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- Research Collection Lee Kong Chian School Of Business (3)
- WCBT Faculty Publications (2)
- Atlantic Marketing Journal (1)
- Department of Marketing: Faculty Publications (1)
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- Honors Theses (1)
- Marketing Undergraduate Honors Theses (1)
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Articles 1 - 16 of 16
Full-Text Articles in Business
To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin
To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin
The Journal of Purdue Undergraduate Research
No abstract provided.
Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara
Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara
Markets, Globalization & Development Review
No abstract provided.
The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina
Student Theses and Dissertations
Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.
Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …
The Impact Of Digitalization On International Expansion: A Study On Market Entry Strategy Based On The Integration-Responsiveness Framework, Thian Kiang Tan
The Impact Of Digitalization On International Expansion: A Study On Market Entry Strategy Based On The Integration-Responsiveness Framework, Thian Kiang Tan
Dissertations and Theses Collection (Open Access)
Digitalization has accelerated the growth and creation of new business models. There are more unicorn companies (a non-public company valued at more than US$1B) in the last 10 years than the decades before it. The use of digital technologies presents new opportunities for digitally active firms to capture growth in a new market. This paper studies how digitalization influences the internationalization process of the firm and its mode of entry into a foreign market. Drawing on existing literature on digitalization, this paper creates a novel approach to study the effect of digitalization by classifying firms based on their market business …
Arbor Day Foundation Consulting Proposal, Katelyn Bonham, Grace Novak, Kayla Brumley, Amanda Purintun, Lauren Niesen, Sarah Rakes
Arbor Day Foundation Consulting Proposal, Katelyn Bonham, Grace Novak, Kayla Brumley, Amanda Purintun, Lauren Niesen, Sarah Rakes
Honors Theses
Over the course of one semester, our group has worked with the Arbor Day Foundation as part of the University of Nebraska-Lincoln College of Business Honors Academy. The Arbor Day Foundation is a local nonprofit conservation organization with a focus on trees. As consultants for the Arbor Day Foundation, our team discussed and observed the current needs of the company. We then developed creative solutions to address these needs, concentrating on Arbor Day’s Tree City USA program. Our solutions can be described utilizing the acronym “S.A.P.” which stands for “Segmentation”, “Awareness”, and “Portal”. These three recommendations build on each other …
Strategic Plan: Amazon, Olivia J. Flamand, Aaron Wisher, Shannon Riley
Strategic Plan: Amazon, Olivia J. Flamand, Aaron Wisher, Shannon Riley
Undergraduate Theses, Professional Papers, and Capstone Artifacts
No abstract provided.
“Why The Anomaly That Is Super Bowl Marketing Is A Justifiable Investment”, Anthony Cole Brothers
“Why The Anomaly That Is Super Bowl Marketing Is A Justifiable Investment”, Anthony Cole Brothers
Marketing Undergraduate Honors Theses
By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during …
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Atlantic Marketing Journal
Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.
Fifty Shades Of Day - The Varied And Incomplete Meanings Of Marketing Capabilities, Gregory J. Tanguay
Fifty Shades Of Day - The Varied And Incomplete Meanings Of Marketing Capabilities, Gregory J. Tanguay
Theses and Dissertations (Comprehensive)
Capabilities theories have been the subject of robust research efforts since being bridged into the Marketing domain from the organizational strategy literature approximately 25 years ago. While much empirical work has been performed to establish and clarify the relationships between marketing capabilities and firm performance, little work has been done in the ensuing period to describe and clarify the construct itself in the period ensuing its introduction to the marketing domain.
This has led to a large yet unchanging body of research founded upon a relatively vague construct. Marketing capabilities theory offers the domain an interesting means to explain marketing’s …
An Oreo With Chinese Characteristics, Srinivas K. Reddy
An Oreo With Chinese Characteristics, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."
Pyramids To Players Clubs: The Battle For Competitive Advantage In Las Vegas, Oliver Lovat
Pyramids To Players Clubs: The Battle For Competitive Advantage In Las Vegas, Oliver Lovat
Occasional Papers
The evolution of the Las Vegas casinos from owner operator to the institutionally financed and corporately managed casino-resort has been the predominant feature of the evolution of the US Gaming market in the past 30 years. This paper examines the strategic frameworks used by Las Vegas casino resorts and identifies the drivers for competitive advantage moving forward.
The Shape Of Marketing Research In 2021, Anca C. Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, Joseph T. Plummer, Joel Rubinson
The Shape Of Marketing Research In 2021, Anca C. Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, Joseph T. Plummer, Joel Rubinson
WCBT Faculty Publications
From an organizational strategy perspective, attributing changes to sweeping environmental triggers or long-term strategic planning means taking either an ecological or strategic viewpoint. The ecological-versus-strategic debate centers on the issue of environmental determinism versus strategic choice. Marketing research, as an industry, is faced with having to adapt to environmental changes (mostly technology-driven) with autonomous processes that vary from one company to another. Marketing research paves the way to customer relationship building, through which the marketing function introduces the customer to the firm. There is an increasing body of both academic and trade literature that addresses the strategic role of marketing …
What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi
What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi
Department of Marketing: Faculty Publications
Extant research on marketing strategy making (MSM) lacks process-based theoretical frameworks that elucidate how marketing strategies are made when sales and marketing functions are involved in the process. Using a grounded theory approach and data collected from (a) 58 depth interviews with sales and marketing professionals and (b) a focus group with 11 marketing professionals, we propose that MSM within the sales-marketing interface is a three-stage, multifaceted process that consists of Groundwork, Transfer and Follow-up stages. Our process-based model explicates the specific activities at each stage that are needed to develop and execute marketing strategies successfully, the sequence in which …
How Unilever Hpc-Na Sold Its Employees On The Balanced Scorecard, Bridget Lyons, Andra Gumbus
How Unilever Hpc-Na Sold Its Employees On The Balanced Scorecard, Bridget Lyons, Andra Gumbus
WCBT Faculty Publications
Unilever Home & Personal Care-North America (HPC-NA) not only takes marketing its products very seriously, but it heavily promotes its balanced scorecard to employees as well. No wonder Unilever HPC-NA successfully designed a unique strategy to communicate awareness of the BSC while encouraging its participation and use. Their experiences should prove valuable to other organizations implementing a balanced scorecard and to those just beginning to formulate a communications approach to internal stakeholders about its role, significance, and use. The Unilever HPC-NA marketing campaign provides an effective strategy that other firms may consider when marketing a balanced scorecard internally. The HPC-NA …
Kill A Brand, Keep A Customer, Nirmalya Kumar
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 …
Profits In The Pie Of The Beholder, Daniel Corsten, Nirmalya Kumar
Profits In The Pie Of The Beholder, Daniel Corsten, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
In the early 1990s, grocery suppliers and retailers joined forces to streamline operations - an initiative called "efficient consumer response." Today, suppliers feel like they're not getting their fair share of the profits from ECR. But they stand to lose more if they give up on it, the authors say.