Business Commons^™

Introducing Target Into Singapore, Yealim Ko

Senior Honors Theses

The global business trends point to international expansions with corporations increasingly turning to emerging markets for new opportunities to grow and create new sources of revenues. While the BRIC countries including Brazil, Russia, India, and China remain at the center of attention from global industries, the surrounding countries in Asia including Japan, South Korea, Malaysia, and Singapore emerge as potential markets because although smaller in size, the surrounding countries with fast growing economy and consumer demand for foreign goods suggest large profit potentials. Considering the increasing trend of going abroad in the retail industry (S&P, 2013), the paper is an …

Campaign In A Box: Creating A Universal Public Relations Plan For Community Success For Any Small Business, Emily Branson

Journalism

No abstract provided.

An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews

Recreation, Parks, and Tourism Administration

In recent years, marketing efforts have shifted from traditional marketing strategies toward experiential marketing in order to ensure that consumers become emotionally attached to a brand. Experiential marketing strategies help companies create relationships with consumers and engage them through unique and memorable experiences. The purpose of this study was to examine the use of experiential marketing in three popular beverage companies. The research for this study was conducted using a best practices matrix created by the researcher, which examined experiential marketing strategies for selected popular beverage companies in the soft drink industry. The results of this study indicate that each …

Opolo Vineyards Sip Certification Analysis, Brett Champlin, Ashley Edwards, Megan Jonson, Sebastian Silveira

Case Studies in Agribusiness

Opolo Vineyard decided to pursue a "Sustainability in Practice" certification for their winery operation. The process is discussed along with how Opolo plans to communicate what the certification means.

December 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

The Good Ol’ Boy Decline: 8 Tips to Help Women

Take Over the C-Suite Vickie Milazzo argues that

every coporation can benefit from a touch of estrogen

and the feminine qualities associated with it. The

almost constant changes to the way we communicate,

interact, innovate, and do business are setting up an

opportunity-filled future for women. . . . . . . . . . . . . . . 9

Knowledge ISN’T Power: How to Stop Gathering

Info, Weighing the Evidence, Chasing New Ideas….

and Just Execute Already! Moran and Lennington’s

new book, “The 12 Week …

What Do They Do In Las Vegas Strip Casinos? An Analysis Of The Attitudes And Behaviors Of Gen Y Casino Customers, Mei Iok Un

UNLV Theses, Dissertations, Professional Papers, and Capstones

Totaling over 63 million, Generation Y, also known as the Millennial Generation, is the new generation of casino customers (U.S. Department of Commerce, 2011). While there are no specific dates to mark its beginning and ending, individuals born between 1982 and 1994 are generally considered as Millennials or Gen Yers. A survey conducted by the American Gaming Association (2013) revealed that Gen Y casino customers made up the highest casino visitation rate with 39% having visited a casino in the previous year; however, it is also shown that Gen Yers spends more on non-gaming departments and have less intention to …

A Study On Rebranding Strategies, Megan Bryant

Graphic Communication

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost …

How The Internet Has Revolutionized Video Marketing, Dylan D. Sheldon

Senior Honors Theses

From the creation of film to the streaming of digital media, moving pictures have always been a premier medium of marketing. Today, the use of video in marketing offers an experience unlike any other for consumers by engaging them in an entertaining, yet informative, format. In the past few decades, the surge of the Internet has chan From the creation of film to the streaming of digital media, moving pictures have always been a premier medium of marketing. Today, the use of video in marketing offers an experience unlike any other for consumers by engaging them in an entertaining, yet …

How Do Firms Become Different? A Dynamic Model, Matthew Selove

Business Faculty Articles and Research

This paper presents a dynamic investment game in which firms that are initially identical develop assets that are specialized to different market segments. The model assumes that there are increasing returns to investment in a segment, for example, as a result of word-of-mouth or learning curve effects. I derive three key results: (1) Under certain conditions there is a unique equilibrium in which firms that are only slightly different focus all of their investment in different segments, causing small random differences to expand into large permanent differences. (2) If, on the other hand, sufficiently large random shocks are possible, firms …

October 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

How to Address Rampant Employee

Disengagement? Recognized Human Equity

Gallup poll shows that most American workers

either hate their job or don't care one way

or the other about them. Trevor Wilson says

it's time to focus on individual's strengths

in the on-going search for the best talent. . . . . . . . . . . . . . . . . . . 6

Your Customers Are Smarter Than You and

Three Other Awkward …

A Guide To Event Promotion: Internet Marketing For A Live Musical Event In Las Vegas, Kelly C. Quinnan

UNLV Theses, Dissertations, Professional Papers, and Capstones

A global industry of festivals and musical events has evolved and developed rapidly especially since the late 1960’s starting with Woodstock. The industry continues today with large-scale multiple stage events that bring in over hundreds of thousands of people. Las Vegas is known by many as the city of entertainment, with world-renowned Cirque Du Soleil shows, poolside concerts at the Cosmopolitan, and the thriving Electric Daisy Carnival. The phenomenal growth of this industry coupled with increased consumer awareness and choice requires sustained development and expansion in the future. Concerts and festivals are unique events that attract audiences. Music-based events are …

Dia-Beat-It: An Online Game For Children And Teenagers With Type 1 Diabetes, Emily M. Stone

Honors Theses and Capstones

No abstract provided.

Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan

Electronic Thesis and Dissertation Repository

This thesis explores the marketing, branding, and fundraising activities of Amnesty International and Human Rights Watch and critically examines promotional texts used to communicate with the public. This thesis is multidisciplinary, combining scholarly work on the topics of history, humanitarianism, marketing, branding, commercialization, representation, and consumer culture. By adopting market logic and corporate strategies from the private sector, both organizations have increased revenue and created a strong identifiable brand. Each organization attempts to balance between the moral foundation or grassroots origins of the organization and the need to raise immediate revenue to sustain operations. This money-morals dilemma is also at …

The Role Of Normative Political Ideology In Consumer Behavior, David Crockett, Melanie Wallendorf

David Crockett

This study of African-American consumers living in a large racially segregated midwestern city adds to extant theory on ideology in consumer behavior by considering the role of normative political ideology in provisioning. The specific roles of traditional black liberal and black nationalist political ideologies are discussed. We conclude that normative political ideology is central to understanding shopping as an expression of social and political relations between households confronting attenuated access to goods and services, ranging from housing to food, in a setting stratified by gender, race, and class. Beyond the specifics of this demographic group and setting, we suggest contemporary …

Credit Cards As Lifestyle Facilitators, Matthew J. Bernthal, David Crockett, Randall L. Rose

David Crockett

Credit cards are an increasingly essential technology, but they carry with them the paradoxical capacity to propel consumers along lifestyle trajectories of marketplace freedom or constraint. We analyze accounts provided by consumers, credit counselors, and participants in a credit counseling seminar in order to develop a differentiated theory of lifestyle facilitation through credit card practice. The skills and tastes expressed by credit card practice help distinguish between the lifestyles of those with higher cultural capital relative to those with lower cultural capital. Differences in lifestyle regulation practice are posited to originate in cultural discourses related to entitlement and frugality.

Sign- It's For Ksyou!, Amy Thompson

Library Marketing Materials

Sign template for "It's For KSYou!" marketing campaign for Horace W. Sturgis Library.

September 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Are You Creating a Culture of Exile? Five

Warning Signs Your Employees May Lack a Vital

Sense of Belonging Christine Comaford explains

why belonging is such a powerful human drive and

offers tips on what you can do to foster it. . . . . . . . . . 6

How to Handle Embezzlement in the Family

Business Embezzlement in a family business is

not as uncommon as many of us would like to think.

Many factors lead to embezzlement, including

chronic financial strain, a general sense of family

entitlement, lack of internal company controls, and …

August 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

The Summertime Tune-up As the days grow

longer and warmer, small business owners might

want to be careful about taking it too easy during the

summer months. Bill McBean says that now is the

time to work smarter, not harder, and gives tips on

why you should do a summertime check-up on your

business. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

‘Jetson’-Age Tools Click With Big-Event Planners

Ann Windham shares …

Ethics, Corporate Social Responsibility, And Sustainability Education In Aacsb Undergraduate And Graduate Marketing Curricula: A Benchmark Study, Jeananne Nicholls, Joseph F. Hair, Charles B. Ragland, Kurt E. Schimmel

Faculty and Research Publications

AACSB International advocates integration of ethics, corporate social responsibility, and sustainability in all business school disciplines. This study provides an overview of the implementation of these three topics in teaching initiatives and assessment in business schools accredited by AACSB International. Since no comprehensive studies have been conducted for the marketing area, the results provide benchmarks as well as thought-provoking material to initiate business school and marketing faculty discussions on integrating the three topics into their curricula.

The Legitimation Of Novel Technologies: The Case Of Nanotechnology, Anastasia E. Thyroff

Graduate Theses and Dissertations

Nanotechnology is the control, manipulation, and application of matter on an atomic and molecular level. The technology is complex and confusing to consumers, and its long-term safety and effect on the human body, as well as the environment, are unknown. However, for the past decade, nanotechnology has been used to develop consumer products and food with novel and attractive attributes.

Since nanotechnology is still not well known, it is not legitimized; that is, it has not been deemed safe and accepted by society. However, the market for nanotechnology is in the legitimation process. It will take an entire network of …

Vertical Market Strategy: The Case Of An Executive Education Startup In A Medium-Sized Business School, Shawna L. Rogers, Thomas N. Duening

Journal of Executive Education

This paper provides an account of a vertical market go-to-market strategy that has been used by an executive education startup in the College of Business at the University of Colorado, Colorado Springs. The executive education startup is titled the “Office of Professional & Executive Development” and has been in operation for approximately 18 months. The office was launched explicitly using a vertical market strategy. That is, public training programs were designed for vertical markets only, enabling instructors to design programs with deep, industry-specific examples, cases, and lessons.

Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema

MBA Student Scholarship

Does social media affect consumer decision-making? Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media as the guideline for their future purchase or planning their future trip. Also, social media is used as an advertising for the marketer. Marketers take this advantage and create …

July 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Who Gets Dad’s Office? 5 Tips for Family

Business Succession Planning When it comes

to business succession planning, one thing is

certain: Most family business leaders don’t do

it, they don’t do it well, or they wait to do it until

it’s too late. As you plan your company’s future

leadership, keep the points in mind as outlined

by Lois Lang. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Lost Sales Leads: 4 Common …

Retailer Television Advertising: Consumers' Skepticism Of Informational Vs. Emotional Ads, Janna Michelle Parker

Doctoral Dissertations

The bombardment with ads that consumers face daily has led to increased Skepticism toward Advertising. This increased advertising costs billions of dollars, yet, the research has shown conflicting results (Stafford and Day 1995) (Obermiller and Spangenberg 1998) (Obermiller, Spangenberg and MacLachlan 2005) regarding which strategies work best for reducing the negative influence of Skepticism toward Advertising.

For over a decade, retailers have ranked #2 in television advertising spending (Advertising Age 2002-2012). Television advertising research has focused on advertising by manufacturers. These findings should not be generalized to retailers because retailers and manufacturers have different goals, use different promotional tools, and …

Marketing In A Multimedia Era, Jamie Armstrong

Music

No abstract provided.

June 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

5 Habits of Successful Social Media Managers

In 2013, 62% of companies will increase

investment in social media and 38% will increase

investment in social management systems. Consider

five habits of successful social media managers and

adopt them as your own. . . . . . . . . . . . . . . . . . . . . . . 9

Three Keys to Successful Crisis Management

Why do some organizations come out of crisis

with enhanced reputations while others may not

even survive as a business? Lucien Canton outlines

three keys to successful …

Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres

Journalism

The following research is dedicated to working with the clothing brand Shreddz to analyze marketing data and create a marketing strategy. Using scholarly findings as a literature source this campaign will help develop a direction to relaunch the Shreddz brand. Analyzing the diffusion theory will determine how people process and accept new information. Different forms of marketing including branding, social media and guerilla marketing will be used in trial form to gather data to present to the clothing company. The effectiveness of each trial will be measured in order to supply Shreddz with a new strategy. All of the trials …

Principles And Practices Of Bar And Beverage Management, James Peter Murphy

Books

Murphy, J. (2013) The Principles and Practices of Bar and Beverage Management, Goodfellows Publishing Ltd, Oxford, England.

Principles and Practices of Bar and Beverage Management is a comprehensive text and resource book designed to explain the latest developments and new complexities of managing modern bars - be they stand alone or part of larger institutions such as hotels and resorts.

The Finance And Marketing Dilemma: Do Promotional Allowances Actually Increase Revenue And Profits For Atlantic City Casinos?, Toni Repetti

UNLV Gaming Research & Review Journal

Casinos offer free items to attract new guests or to reward their loyal customers. Casino management and marketing personnel believe these promotional allowances are necessary to maintain customers and to increase revenue. Three regression models are run to determine if promotional allowances increase gross revenue, net revenue, and gross operating profit for Atlantic City casinos. Results show that with a $1 increase in promotional allowances there is a significant increase of $4.53 in gross revenue, $3.53 in net revenue, and $1.29 in gross operating profit. These results will help management better understand the effect of offering complimentaries to their customers.

Movement Marketing Of Nonprofit Organizations: Creating Consumer Advocates, Laura B. Hunt

Honors Theses

The title of my thesis is called Movement Marketing for Nonprofit Organizations: Creating Consumer Advocates. The purpose of the study was to determine how nonprofit organizations use marketing to further their cause. The study involved interviewing employees of nonprofit organizations using a standard questionnaire to gather information about how the organization utilizes marketing internally and externally. After analyzing the information gathered from the personal interviews, several techniques were used by all of the organizations. The organizations use movement marketing by first starting to spread the passion for their cause within the organization through employees, volunteers, and board members. These advocates …