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European Consumers' Attitudes Towards Cisgenic Rice, Anne-Cécile Delwaide

Graduate Theses and Dissertations

The enhancement of existing plant breeding techniques, such as cisgenesis, allows plant breeders to enhance an existing cultivar quicker and with little to no genetic drag. Cisgenesis is the genetic modification of a recipient plant with natural gene(s) from a sexually compatible plant. Unlike transgenesis, which is the genetic modification of a recipient plant with gene(s) from any non‐plant organism, or from a donor plant that is sexually incompatible with the recipient plant, the results of cisgenesis could occur naturally over time. Currently, both cisgenic and transgenic products are classified as genetically modified organisms (GMOs) and are labeled as such …

Marketing Mutuality: Boundary Spanning Approaches To Marketing Strategy, Alexander Scott Rose

Graduate Theses and Dissertations

This dissertation, arranged in three essays, is grounded firmly in the crossroads of sociology and marketing. Theories of the former inform phenomena of the latter. In particular, the sociological theory of the gift and the rich tradition of anti-utilitarian social science inform contemporary debate regarding the rise of the sharing economy and its much-heralded potential to alter the landscape of the market. Through an ethnography of brand and retail service settings in the particular context of American craft beer festivals, the concept of mutuality is used to provide a line of demarcation between effective and ineffective forms of the sharing …

The Influence Of Collaboration In The New Product Development Process, Laurel Aynne Cook

Graduate Theses and Dissertations

Consumers expect greater involvement in the product and service offerings of firms. In response, the integration of collaboration in the new product development (NPD) process has become of interest to researchers across disciplines. Collaboration can be viewed as a "looking glass" technique, which fosters an enhanced sense of shared identity by promoting a "we" versus an "us-them" orientation. Drawing from social identity and exchange theories, the central purpose of this dissertation is understanding ways that collaboration influences perceptions during the NPD process to help shape consumers' identity with the firm.

Essay 1 employs a mixed-method approach across three studies to …