Marketing Commons^™

Evolution Of Supply Chain Collaboration: Implications For The Role Of Knowledge, Michael Gravier, M. Theodore Farris

Marketing Department Faculty Journal Articles

Increasingly, research across many disciplines has recognized the shortcomings of the traditional “integration prescription” for inter-organizational knowledge management. This research conducts several simulation experiments to study the effects of different rates of product change, different demand environments, and different economies of scale on the level of integration between firms at different levels in the supply chain. The underlying paradigm shifts from a static, steady state view to a dynamic, complex adaptive systems and knowledge-based view of supply chain networks. Several research propositions are presented that use the role of knowledge in the supply chain to provide predictive power for how …

Three Essays On Digital Marketing, Xia Liu

LSU Doctoral Dissertations

This dissertation is primarily interested in finding out how marketing can play a more strategic role in helping firms to improve performance in the Digital Age. It contains three essays on digital marketing. The unifying theme is figuring out how the marketing department can benefit from the informational value of (big) data and advanced analytics and thus improve customer and business performance. The first essay develops a scale for measuring marketing information capability. The scale has passed rigorous tests standards. The second essay empirically examines the antecedents, moderators and consequences of marketing information capability. The antecedents include cross-functional coopetition between …

Ratings Lead You To The Product, Reviews Help You Clinch It? The Dynamics And Impact Of Online Review Sentiments On Products Sales, Nan Hu, Noi Sian Koh, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

It is generally assumed that ratings are a numeric representation of text sentiments and their valences are consistent. This however may not always be true. Using a panel of data on over 4000 books from Amazon.com, we develop a multiple equation model to examine the inter-relationships between ratings, sentiments, and sales. We find that ratings do not have a significant direct impact on sales but have an indirect impact through sentiments. Sentiments, however, have a direct significant impact on sales. Our findings also indicate that the two most accessible types of reviews - most helpful and most recent - play …

Relative Effects Of Lower-Order And Higher-Order Quality Of Work Life On Employee Job Satisfaction And Life Satisfaction: Case Studies Of Service And Manufacturing Sectors In Thailand, Kalayanee Senasu, Anusorn Singhapakdi

Marketing Faculty Publications

This research investigates the relative effects of lower-order and higher-order aspects of quality of work life (QWL) on employee job satisfaction and overall life satisfaction in Thai workplaces. The data were collected by means of questionnaires mailed to employees of 6 selected companies-3 companies in each of the service and manufacturing sectors in Thailand with respective response rates of 72 and 74 percent. The results reveal that the two aspects of QWL in all companies have a positive impact on both aspects of employee satisfaction: job satisfaction and overall life satisfaction. The results also reveal a generally more important role …

How Corporate Cultures Drive Advertising And Promotion Budgets Best Practices Combine Heuristics And Algorithmic Tools, Douglas West, John B. Ford, Paul W. Farris

Marketing Faculty Publications

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

A Systemic Analysis Of The Defection Process In The Small Parcel Logistic Industry, Darrell J. Gualco

Doctoral Dissertations

The study of customer-initiated defection from one provider of services to another has been studied extensively in the business-to-consumer market. The reason to study defection patterns and analytics is to allow businesses to identify and control antecedents to defection that in turn will generate increased customer loyalty, market share, and profitability. Keaveney's study of defection was the starting point for understanding the key criteria individuals used to switch their purchasing criteria.

This research adds to existing defection theory by addressing the narratives of eight individuals who switched their vendor relationship in the small-parcel package industry. Prior to this research, no …

Running And Chasing: The Competition Between Paid Search Marketing And Search Engine Optimization, Kai Li, Mei Lin, Zhangxi Lin, Bo Xing

Research Collection School Of Computing and Information Systems

As search engine is leading the revenue growth in online marketing field, the competition of search engine marketing between paid search marketing (PSM) by search engine providers (SEPs), and search engine optimization (SEO) provided by search engine optimization firms, is white-hot. While PSM is simply for advertisers to buy the top ranks in sponsored links, SEO tries to optimize advertisers' websites by free-riding search engine's organic searching results. This study aims to investigate this competition by analytical modeling regarding organic search quality. We focus on sustainability conditions of SEO firms, investment analysis of SEO firms, and profit analysis of SEP. …

Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker

Walden Dissertations and Doctoral Studies

Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were …

Evaluation Of Shipping Finished Automotive In Multimodal Containers : A Marketing Plan For Shipping Company, Xu Xuan

World Maritime University Dissertations

No abstract provided.

2013-December-23-Nhm 2013 Field Season, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-December-20-2013: A Year Of Engagement, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-December-20-Morgan Smith, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-December-19-December Heritage Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-December-18-Holiday Closing, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Operating A Very Large-Section, Hybrid Principles Of Marketing Class At A Public University: Lessons Learned Over Ten Years, Bruce Robertson, Kevin Kelly

Atlantic Marketing Journal

This case study describes the development and operation of a very large-section, hybrid Principles of Marketing Class. The authors describe the original structure of the class, major adaptations and decisions related to its development over time, and discuss four lessons learned through this process: (1) The non-traditional format needs a lot of explaining, (2) This will always be an experimental class, (3) Plan in advance and have contingency plans, (4) It is easier to share the work than it is to share the budget. They conclude by suggesting Principles of Marketing is a logical entry point for innovative technology.

Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis

Atlantic Marketing Journal

Millennials can be characterized by a preference for classroom discussion rather than lecture, working in small collaborative groups, and a desire for structure and steady feedback. This paper describes an undergraduate course, Visual Methods for Exploring Consumer Behavior, where students examine topics in consumer behavior by constructing photographic essays and films as primary research vehicles. We discuss how the course is operationalized, how to encourage and support students in their endeavors, and how to avoid some of the pitfalls we have encountered.

A Hybrid Course Designed To Increase Managerial Export Motivation And Export Engagement, John Andy Wood, Cyril Logar, William Riley

Atlantic Marketing Journal

The paper reviews and explains a new course format at West Virginia University. The content of this course focuses on initiating exporting by companies located in the home state of the university. The attendees include university students and representatives of companies that are interested in starting to export. The content of the course and the participation by company representatives created the need for an atypical delivery of Friday evenings and all day Saturday meeting at two to four week intervals between class sessions. Practical exporting experience is shared by experts from the Department of Commerce, the Export Council, and representative …

Engaging Students Through A Virtual Live Case, John M. Zych

Atlantic Marketing Journal

Students are motivated to engage in their education when they understand how mastery of course content will translate to practical skills needed in the job market. In marketing education, live cases often are used to help students make a clear connection between course content and its application to real-world business problems. There are times, however, when a live case is not feasible or available. For these circumstances, the author has developed an innovative approach which approximates a live case. The approach combines components of a live case with historical analysis to have students perform an in-depth market strategy analysis of …

The Collaborative Classroom: New Technology Brings New Paradigm, Ben Clapp, James Swenson

Atlantic Marketing Journal

Today, technology is the agent of change that is revolutionizing education. The collaborative classroom, where teachers and students openly gather and share information to empower one another for the purpose of learning, is quickly replacing the existing reality of the traditional classroom where teachers lecture and provide their expertise.

Collaboration is a tool used in classrooms not only to engage students but also to bring them together and teach them how to work together. Peer review is an important collaborative technique that allows students to share their work and ideas for the purposes of improvement and shared learning. With the …

Quality Of Student Effort: Improving Through Achievement Mastery And Psychological Needs, Michael W. Pass

Atlantic Marketing Journal

Instructors shaping the classroom experience with a variety of innovative teaching methods may improve the quality of student effort. This study facilitates effective innovation by developing and testing a model that shows how the quality of student effort is influenced by an achievement mastery goal orientation in tandem with the student’s fulfillment of three psychological needs. Findings reveal the influence of these factors, thus highlighting their importance and suggesting that instructors give attention to each one of them when deciding to take steps to increase student effort. Achievement Goal Theory and Self-Determination Theory are drawn upon to advance hypotheses that …