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Full-Text Articles in Business
Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson
Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson
Marketing Faculty Publications
Branded buy/sell/trade (BBST) is a consumer-to-consumer (C2C) selling phenomenon that is both massive in scale and meaningful in its impact on consumer behavior and the traditional retailing landscape. Consumers buy, sell, and trade one focal brand’s products in these social media-hosted, consumer-initiated communities. This article introduces the phenomenon, differentiates it from other forms of C2C exchange, and explores relationships between members and the brand. Although brands may view these activities as a potential threat to retail sales, the effects are more complex and paradoxical. The authors present data collected from Facebook, in-depth interviews, and a survey. Findings suggest that buyer-sellers …
The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi
The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi
School of Professional and Continuing Studies Faculty Publications
All of us can readily identify the major changes that have occurred in society over the past several decades and, more important, the manner in which these changes have affected the way we conduct the business of continuing higher education. For example, the telephone has been replaced by e-mail, which is now the most prevalent way we communicate with each other in the workplace. Social media and the web now dominate how we market our programs and communicate with our various constituencies. Instruction, once delivered primarily face-to-face in a classroom setting, is now routinely delivered utilizing various digitally mediated formats, …
Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison
Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison
Robins Case Network
Amazon’s focus on customer service has led to an impressive record of growth and profitability. However, late in 2012, the company posted a quarterly loss. This asks whether the company may be sacrificing profits in the interest of growing rapidly. It also explores the incredibly competitive environment Amazon faces.
American Airlines: Bankrupt, Like Every Other Legacy Airline, Jeffrey S. Harrison, Siri Kalburgi, Colleen Koch Reed
American Airlines: Bankrupt, Like Every Other Legacy Airline, Jeffrey S. Harrison, Siri Kalburgi, Colleen Koch Reed
Robins Case Network
American held out to the end, being the last of the large legacy carriers to file for Chapter 11 protection. This case reviews the history of American from its inception through its filing. Current strategies and industry trends are also examined.
Lockheed Martin: Dealing With Dependence On A Single Customer, Timothy Kyle Benusa, Sam Gottwald, Jeffrey S. Harrison, John Reed
Lockheed Martin: Dealing With Dependence On A Single Customer, Timothy Kyle Benusa, Sam Gottwald, Jeffrey S. Harrison, John Reed
Robins Case Network
Lockheed Martin is a giant in the aerospace and defense industry, and obtains more than four fifths of its revenues from governments for national defense. Budget deficits have caused the United States and other governments to carefully evaluate the amount they allocate to defense, and sharp cuts are anticipated. What can Lockheed Martin do to deal with reductions in demand from its most important customer?
Dr Pepper Snapple Group: Fighting To Prosper In A Highly Competitive Market, Joseph S. Harrison
Dr Pepper Snapple Group: Fighting To Prosper In A Highly Competitive Market, Joseph S. Harrison
Robins Case Network
Since its separation from the food giant Cadbury Schweppes, Dr Pepper Snapple Group has experienced successes such as the turnaround of the Snapple brand and growth in demand for some of its popular brands. However, the company is still a distant third in an incredibly competitive industry. How can the company achieve continued success in the shadows of Coca Cola and PepsiCo?
Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.
Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.
Marketing Faculty Publications
Healthcare Performance Improvement (HPI) improves reliability in healthcare by helping organizations achieve and sustain high performance outcomes in safety, quality, and satisfaction. Safety is the core value of the healthcare organization. Yet safety – protection from harm – doesn’t just happen. HPI provides a method for reducing the Serious Safety Event Rate through translating safety from a core value to specific behavior expectations of leaders, staff, and physicians. The HPI method and techniques are based on the best practices of high-reliability organizations (such as nuclear power and aviation) that get it right in safety. While healthcare has focused on traditional …
Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone
Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
We have taken the opportunity provided by the current worldwide recession to further explore the implications of the relationship between brand equity and brand value that we proposed previously,1,2 and our analysis reveals that companies have one of two strategic options for surviving. The “Just Good Enough” strategy maximizes current value, potentially hurting brand equity and appropriable value (or potential future value) in the process, while the “Altered Amortization” strategy offers an opportunity to chase current value while maintaining brand equity with current prospects and activating latent equity with potential prospects, which may increase appropriable value. Anything between these …
Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone
Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.
Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone
Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.1 In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.2 Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …
Crossing The Great Divides: Selfridges, Modernity, And The Commodified Authentic, Elizabeth Outka
Crossing The Great Divides: Selfridges, Modernity, And The Commodified Authentic, Elizabeth Outka
English Faculty Publications
This article takes these critiques as a given. Incisive critical commentary on advertising and on marketing abounds, and exploring the false claims and schemes within a commercial culture is an essential and ongoing project. This critical approach, however, is not the end of the story, for armed only with skepticism, we are blinded to the dramatic commercial revolution offered by Selfridges, one that is intrinsically tied to British modernism. Selfridges embodies and deploys a surprisingly modernist set of tensions between low and high culture, and between the specter of the mass market and an alternative, non-commercial aesthetic. As this article …
The Assessment And Application Of Patient Satisfaction Variables In Marketing A Psychiatric Practice, Donald E. Christensen
The Assessment And Application Of Patient Satisfaction Variables In Marketing A Psychiatric Practice, Donald E. Christensen
Master's Theses
As the health care industry becomes increasingly more competitive, marketing functions will take en increasingly more importance. At the core of the marketing concept is the pursuit of customer satisfaction, or, for medical services, patient satisfaction. This study reports en the administration of a 33- item patient satisfactien questionnaire to the consumers of services in four outpatient offices of a large, group private psychiatric practice. Data are analyzed descriptively and recommendations are made for improvements of service delivery based on the findings of the survey.