Business Commons^™

The Effects Of Visuals On Social Media Engagement Poster, Katherine Penkala

Katherine Penkala

No abstract provided.

Americans, Marketers, And The Internet: 1999-2012, Joseph Turow, Amy Bleakley, John Bracken, Michael X. Delli Carpini, Nora A. Draper, Lauren Feldman, Nathaniel Good, Jens Grossklags, Michael Hennessy, Chris Jay Hoofnagle, Rowan Howard-Williams, Jennifer King, Su Li, Kimberly Meltzer, Deirdre K. Mulligan, Lilach Nir

Chris Jay Hoofnagle

This is a collection of the reports on the Annenberg national surveys that explored Americans' knowledge and opinions about the new digital-marketing world that was becoming part of their lives. So far we’ve released seven reports on the subject, in 1999, 2000, 2003, 2005, 2009, 2010, and 2012. The reports raised or deepened a range of provocative topics that have become part of public, policy, and industry discourse. In addition to these reports, I’ve included three journal articles — from I/S, New Media & Society and the Journal of Consumer Affairs — that synthesize some of the findings and place …

World Cup 2014: Macromarketing Views From Croatia, Clifford J. Shultz

Clifford J Shultz

309 World Cup 2014: Macromarketing Views from Croatia Bruno Grbac, University of Rijeka, Croatia Clifford Shultz, Loyola University Chicago, USA This extended abstract is an abriged version of a longer document articulating a study on the effects of the FIFA World Cup, an organizationally, financially, economically and politically demanding quadrennial sporting spectacle that affects billions of global citizens. This reality raises questions about the effects of the World Cup on the marketing system of the host country and the participating countries, as well as institutions and people in them. As a step toward sharing insights the authors analyzed secondary data …

Revisiting Marketing As Constructive Engagement: Linking Policies And Managerial Practices, Clifford J. Shultz

Clifford J Shultz

Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.

War, Civil Unrest, Failed States, And Other Extreme Threats To Marketing Systems, Clifford J. Shultz, Samer Abdelnour

Clifford J Shultz

Well-functioning markets and marketing systems are intended to enhance and to sustain the survivability and security of societies and the people who comprise them (e.g., Fisk 1967; Layton 2007; McMillen 2002; Shultz 2007; Wilkie and Moore 1999; World Bank 2014). For myriad reasons – natural or human-induced cataclysms and resource scarcity to list a few examples – marketing systems sometimes are disrupted or fracture (e.g., Shultz 1997; in press). This can have profound and often horrific effects on individuals, families, communities, countries, regions, and occasionally – at least twice in the form of two World Wars – global upheaval. The …

The Fifa World Cup: Analyses And Interpretations Of The World’S Biggest Sporting Spectacle, Clifford J. Shultz, Rodrigo Castilhos, Andres Alberto Barrios Fajardo, Bruno Grbac, Andreas Chatzidakis, Alexander Nill, Almir Peštek

Clifford J Shultz

This special session assembles scholars from various countries with keen interests in the marketing and societal dynamics of the world’s most popular sporting spectacle, the FIFA World Cup. It builds on a stream of research in, for example, ethology (e.g., Morris 1981) economics (e.g., Kuper and Szymanski 2014) consumer behavior (e.g., Shultz 1998; Tavassoli, Shultz and Fitzimons 1995), marketing (e.g., Shultz et al. 2010) and macromarketing (Shultz and Burgess 2011) that explores the systemic complexities of this enormous, global extravaganza and the extent to which it benefits and/or harms myriad players, fans, local and global consumers, companies, governments, societies and …

Marketing An End To War: Constructive Engagement, Community Wellbeing, And Sustainable Peace, Clifford J. Shultz

Clifford J Shultz

Markets and marketing are integral to human welfare and survival. When used however for the purposes of war and other systemically violent conflict, they can be devastating and pose an existential threat to humanity. Drawing on experience in war-ravaged and recovering economies, the author examines a stream of research on marketing systems disrupted or destroyed by war. Some underlying conditions and predictors of war and its peaceful resolution are introduced, including social traps and their mitigation or elimination. An argument is revisited for marketing as a form of constructive engagement, which must be implemented to affect and to develop equitable …

Devastation And Rebirth: A Longitudinal Study Of Bosnia’S Arizona Market, With Implications For Markets, Marketing And Society, Ruzica Brecic, Clifford J. Shultz, Katherine Sredl, Natasa Renko

Clifford J Shultz

In this presentation, we share findings from a longitudinal study—twenty years and counting—on the role of Arizona in the war and the peace in this highly contested region of Bosnia. Data were/are collected via site observations and retrospective interviews to explore the emergence of entrepreneurship in Brčko, Bosnia before, during and after the war. A synthesis and assessment of findings led to the exploration of the ways that the terms of Dayton and the implementation of Dayton by NATO IFOR, Task Force Eagle, 1st Armored Division (November and December 1995) and 1st Infantry Division (1996-2004), US Army, contributed to the …

A Study Of Golfers In Tennessee, Kelly Price-Rhea

Kelly Price-Rhea

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …

Price Dispersion In The Airline Industry: A Conceptual Framework And Empirical Analysis, Edward D. Gailey, Ashutosh Dixit, Thomas W. Whipple, Rajshekar G. Javalgi

Thomas Whipple

Many businesses compete in multiple markets which can cause businesses to temper their price adjustments, affecting price dispersion. The authors propose a framework based on major characteristics of competition and market structure which influence price dispersion. The focus of this study is the U.S. airline industry analyzing data from 5,974 city pair routes. The results of this empirical analysis show that multi-market contact and the interaction of market concentration with multi-market contact have considerable effects on price dispersion. An understanding of these effects provides valuable insights for developing pricing strategies and extending the stream of research on price dispersion.

Personal Librarians Signage For Elevator, Crystal Boyce

Crystal Boyce

Orientations For Marketing Systems: The Leisure Alternative, Raymond Benton

Raymond Benton Jr.

No abstract provided.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Learning Through International Strategic Alliances: Processes And Factors That Enhance Marketing Strategy Effectiveness, Gregory E. Osland, Attila Yaprak

Gregory E. Osland

Intensified competitive, technological, and market pressures have made organizational learning a critical imperative in global strategy effectiveness. Firms can learn through experience and from three processes that involve other firms: imitation, grafting, and synergism. Interpartner learning has become critical, since experiential learning is insufficient for most firms. Responds to calls for a broadened role of marketing and synthesizes and extends research from organization behaviour and strategic management to the field of marketing to fuel further academic inquiry. Based on an extension of Chandler′s strategy‐structure‐performance paradigm, develops propositions on how the environment, organizational culture, strategy, and structure can affect a company′s …

"Doing Business In China: A Framework For Cross-Cultural Understanding, Gregory Osland

Gregory E. Osland

The process of doing business in The People′s Republic of China can be understood better and improved through a conceptual model that identifies and explains critical elements of their culture. An attempt is made to fill a gap in previous work by integrating anthropological and political theory, pertinent literature, and experience in the Chinese context. The model reveals the importance of understanding how communication occurs cross‐culturally through language, material objects, and non‐verbal behaviour. The critical role of interpersonal relationships in China is discussed, highlighting the important factors of guanxi, face, group orientation, and deference to age and authority. The …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

A Review Of Consumer Judgment And Choice, Michael D. Johnson, Christopher P. Puto

Michael D. Johnson

Whether the goal is to improve or predict consumer decisions, understanding human judgment and choice processes long has been recognized as an essential component in the study of marketing. Though several reviews of judgment and choice research have been published recently (Abelson and Levi 1985; Einhom and Hogarth 1981; Pitz and Sachs 1984; Slovic, Lichtenstein, and Fischhoff 1985), relatively little attention has been given to the growing body of knowledge on consumer (including industrial buyer) judgment and choice. Consumer judgment and choice researchers face unique conceptual, contextual, and methodological problems that warrant special attention.

Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight

Oscar T McKnight Ph.D.

Many institutions in higher education are actively engaged in the retrenchment process; that is, eliminating, redacting or restructuring administrators, staff, faculty, programs and services in order to achieve financial stability. This research examined public perceptions of retrenchment by conducting a series of modified Delphi groups. Results suggest a public awareness and belief that retrenchment will not impact academic or experiential quality. Presented is REDUCE – a retrenchment strategy and process for university administrators and marketing professionals.

Creative Collaboration: Maximizing Resources For Multi-Collection Exhibits, Jillian M. Slater, Nichole M. Rustad

Nichole M Rustad

This presentation illustrates the collaborative, multi-format approach used in preparing an exhibit of archival materials on the 1913 Dayton flood at the University of Dayton Libraries. Originally formed due to the absence of a University Archivist, the small planning committee was able to combine areas of expertise including archives, history, graphic design, video/audio production, marketing, and digitization. The collaborative process facilitated a creative approach resulting in a unique, interactive exhibit utilizing audio, video, original materials, reproductions, a permanent digital component, and a discussion panel event. The presenters will also discuss how the planning committee maximized available resources (without a budget) …

Green Freight Asia (C): The Road Ahead, Jason Woodard, Christopher Dula

C. Jason Woodard

Green Freight Asia is a three-part case series featured in the 2014 APEX Business-IT Global Case Challenge. The case is best used for group projects or workshop assignments concerning business-IT related topics. In this case, students take on the role of a small firm pitching to collaborate with GFA on an IT solution partnership to support GFA’s programme for the adoption of green freight practices in the Asia Pacific region. The case could also be adapted for classroom facilitation with adequate preparation.

Green Freight Asia (C): The Road Ahead is the third and final part of the case series. It …

Green Freight Asia (A): Driving The Adoption Of Sustainable Supply Chain Practices, Jason Woodard, Christopher Dula

C. Jason Woodard

Green Freight Asia is a three-part case series featured in the 2014 APEX Business-IT Global Case Challenge. The case is best used for group projects or workshop assignments concerning business-IT related topics. In this case, students take on the role of a small firm pitching to collaborate with GFA on an IT solution partnership to support GFA’s programme for the adoption of green freight practices in the Asia Pacific region. The case could also be adapted for classroom facilitation with adequate preparation. The first part, Green Freight Asia (A): Driving the Adoption of Sustainable Supply Chain Practices, chronicles the formation …

Green Freight Asia (B): Navigating Toward A Successful Partnership, Jason Woodard, Christopher Dula

C. Jason Woodard

Green Freight Asia is a three-part case series featured in the 2014 APEX Business-IT Global Case Challenge. The case is best used for group projects or workshop assignments concerning business-IT related topics. In this case, students take on the role of a small firm pitching to collaborate with GFA on an IT solution partnership to support GFA’s programme for the adoption of green freight practices in the Asia Pacific region. The case could also be adapted for classroom facilitation with adequate preparation. The second part, Green Freight Asia (B): Navigating Toward A Successful Partnership, explores how a collaborative partnership between …

Marketing An Established Institutional Repository: Marquette Libraries’ Research Stewardship Survey, Rose Fortier, Emily Laws

Rose Fortier

Purpose The purpose of this paper is to discuss the results of Marquette University Libraries’ survey measuring faculty knowledge and attitudes about the institution’s repository, for the purposes of creating a marketing plan for the institutional repository (IR). Design/methodology/approach The paper adopts a quantitative approach through the use of a survey. Findings Like many other endeavors to measure faculty engagement with the IR, the investigators discovered that faculty knowledge of the IR is not universal. Moreover, the perceived values and motivators for faculty use of the IR were also not surprising, with faculty viewing online dissemination of their work to …

Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso

Abel D Alonso

An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert …

Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier

Rose Fortier

Marquette University’s institutional repository, e-Publications@Marquette, was established in 2008 for the deposit of faculty publications and research. Despite active participation by some faculty, universal participation remains an elusive goal. During the spring of 2013, faculty participation and needs were assessed via survey and compared to the IR’s capabilities in addressing those needs. Based upon the assessment survey and the IR’s available resources, a marketing plan and promotional strategies were created. The presentation will include analysis of the survey results and how they informed the creation of a marketing plan. Details of the marketing plan will be discussed as well as …

Information Acquisition And Investment Decisions On The Internet: An Empirical Investigation, Syed Akhter, Pervaiz Alam

Syed H. Akhter

With intensifying competition, the significance of understanding customer characteristics related to information acquisition and decision making on the Internet has increased. An understanding of customer characteristics can become a crucial element in the development and implementation of marketing strategy. This paper examines the influence of some key demographic and psychological variables on information acquisition and investment decisions on the Internet, related to mutual funds. Findings indicate that product familiarity, age, and information breadth significantly influenced information acquisition. For investment decisions on the Internet, in addition to the above-mentioned variables, sex and overconfidence was also significant.

A Diagnosis Of Inherent Problems In Enhancing Service Quality Through Internal Marketing And Organizational Identification In Macau And Singapore Casinos, Sudhir Kale, Sangita De

Sudhir H. Kale

With spectacular growth in demand since opening the market to foreign competition, executives within the Macau casino industry have focused their attention on enhancing capacity and opening new casino properties. Meanwhile, the Singapore casino market, barely two years old, has already produced revenues comparable to the Las Vegas Strip. Despite stellar past successes, the long-term scenario for the casino industry in both Macau and Singapore could spell trouble. Specifically, service quality stands to suffer because operators have not devoted adequate thought to their service culture and internal marketing strategy. With overall capacity in Asia slated to increase significantly in the …

Spill-Over Effects In Multi-Sponsored Events: Theoretical Insights And Empirical Evidence, Robin Pentecost, Mark Spence

Mark Spence

Schema congruency theory suggests that consumers’ judgments of a sponsoring firm’s brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive associations one has with the event will transfer to the sponsor’s brand. For a variety of reasons nowadays many events are co-sponsored, hence research is required to understand the ramifications that one sponsor may have on perceptions of another sponsor’s brand. Within this study we present empirical support that: 1) perceived fit between an …

Public Health Marketing: Is It Good And Is It Good For Everyone?, Stephen Holden, Damian Cox

Damian Cox

We define public health marketing broadly as the use of marketing tools (segmentation, targeting, position­ing, and the four Ps) to encourage behaviour change that will deliver the social good defined as public health. We explore the ethical challenges and risks that confront public health and social marketers. In particular, we note that public health marketers with a self-defined goal of delivering a social good face two major ethical challenges: the first is establishing the ethicality of the social good itself; the second is distributing the social good in an ethically defensible way. In particular, we draw attention to the central …

Sentosa (B): Creating A Platform For Integrated Customer Engagement, Jason Woodard, Kevin Sproule

C. Jason Woodard

This case is the second part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on: Case (A) – Marketing / Analytics Case (B) – IT solution design Case (C) – Long-term strategy Sentosa (B): After helping Sentosa define their business model in the A case, the focus shifts to developing an integrated information technology system to enable business growth while working with existing the constraints of existing infrastructure. The goal is to have an IT platform that would provide a total customer experience ranging from tickets to personalised offers. The second case …