Technology and Innovation Commons^™

To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin

The Journal of Purdue Undergraduate Research

No abstract provided.

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 …

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 …

Sentosa (C): Advancing Sentosa’S Strategy Through Integrated Customer Engagement, Jason Woodard, Kevin Sproule

C. Jason Woodard

This case is the third part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on: Case (A) – Marketing / Analytics Case (B) – IT solution design Case (C) – Long-term strategy Sentosa (C): After successfully answering the ‘big’ questions like how to drive Sentosa’s core revenue and designing a new IT platform, students are asked to tie it all together. How can their learning be used to chart a strategy for the Sentosa Leisure Group? How can they realise the aggressive revenue and profit goals set forward by the board? In …

The Shape Of Marketing Research In 2021, Anca C. Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, Joseph T. Plummer, Joel Rubinson

WCBT Faculty Publications

From an organizational strategy perspective, attributing changes to sweeping environmental triggers or long-term strategic planning means taking either an ecological or strategic viewpoint. The ecological-versus-strategic debate centers on the issue of environmental determinism versus strategic choice. Marketing research, as an industry, is faced with having to adapt to environmental changes (mostly technology-driven) with autonomous processes that vary from one company to another. Marketing research paves the way to customer relationship building, through which the marketing function introduces the customer to the firm. There is an increasing body of both academic and trade literature that addresses the strategic role of marketing …