H. Naylor Fitzhugh
Encyclopedia
Howard Naylor Fitzhugh was one of the first African American
graduates of Harvard Business School
and is also credited with creating the concept of target marketing.
Fitzhugh earned a full Scholarship to Harvard at the age of sixteen while still a student at the famed Dunbar High School in Washingtoin D.C.. Fitzhugh, intent on becoming a Dr., studied the sciences and graduated cum laude from Harvard University
in 1930. Three years later, he earned his MBA from Harvard Business School
(HBS), Class of '33. Despite his excellent academic performance, Fitzhugh could not find work in his field and returned to his native Washington, D.C.
, to teach a business course at Howard University
. This was only supposed to be a temporary position, but Fitzhugh taught at Howard University for 31 years teaching marketing and management. At Howard, he developed the university's marketing program, organized its Small-Business Center and advised the student marketing association for many years. One of the many students whose business careers he influenced was his former (Howard University) research assistant, Lillian Lincoln Lambert, who was the first African-American woman to graduate from Harvard Business School 1969.
In 1965, Fitzhugh accepted a marketing position at the Pepsi-Cola Company. He worked in establishing the African-American community as a lucrative mass market and created the concept of target marketing in corporate America. He eventually became Vice President for Special Markets at Pepsi.
In 1974, Black Enterprise
Magazine, named him the " Dean of Black Business." The following year, Vice President Nelson A. Rockefeller presented Fitzhugh with a special black enterprise achievement award. Fitzhugh was also a founding member and past president of the National Association of Market Developers, aimed at black consumers, and acted as a consultant for major corporations and, from 1975 to 1981, for the Census Bureau.He helped to found the Black Alumni Association at HBS and become its first chairman in 1978.
Fitzhugh died at the age of 82 in July 1992 at New York University Medical Center. After his death, HBS established an endowed professorship in Fitzhugh’s name. Pepsi also created a fellowship at Harvard University which enable students from Howard University and other historically and predominantly Black colleges & universities to attend Harvard Business School.
African American
African Americans are citizens or residents of the United States who have at least partial ancestry from any of the native populations of Sub-Saharan Africa and are the direct descendants of enslaved Africans within the boundaries of the present United States...
graduates of Harvard Business School
Harvard Business School
Harvard Business School is the graduate business school of Harvard University in Boston, Massachusetts, United States and is widely recognized as one of the top business schools in the world. The school offers the world's largest full-time MBA program, doctoral programs, and many executive...
and is also credited with creating the concept of target marketing.
Fitzhugh earned a full Scholarship to Harvard at the age of sixteen while still a student at the famed Dunbar High School in Washingtoin D.C.. Fitzhugh, intent on becoming a Dr., studied the sciences and graduated cum laude from Harvard University
Harvard University
Harvard University is a private Ivy League university located in Cambridge, Massachusetts, United States, established in 1636 by the Massachusetts legislature. Harvard is the oldest institution of higher learning in the United States and the first corporation chartered in the country...
in 1930. Three years later, he earned his MBA from Harvard Business School
Harvard Business School
Harvard Business School is the graduate business school of Harvard University in Boston, Massachusetts, United States and is widely recognized as one of the top business schools in the world. The school offers the world's largest full-time MBA program, doctoral programs, and many executive...
(HBS), Class of '33. Despite his excellent academic performance, Fitzhugh could not find work in his field and returned to his native Washington, D.C.
Washington, D.C.
Washington, D.C., formally the District of Columbia and commonly referred to as Washington, "the District", or simply D.C., is the capital of the United States. On July 16, 1790, the United States Congress approved the creation of a permanent national capital as permitted by the U.S. Constitution....
, to teach a business course at Howard University
Howard University
Howard University is a federally chartered, non-profit, private, coeducational, nonsectarian, historically black university located in Washington, D.C., United States...
. This was only supposed to be a temporary position, but Fitzhugh taught at Howard University for 31 years teaching marketing and management. At Howard, he developed the university's marketing program, organized its Small-Business Center and advised the student marketing association for many years. One of the many students whose business careers he influenced was his former (Howard University) research assistant, Lillian Lincoln Lambert, who was the first African-American woman to graduate from Harvard Business School 1969.
In 1965, Fitzhugh accepted a marketing position at the Pepsi-Cola Company. He worked in establishing the African-American community as a lucrative mass market and created the concept of target marketing in corporate America. He eventually became Vice President for Special Markets at Pepsi.
In 1974, Black Enterprise
Black Enterprise
Black Enterprise is a monthly U.S. magazine which describes itself as "the premier business news and investment resource for African Americans" and claims a readership of 3.7 million. It was founded in 1970 by Earl G. Graves, Sr.. The publication is known for its annual listing of the largest...
Magazine, named him the " Dean of Black Business." The following year, Vice President Nelson A. Rockefeller presented Fitzhugh with a special black enterprise achievement award. Fitzhugh was also a founding member and past president of the National Association of Market Developers, aimed at black consumers, and acted as a consultant for major corporations and, from 1975 to 1981, for the Census Bureau.He helped to found the Black Alumni Association at HBS and become its first chairman in 1978.
Fitzhugh died at the age of 82 in July 1992 at New York University Medical Center. After his death, HBS established an endowed professorship in Fitzhugh’s name. Pepsi also created a fellowship at Harvard University which enable students from Howard University and other historically and predominantly Black colleges & universities to attend Harvard Business School.
See also
- PepsiCoPepsiCoPepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
- Target marketTarget marketA target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy...
- Lillian LincolnLillian LincolnLillian Lincoln Lambert is an African-American businesswoman. She is known for being the first African-American woman to graduate from Harvard Business School ....