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Articles 1 - 30 of 50
Full-Text Articles in Business
Marketing An End To War: Constructive Engagement, Community Wellbeing, And Sustainable Peace, Clifford J. Shultz
Marketing An End To War: Constructive Engagement, Community Wellbeing, And Sustainable Peace, Clifford J. Shultz
Markets, Globalization & Development Review
Markets and marketing are integral to human welfare and survival. When used however for the purposes of war and other systemically violent conflict, they can be devastating and pose an existential threat to humanity. Drawing on experience in war-ravaged and recovering economies, the author examines a stream of research on marketing systems disrupted or destroyed by war. Some underlying conditions and predictors of war and its peaceful resolution are introduced, including social traps and their mitigation or elimination. An argument is revisited for marketing as a form of constructive engagement, which must be implemented to affect and to develop equitable …
Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan, Melanie Matchette
Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan, Melanie Matchette
Honors Theses
Hello Kitty’s success is unique in that the character is popular across the world and has been popular for decades. This paper seeks to determine how Sanrio has gained and maintained success in both the United States and Japan despite their differences in consumers. I will explore the differences and similarities in marketing strategies employed in each country. I develop themes that attempt to explain the success of marketing techniques unique to each country as well as marketing techniques that worked for both countries.
After exploring the reasons behind marketing success in each country, I determine what Sanrio could do …
Java Plus Coffee: A Case Study In Economic Sustainability In A Non-Profit Organization, George Dierberger, Marc Mcintosh, Nancy Johnson
Java Plus Coffee: A Case Study In Economic Sustainability In A Non-Profit Organization, George Dierberger, Marc Mcintosh, Nancy Johnson
Faculty Authored Articles
Java Plus is a non-profit case study focusing on the coffee industry. The case deals with business strategy, multiple distribution channels, financial analysis, break-even analysis, operational, sourcing challenges and inventory rationalization. The profits of the company are used to help inner city youth gain experience in business and find a vocation that would support their dreams and aspirations.
How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice
How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice
College of Journalism and Mass Communications: Theses
Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …
A Parish Guide To The Use Of Creative Problem Solving In Marketing Plan Development, Patricia H. Meyer
A Parish Guide To The Use Of Creative Problem Solving In Marketing Plan Development, Patricia H. Meyer
Creativity and Change Leadership Graduate Student Master's Projects
The purpose of this project is to show how Creative Problem Solving can be introduced into the development of a marketing plan for a church parish. Background as to the need for a marketing plan and the advantages of using Creative Problem Solving techniques will be discussed, as well as some of the theology which might underlie the process undertaken by a marketing committee. Particular attention will be given to the context of the Catholic Church and theology, as that is my personal background and training. A sample process guide will be included to provide a parish with a model …
Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson
Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson
Chancellor’s Honors Program Projects
No abstract provided.
The Message Is Transmedia
SIGNED: The Magazine of The Hong Kong Design Institute
You've heard all about multimedia, but what in the name of all that's digital is transmedia -- and what are the reasons for the excitement behind it? Jeremy Payne went along to a symposium at HKDI with a mission to find out from this discipline's leading lights.
K‐State Polytechnic Diversity Assignment & Project Showcase, William Genereux, Becky Lynn Degreeff
K‐State Polytechnic Diversity Assignment & Project Showcase, William Genereux, Becky Lynn Degreeff
Institute for Student Learning Assessment
On the K-State Polytechnic campus in Salina, KS, five faculty members have identified a project or assignment having a connection with human diversity in a course they teach. These projects and assignments were originally presented in a panel session at the 2013 American Society of Engineering Education (ASEE) – Midwest conference.
The panelists were the following faculty members:
Becky DeGreeff (Communication), Fred Guzek (Marketing & Business), Jung Oh (Chemistry), Greg Stephens (Business), and Bill Genereux (Computer Technology). The assignments presented included an activity in speech class that addresses racial and economic privilege, an international marketing exercise that follows a French …
Internet Diffusion And Adoption In Cuba, Randi L. Priluck
Internet Diffusion And Adoption In Cuba, Randi L. Priluck
Atlantic Marketing Journal
The purpose of this paper is to examine Internet adoption at a time of increasing change for the Cuban marketplace. As the Cuban economy begins to open to new business formats one key driver of economic will be access to communications networks. This paper explores the penetration of Internet connectivity in Cuba as relations with the United States thaw. The theories of diffusion of innovations, cultural dimensions of adoption and market and political realities are employed to better understand the pace of Internet adoption as the Cuban economy continues to develop.
The Influence Of Consumer Freeloading Behavior On An Observer's And Perpetrator's Affective Commitment, Mohamad A. Darrat
The Influence Of Consumer Freeloading Behavior On An Observer's And Perpetrator's Affective Commitment, Mohamad A. Darrat
Doctoral Dissertations
The dissertation explores the relationship between customer affective commitment and freeloading behavior. Consumer freeloading results when a consumer takes advantage of a system or market procedures in a way that allows him or her to obtain benefits from a value proposition with no or reduced monetary costs. Thus, the freeloading consumer works the value equation in his/her favor at the expense of the marketer and/or other consumers. In addition to examining the point of view of the consumer performing the unethical behavior, the dissertation also examines the impact of such behavior on a third party observer. How do loyal consumers …
Snapple: Integrated Advertising Campaign, Hayley Renneker
Snapple: Integrated Advertising Campaign, Hayley Renneker
Mahurin Honors College Capstone Experience/Thesis Projects
The National Student Advertising Competition is a competition college chapters of the American Advertising Federation can participate in. This competition has a corporate sponsor, this year being Snapple, which gives students the opportunity to write an integrated marketing campaign that addresses real advertising challenges Snapple is currently facing. I managed a group of 19 peers and worked for several months to come up with a solution to their current problem. We created a 27-page campaign book outlining the research we conducted, the target consumers, a “big idea,” creative execution, media plan, media budget, and campaign measurement. Our “big idea” carried …
Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar
Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar
Library Presentations, Posters, and Audiovisual Materials
For many libraries across the world, marketing, development and fundraising can be dirty words and if you add outreach people do not even get it. In this poster, the presenter will prove why libraries across the globe should embrace marketing, outreach and development for what they are, and let outreach spread and be part of our daily routine in libraries. Just like corporations and start-up, libraries of all kinds need to invest time; energy and resources on their marketing and development strategies. By applying some of these techniques, libraries will not just be able to better understand their users’ needs …
Growing Food Equity: A Participant Observation Exploring The Role Of Communication In A Nonprofit Organization’S Work To Improve Food Access In Urban Areas, Samantha Jane Kaufman
Growing Food Equity: A Participant Observation Exploring The Role Of Communication In A Nonprofit Organization’S Work To Improve Food Access In Urban Areas, Samantha Jane Kaufman
Theses and Dissertations
This thesis explores the concept of food equity and a nonprofit organization in Milwaukee, Victory Garden Initiative, that is working towards food equity by increasing food access in the city. The work explores issues of inadequate food access, urban development, and other nonprofit organizations working towards food equity. Through participant observation and interviews with VGI, the researcher found that a small nonprofit organization like Victory Garden Initiative is still bound by time, financial, and staffing constraints. In order for nonprofit organizations to market and run effective programming, they need to be efficient with limited resources, take advantage of any research …
The Dynamics Of The Local And The Global: Implications For Marketing And Development, A. Fuat Fırat
The Dynamics Of The Local And The Global: Implications For Marketing And Development, A. Fuat Fırat
Markets, Globalization & Development Review
Globalization’s contemporary omnipresence has resulted in an emphasis on the conflicts between the local and the global. This emphasis has blurred our ability to have insights that may be gained by recognizing that the local and the global are interdependent and cannot exist without each other. This paper explores the initial insights from such recognition regarding local identities, cultural development, and modern marketing’s shortcomings in aiding development. Preliminary conclusions as to how a new conceptualization of marketing can be instrumental in enrichment of meaningful and substantive human lives through constructing redefinitions of development and marketing based on these insights are …
Marketing’S Lost Frontier: The Poor, Ravi Achrol, Philip Kotler
Marketing’S Lost Frontier: The Poor, Ravi Achrol, Philip Kotler
Markets, Globalization & Development Review
The problems of persistent poverty have occupied the minds, money and agencies of the world for a very long time. It is the subject of a large literature in economics and sociology, and the literature has evolved through a variety of theoretical paradigms. Despite numerous initiatives the impact on alleviating poverty is marginal. Recently the poverty conundrum has attracted the attention of schools of business and global corporations. In this paper we critically review the major changes in the conventional approaches to development. Then we review three models based on the thought traditions of business schools that offer a new …
Ismd: Glimpses In The Rearview Mirror, Ruby Roy Dholakia
Ismd: Glimpses In The Rearview Mirror, Ruby Roy Dholakia
Markets, Globalization & Development Review
This retrospective commentary looks back to the 1970s, 1980s, 1990s and later decades to trace the originating ideas, intellectual influences, personalities, academic ventures and other events that spawned and shaped the International Society of Markets and Development (ISMD), the parent sponsoring organization of Markets, Globalization & Development Review (MGDR). From this rich history, this commentary hopes to inspire existing and emerging generations of authors to explore the areas of interest to ISMD and MGDR, and to contribute to this journal.
The Department Of Marketing Newsletter - Spring 2016, St. Cloud State University
The Department Of Marketing Newsletter - Spring 2016, St. Cloud State University
Department of Marketing News
Emil Towner - Highlighted
The Effect Of Electronic Word Of Mouth On Sales: A Meta-Analytic Review Of Platform, Product, And Metric Factors, Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, Tammo H. A. Bijmolt
The Effect Of Electronic Word Of Mouth On Sales: A Meta-Analytic Review Of Platform, Product, And Metric Factors, Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, Tammo H. A. Bijmolt
Marketing: Faculty Scholarship
The increasing amount of electronic word of mouth (eWOM) has significantly affected the way consumers make purchase decisions. Empirical studies have established an effect of eWOM on sales but disagree on which online platforms, products, and eWOM metrics moderate this effect. The authors conduct a meta-analysis of 1,532 effect sizes across 96 studies covering 40 platforms and 26 product categories. On average, eWOM is positively correlated with sales (.091), but its effectiveness differs across platform, product, and metric factors. For example, the effectiveness of eWOM on social media platforms is stronger when eWOM receivers can assess their own similarity to …
Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright
Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright
Dept. of Organisation & Professional Development Publications
Branding aids companies in the acquisition of new customers, allows them to build a favourable reputation, leads to increased customer loyalty and, ultimately, is a driver of profitability. Although there is an impressive quantity of academic literature related to both large corporate and product line branding, there has been less focus regarding the research on branding of small businesses, despite their economic importance.
In the specific case of SMEs in Ireland, branding studies are scant. There is little understanding of the branding practices of SME founder-owners in Ireland, and, moreover, a lack of clarity as to their knowledge levels apropos …
Bowling Green High School Branding Plan, Michael Wenig
Bowling Green High School Branding Plan, Michael Wenig
Honors Projects
The Bowling Green High School athletic department intends for their brand to be perceived a certain way by consumers. Consumers perceive the athletics department brand in a variety of ways, but questionnaire results show consumers perceive the athletics brand in three key areas that the Bowling Green High School intends for their brand to be. The following marketing plan discusses how the high school can strengthen their brand in the three areas of congruence with target consumers.
Multicultural Advertising And Updated Branding For Wedding Photographers, Kaitlyn Wimmers
Multicultural Advertising And Updated Branding For Wedding Photographers, Kaitlyn Wimmers
Honors Projects
A traditional image of a couple getting married includes one man, one woman, who are young, white, and do not have children. Yet, demographics of prospective couples have become more diverse in terms of age, race-ethnicity, sexual orientation, and family composition. This project examines the extent to which these changes toward diversity in prospective couples are reflected in wedding photographers’ marketing strategies, using content analysis of photographs (N = 960) from photographers' Wedding Wire profiles, personal photography websites, and professional Facebook pages. Eight photographers were chosen from the Midwest (Chicago and Indianapolis) and the West Coast (Los Angeles and San …
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Honors Projects in Marketing
Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …
Nike Pulls Away: An Analysis Of Nike's "The Jogger" Advertisement And Other Marketing Strategies, Michael Sean Dingilian
Nike Pulls Away: An Analysis Of Nike's "The Jogger" Advertisement And Other Marketing Strategies, Michael Sean Dingilian
Communication Studies
Over the course of the last 3 decades, Nike has been the most dominant sports company in the world. Rival companies like Reebok, Adidas, and Under Armour have all failed to equal to match Nike's popularity amongst athletes and the public. This project is an analysis of how Nike has remained on top for so many years through commercials like "The Jogger" and other marketing strategies.
The Four-Hour Film Festival, James Christopher Agan
The Four-Hour Film Festival, James Christopher Agan
Chancellor’s Honors Program Projects
No abstract provided.
Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters
Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters
Chancellor’s Honors Program Projects
No abstract provided.
Changing The Industry, Spotify, Seth A. Carver
Changing The Industry, Spotify, Seth A. Carver
Chancellor’s Honors Program Projects
No abstract provided.
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …
What’S In A Name? Sound Symbolism And Coffee Shops, Claire Anderson
What’S In A Name? Sound Symbolism And Coffee Shops, Claire Anderson
Linguistics Senior Research Projects
This study explores the relationship between sound symbolism and coffee shop names. Specifically, phonetic qualities in coffee shop names have crossmodal associations with other sensory experiences such as taste, sight, sound, and touch. Previous studies show a strong association between product or brand name and consumer preference; therefore, a study of coffee shop names is worthwhile in expanding the corpus of sound symbolism knowledge. A phonetic analysis of top-rated coffee shops in the United States, paired with a survey, shows that a balance of stops and smoother phonemes (fricatives, nasals, laterals, etc.), as well as a mixture of front and …
Thought Leaders: Faculty Who Shape Business Theory And Practice Through Research
Thought Leaders: Faculty Who Shape Business Theory And Practice Through Research
Business Exchange
Profiles of seven DePaul professors and the research they are conducting in areas as diverse as work-life balance and investor behavior: James D. Shilling, Real Estate Studies; R. David McLean, Investment Management; Kelly Richmond Pope, Accountancy; Andrew Gallen, Marketing; Alyssa J. Westring, Management; William Sander, Economics; and Misty Johanson, Hospitality Leadership.
Green Advertising And Millennials, Stephanie Davidson
Green Advertising And Millennials, Stephanie Davidson
Honors Projects in Marketing
This study investigates the responsiveness of Millennials to green versus non-green framed automobile print ads. A 2x2 factorial design was used in which specific advertising frames were manipulated to measure ad attitudes, purchase intentions, and skepticism for a high involvement product (i.e., an automobile). Results showed that highly-environmentally-concerned participants have more positive ad attitudes and greater purchase intentions after viewing a green ad than after viewing a non-green ad. These differences were not evident however for participants who exhibited low-environmental-concern. The results also showed that participants who are more environmentally concerned are less skeptical about green ads than those who …