Business Commons^™

December 2012, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

The End of Marketing As We Know It A number of

studies are showing that people no longer pay much

attention to traditional marketing as they progress

through the “buyer’s decision journey” says Bill Lee. . . 7

E-Commerce Business Stand to Lose More

Without Asset Protection Find out what

differentiates commerce businesses from traditional

businesses when it comes to asset protection. . . . . . . . . 9

Duct Tape My Software and Hope for the Best? A

redesign of a website is simply a repackaging. There

can be only a handful of reasons …

Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison

Robins Case Network

Amazon’s focus on customer service has led to an impressive record of growth and profitability. However, late in 2012, the company posted a quarterly loss. This asks whether the company may be sacrificing profits in the interest of growing rapidly. It also explores the incredibly competitive environment Amazon faces.

November 2012, Inland Empire Business Journal

Inland Empire Business Journal

Oops, My Bad: Five Ways Your Business Can

Improve by Admitting to Mistakes According to

Michael Houlihan, owner of Barefoot Cellars,

mistakes are a fact of life. No matter how much you

try, you can’t completely avoid making them. It

improves your company’s effectiveness and

reputation if you handle them well. . . . . . . . . . . . . . . . 5

Market Trends That Will Affect Your Bottom Line

Global trends are like a river. Sometimes they are

powerful, sometimes they are weak and sometimes

they’re so mellow your business can glide along them …

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

September 2012, Inland Empire Business Journal

Inland Empire Business Journal

Inside Job: Why Dealing with “Difficult” Colleagues Will Lead to Happier Customers Read advice on how you can use difficult situations to start building an uplifting service culture in your organization. . . . . . . . . . . . 9

“It’s Not MY Fault!” Seven Ways Leaders Can Unearth (and Neutralize) the Fear That Lurks Behind the Blame Game Mike Staver explains that fear-based leadership lurks at the heart of the blame game. Read his advice on how you can take responsibility and help your followers to do the same. . . . . . . . …

August 2012, Inland Empire Business Journal

Inland Empire Business Journal

When Your Website Powers Your Business Why would you invest your hard-earned dollars to hire anyone less than a pro when designing your online business? After spending months developing your product, do yourself a favor and hire the right web developer—it will be well worth the investment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Need Work? Tech Companies Are Hiring Companies are hiring and will be hiring those students who have the educational capability of business with a …

July 2012, Inland Empire Business Journal

Inland Empire Business Journal

8 “Be-Attitudes” of Holding People Accountable The key to leadership is to create an environment whereby people do the best they can because they want to do it. Bob Whipple examines eight attitudes or behaviors of leaders that can foster a culture where holding people accountable is a precursor to a feeling of celebration. . . . . . 9

The Prison Industry Major phone companies profit from the prison industry. “Reach Out and Touch Someone” has a whole new meaning. . . . . . . . . . . . . . . . . . . . …

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.

June 2012, Inland Empire Business Journal

Inland Empire Business Journal

Texas Firm Targets Inland Empire Homeowners With Foreclosed 2nd Mortgages Adding new uncertainty in the state’s ongoing mortgage crisis, a Texas company is aggressively pursuing hundreds of Californians to collect second-mortgage debt—on homes they’ve already lost through foreclosure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Improve Productivity: Identify Your Staff’s Motivating Factors It is human to try to motivate another person from the same basis as one’s own perspective. Different people are motivated for different reasons both …

From The Last Frontier To The New Cosmopolitan A History Of Casino Public Relations In Las Vegas, Jessalynn Strauss

Occasional Papers

This research chronicles the history of public relations by the gaming industry in Las Vegas. Reflecting larger trends in the field, public relations efforts by the casinos and hotels in this popular tourist destination have used a variety of communication tactics over time to promote themselves to potential Las Vegas tourists. Based on archival materials from over 30 casinos and gaming corporations, this paper identifies four ways in which public relations is practiced in the gaming industry and four macro-level trends in the evolution of casino public relations in Las Vegas.

American Airlines: Bankrupt, Like Every Other Legacy Airline, Jeffrey S. Harrison, Siri Kalburgi, Colleen Koch Reed

Robins Case Network

American held out to the end, being the last of the large legacy carriers to file for Chapter 11 protection. This case reviews the history of American from its inception through its filing. Current strategies and industry trends are also examined.

Lockheed Martin: Dealing With Dependence On A Single Customer, Timothy Kyle Benusa, Sam Gottwald, Jeffrey S. Harrison, John Reed

Robins Case Network

Lockheed Martin is a giant in the aerospace and defense industry, and obtains more than four fifths of its revenues from governments for national defense. Budget deficits have caused the United States and other governments to carefully evaluate the amount they allocate to defense, and sharp cuts are anticipated. What can Lockheed Martin do to deal with reductions in demand from its most important customer?

Sustainability In Clothing Supply Chains: Implications For Marketing, Sudhindra Seshadri

Research Collection Lee Kong Chian School Of Business

Recommendations for sustainability strategies for business have predominantly taken an individual firm level perspective. Yet, sustainability efforts are by essence collaborative and span firm level boundaries. Multiple stakeholders espousing often divergent goals need to work together over long periods on sustainability collaborations. Well recognized externalities in the firm’s economic existence need to be addressed by multiple stakeholder skill sets and are fraught with high risks and uncertainties. These are conditions ripe for syndication, as financial and corporate syndicates have demonstrated.The rules of syndication cover the structure of membership, setting of goals and objectives, governance, incentives and sharing of rewards and …

Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia

College of Business Faculty Publications

In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

May 2012, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

“More Americans Willing to Cross Borders for Health Care” A Pew Research Center poll shows that only 15 percent of Americans believe the nation’s health care system is the “best in the world.” A Gallop poll found that 29 percent of American adults are willing to travel outside the U.S. for medical treatment.

Exporting Their Way to Success Roy Paulson, president of Paulson Manufacturing Corp. in Temecula, exports to more than 100 countries. He knows a few things about bringing products to markets abroad, and he is now chairman of the Riverside County Manufacturers & Exporters Assoc. …

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

The Evolution Of The “Southwest Effect”, Daniel Webb

Honors Projects in Finance

The “Southwest effect” - a large decrease in fares paired with an increase in traffic - has been discussed around the airline industry since the term was first coined in a government study in the early 1990s. But the airline industry has drastically changed since then - Southwest has become the largest domestic airline, and many of its competitors have had the chance to restructure through bankruptcy.

This study examines some of Southwest's latest city additions, as well as a few of the airline’s intra-California routes where it is now a dominant player. Using publically-available government data, the change in …

Behavioral Lab For Conducting Experiments In Marketing And Psychology, Vishal Lala, Richard Velayo, Stephen Salbod, Weihua Niu

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

April 2012, Inland Empire Business Journal

Inland Empire Business Journal

Are You Committing the Seven Deadly Sins of Business Transformation? Too many employees these days are running on empty no matter how great their work ethic or their fear of unemployment. Mohan Nair believes that when people are motivated by a cause, they’ll work without stopping and without loss of energy. However, there are seven sins that you should know about that are waiting to trip you up if you want to transform your company

Hire Fast, Fire Faster If you have ever made a bad hiring decision, don’t worry you are in good company. All leaders and managers select …

Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu

Honors Projects in Communication

With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the …

Event Marketing In Bellingham, Lauren Hager

WWU Honors College Senior Projects

In the summer of 2011, I was an event planning and communications intern at the Port of Bellingham. The Port of Bellingham put on several events throughout the summer and the one that will be the focus for this project is the Bellwether Jazz Festival. 1 was able to use this work opportunity to design my honors program final project. I helped plan the first annual Bellwether Jazz Festival, and since it was new event, I wanted to find out how the people in attendance heard about the event. The purpose of the survey was to discover what the best …

March 2012, Inland Empire Business Journal

Inland Empire Business Journal

Acting Ethically is the Only Option Being ethical has a higher cost in hard times than in good times, which makes being ethical difficult in our current economic climate. But, even good times can encourage bad behavior as one might get a sense of invincibility when the money is rolling in

Creating a Dynasty: Three Leadership Styles You Need at the Top (and the Followers Needed to Support That System) Dr. Jack Stark outlines the championship formula model that identifies three core leadership styles

Business Beyond Borders—Global Skills for Today’s Boards to Secure Tomorrow’s Success As the world becomes more …

February 2012, Inland Empire Business Journal

Inland Empire Business Journal

What’s Best for Your Estate? A Will, a Trust, or Listing Your Beneficiary’s Name on Your Deeds and Accounts? Attorney William K. Hayes outlines “probate” and gives us examples of estate planning. If you don’t plan, the government has a plan for you

Do the Right Thing—Lessons From the New York Insider Trading Cases What does “doing the right thing” mean to you? Every leader and manager in business and government and for every single person should do “the right thing.”

Success Without Sacrifice: Change Your Way of Thinking Do you believe in having it all? This article will cover …

India’S Emerging Retail Systems: Coexistence Of Tradition And Modernity, Nikhilesh Dholakia, Ruby Roy Dholakia, Atish Chattopadhyay

College of Business Faculty Publications

India’s retailing sector is expected to remain in a transition spiral for the foreseeable future. Because of India’s unique context—in terms of history, regulation, institutions, demographics, geography, and traditions—available theories of retail evolution have limited applicability to the retail situation in India. Drawing from the literature, as well as from empirical research and practical experiences of over a decade, this article presents a conceptual frame for understanding the retail sector of India and the likely future trajectory of this sector.

A Study Of Golfers In Tennessee, Kelly Price-Rhea

ETSU Faculty Works

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …

January 2012, Inland Empire Business Journal

Inland Empire Business Journal

5 Ways to Drive Customer Conversion Rates in Your Stores If you don’t track traffic or measure conversion rate in all your stores today, you are missing out on an entirely new way to drive sales. You can’t improve conversion if you don’t measure it

Estate Planning Mistakes of the Rich and Famous We think celebrities and famous people have their estates in perfect order. Think again. Attorney William Hayes gives us examples of well-known people who did not have their estates in proper order. People from all walks of life make the same mistakes over and over again

For …

The Effect Of Product Positioning In A Comparison Table On Consumers' Evaluation Of A Sponsor, Jungsil Choi, Duane W. Myer

Business Faculty Publications

No abstract provided.

Price Dispersion In The Airline Industry: A Conceptual Framework And Empirical Analysis, Edward D. Gailey, Ashutosh Dixit, Thomas W. Whipple, Rajshekar G. Javalgi

Business Faculty Publications

Many businesses compete in multiple markets which can cause businesses to temper their price adjustments, affecting price dispersion. The authors propose a framework based on major characteristics of competition and market structure which influence price dispersion. The focus of this study is the U.S. airline industry analyzing data from 5,974 city pair routes. The results of this empirical analysis show that multi-market contact and the interaction of market concentration with multi-market contact have considerable effects on price dispersion. An understanding of these effects provides valuable insights for developing pricing strategies and extending the stream of research on price dispersion.

How Do Organisations Engage In Marketing Strategy Making? A Problemistic Search Perspective, Sarah Browne, Katrina Lawlor, Pamela Sharkey Scott, Laura Cuddihy

Conference papers

Despite the importance of marketing strategy making (MSM) we understand little of how strategy making actually occurs within organisations. Departing from the common focus - on the tools and techniques of strategy– we apply a strategy as practice (SAP) lens to our exploration of MSM. We adopt a problemistic search perspective and utilise an in-depth case study to explore individual’s interactions in developing strategic marketing initiatives. We uncover a three-stage pattern in solution search within MSM; identification of the problem situation and postponing response, to problem recognition and acceptance, to a collective problem solving stage, which we label pre implementation …