Digital Commons Network^™

New Product Launch Decisions Under Competition And Uncertainty: A Real Options And Game-Theoretic Approach To New Product Development, James O. Ostler

Theses and Dissertations

New product development is central to many firms' future success. Not only as a means to continue to maintain their piece of the market, but product development can also be a strategic means for a company to diversify, and/or alter focus to adapt to changing market conditions.

Most of the research in new product development has been on how to do it cheaper and faster than the next guy. However, early commercialization does not guarantee a position of strength in the market. Failures of EMI in CT scanners and Xerox in personal computers illustrate that being first to market does …

An Empirical Investigation Of A Model Of Environmentally Concerned Consumer Behavior And Its Determinants: The Moderating Role Of Market Mavenship And Product Involvement, Kishwar A. Joonas

Doctoral Dissertations

Extant literature offers incomplete explanations of environmentally concerned consumer behavior (ECCB), based on subsets of determinants. In this study, I have presented an integrated model of ECCB, and examined the main effects of three key psychological determinants (environmentally concerned beliefs and attitudes, personal norm, and perceived consumer effectiveness) and two key socio-cultural determinants (injunctive norm and collectivist orientation), on four dimensions of ECCB, namely purchase behavior, search for information, conserving behavior, and supporting intent. The study also examined the interactional effects of market mavenship and involvement on these direct linkages.

I conducted a national online survey among members of environmental …

An Experimental Examination Of Equivalence Failures In Multi-Cultural Comparative Research, F. Mark Case

Theses and Dissertations in Business Administration

As the global economy integrates, there is an increased need to understand international business phenomena. This forces a reliance upon multi-cultural marketing research, which is evidenced by a marked increase in international studies, particularly multi-cultural comparative research (Sin, Cheung & Lee 1999). Central to the usefulness of this research is the question of the validity and comparability of results, which is greatly affected by a property known as equivalence of test instruments; or the degree to which the scales and the items in them are seen to be the same across cultures.

To date, no research exists that approaches the …

The More The Better? Consumer Preference On Multifunctional Cosmetics, Kit Ting, Candy Chan

Bachelor Degree - Marketing - Final Year Project

Multifunctional cosmetics have become more common in the market. They perform more than their basic features. As more features are added to the products, the question is that: Is the more the better? It does not always be. The purpose of this research is to locate the consumer preference on multifunctional cosmetics. It accesses consumers’ evaluation on cosmetics products in two different perspectives, brand value and confidence level. In terms of brand value, consumers prefer cosmetics with more existing features or those have new feature. In terms of confidence level, consumers prefer cosmetics with fewer existing feature with detailed information …

The Impact Of Web Site Design On Consumer Loyalty In Business-To-Consumer (B2c) Internet Commerce: A Rhetorical Approach, Tsai-Shin Fong

Graduate Student Dissertations, Theses, Capstones, and Portfolios

With an enormous multitude of potential consumers globally, the Internet offers an opportunity that merchants have never before seen. Corporate giants to small businesses considered investments of large amounts of time, money, resources, man-hours, and venture capital a wise decision when considering the potential return-on-investment (ROI) of the Internet boom of the early to mid 1990's. However, electronic commerce has experienced the meteoric rise and subsequent crash of any behemoth entity cast aloft without moorings or foundation. When millions of dollars were lost, experts emerged &om the ashes and attempted to develop new paradigms designed to explain the failure, redirect …

Customer Relationship Marketing And Effects Of Demographics And Technology On Customer Satisfaction And Loyalty In Financial Services, Priscilla Gaudet Aaltonen

Theses and Dissertations in Business Administration

In today's market, financial institutions are adopting Customer Relationship Marketing (CRM) as a strategy aimed at collecting and using data to deliver increased customer value (Payne, Holt, Frow 2000) and, in turn, to increase customer satisfaction and, ultimately, customer loyalty. However, as more studies are being done on the outcome of CRM strategies over time, it is becoming evident that the costs often outweigh the expected benefits and CRM projects have consistently over-promised and under-delivered (Norman and Zafar 2001). Often, customer satisfaction is increased slightly but loyalty rates do not increase at all.

To date, much of what has been …

The Effect Of Conflict Management Strategies On Manifest Conflict And Relationship Quality In A Buyer /Seller Environment, Lisa Toms

Doctoral Dissertations

In the free market theory established by Adam Smith in his Wealth of Nations, humans were assumed to automatically seek their own best economic interest. This assumption placed every buyer and seller in conflict with each other. Given the ever-increasing competitiveness of the business environment, it is imperative that salespeople seek to improve relationships with their customers. The purpose of this study is to propose and test a model of conflict management strategies, manifest conflict, relationship quality, and their associations during a particular conflict incident. The first objective is to determine if there is an association between the conflict …

An Empirical Examination Of The Moderators Of The Service Recovery Paradox, Vincent P. Magnini

Theses and Dissertations in Business Administration

Some researchers (Abrams and Paese, 1993; Bitner, Booms, and Tetreault, 1990; Etzel and Silverman. 1981; Feinberg et al., 1990; Folkes and Kotsos, 1986; Gilly and Gelb, 1982; Hart, Heskett, and Sasser, 1990; Hocutt, Chakraborty, and Mowen, 1997; Kelley and Davis, 1994; Kelley, Hoffman and Davis, 1993; McCollough and Bharadwaj, 1992; Michel, 2001; Chrage, 2001; Smith and Bolton, 1998; Spreng, Harrell, and Mackoy, 1995; Tax, Brown, and Chandrashekaran, 1998) support the notion of a ‘recovery paradox’ which states that the occurrence of a failure may, if the recovery is effective, offer an opportunity to acquire higher satisfaction ratings from customers than …

Mushroom Marketing: A Case Study In Marketing At Mellow Mushroom Pizza Bakers Downtown Chattanooga, Jeffrey R. Rummer

Honors Theses

This paper and the research within was written to address the specific issue of understanding the college student market and its attitudes towards Mellow Mushroom of Chattanooga. The end use of this paper is to develop marketing communications for Mellow Mushroom that are factually based and best reach the college student market in Chattanooga. Four objectives were defined as critical: (1) to measure UTC student attitudes towards Mellow Mushroom, (2) to compare Mellow Mushroom with local competition, (3) identify ways to attract students, (4) describe the college market. These objectives were used to develop a 54-question survey that was administered …

Culturally Influenced Marketing Practices Between The United States And Germany With Methods Of Integration, Michele Faris

Honors Capstone Projects and Theses

No abstract provided.

Marketing Potential Of Thai Food And Products In The U.S. Market, Athitaya Vudhikarmrusa

Seton Hall University Dissertations and Theses (ETDs)

.

The Study Of Customer Share Marketing, Wathanee Sethapan

Theses Digitization Project

This project will describe the nature of customer share marketing, its advantages and disadvantages. The project discusses how the marketing theme is graduating customers from market share marketing to customer share marketing and the use of customer share marketing to retain and grow existing customers.

The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa

Theses Digitization Project

The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.

Delivery Of Services To Welfare-To-Work Clients: A Marketing Perspective, Joan Dardanelle Rudder

Theses Digitization Project

The State of California has adopted a "Work First" policy, where welfare recipients are required to find any type of job prior to any type of assessment or training. This research looks at how the State can achieve better results by using marketing techniques, as well as known concepts of consumer conformity and compliance.

The Moderating Roles Of National Culture And The Country Institutional Profiles On The Effect Of Market Orientation And Entrepreneurial Orientation On The Performance Of Banks In Jordan: An Empirical Investigation, Musa A. Dwairi

Doctoral Dissertations

The primary purpose of the study was to extend Jaworski and Kohli's (1993) market orientation (MO) model in the banking industry of Jordan. Specifically, the study (1) added entrepreneurial orientation (EO) as a second mediating variable with market orientation, (2) incorporated national culture and country institutional profile as moderators on the performance effects of MO and EO, and (3) replicated other relationships in the market orientation model of Jaworski and Kohli in the banking industry of Jordan. These moderating variables explained some of the discrepancies in the direct performance effects of MO and EO observed in international contexts.

To accomplish …

An Investigation Of The Antecedents And Consequences Of Individual-Level Customer Orientation: A Comprehensive Approach, Ceyhan Kilic

Theses and Dissertations in Business Administration

Customer orientation has been acknowledged by both practitioners and scholars as a critical element for the success of almost every business.

The primary objective of this research study is to respond to the previous research calls (e.g., Brown et al. 2002; Deshpande, Farley, and Webster 1993; O'Hare, Boles, and Johnston 1991) by investigating the antecedents and consequences of customer orientation at the individual level through a comprehensive structural model. The suggested model captures a comprehensive set of potential antecedents of customer orientation. The antecedents and consequences of customer orientation include organizational factors (i.e., organizational culture and market orientation), j ob-related …

Regret From Consumer Action Versus Inaction: The Effects Of Post-Decision Information, Decisional Responsibility And Perceived Source Expertise, Neel Das

LSU Doctoral Dissertations

This dissertation proposes to examine regret arising from action versus inaction in consumer decision-making contexts. Although there has been extensive research in the area of regret, no extant literature in marketing has been found that has investigated the nature of regret arising from inaction, specifically in stockout conditions. The first study defines the concept of decisional action and inaction as the key sources of the regret emotion. Specifically, regret arising from inaction (and action) is investigated under sub-optimal and optimal conditions. Subsequently, circumstances are identified when inaction-driven levels of regret are likely to be higher than levels of action-driven regret …

First-Mover Advantage: A Cross-National Comparison Of Mature And Emerging Market Consumers' Attitudes Toward Pioneer And Follower Brands, Tarek T. Mady

Theses and Dissertations in Business Administration

A number of scholars suggest that the ability to accrue any competitive advantage stemming from time of entry is a function of the type of market being entered (e.g., Lieberman and Montgomery 1988; Kerin et al. 1992; Szymanski et al. 1995; VanderWerf and Mahon 1997). This dissertation extended the current behaviorally-based research domain of the field vis-a-vie a survey-based comparative study of mature market (U.S.) and emerging market (Indian) consumers' attitudes toward pioneer and follower brands. Two fundamental questions were asked: (1) Are there significant attitudinal differences between mature market and emerging market consumers based on order of …

Exploring Online Brand Choice At The Sku Level : The Effects Of Internet-Specific Attributes, Yanan Wang

Theses & Dissertations

E-Commerce research shows that existing studies on online consumer choice behavior has focused on comparative studies of channel or store choice (online or offline), or online store choice (different e-tailers). Relatively less effort has been devoted to consumers’ online brand choice behavior within a single e-tailer. The goal of this research is to model online brand choice, including generating loyalty variables, setting up base model, and exploring the effects of Internet-specific attributes, i.e., order delivery, webpage display and order confirmation, on online brand choice at the SKU level. Specifically, this research adopts the Multinomial Logit Model (MNL) as the estimation …

Service Recovery And The Elusive Paradox: An Examination Of The Effects Of Magnitude Of Service Failure, Service Failure Responsiveness, Service Guarantee And Additional Recovery Effort On Service Recovery Comes, Anthony Hugh Kerr

LSU Doctoral Dissertations

Service failure and recovery remain critical issues for both academicians and marketing practitioners. Defined as a service provider’s response to a failed service, service recovery can mean the difference between a firm’s success and failure, for increasing customer retention and limiting customer defection are integral components of organizational growth and profitability. The purpose of this dissertation was two-fold: (1) to test the effects of magnitude of service failure, service failure responsiveness, and the presence of a service guarantee on customer satisfaction levels and other service recovery outcomes (Study 1); and (2) to test the effects of additional recovery effort and …

Effects Of Presentation Duration On Source Attributions Of False Memory And The Importance Of Backward Associative Strength, Mia Deangelis

Honors Theses

No abstract provided.

Postpurchase Implications Of Low Price Guarantees And Consequences Of Low Price Guarantee Default, Sujay Dutta

LSU Doctoral Dissertations

Past research on consumer perceptions related to Low Price Guarantees (LPG) have primarily investigated effects of LPG on consumer search intentions, their perception of offer value and their purchase intentions. The present research had two major objectives: (i) to study the probable effect of LPG on consumers' intentions to search after the purchase and the boundary conditions of such effects; (ii) to study probable consequences of default of an LPG, that is, postpurchase discovery of lower prices in the marketplace despite promise to the contrary. It was shown that while LPG is likely to discourage prepurchase search it might encourage …

Partitioned Pricing: Can We Always Divide And Prosper?, Bidisha Burman

LSU Doctoral Dissertations

Research on partitioned pricing suggests that separating the surcharges from the base price of the advertised product may lead to a more favorable effect on consumers' evaluation of the offer compared to a combined presentation of the base price and the surcharge. In this dissertation we propose that partitioned price presentation may not always result in positive outcomes vis-à-vis combined presentation of prices. We propose that consumers' need for cognition and the perceived reasonableness of the surcharge are likely to influence their evaluation of partitioned versus combined prices. Based on cue diagnosticity, Persuasion Knowledge Model, and Characterization-Correction Model we develop …

What Irritates Consumers?: An Empirical Examination Of The Antecedents And Consequences Of Consumer Irritation, Sweta Chaturvedi Thota

LSU Doctoral Dissertations

This dissertation develops a model of consumer irritation in the context of consumer decision-making. Thus, the purpose is to describe and empirically test a model of the antecedents and consequences of consumer irritation. The model incorporates antecedents, moderators and consequences of irritation. It is suggested that irritation in consumers has a direct as well as an indirect influence, through retention of irritation in consumers, on the outcome variables such as attitude towards the advertised brand, and intentions to engage in negative word of mouth (NWOM) behavior. The central aim of this dissertation is to extend our understanding of the irritation …

A Comparison Of The Consumer Decision-Making Behavior Of Married And Cohabiting Couples, Karen Prodigalidad Calpo

Theses Digitization Project

While studies exist that compare the different dynamics between cohabitation and marriage, few studies focus on comparing the consumer decision-making process of both types of unions.

Comparing Marketing Policies In Nippon Professional Baseball And The National Fooball League: Lessons For Japanese Sports Teams, Noboru Oshima

Theses Digitization Project

This study compares the U.S. National Football league (NFL) and Nippon Professional Baseball (NPB). The goal of the study is to develop recommendations for the rebuilding of NPB's popularity in terms of marketing policy practices after the efficiency of both leagues is analyzed.

Restaurant Industry And Marketing Plan For Studio Thai Restaurant, Yingluck Pitisom

Theses Digitization Project

This project focused on restaurant industry analysis, start-up requirements, planning decisions, human resource management and restaurant marketing strategies. A marketing plan has been developed for the purposes of opening Studio Thai in the near future.

An Evaluation Of The Business Value Gained Through The Use Of Customer Relationship Management And Related Ebusiness Solutions Deployed Within An Irish Enterprise, Catherina Kelly

Theses

The company at the centre of this case study is the Irish registered company Hewlett Packard (HP) European Software Centre (ESC) based in the Ballybrit Industrial Estate in Galway, Ireland. The core operation of the ESC is customer services distribution. For HP ESC, effective customer support and service had become a major strategic focus resulting in the strategic requirement for a Customer Relationship Management (CRM) eBusiness solution.

This case study evaluated the business value associated with HP’s CRM implementation focusing primarily on intangible elements of business value as opposed to the more traditional financial measures of IS/IT evaluations. The research …