Business Commons^™

Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson

Senior Theses

The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …

Lost In Digitization: Physical Products Are Vessels For Social Meaning, Oden H. Groth

Dissertations, Theses, and Capstone Projects

The explosion in digitization means that consumers increasingly have the opportunity to choose between digital and physical versions of products — for example, between an eBook and a paperback book. However, despite the popularity of digital objects, many people nonetheless prefer physical equivalents. This dissertation explores one reason why this may be the case; namely, that physical versions of objects and products are better vessels for social meaning. In chapter 1, explore the specialness of physical objects, and posit that materiality is critical for holding and embodying significance. In chapter 2, I investigate the effects of product format on perceptions …

Brave New World Reboot: Technology’S Role In Consumer Manipulation And Implications For Privacy And Transparency, Allie Mertensotto

Marketing Undergraduate Honors Theses

Most consumers are aware that our data is being obtained and collected through the use of our devices we keep in our homes or even on our person throughout the day. But, it is understated how much data is being collected. Conversations you have with your peers – in a close proximity of a device – are being used to tailor advertising. The advertisements you receive on your devices are uniquely catered to your individual person, due to the fact it consistently uses our data to produce efficient and personal ads. On the flip side, our government is also tapping …

Rcap Solutions Breach Management - Case Study, Eugene Adu-Gyamfi, Gio Al Muarrawi, Kwame Ofori

School of Professional Studies

Companies get hacked every day, and our in-scope company for this case study, RCAP Solution, was not an exception. Security incidents have increased both in volume and range in recent years, and cyber-attacks have become more sophisticated than ever before. There are so many reasons that drive this fact; one is that our infrastructure was not protected efficiently, but also attackers have become more knowledgeable in initiating advanced attacks at a scale. Additionally, the entrance of emerging technologies such as blockchain, machine learning, and the internet of things, added additional complexity to the already complex scene. Cybercriminals are using various …

Dancing In The Desert: A Case Study On The Digital Marketing Techniques Of Coachella Valley Music And Arts Festival, Colleen R. Cranny

Experience Industry Management

Digital marketing is a marketing strategy that helps companies grow in multiple ways. Digital marketing and the five Ds (digital devices, digital platforms, digital media, digital date, digital technology) represents the evolution of marketing in the modern era. The purpose of this study was to examine the digital marketing practices of Coachella Valley Music and Arts Festival. Coachella and its digital marketing techniques are strategically planned in order for the festival to reach its target audience. Research for this study was conducted using a case study. The results indicated that Coachella’s digital marketing is effective in reaching the target audience …

Branding On A Budget: Marketing In The Nonprofit Sector, Nicholas Biere

Honors Projects

“Branding on a Budget: Marketing in the Nonprofit Sector” This service learning project combines academic research with experiential service learning. The purpose of this project was to create a strong brand for BeInstrumental, a nonprofit music education organization from Toledo, Ohio through the creation of a graphic branding plan. Principles of visual communication technology, graphic design, marketing strategies, branding, and graphic design are all implemented in this project.

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards

Walden Dissertations and Doctoral Studies

Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial …

Redefining The Sales Call, Judi Billups

Doctor of Business Administration Dissertations

The sales process is undergoing a revolution as a result of social media and related technological advancements. Although each step of the sales process is being affected, the most drastically altered step is likely the sales call. The purpose of this research is to examine the impact the type of sales call used by sellers has on both the buyer’s evaluation of the salesperson and the seller’s attribution of sale call success or failure. The study consists of two essays. The first focuses on the buyer’s evaluation of the salesperson based on the frequency and alignment of their use of …

Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro

Undergraduate Honors Theses

The growing phenomenon of the Internet of Things (IoT), which is that any item capable of being connected to the Internet will be, presents an unprecedented opportunity for businesses. Using an extensive literature review, the current research examines the significant shift in marketing strategies that need to take place to target the millennial generation of as they adopt IoT. Most research defines the Millennial generation as those born from the early 1980s to the early 2000s. As individuals in this generation grow older, there are two behavioral implications: 1) their acceptance of technology suggests they will be quick to adopt …

Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney

Walden Dissertations and Doctoral Studies

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …

Reshaping The Event Horizon‑ Marketing Utopia At Music Festivals, Justin D. Joffe

Capstones

Imagine a world where every leisure activity is tracked, recorded, and then analyzed as market research according to your age and gender demographic. Imagine the next phase after smartphone payments, when a chip linking your finances isn’t in your phone, but on your wrist. Imagine a vast field of fellow fun-­‐seekers, eating, drinking and dancing in hedonistic, chemically enhanced utopia. Such a scene certainly requires some open-­‐ mindedness and improvisation, sure, a willingness to submit oneself to a vulnerable environment of whimsy. Now imagine being subtly exposed to advertisements in such a mindset. It’s no Orwellian controlled dystopia, really. You’ve …

Evaluating E-Relationship Marketing Features On Hotel Mobile Apps, Xiaolin Lu

UNLV Theses, Dissertations, Professional Papers, and Capstones

The advent of technology has changed the course of marketing in both the academic and the business field. Given the increasing number of mobile transactions, hotel companies have launched mobile applications (apps) as an alternative e-relationship marketing (e-RM) channel. This study modified a progressive five-level e-relationship building model. The model was employed to evaluate e-RM features of the top 10 hotel companies’ mobile apps. The results indicated that these hotel companies maintained e-RM feature sophistication at the lower levels (Basic and Reactive), but relatively speaking, they did not utilize e-RM features extensively at the higher levels (Accountable, Proactive and Partnership). …

Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller

Walden Dissertations and Doctoral Studies

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …

Exploring The Consequences Of Shopper-Facing Technologies: Their Effect On Shopper Experiences And Shopping Outcomes, Brian Ijams Spaid

Doctoral Dissertations

Just as technology has influenced nearly every facet of the modern consumer’s life, it is also significantly changing how those consumers shop and how it influences their purchase decisions. Understanding how technology impacts these shoppers within the retail environment is crucial for retail managers who are expected to deploy and manage these sources of continuous change.

The purpose of this dissertation is to explore the phenomenon of shoppers experiencing technology in the retail environment. Specifically, our primary goal is to understand how shopper-facing technologies impact shoppers’ experiences and behaviors and subsequently affect outcome variables that matter to retailers. To that …

Designing Museums For Participation, Collaboration And Social Interaction, Martin Mccarthy

Masters

This thesis documents the design and development of novel interactive experiences that explored concepts aimed to enhance the visitor experience to Cork Butter Museum, Cork, Ireland.

The context to the work is that in recent years, museums and cultural institutions are increasingly motivated to apply creative strategies to engage visitors who come for recreational, social and sometimes educative purposes. Novel museum exhibits designed to cater for such needs often involves the integration of new media technologies in response to rising expectations visitors have with regards to being actively engaged during their visit. This often requires a higher level of participation …

Digital Marketing: The Re-Imagination Of Technology, Tarin Gyermek

Graphic Communication

As technology continues to advance and improve, marketing trends are beginning to shift into the digital space. Addressing the generation gap within digital marketing, this paper reveals the latest digital strategies being utilized, while comparing results from marketers and the younger generation targets they are trying to hit. Both groups were asked a series of nine questions ranging from the following topics: basic demographics, difficulties faced in digital marketing, views of the industry as a whole, as well as opinions on the digital age gap. Data was collected separately and analyzed quantitatively to provide further insight. Solution paths and methods …

American Well: A Viral Solution, Rebecca Browning, Rodrigo Camargo, Thaisa Camargo, Basma Memon, Gary Salyers, Brent Spencer

Theses, Dissertations and Capstones

The case presents an overall look at American Well, its position within the telehealth market, and a look at the market and market affecting factors. The following analysis will be conducted using the information presented in the case and will identify strengths, weakness, strategies and provide discussions of special topics.

Remixing Business Models: Technology And The Future Of The Modern Music Industry, Ryan Brown

Honors Theses

The music industry has undergone significant changes throughout the past few decades. The primary basis of these changes is technology, which has impacted everything from finding artists to distributing music. However, record labels have been slow to adapt to these changes, which has led to serious problems such as illegal music downloading. Illegal downloading, also known as "music piracy," has radically changed the entire business and distribution structures within the music industry. Although lawsuits and other strategies have been undertaken to attempt to combat this particular issue, technology will continue to affect the music industry for the foreseeable future. Advances …

The Use Of Violence In Commercialism To Sell Electronic Entertainment, Music, Movies And Television Sitcoms: The Responsibility Of Marketing And Advertising, Chanda L. Riddick

Electronic Dissertations and Theses

As the entertainment world explodes with the products of new technology and innovation, the difference between reality and fiction often times results in a blur. Computer graphics and story lines all encompass a real-life quality being sold to millions of consumers each day. A billion-dollar industry has resulted from the progress made by technology in the film, music, television, and movie industry. With the steps taken to create such real-life hardship, massacre, and unrest the question is how much have the technology and availability of products containing violent material affected society? Does the responsibility to monitor these products rely on …