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Full-Text Articles in Business

A Study Of The Marketing Analysis Concerning Mind The Gap: A Wall-Bed Space Saving Platform, Brenna Johnson May 2020

A Study Of The Marketing Analysis Concerning Mind The Gap: A Wall-Bed Space Saving Platform, Brenna Johnson

Honors Theses

The purpose of this thesis is to conduct a marketing analysis on the capstone project concerning the product titled Mind the Gap. The thesis will explore the potential industries that could be entered and marketing strategies that would be implemented if the Mind the Gap product was mass produced and either sold online or through brick and mortar locations. Outlined in this research is an analysis of the competitive landscape, potential target markets, situational aspects concerning this product, and the resulting recommended marketing mix. The Mind the Gap is centered around a practical and efficient process which has a goal ...


Loans And Marketing Guarantees In Athlete Agent Recruiting: Why They Are Ill-Advised Under Agency Law And Attorney Ethics Regulations Principles, Joshua Lens May 2020

Loans And Marketing Guarantees In Athlete Agent Recruiting: Why They Are Ill-Advised Under Agency Law And Attorney Ethics Regulations Principles, Joshua Lens

Texas A&M Law Review

Athlete agents use various means to recruit prospective clients. Controversial yet common methods include offering loans and marketing guarantees to prospective clients. In each transaction, the agent provides his client with money, in some cases amounting to millions of dollars. The agent typically expects repayment of the loan whereas the marketing guarantee is an advance on future marketing income that the agent will arrange for the athlete. While both National Football League Players Association (“NFLPA”) agent regulations and state athlete agent laws prohibit agents from offering inducements to prospective clients, neither authority considers loans or marketing guarantees illicit or prohibits ...


Advertising And Marketing Communications, Aswin Thomas May 2020

Advertising And Marketing Communications, Aswin Thomas

Creative Thinking: Theory and Practice

Creativity in Advertising and Marketing Communications


Scholarly Pursuits: Marketing Case Workshop Celebrates 25 Years May 2020

Scholarly Pursuits: Marketing Case Workshop Celebrates 25 Years

Business Exchange

Business case studies bring contemporary business issues to life for students. DePaul's Jacobs & Clevenger Case Writers’ Workshop, has been helping to hone the skills of future marketing professionals for 25 years through a business conference, case-writing workshop, and publication of select cases. The exercise helps students connect theory to practice and provide a useful framework developing marketing strategies at work.


Student Internships Open Doors To Alumni Career Success May 2020

Student Internships Open Doors To Alumni Career Success

Business Exchange

An internship experience remains the most effective tool for career exploration, preparation and success. The ultimate goal: ensure students are equipped with the hands-on professional experiences they need to immediately contribute to and succeed in the workforce. This article explores the effectiveness of internship opportunities in positively affected career success in the hospital industry, accountancy, and marketing, as well as benefits to mentors.


Live Thankfully Little Rock: A Case Study Of Marketing For Nonprofit For Resale Shops, Ann Claire Cook May 2020

Live Thankfully Little Rock: A Case Study Of Marketing For Nonprofit For Resale Shops, Ann Claire Cook

Marketing Undergraduate Honors Theses

This thesis discusses the best practices that nonprofit resale shops should follow when marketing.


The Bidirectional Relationship Between Art And Business, Hannah Brletich May 2020

The Bidirectional Relationship Between Art And Business, Hannah Brletich

Information Systems Undergraduate Honors Theses

There has long been an established relationship between art and business, finding its roots in the Industrial Revolution when the effects of arts on the economy were first explored. Since then, creative economies have been influenced by adaptation of businesses through urban development and revitalization and by continuous growth in artistic and cultural spaces. Capturing the relationship between arts and urban design, cultural districts establish strong economic communities within vastly creative, business- and culture-centered spaces. Current research provides insight to the economic, social, and cultural outcomes of creative economies.

As a contribution to that narrative, I will use this analysis ...


Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill May 2020

Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill

Doctoral Dissertations and Projects

Coffee shops represent a popular form of business in today’s economy. Atmospherics represent a tool used within all types of businesses including coffee shops. Customer loyalty represents a key goal in marketing and business. Within this study, the researcher combined the topics of coffee shops, atmospherics, and customer loyalty. This study consisted of a qualitative case study exploring the impact of atmospherics within coffee shops and customer loyalty. The researcher conducted several interviews and observations during the field study. The main themes that emerged from the field study are comfortable, unique not a franchise, and reoccurring customers. Within this ...


Ethics Of Dental Marketing, Min Son Apr 2020

Ethics Of Dental Marketing, Min Son

Philosophy and Religious Studies Presentations

While dentistry does not deal with immediate life and death situations like the mainstream medicine, preserving oral health is crucial to protect the people’s overall health. Then, is dental marketing morally impermissible because it is selling people’s opportunity for good health? It is important to note that skills and knowledge of dentists are not the only “products” sold from dental offices, and not all products are related to basic healthcare needs. For example, consider teeth whitening services. While whitening teeth may be necessary to better one’s self-esteem and improve one’s social life, it is not a ...


Generational Differences In Attitudes About Unions: A Segmented Dispositional Marketing Approach, Vickie Coleman Gallagher, Jack Firorito Apr 2020

Generational Differences In Attitudes About Unions: A Segmented Dispositional Marketing Approach, Vickie Coleman Gallagher, Jack Firorito

Southern Business Review

Vickie Coleman Gallagher, is a Ph.D. student at Florida State University, Tallahassee, FL 32306.

Jack Firorito, Ph.D., is the J. Frank Dame Professor of Management, College of Business, Florida State University, Tallahassee, FL 32306.

Recipient, Best Paper Award, 26th Annual Southern Industrial Relations and Human Resource Conference (SIRHRC), Savannah, GA 31401.


How Can Libraries Move Towards A More Inclusive Model Of Reference? A Practical Approach To Serve Distance Students, Lauren Puzier, Camille Chesley, Amanda M. Lowe Apr 2020

How Can Libraries Move Towards A More Inclusive Model Of Reference? A Practical Approach To Serve Distance Students, Lauren Puzier, Camille Chesley, Amanda M. Lowe

University Libraries Faculty Scholarship

Research consultations are a valuable service offered by academic libraries for students who are able to visit the library, however, many students enrolled in online degree programs or considering enrollment have limited access to campus services. We designed and tested a virtual reference consultation service for distance learners and graduate students. This interactive poster outlines a practical approach for designing and initiating a virtual research consultation service to offer equitable access to library services and a positive user experience for distance learners.


The Effectiveness Of The Counter Marketing Strategy Of The Truth® Campaign, Maura Castronuovo Apr 2020

The Effectiveness Of The Counter Marketing Strategy Of The Truth® Campaign, Maura Castronuovo

Senior Theses

The counter marketing strategy of the truth® campaign is unique. They use a voice that does not talk down to the teens in their target market; instead, they talk to teens in their own voice. Throughout this paper, I work to determine the effectiveness of the truth campaign’s counter marketing strategy. I do this through my own research, in which I utilize a survey and two focus groups, in addition to secondary research. As many of the studies I looked at were from the time of the launch of truth®, conducting my own research allowed me to gain a ...


Consumers’ Perceptions Of Visual Product Aesthetics Based On Fashion Innovativeness And Fashion Leadership Levels: A Research Study In Mersin, A. Celil Cakici, Sena Tekeli Mar 2020

Consumers’ Perceptions Of Visual Product Aesthetics Based On Fashion Innovativeness And Fashion Leadership Levels: A Research Study In Mersin, A. Celil Cakici, Sena Tekeli

Journal of Global Business Insights

The main objective of the study is to determine whether consumers’ visual product aesthetic perception differs according to the level of fashion innovations and fashion leadership. The study was conducted in five counties of Mersin, and the population was 20-64-year-old consumers. The sample consisted of 420 consumers, 213 of whom were male, and 207 of whom were female. Data were obtained through surveys and were analyzed electronically. Descriptive statistics, factors, clustering, and chi-square analysis with t-test were used. As a result of the study, it was found that consumers’ perception of visual product aesthetics is three-dimensional, and it differs ...


Sin City Platforms: A Comparative Analysis On The Social Media Practices Of Select Hotels On The Las Vegas Strip, Kaitlin Beuschlein Mar 2020

Sin City Platforms: A Comparative Analysis On The Social Media Practices Of Select Hotels On The Las Vegas Strip, Kaitlin Beuschlein

Experience Industry Management

Social media has become a popular form of communication in recent years due to the prevalence of mobile devices. This has prompted companies to implement platforms such as Facebook, Instagram and Twitter into their marketing strategies to better reach customers. The purpose of this study was to compare and contrast the social media marketing strategies of select hotels on the Las Vegas strip. The Cosmopolitan and The Venetian hotels were selected for this study. The study strategically analyzed the Facebook, Instagram, and Twitter pages for both hotels utilizing a comparative analysis guide developed by the researcher. It was concluded that ...


Consumer Data Privacy In Marketing Research: A Study Of Value-Based And Cognate-Based Approaches, Selcuk Ertekin Feb 2020

Consumer Data Privacy In Marketing Research: A Study Of Value-Based And Cognate-Based Approaches, Selcuk Ertekin

Association of Marketing Theory and Practice Proceedings 2020

In this paper, we used Smith et al. (2011)’s classification of privacy definitions based on cognate-based and value-based approaches and reviewed the marketing literature for the past five years on consumer information privacy. We added an extra dimension to this classification by looking at whether the research has a regulatory emphasis or not. Our results indicate that there are plenty of research articles on cognate-based and non-regulatory underscoring research as well as value-based and regulatory emphasis articles. There is exigent need for more research on cognate-based, regulation focused and value-based, non-regulation focused accentuation.


Best Practices For The Collection Of Feedback From Campus Constituents Utilizing Campus And Community Partners, Maggie Mason Smith, Jessica L. Serrao, C. Lili Klar, Deanna Mcentire, Anne Grant, Gabriel Israel Feb 2020

Best Practices For The Collection Of Feedback From Campus Constituents Utilizing Campus And Community Partners, Maggie Mason Smith, Jessica L. Serrao, C. Lili Klar, Deanna Mcentire, Anne Grant, Gabriel Israel

Collaborative Librarianship

The Clemson Libraries Campus Feedback Task Force was created to collect feedback from a broad sample of campus constituents. This article outlines the Task Force’s approach and how the group effectively succeeded at the given charge. Seven Libraries employees, each with diverse expertise and a collaborative and supportive mentality, worked together to break down tasks and assign responsibilities based on members’ strengths, identifying and relying on outside partners as needed. This article will discuss the importance of collaboration within a library Task Force on a project that required skills in online and face-to-face campus interactions by examining the composition ...


Can You Please Speak Into The Microphone? Exploring Leaders In Marketing Through A Podcast Assignment, Michael A. Petrochuk Feb 2020

Can You Please Speak Into The Microphone? Exploring Leaders In Marketing Through A Podcast Assignment, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.


Supporting Service Learning With An Interdisciplinary Csr Marketing Model, Ellen Raineri Feb 2020

Supporting Service Learning With An Interdisciplinary Csr Marketing Model, Ellen Raineri

Association of Marketing Theory and Practice Proceedings 2020

Since CSR is an interdisciplinary topic, a CSR service learning project, too, should be interdisciplinary. Accordingly, Marketing was selected to be combined with the CSR service learning project. Since careful planning and design are paramount for service learning projects, a model is shared that was implemented in three undergraduate hybrid CSR classes. Three deliverables are discussed: The first is a CSR Marketing Analysis Report to guide students in their evaluation of an organization’s marketing initiatives permitting students to then analyze what new/enhanced marketing initiatives were needed. The second is a CSR Marketing Action Plan to identify marketing initiatives ...


Building On The International And Diverse Make-Up Of A Baseball Organization And How Teams Capitalize On This Growth: The Rise Of Latin Americans In Baseball, Rachel L. Bronson, Chris Croft Feb 2020

Building On The International And Diverse Make-Up Of A Baseball Organization And How Teams Capitalize On This Growth: The Rise Of Latin Americans In Baseball, Rachel L. Bronson, Chris Croft

Association of Marketing Theory and Practice Proceedings 2020

The rise of Latinos in baseball in North America has given way to the increase of Latino Americans as a consumer for marketing. The media is in a crucial position to address this growing trend. Sports media has been brilliant at capturing the ever-increasing trend of Hispanic markets, along with marketing campaigns targeting this population. There are still improvements that can be made in embracing Latino fans at every sports level. Latino players appearing on MLB and MiLB rosters are bringing in fans from various Latino communities, as audience members, markets and media. The question becomes, how do sports franchises ...


Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong Feb 2020

Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2020

The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts ...


Do Dual-Branded Hotels Outperform Single-Branded Hotels?, Chekitan Dev, Eva Steiner Jan 2020

Do Dual-Branded Hotels Outperform Single-Branded Hotels?, Chekitan Dev, Eva Steiner

Center for Hospitality Research Publications

Dual branding of hotels has become a growing industry practice. Beyond the potential marketing benefits of the dual-branding strategy, this paper tests whether dual-branded hotels operate more efficiently than comparable single-branded hotels (and therefore deliver better bottom-line results). Comparing a proprietary longitudinal data set on the operating performance generated by dual-branded hotels in the U.S. against a set of comparable single-branded hotels, we document mixed results. While dual- and single-branded hotels achieve similar occupancy percentages, dual-branded hotels generate higher average daily rate and revenue per available room. That said, dual-branded hotels have similar departmental expenses to those with a ...


Las Compras Públicas Locales Como Estrategia Para La Comercialización E Integración De Las Organizaciones De Productores Agroalimentarios En El Departamento Del Meta, David Orlando Cabra Ramírez Jan 2020

Las Compras Públicas Locales Como Estrategia Para La Comercialización E Integración De Las Organizaciones De Productores Agroalimentarios En El Departamento Del Meta, David Orlando Cabra Ramírez

Maestría en Agronegocios

La presente investigación además de proyectarse como requisito para la obtención del título de postgrado correspondiente se concibió a partir de la oportunidad de generar una propuesta concreta que aportará a las líneas estratégicas de trabajo identificadas por la Gobernación del departamento del Meta, para sus próximas administraciones. En este sentido, se identificó la problemática existente en el sector agropecuario departamental y las dificultades habituales que enfrentan las organizaciones de productores agropecuarios formalizados para comercializar sus productos y como tal obtener la retribución correspondiente. A partir de esto, el documento se centra en analizar el contexto departamental buscando identificar los ...


Evaluation Of Student Reactions To Consumer Products, Bryce K. Lesher Jan 2020

Evaluation Of Student Reactions To Consumer Products, Bryce K. Lesher

University Honors Program Theses

Based on gender role congruence theory, this research sought to understand how consumer perceptions differ for masculinized and feminized products when they are presented by the opposing gender. Additionally, our research sought to understand what role—if any—political affiliation played in the consumer’s perception of the products presented. The results of this study were inconclusive due to a data collection error, however, the study itself serves as a good framework for answering the question of interest and should be rerun to draw meaningful conclusions.


Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine Jan 2020

Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine

Honors Theses and Capstones

No abstract provided.


Psychographic Persona Development In The Picture Of Dorian Gray, Melody Day Dec 2019

Psychographic Persona Development In The Picture Of Dorian Gray, Melody Day

Undergraduate Honors Theses

When interviewed about his Victorian Gothic masterpiece, The Picture of Dorian Gray, Oscar Wilde once observed that “Basil Hallward is what I think I am: Lord Henry is what the world thinks of me: Dorian is what I would like to be—in other ages, perhaps” (Oscar Wilde). These three characters represent widely different types of people; in light of Wilde’s words, then, what does it truly mean to be Basil, Lord Henry, or Dorian Gray? In other words, what interests, opinions, and values held by these characters determine how each of them differ from one another? In my ...


Welcome Guide: Onboarding Guidebook For Hannah Michelle Photography, Hannah Lozano Dec 2019

Welcome Guide: Onboarding Guidebook For Hannah Michelle Photography, Hannah Lozano

Master of Arts in Professional Writing Capstones

Hannah Michelle Photography is a small photography brand owned by Hannah Lozano. This document serves as a capstone project for Hannah Lozano. She has created a comprehensive onboarding document for future employees of Hannah Michelle Photography.


Brand Linguistics: Study Of Sound Symbolism And Consumer Language Fluency On Brand Name Attitudes And Perceptions, Evita Subkowski Dec 2019

Brand Linguistics: Study Of Sound Symbolism And Consumer Language Fluency On Brand Name Attitudes And Perceptions, Evita Subkowski

University Honors Program Senior Projects

Brand names can subtly evoke the practical qualities of a product as well as the positive emotions a company hopes that consumers will feel regarding its product. Because a brand name serves as an identifier for consumers to the product itself, effective branding has the potential to increase sales and customer loyalty. Brand names are essential because they are often the consumer’s first exposure to the product and for this reason they must be configured effectively. There is considerable research in this area that can guide companies toward more effective brand-naming strategies. Unfortunately, a key gap exists in this ...


Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke Dec 2019

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based ...


Marketing Play Book: Shoreline Orthopaedics, Rio Weikum Dec 2019

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our ...


Optimal Pricing And Treatment Policies In Health Care, Gregory J. Critchley Nov 2019

Optimal Pricing And Treatment Policies In Health Care, Gregory J. Critchley

Electronic Thesis and Dissertation Repository

Health care decision makers are faced with many types of uncertainty. There may be uncertainty in the benefit a new treatment provides, uncertainty in the demand for the new treatment, and uncertainty in the drug approval process. In three essays, I study the impact of various types of uncertainty within health care systems.

In the first essay, I study the welfare properties of six practical pharmaceutical pricing and access policies. Using a game theoretic approach, I find that when demand can be influenced by costly marketing effort, there are meaningful differences to the desirability of various pricing and listing agreements ...