Marketing Commons^™

The Impact Of Individual Culture On Purchase Decisions Of Fast Fashion In Brazil, Lucie S. Speck

Senior Theses

Fast fashion is an emerging method of production in the apparel industry that is characterized by lower-quality materials and faster production timelines than the traditional methods of producing clothing. It is becoming a trending topic in modern business due to its negative social and environmental impact, as brands that use fast fashion production processes are constantly being criticized for inhumane labor practices and large amounts of textile waste.

This research proposes two models using a survey as its main research method. The first model determines how financial situation, collectivism as a cultural value, and education level impact whether social media …

Hard Seltzers In Europe: A Sparkling Opportunity? An Analysis Of The Market Potential For Hard Seltzers In Europe, Amanda R. Harper

Senior Theses

This thesis seeks to uncover the potential for the hard seltzer category in the European alcohol market. First, through secondary research, it establishes the conditions of entering the European alcohol market by looking at the challenges of entering markets abroad, the challenges of entering the European market, and the history and current state of alcohol in Europe. Second, this thesis will analyze the history and characteristics of the hard seltzer category. This will include profiles of seven key brands: White Claw, Truly, Bud Light Seltzer, Vizzy, Topo Chico, Mike’s Hard Seltzer, and Pure Piraña. Next, this thesis will analyze primary …

Nation Branding: The Case For Marketing Strategy In International Relations, Brooke Boan

Senior Theses

This thesis seeks to address the concept of nation branding and how states can use marketing strategies for international relations gains. Using a literature review of relevant concepts and trends in international relations, including soft power, public diplomacy, and cultural diffusion, the connection between marketing strategies and foreign policy trends become clear. An analysis of nation branding, its origins, applications, and challenges, provides insight into an up-and-coming area of international relations. Specific country case studies were chosen to examine the real-world results of nation branding including the shortcomings and future opportunities. The case of Japan shows how a country can …

Cultural Disparity And The Impact On Work Life Balance, Bryan Campbell

Senior Theses

This research examines the differences in work life balances between varying countries around the world. In order to do so, a proxy index was created by investigating a portion of questions from respondents of the World Values Survey. Comparing this to Hofstede's Insights on National Culture allowed for a unique perspective as to whether the country individualism ratings could then be used to assert a relationship between these metrics.

Feminism Made In China: The Impact Of Light Export Manufacturing On Rural Chinese Women, Kathleen Marie Mackenzie

Senior Theses

This senior thesis explores the impacts of employment in light export manufacturing on rural women in China. It first describes the neoclassical economist, feminist economist, and contemporary feminist points of view regarding the effect that manufacturing has specifically on rural women. It then includes a statistical analysis to analyze the empirical data surrounding this issue and draw a conclusion on whether or not light export manufacturing is beneficial for rural Chinese women.

Humanos De Santiago, Ana Maria Gibson

Senior Theses

I am a member of the inaugural class of the International Business of the Americas cohort program of the Sonoco International Business Department at the Darla Moore School of Business. As a participant in this program, I spent two semesters living in Santiago, Chile studying at the Facultad de Economía y Negocios at the Universidad de Chile. During my time in Santiago, I learned about the cultural differences between Chile and the United States both inside and out of the classroom. However, despite the measurable, and often profound, differences between the two countries, what struck me the most were the …