The Wisconsin Business Partnership Connects WSB Expertise to Companies Across the State

In business, we could all use a trusted partner.

Perhaps your organization is trying to figure out where a corporate expansion would make sense. Maybe you need to get employees up to speed on using AI prompts in their day-to-day work. Or, you’re tasked with untangling a sticky supply chain issue that’s dragged down your bottom line one too many times.

For Wisconsin-based business leaders dealing with situations and challenges like these, the Wisconsin School of Business has a simple message: We’re here to be that partner—and we can help.

Enter The Wisconsin Business Partnership, WSB’s newest strategic initiative designed to deepen and expand the school’s relationships with companies across the state, from startups to Fortune 500 firms, through a holistic approach to business problem solving.

“We’re Wisconsin’s business school and we are open for business in ways companies might not realize,” says Bennett Cole, executive director of industry relations at WSB, who is overseeing the rollout of the initiative. After months of planning and research, the industry relations team is reaching out to firms across the state to introduce or reintroduce itself with an exciting new message.

“We start by listening,” says Cole. “By understanding each organization’s priorities and challenges, we can co-create opportunities and connect them with the right mix of WSB resources and expertise. We’re taking a business-to-business approach to really let these companies know what we offer and how we can help.”

While the school has long been a pipeline for top-tier talent, Cole notes that traditional partnerships can sometimes be limited in scope. The Wisconsin Business Partnership provides an entry point to a broader array of the school’s most valuable resources: executive education, specialized research, networking and visibility, and applied business projects—all tailored to a company’s specialized needs.

“We’ve got the students, staff, and faculty to help tackle business challenges in ways leaders might not have considered.”

“Think of us as a liaison to all of the incredible assets within WSB—namely talent, knowledge, and network,” says Cole. “As the premier academic and research institution in the state, we’ve got the students, staff, and faculty to help tackle business challenges in ways leaders might not have considered.”

The Wisconsin Business Partnership also reflects a broader vision of WSB as a true statewide partner. By engaging with companies in every corner of Wisconsin, the initiative underscores a commitment to inclusivity, accessibility, and long-term partnership—ensuring that businesses in rural communities and urban centers alike feel both welcomed and valued in their connection to WSB.

“As part of Wisconsin’s flagship public university, we owe a special debt to this state and we’re truly here to serve in a mutually beneficial manner,” says Cole. “For example, getting our students and faculty to work on applied business projects is incredibly valuable for a company with limited resources trying to catalyze a new project. They receive an actionable deliverable and get to evaluate talent in action. At the same time, it’s extremely beneficial for our students for real-world career preparation.”

Being part of the state’s flagship university also means being able to augment services offered by tapping into campus partners like the Center for Professional and Executive Development, UW E-Business Consortium, Office of Business Engagement, College of Engineering, and College of Computing and Artificial Intelligence.

While The Wisconsin Business Partnership is launching as a yearlong outreach effort, the goal is for these relationships to build a permanent foundation for statewide collaboration. And even as WSB continues to grow its reputation as a national leader in industry relations, Wisconsin will always be at the heart of its strategy.

“I would hope that within a year, we become indispensable partners to these businesses,” says Cole. “I’m more than confident that once they experience all that we can offer, we’ll be the first call they make when they need a hand.”