CASE 6-2 A Day in the Life of a Business Systems and Analytics Manager rady Spangenberg leads a team that oversees the critical business Based in BASF Agricultural Solutions Headquarters in Research information technology (IT) systems, transaction and customer Triangle Park, North Carolina, Spangenberg and his team focus pri- data, business intelligence reporting, and strategic analytics for the U.S. marily on supporting the company's U.S. agriculture product portfolio. sales organization of BASF Agricultural Solutions. Headquartered in The Agricultural Solutions division has something to offer nearly every Ludwigshafen, Germany, BASF is one of the world's largest integrated grower and farming operation in America. Examples of key brands and chemical manufacturers and suppliers. With approximately 114,000 uses include Armezon Pro herbicide for early season weed control in employees in more than 80 countries, BASF supplies chemistry-based corn (see Exhibit 6-8), Priaxor fungicide for foliar ("leaf-related") dis- products and solutions to business partners in nearly every part of ease control in soybeans and cotton, and even Nealta miticide for mite the world. BASF's global advertising tagline, "We create chemistry," control in almond orchards. That is what makes Spangenberg's job both highlights the corporate mission to combine economic success with fun and challenging at the same time. One day, he and his team are for- environmental protection and social responsibility. matting county-level data about California almond acreage. (Fun fact:228 PART 3 . APPROACHING GLOBAL MARKETS Approximately 80 percent of the world's almond supply is produced in "Data problems are actually people problems first, " Spangenberg California's Central Valley.) The next day they are updating counts of says. "Solving an IT infrastructure issue or analytics request means that independent and co-op chemical retailers across the Midwest. we have to understand the people using that information first. What The customer base is as complex as U.S. agriculture itself, compris- are their priorities and their concerns? What are they trying to accom- ing vastly different crops, cropping systems, distribution channels (some Plish? Once we know those things, we can more quickly and easily consisting of two steps, others including three steps), and grower enti- provide a solution." ties (corporate versus individual owned and operated). Another fun That's where Spangenberg relies on his academic training in the fact: The United States had 318.2 million acres of farmland in produc- humanities. He earned a BA degree in English and religion from a tion in 2017, and experts predict that by 2019 soybeans will have small liberal arts college in the Midwest and then went on to complete surpassed corn as the number 1 crop by acreage. MA and PhD degrees in comparative literature at Purdue University The Business Systems and Analytics team relies on structured cus- In West Lafayette, Indiana. With that type of training. Spangenberg's tomer hierarchies and market segmentation strategies to help the BASF most logical career path would have been to become a college profes- Agricultural Solutions organization make sense of historical trends, cur- sor. Although he pursued that angle for a time, he also remembers. rent sales activities, and potential future opportunities. The work is "I always had this voice in my head saying. 'What if this literature structured into three main pillars and follows a path that starts with professor thing doesn't work out? What skills do I have to support me data cleaning and ends with delivering insights and predictions: and my family?'" In a role like Spangenberg's, it's not a cliche to say that every work- day is different, presenting new challenges and opportunities. The most That nagging concern drove him to continuously work on his difficult aspect is figuring out how to balance managing the day-to-day "professional hedges"-namely, those skills and job opportunities operational tasks-such as verifying third-party-reported point-of-sale that could differentiate him in a crowded marketplace. As part of that transactions-with longer-term strategic work such as 10-year market quest, he sought to improve all the "basics" that he learned during his high school and undergraduate studies. forecasting. While both activity types have significant data and ana- lytics components, they also require a substantial amount of human As a college student, Spangenberg audited German 101 and intervention and finesse. German 102 and spent the summers after his junior and senior years studying at language institutes in Germany. After finishing his Exhibit 6-8 BASF's Armezon Pro herbicide for early season weed control in corn is one of the products Spangenberg's customers rely on. Source: BASF Corporation. bris rbisgas ibogg zingiberonCustomer Knowledge Center Reporting Analytics Improve business Improve business steering predictability through better, through more standardized, Improve business agility cleaner data repeatable reporting through insightful analytics and guidance undergraduate studies, he earned two graduate degrees in compara- the literature at Purdue University and also spent an exchange year at No matter where in the world the job position is located, Spangen- the Albert Ludwig University of Freiburg. berg has found some commonalities in regard to the nature of work Throughout his post-graduate education, Spangenberg continued and employee expectations, which he now includes as agenda items to refine his German language skills. skills, tutored at the Purdue Writing for monthly team meetings. Take creativity, for example. As automa- Center thome of the well-known Purdy " Purdue Online Writing Lab), learned tion becomes increasingly prevalent in agriculture and other industry business communication, studied abroad, tried his hand (unsuccess- sectors, it is incumbent on every employee to produce more creative fuly) at stock market investing, contributed to digital projects and solutions and strategies to stay ahead of the curve. This principle has blogs, threw himself into grammar and rhetoric, and even applied for an inverse as well: Which operational, mundane tasks can be auto- a fulbright Scholarship ("Rejected!"). Those elements, diverse as they mated or delegated? As Spangenberg says, "We need to be creative were, made him ready for the day when a friend recommended that enough to look for solutions but also self-assured enough to start mov- he apply for a global communications position with BASF Agricultural ing things off our plate." Solutions in Germany. Communication is also critically important. Spangenberg con- Including his studies. Spangenberg has spent nearly five years tinues, "If you can't communicate your analysis, problem, or subject living and working abroad in Germany. Those experiences became matter, then you won't capture or hold-anyone's attention. Com- some of the most exciting and adventurous of his and his family's munication goes beyond writing or speaking skills. It's really the ability lives, yet they were also, at times, some of the most frustrating and to decide-often on the fly-how to structure and present an argu- secluded. For anyone considering the possibility of working abroad, ment, concept, or need," Spangenberg offers some practical advice based on his five-plus years' So, what does Spangenberg look for when hiring new team members? A positive attitude is key, as is the ability to deal with Experience: failure. Spangenberg offers the following advice to new hires; Be . Financial basics: Make sure you (or your company) have plans in willing to learn and be willing to fail. New things and questions will place for your banking, taxes (your home country and host country always come along, and managing them requires that employees of residence), currency exchange, credit, and insurance (health, life, adapt quickly. Those who have the passion and interest to learn will liability). generally thrive, as will those with a positive attitude, because that Language skills for all the "little" situations: Most of your cowork- perspective helps them to move on from failure or quickly react to critical feedback ers and other professionals (e.g., doctors, bankers, managers) will speak and understand English, but don't assume the same for Given the rapid pace of change in agriculture, critical thinking the Internet/telecommunications installer, office IT support, gym skills are important as well. As Spangenberg notes, "Sometimes manager, doctor's receptionist, apartment custodian, or hairstylist. you're presented with a problem in the real world that doesn't have an easy solution. In other words, it's not a textbook problem! So, Knowing enough of the target language to get by in these little situations goes a long way toward your overall enjoyment and sat- you have to be quick on your feet and not constantly bugging your isfaction abroad. It also helps you build rapport with host country manager to ask about the next step you should take. They hired you for a reason." nationals, because they see you have made the effort to "meet them halfway" by working on your language skills. Finally, what advice would Spangenberg offer to recent college graduates or those looking to move up the corporate ladder? "Antici- . Company culture and networking: Go out of your way to meet pation, intentionality, and having the end in mind, " he says. "If people people in the company and around town. Ask what they do, how are intentional and can anticipate their next steps, then they will save to be successful, how to avoid pitfalls and faux pas, and which the company a lot of headaches in the future. It also keeps tearn mern- activities they enjoy in their free time. Remember that you are the bers happier to be able to think that their work is having an impact on "outsider" in these situations, so the longer you wait for others to the bigger picture." come talk to you, the more isolated you'll start to feel. 'This also applies to personal goals," Spangenberg says. "If some- At the end of the day, Spangenberg found that working abroad one has a goal, or has the end in mind, it will keep him or her on presents many of the same opportunities and challenges as working at the path that is moving forward. This is also called 'foresight "* In tome. The best advice he ever received became something of a family other words, spend time imagining what the future will be like, which motto: "When you're at home, you dream of adventure; when you're problems might arise, and how you might start solving them now on an adventure, you dream of home." Spangenberg concludes, "By the time your manager identifies a prob- lem for you to 'work on,' it's likely too late*Discussion Questions abriu bevorgmi ot aloot in the voluntary Responsible Care initiative for chemi- 6-10. What knowledge and skills are required to be successful as a yonelo cal companies. Dig deeper: Conduct some exploratory business systems and analytics manager? research on these initiatives at BASF, and write a short 6-11. What do you think is the best part of Spangenberg's job? essay or make an oral in-class presentation on your The most challenging part? findings. 6-12. What does Spangenberg's career profile tell you about the 6-14. In light of the recent global economic downturn, should Lew importance of professionalism and a good work ethic at a Frankfort's strategy for expanding in China be revised? company such as BASF? 6-15. MyLab Marketing Only-comprehensive writing assignment 6-13. BASF engages in a wide range of environmental protec for this chapter. tion and sustainability initiatives, including membership