Business Commons^™

Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli

Journal of Global Business Insights

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …

Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver

Honors Theses

A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …

Local Label: Why Localism Matters And A Business Plan To Address It., Sydnie Wilson

Marketing Undergraduate Honors Theses

The use of technology within business is evolving and increasing in necessity. As large businesses and corporations invest in research and development, innovations, and data analytics, the ability to serve customers more effectively and efficiently increases substantially. Local Label is a solution for this need.

Local Label is a mobile retail app that connects local consumers to all accessories, shoes, and clothes available at local retailers. The app would be a hub for local retailers to promote their apparel and accessories. Local Label leverages its marketing to be in sync with local events, special occasions, and holidays. The app’s front-face …

Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley

Undergraduate Honors Theses

Marketing as a revenue generator for businesses seeks to entice consumers into making a final purchase. How this is achieved varies greatly depending on the size of firm, the goods or services being advertised, distribution channels, and other factors. This manuscript includes the creation of a marketing strategy for a small, online business, Appalachian Cast Iron, through the investigation of current literature, and analyses of the external and internal environments. The results provide strategies for areas in which the firm has opportunities to improve.

Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson

Self-Determined Majors Final Projects

Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …

Alternative Modes Of Entry And Unexpected Events In Franchising, Alexander Rosado-Serrano, Antonio Navarro-García

Journal of Global Business Insights

Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research …

Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister

McNair Scholars Research

While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Daan Go: An Entrepreneurial Case Study, Clifford Chuck Long Lam

Major Papers

Daan Go is a brand of Euro-Asian food services, now consisting of only its specialty bakery Daan Go Cake Lab. Having various retail locations across the Greater Toronto Area with current distribution channels that serve both Ontario and Quebec, Daan Go is currently focusing on expanding its bakery operations across Canada. To fulfill its vision of becoming a world-wide desserts brand, Daan Go finds itself facing unique challenges. Based on a case analysis, this report examines how Daan Go can leverage its current key capabilities, while maintaining its competitive position within the niche market it serves.

This report provides an …

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.

The Impact Of Digitalization On International Expansion: A Study On Market Entry Strategy Based On The Integration-Responsiveness Framework, Thian Kiang Tan

Dissertations and Theses Collection (Open Access)

Digitalization has accelerated the growth and creation of new business models. There are more unicorn companies (a non-public company valued at more than US$1B) in the last 10 years than the decades before it. The use of digital technologies presents new opportunities for digitally active firms to capture growth in a new market. This paper studies how digitalization influences the internationalization process of the firm and its mode of entry into a foreign market. Drawing on existing literature on digitalization, this paper creates a novel approach to study the effect of digitalization by classifying firms based on their market business …

Homie: Home Services Company, Kean Loong (Josh) Teo

MSc in Innovation Capstone Projects

Analysis of the market for home services, value proposition, differentiator, market attractiveness, and business model. Included marketing campaign and social media posts.

The Future Of Fashion: Corporate Social Responsibility And Essential Marketing Strategies, Taite Jorgensen

CMC Senior Theses

This paper analyzes how fast fashion has impacted future trends of the fashion industry. Due to globalization, the fast fashion industry has been able to create new norms of over-consumerism and international labor. Because of this, the fast fashion industry is able to mass produce in a way consumers have never seen before, in addition to making it all at extremely low prices. However, fast fashion brands are only able to mass produce cheap goods through unethical methodologies; these methodologies include unsustainable materials and practices, inhuman labor conditions and wages, and by making sizes that exclude bigger bodies. Consumers are …

Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman

Journal of Social, Behavioral, and Health Sciences

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …

Sme Ict Marketing Impact: A New Conceptual Model, Justina Setkute, Simone Kurtzke

Conference papers

This paper presents a conceptual model for SME ICT marketing impact. The conceptualization integrates approaches from technology-in-practice scholarship, which argues that the use of information and communications technology (ICT) among small and medium enterprises (SMEs) is highly context specific, and applies it within marketing practice. The resulting model is relational, iterative and context-sensitive, and considers marketing impact from the use of ICT as emerging over time. This article extends existing research by considering the role that attitudes towards ICT may play in their successful use. It also provides three propositions to guide future research towards generating an empirically based understanding …

Effective Marketing Strategies Of Profitable Small Businesses, Xoriunstance T. Brown

Walden Dissertations and Doctoral Studies

The inability to achieve profitability can negatively impact business operations. Small independent insurance agency owners who fail to maintain profitability are at a higher risk of failure. Grounded in the dynamic capabilities model, the purpose of this qualitative multiple case study was to explore effective marketing strategies leaders of small independent insurance agencies use to achieve and maintain profitability. The participants comprised 3 independent insurance agents in Fort Lauderdale, Florida, who effectively used marketing strategies to achieve and maintain profitability. Data were collected from semistructured interviews, company websites, and company documents. Yin’s 5-step thematic analysis, which included compiling, disassembling, interpreting …

Marketing Strategies That Chinese Business Leaders Use To Increase Sales Of Smartphones, Byron Edward Johns

Walden Dissertations and Doctoral Studies

Chinese smartphone manufacturing business leaders are experiencing difficulties associated with entering into the U.S. market, partly because of U.S. government concerns that the technology could be used by the Chinese government to gather intelligence. Grounded in Rogers’ diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore marketing strategies Chinese smartphone marketing business leaders used to increase their smartphone sales in the United States. Data were collected from semistructured interviews and company documents from 3 Chinese smartphone marketing business leaders with successful experience in using marketing strategies to increase their smartphone sales in the United …

An Arm And A Leg: Medtech Perspectives On Human-Centered Design, Evan D. Poff

Marriott Student Review

The art of human-centered design accounts for both technological and emotional specifications in order to deliver meaningful products that meet the specific needs of the individual customer. Every business professional can deepen his or her understanding of human-centered design – regardless of our industry of choice – by looking to perspectives that the business of medical technology offers. To that end, this article draws upon interviews with three figures in this remarkable field, distilling their insights on how to cultivate businesses that produce human-centered solutions.

Islands In A Sea Of Aaruul: Globalization And Mongolian Cheesemakers, Pearse Anderson

Independent Study Project (ISP) Collection

Despite being a sparsely-populated country with less than 2% of its land arable, Mongolia has developed a rich and complex food culture, notably for its meat and dairy products, which could soon be at an historic high thanks to the tens of millions of animals on Mongolian pastureland. Many Mongolians and non-Mongolians view the countryside as a sea of milk that is currently being underutilized for economic exploitation. Various projects, whether funded and organized by international NGOs, the Mongolian government, or private companies, have tried to use Mongolian’s dairy resources to fill Mongolian demand, with more recent private ventures also …

Entrepreneurial Marketing In Online Home-Based Businesses: Narratives From Immigrant Entrepreneurs, Craig Daniel Smith

Walden Dissertations and Doctoral Studies

Although the formation of an online home-based business may be a relatively simple and low-cost endeavor, entrepreneurial marketing researchers suggest that immigrant entrepreneurs must access appropriate resources to effectively market an online business for breakout from low-growth, ethnic enclave markets. The purpose of this qualitative narrative inquiry study was to explore the entrepreneurial marketing experiences of immigrant entrepreneurs in the United States operating online home-based businesses, and the implications of these experiences for supporting breakout from traditionally restricted markets. To address this gap, a narrative inquiry method was used to collect data from immigrant entrepreneurs. This study was framed by …

Developing A Commercial Product Using A Consumer Grade 3d Printer, Calvin Smith

All Graduate Theses, Dissertations, and Other Capstone Projects

The development of affordable, quality, consumer grade 3D printers has allowed entrepreneurs to develop new products and start small businesses. As the print quality of consumer grade printers has improved entrepreneurs have been able to develop consumer quality products without the traditional expense of mass manufacturing. This change from mass manufacturing to small scale and custom production has allowed for the growth of small businesses. Websites such as www.etsy.com show hundreds of small businesses based on 3D printing, these businesses showcase thousands of products ranging from useful household items to cosplay. This thesis covers the process of a small business …

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

Anatomy Of An Acquisition: The Challenges Of Selling A Privately Held Electronics Manufacturing Company, George Dierberger, Marc Mcintosh, Lori L. Lohman, Phyllis Kapetanakis

Faculty Authored Articles

Sweeny Electronics is a family-owned S Corporation based in St. Paul, Minnesota. The company was started in 1946 by a returning army veteran, Mike Sweeney, and focused on the heating, air quality and cooling markets. The company has survived numerous recessions, market consolidation, and manufacturing challenges in China, and currently is run by the third generation Sweeney family. The current owner and CEO, George Sweeney, is the grandson of the founder and is approaching retirement age. The board of directors has seven members: George Sweeney, his wife Jane and five members of the business community. Under the direction of the …

Embedding Innovation Process And Methodology In Engineering Technology And Business Management And Marketing Courses, W. Andrew Clark, J. Paul Sims, Craig A. Turner, Jon L. Smith

W. Andrew Clark

For many business segments, true “out of the box” innovation occurs in entrepreneurial companies where the founders aren’t hindered with the research paradigms established by mainstream businesses. The founders of these companies, many times technologists and scientists, see the application of the technology long before potential customers develop an understanding of the capabilities that the new technology can bring to the marketplace. Many times these “new technology ideas” have been developed though modifying an existing dominant design (product or service) to meet an unforeseen market need or through the development of a new design that may become the new industry …

Exploring Positive Outcomes Of Decision Making Biases In The Field Of Entrepreneurial Marketing, Pouria Nouri, Narges Imanipour, Kambiz Talebi, Mohammadreza Zali

The Qualitative Report

Entrepreneurs make important decisions regarding different aspects of their enterprises. Given the bulk of uncertainty, complexity as well as the rapid rate of change in their business environment, entrepreneurs’ decisions, including their marketing decisions, are prone to decision-making biases. Previous research has mainly focused on the negative outcomes of decision-making biases for entrepreneurs. We argue that sometimes entrepreneurial decision-making biases could have positive outcomes, too. Ignoring these positive outcomes has led to a serious research gap in the field of entrepreneurship. Thus, in this paper, we attempted to explore positive outcomes of decision-making biases in entrepreneurs’ marketing decisions with a …

Strategic Analysis Of Lifeloop, Llc: Current Positioning And Recommendations For Future Growth, Erin Dabbs

Theses/Capstones/Creative Projects

LifeLoop is a senior living software company that has the potential to gain market share in a new and growing industry. By making changes to current processes, business level strategy, and corporate level strategy, the company can grow organically, faster. LifeLoop must make these strategic changes to areas of marketing and sales processes now as the industry is changing life cycle stages; the company’s movement in this window of opportunity is critical to their future success. These findings outline where LifeLoop is currently positioned and the first steps needed to grow and develop into a reputation of excellence that will …

Top Social Media Marketing Trends 2018, Gabrielle L. Murphy, Garin D. Harris, Demetri J. Morris

Scholar Week 2016 - present

Our compiled data and research, concluding with our forecast for the Top Social Media Marketing trends for 2018. Focusing on both macro and microinfluencers.

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …