Business Commons^™

Managerial Segmentation Of Service Offerings In Work Commuting, Steven D. Silver

Faculty Publications

This study reports an implementation of procedures that multivariate methodology make available to assess the relative importance of attributes of service offerings to work commuters. Adaptive choice conjoint analysis was used to derive the importance weights of attributes in available service offering to a commuter sample. A clustering procedure was then used to define homogeneous sub-groups of the sample and the combination of demographic differences that discriminate clusters. Results of this assessment are used to indicate how a market in workcommuting can be segmented on the basis of user indications of the importance of attributes of service offerings.

Mud Volleyball Tournament Fundraiser Event Supporting The Water Project, Morgan Deboer

Honors Theses

The WMU Mud Volleyball Tournament took place on September 26, 2015 as Autumn Gammon and Morgan DeBoer’s honors thesis project for the Lee Honors College. The tournament was a fundraising event that helped bring awareness to The Water Project, a non-­‐profit organization that is dedicated to bringing clean water systems to communities throughout Sub-­‐Sahara Africa. Held at the Kalamazoo County Expo Center and Fairgrounds, the event brought together Western Michigan University students and surrounding community members for a fun-­‐filled day in the mud supporting a deserving cause.

The event took a great deal of organizing, with planning starting in the …

Education And Ecotourism: A Framework And Analysis Of Education In Ecolodges In Costa Rica And Panama, Gregory E. Osland, Robert D. Mackoy

Robert Mackoy

Education of tourists at nature-based lodges is an important but under-researched component of ecotourism. This paper proposes a framework that identifies and develops a typology of possible educational goals and activities in an ecotourism context. Using data from interviews and participant observation at fourteen leading ecolodges in Costa Rica and Panama, the paper describes, classifies and compares educational efforts directed toward ecolodge guests, with a particular emphasis on the role of nature guides in the educational process. Relationships among several educational goals, tourists' satisfaction, and views of the performance of nature guides are uncovered and explicated. Multiple managerial implications and …

Lodge Selection And Satisfaction: Attributes Valued By Ecotourists, Robert D. Mackoy, Gregory E. Osland

Robert Mackoy

Although the ecotourism literature is growing rapidly, few researchers have systematically examined how ecotourists select and evaluate lodging alternatives. Understanding lodging attributes of importance to ecotourists is the first step in modelling lodge selection and satisfaction processes of interest to both managers and researchers. We report on the results of two studies designed to gather such attributes. Study 1 uses e-mail survey responses from dedicated birders, while Study 2 uses data from on-site interviews with visitors at ecolodges in Mexico, Costa Rica, and Ecuador. The two most-commonly mentioned attributes in both studies were “proximity to natural areas” and “cost.” These …

Learning Through International Strategic Alliances: Processes And Factors That Enhance Marketing Strategy Effectiveness, Gregory E. Osland, Attila Yaprak

Gregory E. Osland

Intensified competitive, technological, and market pressures have made organizational learning a critical imperative in global strategy effectiveness. Firms can learn through experience and from three processes that involve other firms: imitation, grafting, and synergism. Interpartner learning has become critical, since experiential learning is insufficient for most firms. Responds to calls for a broadened role of marketing and synthesizes and extends research from organization behaviour and strategic management to the field of marketing to fuel further academic inquiry. Based on an extension of Chandler′s strategy‐structure‐performance paradigm, develops propositions on how the environment, organizational culture, strategy, and structure can affect a company′s …

Origins And Development Of The Product Life Cycle Concept, Gregory E. Osland

Gregory E. Osland

Underpinnings and recognition of the product life cycle concept are found in the writings of sociologists, anthropologists, economists, and marketers of the last two centuries. The fashion cycle and advertising spiral are antecedents of the well-known graphic form of the PLC that has been discussed for the last forty years.

Selecting International Modes Of Entry And Expansion, Gregory E. Osland, Charles R. Taylor, Shaoming Zou

Gregory E. Osland

Selecting a mode for entering or expanding in a foreign market is a crucial strategic decision for an international firm. This article identifies and compares the most influential factors that affect the international modes of entry and expansion decisions of US and Japanese firms. Using mail surveys, this is one of the first studies on this subject to collect data from top executives in both Japan and the USA. Findings reveal that the Japanese are particularly sensitive to external risk and other target market factors. For Americans, company factors, such as international experience, appear to be most important when selecting …

Lodge Selection And Satisfaction: Attributes Valued By Ecotourists, Robert D. Mackoy, Gregory E. Osland

Gregory E. Osland

Although the ecotourism literature is growing rapidly, few researchers have systematically examined how ecotourists select and evaluate lodging alternatives. Understanding lodging attributes of importance to ecotourists is the first step in modelling lodge selection and satisfaction processes of interest to both managers and researchers. We report on the results of two studies designed to gather such attributes. Study 1 uses e-mail survey responses from dedicated birders, while Study 2 uses data from on-site interviews with visitors at ecolodges in Mexico, Costa Rica, and Ecuador. The two most-commonly mentioned attributes in both studies were “proximity to natural areas” and “cost.” These …

Education And Ecotourism: A Framework And Analysis Of Education In Ecolodges In Costa Rica And Panama, Gregory E. Osland, Robert D. Mackoy

Gregory E. Osland

Education of tourists at nature-based lodges is an important but under-researched component of ecotourism. This paper proposes a framework that identifies and develops a typology of possible educational goals and activities in an ecotourism context. Using data from interviews and participant observation at fourteen leading ecolodges in Costa Rica and Panama, the paper describes, classifies and compares educational efforts directed toward ecolodge guests, with a particular emphasis on the role of nature guides in the educational process. Relationships among several educational goals, tourists' satisfaction, and views of the performance of nature guides are uncovered and explicated. Multiple managerial implications and …

Successful Operating Strategies In The Performance Of U.S.-China Joint Ventures, Gregory E. Osland

Gregory E. Osland

Evaluations of the performance of international joint ventures (IJVs) in China have produced mixed conclusions. This study sought to uncover performance criteria used by various groups of managers and to identify critical factors in IJV performance in China. Using in-depth case studies, matched data were collected from personal interviews with managers from Chinese and U.S. parent companies, joint venture operating managers from both partners, and government officials from both countries. The performance criteria used by joint venture participants appear to be converging, with profitability emerging as the dominant element. This exploratory study uncovered four important strategic factors in the performance …

Foreign Market Entry Strategies Of Japanese Mncs, Charles R. Taylor, Shaoming Zou, Gregory E. Osland

Gregory E. Osland

While much prior research has focused on Japanese multi‐national corporations’ (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs’ foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant …

Ancillary Revenue And Price Fairness: An Exploratory Study Pre & Post Flight, Blaise P. Waguespack, Tamilla Curtis

Dr. Tamilla Curtis

The growing impact of Ancillary Revenue on consumer choice and shopping behavior continues to be a highly debated issue. In the US, the Department of Transportation (DOT) has stepped into the debate and is investigating the possibility of new rules on how airlines must report and display such ancillary offerings. While the DOT collects data, reports on the amount of ancillary revenue earned by the airlines continue to rise. Examining past research on price fairness from the marketing literature and the impact of revenue management on price fairness from the aviation literature, this article joins new research appearing on the …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell

Senior Honors Theses

Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.

Market Orientation: The Implementation Of The Marketing Concept, Maura O Connell

The ITB Journal

The marketing literature has provided little guidance in relation to creating market driven organisations. It has traditionally provided pieces of the puzzle i.e. the product life cycle, segmentation etc, but it has fallen short of demonstrating how to put the pieces together to complete the picture i.e. creating a market oriented organisation. As a result marketing has largely been confined to ‘overseeing and co-ordinating activities directly involved with the outside - such as sales, promotion and delivery’ (Witcher B J, 1990). This has led to a situation where many organisations have reservations about the success achieved with the implementation of …

Because It Makes Me Feel Good: Moderation And Mediation Effects In Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca

WCBT Faculty Publications

Based on a 2x2 factorial design, advertisements for a consumer product generated higher purchase intentions when a cause-related marketing (CRM) message was present than when no such message was included in the ad. This effect was statistically significant, regardless of the type of the product (luxury versus non-luxury). However, for the specific cause used in this study (fight against breast cancer), gender moderated the relationship between the presence/absence of a cause in the ad and purchase intentions. Further, in order to shed more light on the underlying process of cause related marketing messages, two alternative mediation hypotheses were tested using …

Take Two Tablets And Do Not Call For Judicial Review Until Our Heads Clear: The Supreme Court Prepares To Demolish The 'Wall Of Separation' Between Church And State, Terence Lau, William Wines

Terence Lau

In this article, we examine the issues that bring First Amendment jurisprudence to the grant of certiorari in Pleasant Grove v. Summum, scheduled for oral argument in the Supreme Court of the United States in November. We examine the historical basis for America’s religious heritage, the historical judicial treatment of the religious clauses, and the erosion of the wall of separation between church and state. We examine the Ten Commandments, finding inherent discrimination present in modern-day attempts to advance a particular version of the Ten Commandments as secular. By drawing upon Rousseau’s civic religion, we suggest alternative routes for the …

Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau

Terence Lau

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-­‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …

Garvin, David Berry, 1943-2014 (Mss 547), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Collection 547. Limited correspondence, calendars, photos, news clippings, and reports that document the life of Warren County, Kentucky, businessman David Berry Garvin. Includes information about Beech Bench Park, Camping World, Sugar Maple Square and an unrealized land development project near Franklin, Kentucky. Includes several memorial books from Garvin’s funeral

as well as a large number of sympathy cards.

Two Repositories, One Strategy: Marketing Digital Collections, Daardi Sizemore, Heidi J. Southworth

Library Services Publications

In the last year, the Library at Minnesota State University, Mankato has launched two repositories for digital content, Cornerstone: A Collection of Scholarly and Creative Works and ARCH: University Archives Digital Collections. An important component of developing these repositories has been our marketing efforts. We will share how we worked together with Integrated Marketing, Printing Services, and the Library Outreach Committee to actively promote and advance the collections.

Borderless Markets: A Boon Or Bane For Marketers?, Philip Charles Zerrillo

Asian Management Insights

Economic integration and free trade isnot always a panacea for businesses.

2015 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2015.

How Kinetic Property Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

This article demonstrates a new substantive finding: that kinetic property in advertising, defined as direction changes in the paths of moving on-screen ad elements, enhances consumer judgments of product novelty. Across six studies, the authors first outline an inference-based theory as to why the novelty-enhancing effect of kinetic property manifests: kinetic property generates impressions of how visually lively an ad is, which leads to inferences of product atypicality and, consequently, higher novelty judgments. Second, they demonstrate boundary conditions by showing that (1) the positive effect for kinetic property is evident with incremental (and not radical) innovations, (2) the effect dissipates …

Seeking The Real Adam Smith And Milton Friedman, Jacob Bagha, Gene R. Laczniak

Marketing Faculty Research and Publications

In this paper we will analyze the relationship between free market principles and ethics through an exploration of how too many business managers often approach the ideas of Adam Smith and Milton Friedman. In doing so, we aim to provide a thoughtful foundation for future discussions of how we ought to navigate this intersection. We briefly examine questions such as: What is the relationship between the “best” economy in terms of efficiency and the common good for society? Is pursuing one’s individual economic advantage the same as promoting the general interest? As we analyze and discuss these questions, specifically in …

Asia Marketing Journal 제17권 제3호 목차

Asia Marketing Journal

No abstract provided.

The Roles Of Money’S Pride And Surprise Tag On The Use Of Money, Cong Liu, Nak Hwan Choi

Asia Marketing Journal

The present research examined the interesting but less attended effects of pride- and surprise-tagged money on consumers’ spending decisions. Focusing on the unexpected money received in their daily life, we explored recipient’s judgments and responses toward pride-tagged money versus surprise-tagged, and identified differences in types of recipient’s consumption and spending behaviors between the pride- tagged money and the surprise-tagged money. Consumers tend to use the money associated with pride (vs. surprise) to reward their invested effort; as a result, they were more likely to buy a personal gift. Moreover, in the context of self-gift, consumers with pride-tagged money have showed …

The Antecedents And Consequences Of Effective Brand Positioning, Changju Kim, Eunji Seo, Junghwa Hong, Kang, Stephen J. Newell

Asia Marketing Journal

This study investigates which variables most effectively influence the positioning strategy of a brand. In addition, we test the connection between the positioning strategy of the brand and loyalty. Finally, we explore how brand experience effects the relationship between brand position and brand loyalty. To this end, this study employs the street-intercept method to collect data on consumers’ perception of home appliances in Japan and conducts structural equation modeling analysis to test our hypotheses. Specifically, we find that assessments of product, service, and image have a significant impact on a brand’s position which, in turn, drives brand loyalty. In addition, …

Exploratory Study Of The Impact Of Social Media Marketing On Consumer Purchase Intention, Tayyaba Noreen, Sang-Lin Han

Asia Marketing Journal

Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as …

The Effect Of New Brand’S Entry On The Price Strategy Of Incumbent Retailers, Suhhyue Lee

Asia Marketing Journal

According to Resource Dependence theory, an organization’s behavior and strategy is affected by external resources. An organization has diverse resources interacting with environment. Because organization cannot focus on all those resources, it concentrates on its critical resources. In market environment, firm responds to other firms by controlling their internal critical resources or manages interdependency with environment to get market share. Thus Firm should choose best behavior and strategy when internal and external resources are change. When new brand enters, incumbents might change their strategy to protect their market share depending on critical value. More precisely, incumbents sharing market with entrant …

Comparison Of Experienced And Inexperienced Consumers’ Utilisation Of Extrinsic Cues In Product Evaluation, Yoonjeun Kim, Kiwan Park, Yaeri Kim, Chung

Asia Marketing Journal

This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers’ information processing styles, we …