Marketing Commons^™

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Event Planning: Understanding The Process Through Gained Experience And Research, Taylor M. Ansuini

Creativity and Change Leadership Graduate Student Master's Projects

Event Planning: Understanding the Process Through Gained Experience and Research

Event planning is a complex and challenging job as it requires a creative, driven individual who excels as a multitasker and problem solver. The focus of this master’s project is to engage in a deeper understanding and gain volunteer experience as part of an event planner’s team in preparation for a desired future career in the field. Both communication with and opportunities to work with local event planners assisted with accelerating experience and insight into the field of event planning. The outcomes of the project include insights into various volunteer …

Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process, Josh Loebner

All Dissertations

Brands, advertising agencies and other partners collaborate through curated phases to create marketing and advertisements, but within this process, how does the creative brief shape disability inclusion or exclusion? By moving the conversation from interpreting disability representation in an advertisement or finished marketing piece, to analyzing disability at the onset of the creative process, these insights present a critical contribution to scholarship on disability, marketing and consumer culture. Framed within crip theory, the research investigates how disability identity is—or is not—manifest in a creative brief within the creative process.

Much of marketing, advertising and disability studies scholarship centers on finished …

Predicting And Mitigating Reactance Impact On Attitude And Behavioral Intention, Matthew Ryan

UNLV Theses, Dissertations, Professional Papers, and Capstones

At times messaging may be of an instructive nature that can be perceived as an attempt to threaten or limit an individual’s freedom. This freedom limitation can range from individual choice to physical requirements. How a message is framed, or positioned, is very important. In certain instances, even when the message has the best intentions, if framed incorrectly can have the opposite, or boomerang, effect on people. This state is known as psychological reactance. When invoked, consumers will act in a way that eliminates the threat of freedom to restore balance. Such a state can also lead to negative implications …

Starbucks Strategic Analysis, Jillian Jacoba

Honors Theses

Starbucks is a multinational chain of coffee shops and roasteries that was founded in 1971. Starbucks has continued to grow for the past 51 years and continues to dominate the coffee industry. This strategic analysis evaluates the general environment using a PESTEL analysis, the industry using Porter’s Five Forces, and the company’s overall strategy and competitive advantages. This paper will evaluate Starbucks’ position in the industry and the strategic choices that have led the company to its extraordinary success.

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 …

Beyond Decolonising – Some Thoughts On The Future Of Marketing/Marketing Research In The Gulf/Me/Na Region, Bronwyn P. Wood

Arab Economic and Business Journal

There is much the MENA/Gulf region can teach regarding the ever-narrowing hegemonic perspectives in the literature - from selfhood, agency, empowerment, women, collectivism, intersectionality to consumption and business practice.

This paper focuses, briefly, on several very large areas of scholarship to consider the issues raised and the opportunities uncovered, as they pertain to the region. The article introduces some important particularities of the region, an overview of some relevant areas of potential future study and outlines how we, as academics, can contribute to a positive future for the Arabian Gulf/ME/NA overall.

Staff Matters: Attracting Qualified Candidates, Jodi Schafer Sphr, Shrm-Scp

The Journal of the Michigan Dental Association

In the current competitive job market, dental practices face challenges in recruiting qualified staff. This Staff Matters column explores strategies to stand out and attract candidates, addressing the impact of the "great resignation" and the projected growth in dental openings. Suggestions include offering part-time positions for increased flexibility, considering evening appointments, providing additional benefits like childcare support, attending to the practice's image through positive online reviews and marketing, and building a future workforce through partnerships with educational institutions.

Dentistry And The Law: Responding To Internet Criticism And Hipaa Considerations, Dan Schulte Jd

The Journal of the Michigan Dental Association

This Dentistry and the Law column addresses the challenge of responding to online criticism as a healthcare professional, particularly dentists. The question involves a patient posting false and damaging information online, leading to concerns about reputation and the desire to set the record straight. The response outlines the limitations imposed by HIPAA on using patient information for such purposes and explores the legal complexities in pursuing recourse. The column advises against responding directly to negative online posts, emphasizing proactive reputation management through online advertising and patient testimonials.

Managerial, Cultural, Intelligence, Marketing Agility, And Firm Innovation, Zhenzhu Lai,

Dissertations and Theses Collection (Open Access)

This dissertation aims to investigate the relationship between managerial cultural intelligence, marketing agility and innovation capability of foreign subsidiaries. Based on upper echelons theory (UET), I argue that managerial cultural intelligence facilitates marketing agility. Moreover, marketing agility is positively associated with innovation capability of foreign subsidiaries. Using two-wave survey data of 110 foreign subsidiaries in China, this study verified the theoretical model. It is found that managerial cultural intelligence is positively associated with marketing agility, and marketing agility is positively related to innovation capability of foreign subsidiaries. Organizational learning climate, market competition, market turbulence, and market complexity have positive moderating …

Tourism Observatories For Measuring The Covid-19 Impact On Tourism, Georgia Zouni Dr., Stavros Hatzimarinakis, Sotirios Varelas

Journal of Sustainability and Resilience

Coronavirus pandemic (COVID-19) began at the end of 2019 and since then has led to a period of global transformations and changes for all aspects of the economy, tourism included. A fundamental action to mitigate the socio-economic impacts of COVID-19 and accelerate recovery is the setup of local sustainable tourism observatories (UNWTO, 2020). This paper proposes a system theory-based framework for measuring the COVID-19 impact on tourism at regional and local level, using a mixed qualitative and quantitative methodology combined with the UNWTO and United Nations’s recommendations for COVID-19 Tourism Recovery.

Privacy Considerations For Online Advertising: A Stakeholder’S Perspective To Programmatic Advertising, Dylan A. Cooper, Taylan Yalcin, Cristina Nistor, Matthew Macrini, Ekin Pehlivan

Business Faculty Articles and Research

Purpose

Privacy considerations have become a topic with increasing interest from academics, industry leaders and regulators. In response to consumers’ privacy concerns, Google announced in 2020 that Chrome would stop supporting third-party cookies in the near future. At the same time, advertising technology companies are developing alternative solutions for online targeting and consumer privacy controls. This paper aims to explore privacy considerations related to online tracking and targeting methods used for programmatic advertising (i.e. third-party cookies, Privacy Sandbox, Unified ID 2.0) for a variety of stakeholders: consumers, AdTech platforms, advertisers and publishers.

Design/methodology/approach

This study analyzes the topic of internet …

Invited Perspective - Nutritional Needs And Implications For Children In Subsistence Marketplaces, Nagendra Rangavajla

Subsistence Marketplaces

Today, while the number of stunted children is decreasing in all geographies, the progress is not consistent. Moreover, there is an increasing prevalence of overweight and obesity among children and adolescent. Globally, about half of all children under five do not receive essential nutrients, often unnoticed until too late. On the other end of the spectrum, the incidence of overweight and obesity in 5-19 year old has increased from 4% in 1975 to 18% in 2016 ¹. These trends reflect a ‘triple burden of malnutrition’, a burden that impacts the survival, growth, and development of children, and in turn, …

The Effects Of Received Grandmothers’ Affection On Adult Grandchildren’S Health Behaviors Using Affection Exchange Theory, Leslie Ramos Salzar, Priyanka Khandelwal, Yvette Castillo

Department of Marketing: Faculty Publications

Background: Affection exchange theory (AET) explains the value of received affection for overall wellbeing in family relationships. However, this study extends prior work by investigating AET in grandmother-grandchild relationships and grandchildren’s individual well-being. This study seeks to understand the relationships between adult grandchildren’s received grandmother affection and health-related behaviors such as diet, exercise, substance abuse, and sleep.

Methods: This cross-sectional study included 229 university student participants. Multiple regression analyses were performed to analyze received grandmother affection and grandchildren’s health behaviors.

Results: Using cross-sectional survey methods, it was found that grandchildren’s reports of received memories and humor, and celebratory affection influenced …

Covid-19 And Consumer Eating Patterns: Analysis Of The Impact On The Meal Kit Industry In The United States, Dorian Bizeau

Honors Program Theses

The purpose of this thesis is to analyze consumer eating patterns through the emergence of COVID-19, and explain the impact of the COVID-19 Pandemic on the Meal Kit industry. Through the utilization of qualitative and quantitative analysis, the paper will apply source material to the research question. The research question for this study is: “How did COVID-19's emergence impact the Meal Kit industry?” An overarching theme is social behaviors adaptation. Adaptations occurred as a result of COVID-19's emergence. The qualitative data suggests the behaviors correlated with the strengths and weaknesses of the Meal Kit industry. A key finding revealed in …

À La Carte Cable: A Regulatory Solution To The Misinformation Subsidy, Christopher R. Terry, Eliezer J. Silberberg, Stephen Schmitz, John Stack, Eve Sando

Catholic University Journal of Law and Technology

Although “fake news” is as old as mass media itself, concerns over disinformation have reached a fever pitch in our current media environment. Online media outlets’ heavy reliance on user-generated content has altered the traditional gatekeeping functions and professional standards associated with traditional news organizations. The idea of objectivity-focused informational content has primarily been substituted for a realist acceptance of the power and popularity of opinion-driven “news.” This shift is starkly visible now: mainstream news media outlets knowingly spread hoaxes, conspiracy theories, and the like.

This current state of affairs is not some freak accident. The Supreme Court’s First Amendment …

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.

Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon

Association of Marketing Theory and Practice Proceedings 2022

In this paper, we examine disruptions in the automobile manufacturing supply chain that resulted from the COVID19 pandemic. We explore the relationships between organizational resilience and agility and supply chain resilience and agility. We frame this exploration in terms of rare earth elements (REEs) and microchips, supplies that come from Tier 3 and Tier 4 in the automobile supply chain. We look at some adaptations made by Volkswagen to adapt to these disruptions but note that organizational resilience and adaptation does not always result in supply chain adaptation.

An Exploratory Study Of The Role And Contribution Of Absorptive Capacity Levels In The Commercialisation Of Knowledge In Knowledge Intensive Smes, Francis Martin Behan

Doctoral

Absorptive Capacity (ACAP) is a construct introduced by Cohen and Leventhal in 1990 to describe the process by which an organisation recognises and absorbs new external knowledge to increase its current stock of knowledge, thereby giving it increased capability to create value for its customers, stakeholders and wider society. ACAP, as a construct, has gained widespread acceptance within academia and the construct has been further refined and developed over the last thirty years. However, the application and testing of the construct, is in practice, still in the early stages of development. The aim of this exploratory study was to investigate …

Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers

Mahurin Honors College Capstone Experience/Thesis Projects

The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.

For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …