In a move to reinforce its brand and mission as the leading organization to deliver high-impact value chain solutions, the Midland Research Institute for Value Chain Creation (MRIVCC) will change its name and tagline to the Axia Institute: Delivering Value Chain Solutions

“Axia” is the Greek word meaning “value.” This origin also aligns with the Spartan, the mascot of Michigan State University.

Katherine Franz

Franz, the Axia Institute’s executive director.

“This memorable name will serve us well as we continue our evolution as a center of excellence that is bridging the gap between theory and practical real-world application,” said Katherine A. Franz, MRIVCC executive director. “Our commitment to our clients, and the services and thought-leadership we deliver to our clients will remain unchanged,” she said.

Located in downtown Midland, Michigan, the Axia Institute sees value chains through an integrative lens, conducting applied research that companies can use to revolutionize their businesses. Axia is one of the research centers and institutes of the Eli Broad College of Business at MSU.

“Axia’s name change will enhance brand recognition to position us as top-of-mind among global organizations that rely on effective value chains to exceed customer expectations,” said Sanjay Gupta, the Eli and Edythe L. Broad Dean of the Broad College. “By collaborating with top-ranked faculty and the strength of other MSU colleges and institutes, Axia will have access to the cutting-edge research and resources to position partnering organizations and companies to maximize enterprise value.”

No other aspects of the institute structure, such as management, website, email addresses, or telephone numbers will change. The new name will be reflected on all stationery and media with effect from October 2, 2017.