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Articles 1 - 3 of 3
Full-Text Articles in Business
Accomplishment Of Dual Focus In Exploration And Exploitation: The Influential Role Of The Customer Relationship Management (Crm, Janet Tinoco
Electronic Theses and Dissertations
Organizations that can successfully develop both radical and incremental innovations positively impact sustained competitive advantage, dramatically improving their chances of survival and success in both dynamic and stable environments (Han et al. 2001; Tushman and O'Reilly 1996). Experimentation and radical innovation are mandatory knowledge assets for competitive play in emerging markets, but efficiency and incremental innovation are essential for mature markets (He and Wong 2004; Tushman and O'Reilly 1996). The attainment of dual focus between radical and incremental innovation is challenging and calls for organizational architectures of sometimes conflicting processes, structure, and culture (cf, Tushman and O'Reilly 1996; Wind and …
Creating Sustainability Through Corporate Branding, Hayley Lynn Ritz
Creating Sustainability Through Corporate Branding, Hayley Lynn Ritz
Electronic Theses and Dissertations
This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance …
Extracting Quantitative Informationfrom Nonnumeric Marketing Data: An Augmentedlatent Semantic Analysis Approach, Inigo Arroniz
Extracting Quantitative Informationfrom Nonnumeric Marketing Data: An Augmentedlatent Semantic Analysis Approach, Inigo Arroniz
Electronic Theses and Dissertations
Despite the widespread availability and importance of nonnumeric data, marketers do not have the tools to extract information from large amounts of nonnumeric data. This dissertation attempts to fill this void: I developed a scalable methodology that is capable of extracting information from extremely large volumes of nonnumeric data. The proposed methodology integrates concepts from information retrieval and content analysis to analyze textual information. This approach avoids a pervasive difficulty of traditional content analysis, namely the classification of terms into predetermined categories, by creating a linear composite of all terms in the document and, then, weighting the terms according to …