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Full-Text Articles in Business
Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith
Masters Theses
We are nearing a critical juncture with the retirement of the Baby Boomer generation. The growing demand to replace this workforce with the millennial generation causes us to consider if millennials are up to the challenge. Although this next generation is tech-savvy, resourceful and innovative, many millennials have shared shortcomings including a sense of entitlement, demand for attention and praise and a poor work ethic. Lack of experience and no sense of direction, causes other generations to patiently wait to see what will come of millennials. But through strong leadership development there is hope. By instilling leadership characteristics and encouraging …
How To Make It As A Maker: Maximizing Customer Experience To Increase Brand Value In The Saturated Marketplace Of Paper Goods And Gifts, Hannah K. Lynch
How To Make It As A Maker: Maximizing Customer Experience To Increase Brand Value In The Saturated Marketplace Of Paper Goods And Gifts, Hannah K. Lynch
Masters Theses
The following thesis investigates the saturated conditions of the paper goods and gift industry, while addressing how the problem of competition discourages start-up brands. Targeted towards rising creative entrepreneurs with ambition to enter the marketplace, the thesis affirms opportunity for breakthrough created by the Maker Movement and identifies strategies for success through attention to customer experience. Based on the trending demand for experience, suggested strategies highlight the primary areas with opportunity for visual application, including brand, product, packaging, social media, and point of purchase. Scholarly research employs primary and secondary resources, along with case studies of successful brands in a …
Consumer Perception Of Sport Event Sponsors, Omar Olando Brown
Consumer Perception Of Sport Event Sponsors, Omar Olando Brown
Masters Theses
The purpose of this study is to explore sport consumer’s perceptions of sport event sponsors, specifically concerning the 2016 Rio Olympic Games. This quantitative research surveyed 119 participants, employing a 24-questions survey instrument composed of Likert type and demographic questions. The data was analyzed to answer three specific research questions. The analysis of the data indicated although respondents fully supported the Olympics and believed athletes are using the product they endorsed, they believed the products must be beneficial to athletes. The findings also indicated respondents felt it was necessary for companies to support the Olympics, however they did not find …