Marketing Commons^™

Privacy Concerns About Genetic Testing: Does Ethnicity Matter?, Queen Deinde-Smith

KSU Journey Honors College Capstones and Theses

The direct-to-consumer genetic testing market is predicted to reach $340 million by 2020 (Seward, 2018). DTC genetic tests (DTC-GTs) are DNA kits purchased and taken by consumers in their homes to learn about their ancestry, trait/disease propensity, etc. Although, many companies state in their privacy policies that they share genetic information with third parties, it’s not evident that consumers completely understand how their information will be used e.g., for research or law enforcement. Prior research has found some ethnicities have low awareness of DTC-GTs e.g., African Americans and Hispanic Americans (Salloum et. al, 2018) but it’s not clear if this …

Media Guide And Strategic Plan, Ella Greer

Master of Arts in Professional Writing Capstones

An MAPW candidate composes a strategic plan and media guide for a local government office.

What’S In It For Me? Consumer Perceived Value Of Marketing Activities As A Driver Of Consumer Brand Engagement On Social Network Sites., Mary Jane Gardner

Doctor of Business Administration Dissertations

Social network sites are transforming the way companies, both big and small, communicate and market to consumers. Many businesses recognize the need for incorporating a social networking strategy as part of their overall marketing efforts. This strategy involves the use of social network sites as a means of promoting and communicating about a focal brand to consumers, attracting and building relationships with consumers, and increasing sales. However, an effective social network strategy is much more complex than simply having a Facebook page to which companies occasionally post. The effectiveness of marketing on social network sites depends at least in part …

Redefining The Sales Call, Judi Billups

Doctor of Business Administration Dissertations

The sales process is undergoing a revolution as a result of social media and related technological advancements. Although each step of the sales process is being affected, the most drastically altered step is likely the sales call. The purpose of this research is to examine the impact the type of sales call used by sellers has on both the buyer’s evaluation of the salesperson and the seller’s attribution of sale call success or failure. The study consists of two essays. The first focuses on the buyer’s evaluation of the salesperson based on the frequency and alignment of their use of …

Conceptualizing And Measuring Design Of Retail Environments, Julie C. Steen

Doctor of Business Administration Dissertations

Managing the retail environment is critical for retailers since the retail environment affects consumer’s behavior within a store. To investigate retail environments, researchers often group the environment into three dimensions—an ambient, a social and a design dimension. While the ambient dimension is frequently investigated and research on the social dimension is gaining momentum, the design dimension has received comparably little attention. There is not a common definition of design in the literature. The lack of common definition has led to many different scales for design being offered in the literature, generating conflicting and incomparable empirical results.

This dissertation addresses these …

Understanding The Impact Of Information Quality On Customer Relationship Management, Dana Eckerle Harrison

Doctor of Business Administration Dissertations

Information represents a valuable firm resource. The quality of this resource can benefit or adversely impact social and/or economic outcomes within the organization. Previous studies predominately establish that a global measure of information quality has a positive relationship with the success of technology adoption. But there is limited understanding of the impact of information quality on outcomes other than technology adoption.

This study investigates the multi-dimensional aspect of information quality and advances the proposition that it acts as a strategic success factor to customer relationship performance. Specifically, this study explores information as a resource for the firm and suggests that …

Supply Chain Managers And Risk Behavior: Testing The Sitkin And Pablo Model, Willie Frank Thompson

Doctor of Business Administration Dissertations

The frequency of supply chain disruptions is increasing and the resulting costs amplify with the growth of supply chain density and complexity. Supply chain managers serve a pivotal role in ensuring continued firm competitiveness and success. Having the right person whose risk preferences, propensity to take risks, and history dealing with risks match the needs of the company is important. A foundational study performed by Sitkin and Pablo (1992) proposed a conceptual model focused on specific predictors of risk behavior from the individual, organizational, and problem-related perspectives. Questions still remain to the validity of the model given that it has …

Financial Services: A Taxonomy Of Consumer-Focused Selling Activities And Sales Positions, Linda Joie Hain

Doctor of Business Administration Dissertations

The financial services industry has come under close scrutiny in the past several years resulting in a much different and more highly regulated environment. These regulatory changes impact the way a salesperson interacts with customers in the banking industry. Currently, the financial services industry accounts for almost half of the country’s nonfarm, commercial profit. No prior sales taxonomy has been conducted for individuals in the financial services industry that are involved in selling. This study utilizes the NAICS subcodes 522, 523, and 524 to understand and classify the consumer-focused sales activities that characterize the financial services industry. Using an established …

Differing Effects Of Goals On Sales Control Systems And Multifaceted Job Satisfaction, Anne Gottfried

Doctor of Business Administration Dissertations

This research empirically explored the differing effects of both quantitative and qualitative goals on sales force motivation in the context of sales force control systems and the various facets of job satisfaction. An interactive sales controls–goal systems model was presented with the objective of more clearly understanding what is going on inside the black box. Relevant to this study was capturing all seven facets of the INDSALES scale. Given the limitations of global measures of job satisfaction, this investigation more fully explained the relationships among types of sales force control systems on multifaceted job satisfaction than what currently exists with …