Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Corporate Brand Management In Higher Education: The Case Of Erau, Tamilla Curtis, Russell Abratt, William Minor
Corporate Brand Management In Higher Education: The Case Of Erau, Tamilla Curtis, Russell Abratt, William Minor
Management, Marketing and Operations - Daytona Beach
There is evidence in the literature that organizations struggle to formulate and implement their corporate branding strategies. This paper aims to provide an overview of the corporate brand building process in higher education. Design/methodology/approach – A qualitative methodology was used in this study. A single case study of a private American university was used to gather information about their corporate brand building process. University administrators and documents were used to gain insights into their brand building process. Findings – The corporate brand building process addressed three key areas; web administration, program marketing and corporate brand positioning. The corporate brand building …
Strategic Ambidexterity In Innovation: An Indispensable Capability In The Face Of Change, Janet K. Tinoco
Strategic Ambidexterity In Innovation: An Indispensable Capability In The Face Of Change, Janet K. Tinoco
Management, Marketing and Operations - Daytona Beach
Ambidexterity is a dynamic capability that maybe fulfilled through prudent implementation of organizational processes necessary for product innovation. In this research, a model is tested using data collected from US high technology manufacturers. Results indicate that firms interested in pursuing strategic ambidexterity in innovation should implement all the studied processes in order to improve radical and incremental innovation output. Furthermore, post hoc exploratory analysis suggests that US high technology industries appear to be divided as to the levels of exploration, exploitation, and ambidexterity that they attain.
Crm In Russia And U.S. -- Case Study From American Financial Service Industry, Tamilla Curtis, Tom Griffin, Donald Barrere
Crm In Russia And U.S. -- Case Study From American Financial Service Industry, Tamilla Curtis, Tom Griffin, Donald Barrere
Management, Marketing and Operations - Daytona Beach
This paper discusses Customer Relationship Management in two sharply contrasting business cultures: the United States and Russia. Included in the present work is a case study of a midsized American financial services firm that illustrates a common path to the decision to have a CRM system: the planning, selection, and the implementation of the CRM program, including a discussion of the likelihood of success. The clients in this case are Financial Advisors, who in turn sell the investment products to the end user individual investors. CRM in Russia is yet in its infancy as the economy emerges from 200 years …