Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Light Bulb Moments: Where Do Student Entrepreneurs Get Their Ideas, Stern Neill, Mark Bieraugel
Light Bulb Moments: Where Do Student Entrepreneurs Get Their Ideas, Stern Neill, Mark Bieraugel
Marketing
Understanding how to support creative ideation is an important, yet, elusive, issue for marketing educators. To shed light, this study proposes ideation as a malleable state influenced by “outside-the-brain” resources. By examining venture concept ideation, this study captures the ideation–environment relationship using experience sampling to tap into the daily lives of student entrepreneurs. The findings identify how entrepreneurial ideas emerge from specific external interactions and engagements, which are contextualized using two Japanese conceptualizations of space, ba (場) and ma (間). The results inform both marketing education and entrepreneurial marketing.
From Academia To Industry: The Educators’ Role In Preparing Marketing Practitioners For America’S Multicultural Reality, Neleen S. Leslie-Piper, Tanzeah Sharpe
From Academia To Industry: The Educators’ Role In Preparing Marketing Practitioners For America’S Multicultural Reality, Neleen S. Leslie-Piper, Tanzeah Sharpe
Association of Marketing Theory and Practice Proceedings 2023
This study examines the state of multicultural marketing education. It looks at current Marketing and IMC programs offered in the United States to ascertain the extent to which their curricula include components aimed at building multicultural competence in future practitioners. Finally, the paper proposes recommendations for making marketing education more responsive to current market needs.
Confronting New Realities: Factors Impacting Adoption And Success Of Online Marketing Education In The Caribbean, Neleen S. Leslie-Piper, Celia Mckoy, Petula Senior
Confronting New Realities: Factors Impacting Adoption And Success Of Online Marketing Education In The Caribbean, Neleen S. Leslie-Piper, Celia Mckoy, Petula Senior
Association of Marketing Theory and Practice Proceedings 2023
ABSTRACT
COVID-19 was a watershed event in higher education as institutions at all levels were affected. Schools, colleges, and universities were forced to transition to remote or online instruction with varying levels of preparation. While most colleges and universities in the developed world were taken by surprise, they were not completely unprepared, as most institutions already had the infrastructure to facilitate online learning. In fact, some institutions were already offering online or hybrid courses of study. The developing world, and the Caribbean in particular, faced a different challenge. While institutions utilized learning management systems to deliver face-to-face classes, the facilitation …