Business Commons^™

신화를 창출한 애니콜의 브랜드 전략, 소은 현, 민희 한, 종석 예

Asia Marketing Journal

No abstract provided.

시장 진입순서 연구에 관한 통합적 접근, 서일 채, 준상 여, 계숙 한

Asia Marketing Journal

No abstract provided.

Brand Value-Up: 브랜드 진단 및 관리 모형 정립을 위한 시도, 영원 하, 성률 전, 익태 김, 김, 성민 홍

Asia Marketing Journal

No abstract provided.

대구은행의 지역밀착형 마케팅을 통한 위기극복 성공사례, 창조 유, 봉진 조, 종무 박

Asia Marketing Journal

No abstract provided.

소비자의 집단구성원에 대한 지각이 소비의사결정에 미치는 영향에 관한 연구, 영아 김

Asia Marketing Journal

No abstract provided.

한국소비자관점의 시장구조 파괴에 의한 시장개척, 주영 김, 서일 채, 필화 유

Asia Marketing Journal

No abstract provided.

Lg홈쇼핑의 신뢰기반 고객서비스 활동에 관한 사례연구, 훈영 이, 의록 황, 종석 예

Asia Marketing Journal

No abstract provided.

유한킴벌리의 공익연계마케팅, 성호 이, 의록 황, 길상 안

Asia Marketing Journal

No abstract provided.

Pb1770-A Guide For Considering And Developing A Farmers Market In Tennessee, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

Soybean farmers face a variety of marketing alternatives each year. Selling to a grain buyer at harvest is one way to sell soybeans. Another alternative is to store soybeans (either commercially or on-farm) and sell them later. Farmers may also set a price for their soybeans before harvest by signing a cash-forward contract with a grain buyer. The contract specifi es the quantity, price, grade, quality and date of delivery. Because prices have been historically lowest during harvest, storing and cash-forward contracting are ways to price soybeans before or after the harvest season, in hopes of achieving higher prices.

2003 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for December of 2003.

The Demand And Supply-Side Impact Of The Kimberly-Clark, Scott Paper Products Merger In The Facial Tissues Category, Andre Bonfrer, Jagmohan S. Raju

Research Collection Lee Kong Chian School Of Business

We investigate how market behavior changed in the facial tissues category, following the 1995/1996 Kimberly-Clark merger with Scott Paper Products in the paper products industry. The facial tissues category is of interest because the US Department of Justice (DOJ), anticipating reduced competition after the merger, imposed a consent decree, requiring that Scotts’ facial tissues brands be licensed out to a third party. We utilize a two-stage budgeting demand system developed by Deaton and Muellbauer (1980a), coupled with general form supply-side first order conditions to compare demand and competitive behavior before and after the merger. Our findings indicate that the merger …

Kill A Brand, Keep A Customer, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Kill a Brand, Keep a CustomerMost brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur.That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the …

The Effect Of Web Interface Features On Consumer Online Shopping Intentions, Jeffrey Sam Siekpe

Theses and Dissertations - UTB/UTPA

Amid the storm of hype over Internet adoption, it is observed that during the past years, organizations have taken considerable interest in eagerly acquiring computer hardware and software to implement electronic commerce (e-commerce) applications mostly to the detriment of human aspects of the information technology (IT) solutions (Freemantle, 2002; Lockwood & Lamp, 2000). Various Internet technologies, mostly the Web, have been implemented to offer online goods and services. Many credible estimates suggest that Internet buying and selling will account for close to $2 trillion of annual economic activity by 2004 (Citrin et al., 2003; Fry, 2000). While the promise of …

To Pester Or Leave Alone: Lifetime Value Maximization Through Optimal Communication Timing, Xavier Dreze, Andre Bonfrer

Research Collection Lee Kong Chian School Of Business

The marketing literature has long acknowledged the importance of a customer’s lifetime value in customer relationship management. More recently, researchers have turned their attention to the links between satisfaction and both customer acquisition and retention strategies. In this paper, we are interested in understanding the impact of communication frequency on customer retention and ultimately on lifetime value. We develop a theoretical framework for managing a customer database and addressing the tradeoffs between value extraction and customer retention. An empirical application of this framework is conducted for permission-based email marketing in the entertainment industry. This application recognizes the customization ability underlying …

Pb1736-The Importance Of Basis In Marketing Soybeans - A 10-Year Soybean Basis Study For Six Tennessee, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

In March 2001, the Tennessee Department of Agriculture Division of Market Development and the University of Tennessee Agricultural Development Center, renamed the Center for Profitable Agriculture (CPA) in 2002, submitted a proposal to the United States Department of Agriculture’s Federal-State Marketing Improvement Program (FSMIP) to create five market development resource tools that would allow users to evaluate market opportunities for valueadded products and enterprises. One of these five goals was to compare Tennessee’s retail business statistics with county populations as a guide for assessing the number of certain types of businesses that specified population ranges can support.

This publication is …

2003 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for November of 2003.

Building A Direct Marketing Bridge To High Achieving Students: Introducing A Cost Effective Financial Aid Leveraging Model, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.

The Power Of Interfacing Departments In Shaping B2b Customer Satisfaction, Srinivas Durvasula, Steven Lysonski, Subhash C. Mehta

Marketing Faculty Research and Publications

Extant research identifies service quality and service encounter perceptions as the key determinants of satisfaction. However, no study in a business-to-business environment has examined the simultaneous effect of these two determinants on overall satisfaction. Hence, we do not know which of these two determinants has a stronger impact on service satisfaction. We investigated this issue by collecting data from shipping managers of several firms in Singapore that used the services of ocean freight shipping companies. Results of path analysis indicate that perceptions of service encounters have a relatively stronger impact compared to service quality. Implications of these results are discussed.

The Enhancement Bias In Consumer Decisions To Adopt And Utilize Product Innovations, Shenghui Zhao, Robert J. Meyer, Jin K. Han

Research Collection Lee Kong Chian School Of Business

The ability of consumers to anticipate the value they will draw from new product generations that expand the capabilities of incumbent goods is explored. Drawing on previous research in affective forecasting, the work explores a hypothesis that consumers will frequently overestimate the benefits they envision drawing from new added product features and underestimate the learning costs required to realize those benefits. This hypothesis is tested using a computer simulation in which subjects are trained to play a Pacman-like arcade game where icons are moved over a screen by different forms of tactile controls. Respondents are then given the option to …

2003 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for October of 2003.

Store Brands: Who Buys Them And What Happens To Retail Prices When They Are Introduced?, Andre Bonfrer, Pradeep K. Chintagunta

Research Collection Lee Kong Chian School Of Business

In this paper we study store brand demand behavior by examining a panel of household level and store-level data in five stores located in a competing market area. We seek to address three fundamental questions from this data. First, is there a link between store loyalty and brand loyalty? Second, does store loyalty raise store brand choice probabilities? Third, if a store brand is introduced into a category, what happens to the retail prices of the incumbent brands in the category? We find that store loyalty is negatively associated with brand loyalty, and that store loyalty increases the likelihood of …

라이프스타일 유형에 따른 지각된 서비스품질이 재구매 의사와 로열티에 미치는 영향에 관한 연구, 명식 이, 천규 최

Asia Marketing Journal

No abstract provided.

소비자의 분할가격에 대한 반응에 있어서 묶음화 전략 유형별 차이, 남기 조

Asia Marketing Journal

No abstract provided.

관람동기를 기준으로 한 엔터테인먼트 산업간 경쟁구조 분석에 관한 연구, 찬경 김, 현주 최

Asia Marketing Journal

No abstract provided.

웹사이트 신뢰도, 만족도, 친숙도가 구매의향에 미치는 상호조절 역할에 관한 연구, 성준 윤, 주호 김, 미영 백

Asia Marketing Journal

No abstract provided.

브랜드자산 형성과정의 재정립, 구현 원

Asia Marketing Journal

No abstract provided.

Modeling The Clickstream: Implications For Web-Based Advertising Efforts, Patrali Chatterjee, Donna L. Hoffman, Thomas P. Novak

Department of Marketing Faculty Scholarship and Creative Works

In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and nonlinear, and the differential effect of each successive ad exposure is initially negative, though nonlinear, and levels off at higher levels of passive ad exposures. Further, significant correlations between session and consumer click proneness and banner exposure sensitivity suggest gains from repeated banner exposures when consumers are less click prone. For a particular number of sessions, more …

2003 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for September of 2003.

Reasoning About Competitive Reactions: Evidence From Executives, David B. Montgomery, Marian Chapman Moore, Joel E. Urbany

Research Collection Lee Kong Chian School Of Business

Much of the empirical research on competitive reactions describes how or why rivals react to a firm’s past actions, but stops short of examining whether managers attempt to predict such reactions, which we call strategic competitive reasoning. In three exploratory studies, we find evidence of managers’ thinking about competitors’ past and future behavior, but little incidence of strategic competitive reasoning. Competitive intelligence experts and other experienced managers assessment of the results suggests the relatively low incidence of strategic competitor reasoning is due to perceptions of low returns from anticipating competitor reactions more than to the high cost of doing so. …

The Development Of Interfirm Partnering Competence: Platforms For Learning, Learning Activities, And Consequences Of Learning, Jean L. Johnson, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

This study investigated factors within the firm that encourage organizational learning activities. The authors suggest that when the appropriate factors are present, the firm will more likely engage in learning activities integral in the development of interfirm partnering competence. The conditions for building partnering competence are found in the firm's culture and climate in the form of learning intent, receptivity, and transparency. In addition, the authors suggested that learning-related activities would generate some positive influence on specific interfirm relationships (IFRs). The authors tested these ideas on data from a multiindustry mail survey. Results largely conformed to expectations. The platform variables, …