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Full-Text Articles in Business
Effectively Serving The Needs Of The Millennial Marketing Student: The Product Life Cycle Approach To Class Organization, Jacqueline K. Eastman, Maria E. Aviles, Mark D. Hanna
Effectively Serving The Needs Of The Millennial Marketing Student: The Product Life Cycle Approach To Class Organization, Jacqueline K. Eastman, Maria E. Aviles, Mark D. Hanna
Department of Marketing Faculty Publications
We illustrate a class organization process utilizing the concept of the Product Life Cycle to meet the needs of today’s millennial student. In the Introduction stage of a business course, professors need to build structure to encourage commitment. In the Growth stage, professors need to promote the structure through multiple, brief activities that can keep the attention of business students. In the Mature stage, professors need to use the structure to stabilize engagement levels and learning rates but be willing to make adjustments to prevent apathy in the course. Finally, in the Decline stage, professors need to dismantle the structure …
The Creole Connection: What Happens Next?, Michael L. Thomas, Linda G. Mullen
The Creole Connection: What Happens Next?, Michael L. Thomas, Linda G. Mullen
Department of Marketing Faculty Publications
The purpose of this case is to demonstrate the importance of target market selection and positioning, particularly for businesses in small college towns. Additionally, other marketing and management issues are presented to stimulate understanding of the multitude of variables that impact restaurant success. This case is intended for those interested in marketing, management, entrepreneurship, hotel/restaurant management or retailing areas.
To Be Or Not To Be: That Isn't The Questions! An Empirical Look At On-Line Vs. Traditional Brick And Mortar Courses At The University Level, Dennis Bristow, C. David Shepherd, Michael Humphreys, Michael Ziebell
To Be Or Not To Be: That Isn't The Questions! An Empirical Look At On-Line Vs. Traditional Brick And Mortar Courses At The University Level, Dennis Bristow, C. David Shepherd, Michael Humphreys, Michael Ziebell
Department of Marketing Faculty Publications
No abstract provided.
The Independent Rep As A Source Of Competitive Advantage: An Actionable Scale For Rep Selection, Kathleen H. Gruben, Barbara J. Coe
The Independent Rep As A Source Of Competitive Advantage: An Actionable Scale For Rep Selection, Kathleen H. Gruben, Barbara J. Coe
Department of Marketing Faculty Publications
This study develops a scale that offers an actionable approach for suppliers’ use in selecting their reps. Rep selection is the critical first step suppliers take in developing profitable, long-term relationships with retailers. Retailers’ loyalties are often bestowed on the rep, rather than the supplier. As identified in the study, the rep needs to be professional, accommodating, ethical, sensitive, and compassionate to satisfy the retailer. The scale provides suppliers a technique for measuring these characteristics. Prior to this scale, no instrument was available to measure these characteristics, which increase the retailer’s likelihood of developing loyalty.