Marketing Commons^™

Issues In Ecolodge Management In Latin America, Gregory Osland, Robert Mackoy

Robert Mackoy

No abstract provided.

Bilingual Consumer Memory In The Advergaming Context: A Cross-Script Comparison, Monica D. Hernandez

Theses and Dissertations - UTB/UTPA

Written language is the core of culture and central to marketing communications. The differences in language processing exhibited by Eastern/Western bilingual consumers are of great concern for global and multinational companies wishing to effectively promote their products through the Internet. Advergaming is a promotional method consisting of the delivery of advertising messages through electronic games. Despite recent scholarly interest, no previous research has compared brand memory across groups of bilinguals of different writing systems or scripts in the advergaming context.

The dissertation investigated differences in brand memory of bilinguals of languages based on different scripts. Specifically, a logographic-based language (Chinese), …

Observations On Observation In India's Dynamic Urban Markets, Nikhilesh Dholakia, Piyush Kumar Sinha

College of Business Faculty Publications

Urban India is witnessing a rapid revolution in its commercial retail spaces. These transforming commercial landscapes constitute a rich arena for qualitative research using, among others, observational methods. In this paper, we present observations about the changing urban retail scene of India. We provide emergent themes that we have already found in observations so far, and also reflect on the challenges of carrying out such observations in the Indian context.

The Evidence For A Nascent Biotechnology Cluster In Cork, John W. Hobbs

Theses

Over the past 30 years, encouraged by Ireland’s low rate of corporation tax (currently 12.5 %), and active promotion of FDI by the IDA, foreign owned pharmaceutical plants have set up and multiplied in the Cork area. To Ireland’s advantages of a low tax rate, an English speaking population, a pro-business environment and membership of EU, Cork offered the added attractions of a deepwater port and large natural harbour, good freight connections, an international airport, an educated workforce and excellent sporting and leisure facilities for sailing, golf, etc. (Pfizer, Eli Lilly, Novartis, GlaxoSmithKline, Johnson & Johnson and Schering Plough have …

Observations On Observation In India's Dynamic Urban Markets, Nikhilesh Dholakia, Piyush Sinha

Nikhilesh Dholakia

Urban India is witnessing a rapid revolution in its commercial retail spaces. These transforming commercial landscapes constitute a rich arena for qualitative research using, among others, observational methods. In this paper, we present observations about the changing urban retail scene of India. We provide emergent themes that we have already found in observations so far, and also reflect on the challenges of carrying out such observations in the Indian context.

Issues In Ecolodge Management In Latin America, Gregory Osland, Robert Mackoy

Gregory E. Osland

No abstract provided.