Business Commons^™

A Review Of Two Decades Of Research On Language In International Management (1997 - 2022) - Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This research reviews over two decades of research on language within international management. This comprehensive review codes and summarizes 263 articles, highlighting the impact of language in various strategic areas of management: language policy; HRM and organizational behavior; internationalization; HQ-subsidiary relationship; knowledge sharing; corporate reporting and governance; and mergers and acquisitions (M&A) and inter-firm strategic collaboration. This study also highlights two major needs within the discipline (internal vs. external focus of language and level of analysis – individual, group and organizational), and addressed the call for a broader future research agenda.

Marketing Strategy Implementation Impediments And Remedies: A Multi-Level Theoretical Framework Within The Sales-Marketing Interface, Avinash Malshe, Douglas E. Hughes, Valerie Good, Scott B. Friend

Peer Reviewed Articles

Why do marketing strategies fail? This persistent question attracts significant attention and resource investments given its associated performance implications. Existing research suggests that most marketing strategies suffer due to poor implementation; however, the nuances of strategy implementation impediments and their accompanying remedies remain underdeveloped. To contribute to this line of inquiry, the authors use multi-level qualitative data to capture cross-functional dynamics that traverse the organizational hierarchy and are critical to marketing strategy implementation. The data collection procedure consisted of depth interviews with 48 informants within eight organizations, constituting sales-marketing dyads at three hierarchical levels (senior, middle, and frontline) within each …

More Than Money: Establishing The Importance Of A Sense Of Purpose For Salespeople, Valerie Good, Douglas E. Hughes, Hao Wang

Peer Reviewed Articles

Much of the current research on salesperson motivation focuses on extrinsic reward expectancy related to compensation, contests, incentives, and quotas. We find that while salespeople want to make money, they also want to make a difference and contribute to society through their work. In Study 1, the qualitative findings reveal that a sense of purpose–the belief that one is making a contribution to a cause greater and more enduring than oneself–is a significant motivator for salespeople. Hence, in Study 2 we develop a measure for sense of purpose and distinguish it from related constructs. Finally, in Study 3 we use …

A Review Of Two Decades Of Research On Language In International And Multicultural Marketing (1997 – 2020) – Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: Marketing Communications; Linguistics; Branding; Consumer Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.

Understanding And Motivating Salesperson Resilience, Valerie Good, Douglas E. Hughes, Alexander C. Labrecque

Peer Reviewed Articles

Prior research has shown that approximately half of salespeople fail to achieve their targets each year. Not only is the role difficult but also sales jobs are often marked by high levels of stress, rejection, and burnout. Thus, salesperson resilience is critical. However, a gap remains in our understanding of how resilience influences performance and how managers can motivate salespeople to be more resilient. To answer these questions, we collected survey data from 110 salespeople from a large firm based in the Midwest, along with objective effort and performance data provided by the company prior to and following a poor …

Doing Good When Times Are Bad: The Impact Of Csr On Brands During Recessions, Valerie Good

Peer Reviewed Articles

Purpose – This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.

Design/methodology/approach – Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished through generalized method of moments estimations.

Findings – The findings empirically demonstrate that CSR initiatives during recessions are actually associated with increased perceptions of brand …

Analyses Of Five Industries, Potential Job Prospects, And Expatriate Employment In Spain, Leonardo Brista

Honors Projects

This memorandum analyzes five industries of personal interest and potential job opportunities within each, as well as an analysis of Spain’s economy and identifying the process of working as an expatriate. The goal of this project is to lay out the career opportunities in various industries in and out of the United States, the situation of their environments, and rationalizing them in an evaluative method. Each industry of interest will be analyzed on their economic strength, sociopolitical environment, and geographic area of focus. The top five companies in each industry will also briefly analyzed, comparing their overall employee approval rating …

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …

Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar

Conference Proceedings

This presentation discusses an evolution of our staffing model that revived our library’s Twitter account, beginning with creating a sustainable workflow to allow for more engaging content by leveraging the expertise and creativity of front line user experience staff. We’ll discuss the entire evolution from having a single librarian generating content to this team-based approach, discuss missteps, and share the positive outcomes. Lastly, we’ll discuss meaningful assessment to ensure the identifying and transmitting of key messages frequently and effectively, and sustainable expansion into new social media platforms.

The Corporate Occupation Of The Final Frontier; Emerging Market Analysis Of Spacex And The Privatized Race To Space., Nicholas Herbert

Honors Projects

This project is important to allow a full understanding of the current environment of the emerging market of space transport and travel. As we continue to move into a more technologically advanced society, we will no doubt have more contact with companies looking to profit from the race to deliver the promise of satellite space to companies all over the world in a more cost effective and powerful manner. To this end, Google and Facebook have already begun cooperation with private companies to propagate the space around our planet, and in addition, the investment and return basis of this work …

From Shelf To Screen: Marketing In The Digital Age, Anna Bouwkamp

Honors Projects

No abstract provided.

Festival Attendees’ Perceptions Of Green Hotel Practices, Jason D. Oliver, Alex Naar, Erin Harris

Journal of Tourism Insights

Lodging managers and festival organizers have an incentive to understand how festival attendees perceive hotels with green practices in place. Lodging managers that understand how to segment, target, and position their offerings to festival attendees, including sustainable practices, can maximize financial gains from festivals. Festival organizers have related interests: they want to minimize negative impacts on the physical environment and maximize positive customer experiences on- and off-site. To provide insights into festival attendees’ perceptions of green hotel practices that may assist both sets of stakeholders, the manuscript presents the results of a survey of convenience samples from two food festivals. …

Allendale Movie Theater, Michael Marciniak

Honors Projects

No abstract provided.