Social and Behavioral Sciences Commons^™

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …

The Effect Of Incubator Participation In Developed Market Direct Entry By Emerging Market Firms, Ebetuel Pallares-Venegas

Open Access Theses & Dissertations

Motivated by the increased resurgence of emerging markets, this dissertation draws from a milieu of academic disciplines and professional experiences to study a previously undocumented phenomenon. This study empirically measures the increase in emerging market firm (EMF) absorptive capacity obtained during their developed market entry by participating in incubators in the United States. This study lays out both a theoretical and an empirical model of product commercialization focusing on absorptive capacity and the moderating effect of incubator participation. The study employs a sample of high-technology firms from Mexico entering the United States during the time period from 2009 to 2011. …