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Full-Text Articles in Business
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Selected Honors Theses
In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …
Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney
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 …
On Contemporary Leadership And Branded Organizations, Mark Bloemhard
On Contemporary Leadership And Branded Organizations, Mark Bloemhard
Antioch University Full-Text Dissertations & Theses
This qualitative study examined a leader’s enigmatic decision-making process guiding innovative and complex organizations—organizations that are not able to rely on market research or the precedence of industry emulators for making strategic decisions. Leaders of highly creative organizations regularly make catalytic decisions that have fateful outcomes; their ability to recognize and appropriately adjudicate complex and unpredictable market forces determine the consequences. Such influential choices often require a deep level of intuition with very little research and time to decide. The purpose of this dissertation has been to develop a framework that presents Brand Leadership as a distinct and viable leadership …
Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik
Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik
Walden Dissertations and Doctoral Studies
The advent of digital cameras, including those in smartphones, has caused an upheaval in
the photo industry that led to the bankruptcy of Kodak and the closure of most
independent photo stores. The purpose of this multiple case study was to explore
marketing strategies that specialty photo retailers in the United States have used to grow
revenues after the shift to digital imaging technologies. The conceptual framework of this
study was Rogers's diffusion of innovations model specifying typical movement of
information through communications channels in a social system over time. Data sources
included semistructured interviews with 5 photo retailers, photos …
Creativity, Design And Management In Australian Fashion Enterprises, Bruno Santarelli
Creativity, Design And Management In Australian Fashion Enterprises, Bruno Santarelli
Theses: Doctorates and Masters
In this study a number of Australian fashion enterprises are investigated in an effort to understand how product development is managed and creativity facilitated. Of particular interest was the interaction between the various actors in the creative process and the manner in which they influenced creative output. The study was underpinned by a wideranging review of the literature that reflects the multidisciplinary nature of creativity and innovation in business.
The study is timely because Australian fashion enterprises are operating in an increasingly challenging market with a perfect storm of competitive drivers at play. Technology enables instant dissemination of fashion trends …