The MAX Awards: Robinson's Salute to Marketing Innovation, State of Business Magazine, Fall 2004

State of Business Magazine, Fall 2004, Innovation

vol. XVII no. 2

The MAX Awards: Robinson's Salute to Marketing Innovation
Innovations propel companies forward and help revitalize brands. They often play a crucial role in a business's success. For the past 11 years, the J. Mack Robinson College of Business has paid homage to the creative genius of marketers whose innovations have served to enhance and strengthen their companies' positions within the marketplace. Considered one of the most prestigious business awards in Georgia, the MAX Awards - Marketing Awards for Excellence - salute the best in new products, services and marketing innovations at Georgia-based companies.

Winners from recent years have included Interface Inc., for the development of a "random" design pattern carpet tile that eliminated concerns over matching dye lots and enabled commercial and residential consumers to install any pattern in any direction at any time; United Parcel Service, for UPS Document Exchange, a system for securely delivering electronic documents; and Honda's Power Equipment Division, for its HRX lawnmower, which showed how clever use of technology could help consumers by allowing simultaneous distribution of clippings to both the ground and a grass bag. The finer clippings result in fewer stops to empty the bag and more environmentally healthy mulch for the lawn.

The first MAX Award was given to A.D.A.M. Software in 1993 for its "Human Anatomy Software." Besides its instructional value, this multimedia software package gives health professionals a new framework within which to "discuss cases . . . and share findings."

Georgia-Pacific, Delta Air Lines, The Coca-Cola Company, ChoicePoint, Earthlink, The Simmons Company, The Weather Channel, CIBA Vision Corporation, Chick-Fil-A and The Home Depot are among a list of other companies that have received MAX Awards.

Entries are judged by members of the College's Marketing RoundTable, and awards are based on degree of innovation, great marketing and success.

Created by Kenneth Bernhardt, Taylor E. Little Jr. Professor of Marketing and chair of the Marketing Department, the MAX Awards, a joint project with the Atlanta Business Chronicle, not only recognize the best of Georgia innovation; they also recognize Robinson's best students with the Marketing RoundTable Outstanding Minority Marketing Student Scholarship.

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