Business Commons^™

Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Putting People First: Female Ceos And Relational Csr, Prachi Gala, Duncan Nicol

Atlantic Marketing Association Proceedings

No abstract provided.

College Students' Energy Drink Consumption And Sponsor Recall, Daniel Sewell, Kyu-Soo Chung

Symposium of Student Scholars

Energy drink companies like Red Bull, Monster, Bang, Reign and Celsius annually invest millions of dollars to sponsor a variety of athletes and events across numerous sports. These vast investments raise the question: Which partnerships, sponsorships or activities ultimately make an impact on society and attract new consumers? It is imperative to dissect the factors that impact consumer decisions to purchase specific products in order to more efficiently allocate resources. This research has the potential to aid companies in unearthing decision making patterns of college students regarding energy drink purchases and how these beverages are utilized. The purpose of this …

From Delhi To Mumbai, Apple Seeks A Bigger Slice Of The Pie, Taylor Greer, Brent Cassidy, Mike Williams, Nick Hill, Chandler Burger, Adam Pedraza, Steven Wehde, Caleb Fortney

Symposium of Student Scholars

From Delhi to Mumbai, Apple Seeks a Bigger Slice of The Pie in India:

An International Marketing Case Study

Mike Williams, Adam Pedraza, Taylor Greer, Brent Cassidy, Nick Hill, Chandler Burger, Steven Wehde, and Caleb Fortney

Abstract

Apple Inc., headquartered in the United States, is the world’s largest technology company with revenues of $265 billion as of 2018 (Johnson, 2012). Apple has been trying to compete in India’s smartphone market, the world’s fastest-growing and second-largest smartphone market globally, accounting for nearly 30 million purchases per quarter (Sheth, 2019). Despite its success in the U.S., Apple has not been able to …

Mobike’S Bike-Share Battle In India, Amber Cranston, Sam Kroll, Evan Coulter, Austin Tudor, Eric Jacobs, Miguel Pereira, Savannah Rubio

Symposium of Student Scholars

Mobike’s Bike-Share Battle in India: An International Marketing Case Study

Amber Cranston, Savannah Rubio, Sam Kroll, Austin Tudor, Eric Jacobs, Evan Coulter, and Miguel Pereira

Abstract

Mobike, the world’s first cashless and station-free bicycle service, launched in Shanghai in 2016 and now operates in over 19 countries including India (Khanna, 2017). Growing urbanization has led to increasing traffic congestion and pollution in most large cities around the world. Recently, there have been increasing calls for more sustainable transportation methods and one solution that is becoming popular is bike-sharing. The global bike ride-sharing market is projected to be worth around $8.6 …

Zara: Facing Fast Fashion Challenges In China. An International Marketing Case Study, Daniela Schaich Graniel, Alexxus Finnell, Caitlin Hopkins, Candace Salters, Elimay Baez, Larissa Hernandez, Madison Mcintyre, Raven Lee

Symposium of Student Scholars

Zara, one of the largest international fashion companies, was founded in Spain in 1974. It has a brand value of $18.4 billion and global revenues of $ 28.22 billion in 2018. Zara entered China in 2006 to compete in its $5.58 billion fast fashion market (Ge, 2018). China is an attractive emerging market with a GDP of $13.6 trillion, growing at 5.9% (World Bank, 2019). Zara’s fast fashion typically appeals to young college students and the middle class with income ranging from $7,250 to $62,500, representing about 39% of the population (Cyrill, 2019). In China, Zara targeted young women entering …

Ev’S Leading In China, Ford Is A Few Cars Behind, Jacob Murfin, Katie Mccombs, Tyler Lehman, Hayden Harrison, David Whitehead, Chris Sterling, Brianna Vangordon

Symposium of Student Scholars

As the world is looking at sustainable energy sources, electric vehicles are likely to be a big part of the perceived future. China has 18.47% of the world’s population, is one of the highest emitters of carbon dioxide, and is the world’s largest market for electric vehicles (Country Meters). China’s GDP was USD 13.608 trillion in 2018 and is expected to increase substantially in coming years (Wang, 2019). With 25 million vehicles sold in 2019, China’s automobile market is the biggest in the world. With that, China accounts for 27.52% of the world’s CO2 emissions (Statista). To decrease that number, …

Mobike: Backpedaling Out Of India, Brant Schwendel, Madison Tumey, Madison Godwin, Lauren Lance, Rachel Pastoric, Ashley Reese, Caroline Phillips

Symposium of Student Scholars

In the past few years, the bike-sharing industry has gained traction in large cities and suburban areas all over the world. Mobike, an app-based bike-sharing company founded in China in 2015, introduced a new, efficient and eco-friendly mode of travel for short commutes using smart bikes which are bikes with a motor that help assist the rider’s pedal-power. Bike-sharing has grown into a booming industry due to rapid urbanization, traffic congestion, and pollution problems. Mobike entered India in 2018 but faced many challenges. Since the takeover and expansion of Mobike, Meituan, the holding company, has suffered a loss of 4.6 …

Transfordming China With Electric Vehicles: An International Marketing Case Study, Jasmine Washington, Koran Baraka

Symposium of Student Scholars

TransFORDming China with Electric Vehicles: An International Marketing Case Study

Teyana Pryor, Koran Baraka, Kaleb Bell, Jasmine Washington,

Kyle King, Dylan Newman, and Bryce Lee

Abstract

Ford is a legendary automobile company established in the United States in 1903 by Henry Ford. Ford is a $1.35 million company worldwide with operations in 10 countries but it has experienced an annual drop of roughly eight percent in the last year (Wagner, 2020). Ford entered China’s automobile industry in 2004 when automobile sales totaled 215,60 vehicles (CEIC). In 2001, Due to the high level of pollution in the country and main cities, …

Market Research: How To Keep And Gain Customers, Chris Mccall

Symposium of Student Scholars

Customer-centered market research is essential to the creation and management of successful marketing campaigns. A company that understands their customers will be able to provide those customers with products and services that fit their needs better than the competition, and ultimately increase profits. My research focuses on a database containing customer information for a telecommunications company called Telco. Within this research, I will focus on a number of customer attributes including demographics, services provided, payment methods, contract lengths, monthly charges, and tenure with the company. Considering how these attributes relate to one another will give me a better understanding of …

An Analysis Of Gender Differences In Ratings Of Importance Of School Physical Education And Recreation Programs, Paul J. Costanzo

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Athletics On University Branding: Through The Lens Of Key Stakeholders, Justin Grubb, Shiva Nandan

Atlantic Marketing Association Proceedings

No abstract provided.

The Utilization Of Hiring High-Profile Head Football Coaches To Market The Athletic Department And Boost Fan Attendance At Ncaa Division I Institutions, Tim Wilson, Chris Croft, Sabrina Reed

Atlantic Marketing Association Proceedings

No abstract provided.

Education By Implementation: Experiential Case Study Creation For Mba Practicums, Thomas Tanner, Heather Kirkwood, Tyler Milfeld, Yvonne Tanner

Atlantic Marketing Association Proceedings

No abstract provided.

Tapping The Brakes: An Exploratory Survey Into Consumer Perceptions Of Autonomous Vehicles, Matt Zothner, George D. Shows, Pia A. Albinsson

Atlantic Marketing Association Proceedings

No abstract provided.

Case: Goods Or Services? Consumers That Prefer Access Over Ownership, John E. Crawford

Atlantic Marketing Association Proceedings

No abstract provided.

A Comparison Of Demographics And Social Media Preferences In An Obgyn Office, Jerome Christia

Atlantic Marketing Association Proceedings

No abstract provided.

How College Departments Can Use Inbound Digital-Content Marketing To Effectively Recruit Students: Exploratory Research, Preliminary Recommendations, And Unanswered Questions, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

Social Media Wom: How Social Is Your Social Media?, Nik Nikolov, Ismail Karabas

Atlantic Marketing Association Proceedings

No abstract provided.

The Impact Of Social Media Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Source Credibility, Lubna Nafees, Christy M. Cook

Atlantic Marketing Association Proceedings

No abstract provided.

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

A Starbucks Blend: Race, Social Marketing And Corporate Social Responsibility, Yvette Lynne Bonaparte Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

The Opioid Crisis: Do Marketing Activities Trigger Negative Externalities?, Rama Jayanti

Atlantic Marketing Association Proceedings

No abstract provided.

Is The Price Fair? How Intangibility Reduces Price Fairness Perceptions, Mona Sinha

Atlantic Marketing Association Proceedings

No abstract provided.

Academic Ask: Expanding The Arena Of Charitable Marketing Targets, Jacqueline A. Williams, Kimberly Mcneil, G Carletta Simmons

Atlantic Marketing Association Proceedings

No abstract provided.

Turnin’ It Upside Down: Using The Flipped Classroom To Advance Student Knowledge And Application In A Marketing Capstone Course, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.

The Moderating Role Of Entrepreneurial Orientation And Trust On The Relationship Between Network Range And Firm Performance, Hangjun Xu

Atlantic Marketing Association Proceedings

No abstract provided.

Strategy And Marketing: Can Alignment Be Measured?, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

Revising A Conceptual Model And Scale To Assess Interest In Medical Tourism Services, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.

An Investigation Of Emerging Competitiveness Of Indian Brands And Their Strategies For Building Brand Equity, Shiva Nandan

Atlantic Marketing Association Proceedings

No abstract provided.