Marketing Commons^™

Eco-Label Certification: A Case Study Of The Campeche Shrimp Fishery, Mexico, Antonio Di Cintio, Luis Bourillón Moreno

Gulf and Caribbean Research

The Marine Stewardship Council (MSC) eco—label certifies that seafood comes from a sustainable source. The use of this eco—label lags behind in the developing world, where ecosystem approaches to fishery management have not yet been widely implemented. However, the Food and Agriculture Organization under its REBYC—II LAC project is addressing ecosystem concerns within the shrimp trawl fisheries of a number of developing countries in Latin America and the Caribbean by helping them to improve management of the negative ecosystem impacts by modifying their gear to reduce by—catch and habitat damage. This study investigates how the potential improvements identified by the …

Product Packaging, Pester Power, & Preschoolers, Casie Prible

Online Theses and Dissertations

The purpose of this thesis is to lay the groundwork that could lead to future research by exploring the pester power of preschoolers in reference to product packaging and grocery shopping and with regard to gender, age, and birth order. Preschoolers can act as powerful persuaders on parental spending, specifically through the use of nagging, pestering, or aggressive behaviors. Marketers often employ techniques such as using child-oriented packaging to attract a child to certain products in order to motivate a desire for purchase and thus affecting the buying decisions of parents. This study analyzes preschoolers (2 to 5 years-of-age) in …

Destination Cork : A New Frontier For The Culinary Curious Tourist, Catherine Fitzgibbon

Theses

Food is an important aspect in creating tourism destinations and can be perceived as an immensely influential attraction for tourism. There are excellent examples of destinations that brand themselves through food tourism, using this special-interest area as a strategy to develop regional tourism and ultimately, increase tourist numbers. However, not all destinations use food tourism as a strategic branding strategy. One such example is Cork in Ireland. While having an excellent food offering, food is not a primary tourism activity in the region’s destination branding strategy.

The purpose of this paper is to investigate the feasibility of branding Cork as …

Essays On The Role Of Product Characteristics In Information Source Importance, Saeed Tajdini Tajdini

Open Access Theses & Dissertations

The goal of this Dissertation is to contribute to our understanding of relative importance of different information sources that consumers use to guide their purchasing behavior. Specifically, this work aims to model the product characteristics affecting the importance of each information source to consumers as they seek to purchase a given product. Although the extant literature has examined this topic, the efforts have not been cohesive and a comprehensive model of the phenomenon has yet to be developed, limiting our understanding of the topic. Gaining insight into the effects of product characteristics on the importance of different sources of information …

New Product Development Team Creativity And Innovation: The Role Of Cultural Diversity, Communication, Proximity And Foreign Culture Representativeness, Felix A. Flores

Open Access Theses & Dissertations

This Dissertation explores new product development team creativity and innovation. Section 1 discusses the definition, measurement and relevance of new product development team creativity. It highlights some of the discrepancies in the literature with regards to the definition and operationalization of creativity, and adopts a definition and scale, that will serve as the foundation for section 2 and 3 studies.

Section 2 examines the influence of several dimensions of cultural diversity on new product development creativity and innovation, during differing stages of new product development, and in both co-located and domestic environments.

Section 3 extends section 2 by examining the …

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Native Advertising: A Close Look At An Emerging Advertising Unit, David Kamerer

School of Communication: Faculty Publications and Other Works

This study is a content analysis of a random sample of in-feed native ads, as curated by the Sharethrough Native Advertising Leaderboard. A native ad is paid content that looks like organic content and is served in the same feed. Native ads can earn premium CPMs for publishers, while giving advertisers a “lean in” format that online readers may actually enjoy. What are these native ads like? They utilized a mixture of assets including text (almost all), photos (an average of five), videos (almost half had one or more), interactive elements (20 percent) and GIFs. Only 75 percent of ads …

The Gojo Smartlink Observation System: Research For Adoption, Robert Cuenot, Austin Reich, Joseph Tuck, Sarah Dick, Sean Poholski

Williams Honors College, Honors Research Projects

This research project sought to provide GOJO Industries, Inc. with strategic recommendations for improving sales of their SMARTLINK Observation (OBV) hand hygiene compliance monitoring mobile application. The two required steps for building recommendations were to analyze the status of the hand hygiene compliance monitoring market (as of 2017) and gain insight on the needs of nurses, doctors, and other healthcare directors in hospitals and urgent care facilities. In conjunction with GOJO Industries, Inc., the viability of a subscription-based mobile application for monitoring was tested. Employees of several different healthcare facilities were interviewed about their current methods and practices for compliance …

Honors Project- Goodyear, Alexa Moeller, Sara Kleines, Kristyn Gawdyda, Logan Hershberger, Casey Lauber

Williams Honors College, Honors Research Projects

The Goodyear Tire and Rubber Company is investigating whether or not their soybean oil tires should be advertised as such to the public. This paper discusses the various research methods that were used to come up with reccomendations to Goodyear. Some of these methods include secondary search, store observations, a survey, and a focus group. With the recommendations outlined in the paper, The Goodyear Tire and Rubber Company can assure great success with their soybean oil tires.

Three Essays On Dynamic Capabilities In The Context Of Innovation, Networks And Entrepreneurship, Ken (Yongjian) Chen

Theses and Dissertations (Comprehensive)

A recent study by McKinsey & Company (Benson-Armer, Otto and Webster 2015) found that half the executives they survey rate capability building as one of their firms’ top three priorities. This research also concludes that building capabilities in the domains of strategic marketing and entrepreneurship represents an urgent task in capability management. The importance of capability development and management is also recognized by leading strategic marketing and entrepreneurship scholars (e.g. Moorman and Day 2016; Day and Schoemaker 2016; Teece 2012). These authors suggest that managers demand new ways to help firms compete in today’s fast-changing environment. Dynamic capabilities are considered …

Two Essays On Marketing Capabilities, Hamed Mehrabi

Theses and Dissertations (Comprehensive)

A critical decision for any firm involves allocating investment to different types of marketing activities. One argument is that firms should invest resources in both explorative and exploitative activities to develop ambidexterity. Considering the extensive theoretical and practical implications of ambidexterity, several research gaps exist in this area provide opportunities for both theoretical and practical contributions. In this dissertation, I identify and explore three important research opportunities.

First, based on one argument regarding ambidexterity, firms should pursue exploration and exploitation in a balanced manner. This is even though there is little evidence confirming that being ‘out of balance’ actually hurts …

Ambivalent But Not Indifferent: Consumer Motivations To Seek Versus Avoid Professional Advice, David Lewis

Theses and Dissertations (Comprehensive)

An under-explored dimension of consumer decision-making is the motivation for seeking professional advice. While extant research in marketing describes some antecedents to seeking advice (e.g. complexity, risk), it is not known how these factors combine to influence consumer intentions to seek advice. Given the general consumer reluctance to obtain professional advice, the current research examines the factors that influence the motivations to seek advice. Professional financial advice is selected as the empirical context to investigate this issue.

The first of two studies involved exploratory qualitative research and revealed the factors affecting the motivation to seek advice. It was observed that …

Give Me A Formula Not The Concept! Student Preference To Mathematical Problem Solving, Manveer Mann, Mary C. Enderson

STEMPS Faculty Publications

Purpose of Study: The purpose of this study was to assess student preference for procedural (formula-driven) versus conceptual (concept-driven) approaches to solve mathematical problems. Additionally, we evaluated differences in preferences among students who performed above average and those who performed at or below average on simple arithmetic problems.

Methods/Design and Sample: We used a single-factor (Instructional Approach: conceptual vs. procedural) between-subjects experiment. Instructional approach was manipulated using short embedded instructional videos. Students evaluated each approach on a five-point scale.

Results: We found that students (above-average and average/below-average) preferred the procedural approach to the conceptual approach. Interestingly, however, although students preferred …

Network Carriers’ Strategic Decision With Low Cost Carrier Entry, Tamilla Curtis

Publications

Good decisions require that each decision-maker accurately predicts the strategic moves of the other parties. Dealing with prospective low-cost carrier (LCC) entrants is critical for global network airlines. This research focused on two main issues. First, it investigates competitive reaction by established US airlines when they face an LCC entrant in the less congested, small-sized US regional airports. Second, it examines which of the market indicators are most likely to influence airline fares out of small regional airports with the LCC entry. While the first stage of research demonstrated mixed results and did not discover any patterns in airline behaviour …

2017 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2017.

Study Of Selection Behavior Of Wine For Different Markets, Sarah C. Tobias

Honors Theses and Capstones

No abstract provided.

Making A Difference: The Impact Of Corporate Ethical Behavior On Consumers In The Beauty Industry, Paige M. Gould

Honors Theses and Capstones

Over the years, the cosmetic industry has struggled with a variety of ethical issues. This research examines the effects of these unethical practices on consumers’ perceptions and judgements. More specifically, do consumers consider ethical issues when evaluating cosmetics? Can consumers’ ethical perceptions and decision making be influenced? If so, are heuristic appeals or systematic appeals more persuasive? The results of this study indicate that unless prompted, most consumers do not consider ethical issues when purchasing cosmetics. The study also found that both heuristic and systematic appeals were effective in influencing general industry perceptions, but only the systematic appeal was successful …

Nutritional Labelling Providing Education On Its Usage Could It Impact On Patient's Food Choice Selection For Those In The Obese Classification?, Celia Lane

Theses

A build-up of too much body fat can cause significant health risks and development of medical conditions and disabilities (National Institute Clinical Excellence (NICE), 2014). The causes of obesity involve the disproportionate intake of calories that are not utilised (World Health Organisation (WHO), 2016). The rising trend towards obesity threatens to bankrupt medical systems (Heifer and Shultz, 2014). There has been a heighten awareness from the general public in the last decade of the affiliation between health and nutrition (Irish Universities Nutrition Alliance (lUNA), 2011). In light of the ever increasing obesity trend, individuals still desire to take control of …

Farm Deaths And Injuries: Changing Farmer Attitudes And Behaviour On Farm Safety, Kieran O'Connell

Theses

While the Irish agricultural sector accounts for just 6% of the working population of Ireland, it consistently has the highest proportion of fatal incidents of any sector - generally ranging from between 35% and 45% of all workplace fatalities in any given year (Health and Safety Authority, 2015). This was again evident in 2014 where 55% (30 of the 56) of the fatal workplace incidents were in the agricultural sector (Health and Safety Authority, 2015). Agriculture has an ageing workforce with the average age of an Irish farmer now standing at fifty-seven and farmers are eight times more likely to …

Online Survey Respondents’ Reactions To Required Questions, Jeffrey S. Gutenberg, Seongbae Lim

AMTP Proceedings 2017

One of the most common errors committed by “amateur” online survey questionnaire designers is the improper use of “required” questions, where the survey respondent is not allowed to continue in the survey unless the question is answered. The problem with this design feature is that if a valid choice is not offered, the survey respondent must either give an incorrect answer to proceed, or terminate the survey. In order to get an empirical sense of how survey-takers respond to such situations, two studies were conducted, both employing 600+ members of a commercial online panel. Respondents were asked their opinion of …