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Articles 1 - 3 of 3
Full-Text Articles in Business
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 …
Mobile Application Adoption By Young Adults: A Social Network Perspective, David G. Taylor, Troy A. Voelker, Iryna Pentina
Mobile Application Adoption By Young Adults: A Social Network Perspective, David G. Taylor, Troy A. Voelker, Iryna Pentina
WCBT Faculty Publications
The use of mobile applications, defined as small programs that run on a mobile device and perform tasks ranging from banking to gaming and web browsing, is exploding. Within the past two years, the industry has grown from essentially nothing to a $2 billion marketplace, but adoption rates are still on the rise. Using network theory, this study examines how the adoption of mobile apps among young consumers is influenced by others in their social network. The results suggest that the likelihood of adoption and usage of mobile apps increases with their use by the consumer's strongest relationship partner. In …
“Choice Of Service, Choice Of Cost”- A Transformational Change Program In It - The Case Of A Global Consumer Products Company: Case Study, Barbara M. Tarasovich, Bridget Lyons
“Choice Of Service, Choice Of Cost”- A Transformational Change Program In It - The Case Of A Global Consumer Products Company: Case Study, Barbara M. Tarasovich, Bridget Lyons
WCBT Faculty Publications
This paper presents a framework for development of a transformational change management program (Flamholtz and Randle, 2008) in an information technology (IT) organization of a global Fortune 200 consumer products company. The goal of the transformation was to build leading edge global IT service offerings, to internal and ultimately external customers. The program played a pivotal role in the company’s "Path to Growth" Strategy. This strategy included very specific targets for sales, margins and earnings growth over a five-year period. The case illustrates how a well conceived change program, integrated with an organization’s overall strategic plan, is a competitive advantage.