Business Commons^™

Let Them Make Art: Why Unified Arts Festivals Are Beneficial For Independent Artists, Anton Gress

Student Scholar Symposium Abstracts and Posters

Artistic disciplines typically have two markets: corporate, and independent (mainstream and underground, if you will). The corporate market accounts for a small fraction of all artists and reaches the largest audience, while the independent market accounts for the vast majority of working artists, yet remains niche. The issue is marketing. Even the most successful independent artists cannot match the selling power of large companies. This project seeks to illustrate the potential of unified arts festivals to facilitate greater audience exposure for independent artists, and how this may benefit the artistic community.

The arts communities at Chapman University have a similar …

Viral Hollywood: How Social Media & Other Emerging Technologies Have Molded The Modern Moviegoing Landscape, Benjamin P. Conniff

Mahurin Honors College Capstone Experience/Thesis Projects

There’s no denying that the rise of the internet has brought about change in the Hollywood landscape. Fans now use social media, like Facebook and Twitter, to share word-of-mouth about movies both good and bad. In a sense, anyone can use these new “spreadable media” to be a critic. I myself took it one step further and started my own film review blog. I was even published in the College Heights Herald student newspaper for over a year! In gauging my audience’s tastes in social media usage and in film, I have uncovered the fact that the hot-button marketing issues …

Corporate Event Planner’S Marketing Strategy: An Assessment Of Effective Website Design, Hayley V. Bauarschi

Recreation, Parks, and Tourism Administration

Marketing is a key element in a company’s development. Remaining in the public eye helps ensure business as well as generate new clients. A continuous marketing tool companies use to remain visible is a website. In order to be effective, a website needs to engage and encourage users to connect with a company. The purpose of this study was to analyze the visual appeal and aesthetic design of websites for selected corporate event planning companies. The researcher studied certain components that reflect a successful website and then created a matrix based off research to collect data. The data helped to …

Tap It Brewing Company: Raising The Bar, One Pint At A Time, Alex Flint, Jordan Long, Keith Inokuchi, Meera Vyas

Case Studies in Agribusiness

Johns and Miles Gordon had started and sold a successful pet food company in Texas and decided to move to the Central Coast. Their shared love of beer led to starting Tap It as a craft brewery in San Luis Obispo. The case discusses the history of beer, the emergence of craft beer in the US, and the issues and problems a small brewery faces as it gets started.

Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente

Carlos Luis González-Valiente

This study seeks to clarify research trends related to marketing in the field of information disciplines from Latin American scientific production. As a reference source, we used the electronic journals indexed in the Latindex Directory. Some bibliometric indicators were applied to 108 documents; these indicators were as follows: productivity by year, journals, authors, language, and finally term cooccurrence analysis. It was evident that the highest rate of productivity was found in Brazilian journals and authors, and in the Portuguese language. The four main clusters in term co-occurrence analysis in the most relevant topics were as follows: marketing of the information …

European Consumers' Attitudes Towards Cisgenic Rice, Anne-Cécile Delwaide

Graduate Theses and Dissertations

The enhancement of existing plant breeding techniques, such as cisgenesis, allows plant breeders to enhance an existing cultivar quicker and with little to no genetic drag. Cisgenesis is the genetic modification of a recipient plant with natural gene(s) from a sexually compatible plant. Unlike transgenesis, which is the genetic modification of a recipient plant with gene(s) from any non‐plant organism, or from a donor plant that is sexually incompatible with the recipient plant, the results of cisgenesis could occur naturally over time. Currently, both cisgenic and transgenic products are classified as genetically modified organisms (GMOs) and are labeled as such …

Marketing Mutuality: Boundary Spanning Approaches To Marketing Strategy, Alexander Scott Rose

Graduate Theses and Dissertations

This dissertation, arranged in three essays, is grounded firmly in the crossroads of sociology and marketing. Theories of the former inform phenomena of the latter. In particular, the sociological theory of the gift and the rich tradition of anti-utilitarian social science inform contemporary debate regarding the rise of the sharing economy and its much-heralded potential to alter the landscape of the market. Through an ethnography of brand and retail service settings in the particular context of American craft beer festivals, the concept of mutuality is used to provide a line of demarcation between effective and ineffective forms of the sharing …

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …

Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla

Journalism

This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …

November 2014, Inland Empire Business Journal

Inland Empire Business Journal

The 3 Major Sins of Sales Management It’s a

simple fact of business: Without sales, no one else

downstream can do their jobs. To ensure continued

growth, Jack Daly says the people at the top must

avoid the following 3 major sins of sales

management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

How Do Trustworthy Leaders Behave? Roderick

Kramer has found that 8 out of 10 report being

burned at least once because they trusted too …

Market Opportunities For Western Australian Mandarins And Oranges, Manju Radhakrishnan

Bulletins 4000 -

Citrus growing in Western Australian (WA) is concentrated north and south of Perth and in the north around Kununurra and Carnarvon. WA currently produces about 18 000 tonnes (t) of citrus each year. Most production is sold on the local Perth market, with negligible exports. State production is expected to grow from 18 000t in 2014 to 35 000t by 2015 as large plantings come into full production (DAFWA). If local consumption and processing grow only modestly, the WA industry seeks to replace current supply of mandarins and oranges from interstate with WA product as well as identify export opportunities …

October 2014, Inland Empire Business Journal

Inland Empire Business Journal

New Data Shows Riverside-San

Bernardino-Ontario is a Leading

Metropolitan Area for Exports The

U.S. Department of Commerce’s International

Trade Administration announced new export

data that shows merchandise exports from

the Riverside-San Bernardino-Ontario

Metropolitan area totaled a record $9.6 billion,

an increase of 20 percent or $1.6 billion from

2012 to 2013. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Why It’s Important for Business Owners to

Get Out of the Office and Participate in

Conversations Gabie Boko …

Marketing Professor Builds Real-World Connections For Students And Alumni

Business Exchange

Associate Professor of Marketing Zafar Iqbal discusses his personal journey from his home in Pune, India to life as a DePaul professor in Chicago and his work spearheading educational exchange initiatives with Symbiosis International University in Pune. He is working on a large-scale research project to identify and categorize different types of marketing careers.

Future Thinking In The Marketing Curriculum, Claudius Claiborne

Claudius Claiborne

No abstract provided.

Marketing An Established Institutional Repository: Marquette Libraries’ Research Stewardship Survey, Rose Fortier, Emily Laws

Rose Fortier

Purpose The purpose of this paper is to discuss the results of Marquette University Libraries’ survey measuring faculty knowledge and attitudes about the institution’s repository, for the purposes of creating a marketing plan for the institutional repository (IR). Design/methodology/approach The paper adopts a quantitative approach through the use of a survey. Findings Like many other endeavors to measure faculty engagement with the IR, the investigators discovered that faculty knowledge of the IR is not universal. Moreover, the perceived values and motivators for faculty use of the IR were also not surprising, with faculty viewing online dissemination of their work to …

September 2014, Inland Empire Business Journal

Inland Empire Business Journal

Checking Account Transparency Report: How Easily Can Consumers Shop for a Checking Account Online?

There are more than 100 million

checking accounts in the U.S. and close to nine out of

10 households have an existing account. Having

access to and understanding the costs associated

with checking accounts is essential for consumers. . . . . 3

You Can Negotiate Anything: 13 Negotiating Techniques Taught at the Wharton School of Business

Everything is open for negotiation—

even prices, schedules, and product offerings that

seem carved in stone. No one has to just accept

what’s offered…..but first you must hone your …

Assessment Of The Mankato Area's Young Adult Population's Knowledge Of Mall Video Mining For Marketing Research, Tyler S. Goodmanson, Brett E. Fleck, Emily A. Johnson

Journal of Undergraduate Research at Minnesota State University, Mankato

The most modern form of gathering marketing information is not as new as many people believe. The trepidation of Big Brother’s cameras watching down on us puts a chill down most peoples’ backs. In numerous mall stores, cameras are located in each store and are examining you. Most believe that the cameras are positioned for the purpose of shoplifting and crime, but the truth is many are also used for the purpose of marketing. Video mining as it is known has emerged as the latest method of conducting market research. The stores that are participating in this study are diligently …

Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier

Rose Fortier

Marquette University’s institutional repository, e-Publications@Marquette, was established in 2008 for the deposit of faculty publications and research. Despite active participation by some faculty, universal participation remains an elusive goal. During the spring of 2013, faculty participation and needs were assessed via survey and compared to the IR’s capabilities in addressing those needs. Based upon the assessment survey and the IR’s available resources, a marketing plan and promotional strategies were created. The presentation will include analysis of the survey results and how they informed the creation of a marketing plan. Details of the marketing plan will be discussed as well as …

Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier

Library Faculty Research and Publications

Marquette University’s institutional repository, e-Publications@Marquette, was established in 2008 for the deposit of faculty publications and research. Despite active participation by some faculty, universal participation remains an elusive goal. During the spring of 2013, faculty participation and needs were assessed via survey and compared to the IR’s capabilities in addressing those needs. Based upon the assessment survey and the IR’s available resources, a marketing plan and promotional strategies were created. The presentation will include analysis of the survey results and how they informed the creation of a marketing plan. Details of the marketing plan will be discussed as well as …

July 2014, Inland Empire Business Journal

Inland Empire Business Journal

Does the Economic Big Picture Drive Your

Decisions? Three “Context Clues” Leaders Should

Never Ignore How can your company’s leaders

make better decisions where challenges are concerned?

Some of those decisions have short-term consequences

while others will affect the business for much longer.

Ron Scherer and Joel Naroff points out three clues

leaders should never ignore. . . . . . . . . . . . . . . . . . . . . 7

Talk Your Way to the Top: Why Old-School

Communication Skills are the Competitive Edge

New Grads Need Geoffrey Tumlin advises new

grads not …

Summer 2014, College Of Business And Public Administration

IMPACT Magazine

Table of Contents:

Future Events 4

AACSB Reaccreditation 5

Gifts and Grants 6

Department Highlights 8

Public Adminsitration 9

Management 10

Centers of Excellence 12

Inland Empire Center for Entrepreneurship 14

Students Create Impact 15

New Faculty and Staff 17

CSUSB Alumni 18

May I Help You? How Stereotypes And Innuendoes Influence Service Encounters, Lauren Michelle Brewer

Doctoral Dissertations

"You only get one chance to make a good first impression." The dissertation focuses on marketing agents; among the most visible is the "service provider." Previous research establishes the important role of cognitive social schemata in determining the way consumers react to different types of marketing agents, including service providers. In the literature review, a classification schema is developed for service provider stereotypes derived from theory using social stereotypes. The development of the Service Provider Perception Framework (SPPF) creates a classification for the individual service provider along two main dimensions: competence and affect.

In services design (particularly situations involving a …

Consumer Brand Relationships Landscape, Marc Fetscherin, Daniel Heinrich

Faculty Publications

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus …

Revisiting Marketing As Constructive Engagement: Linking Policies And Managerial Practices, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.

The Image Of Psychology Programs: The Value Of The Instrumental-Symbolic Framework, Greet Van Hoye, Filip Lievens, Britt De Soete, Nele Libbrecht, Eveline Schollaert, Dimphna Baligant

Research Collection Lee Kong Chian School Of Business

As competition for funding and students intensifies, it becomes increasingly important for psychology programs to have an image that is attractive and makes them stand out from other programs. The current study uses the instrumental-symbolic framework from the marketing domain to determine the image of different master's programs in psychology and examines how these image dimensions relate to student attraction and competitor differentiation. The samples consist of both potential students (N = 114) and current students (N = 68) of three psychology programs at a Belgian university: industrial and organizational psychology, clinical psychology, and experimental psychology. The results demonstrate that …

The Business Of Coupons-Do Coupons Lead To Repeat Purchases?, Margaret P. Ross

Pursuit - The Journal of Undergraduate Research at The University of Tennessee

In recent years, couponing has emerged as a pop culture phenomenon. Businesses of all types are taking advantage of this resource by revamping their out-dated programs and turning them into something fresh to excite customers. Many questions remain unanswered concerning the viability, profitability, and usefulness of coupons. This study is an analysis of the effectiveness of coupons in enticing return purchases in the soft-drink category and the effectiveness of price discriminating at this grocery store chain. The dataset is comprised of household level grocery store transactions compiled by dunnhumby USA for 2,500 households over a period of two years. An …

Introduction To Special Issue, Innovations In Teaching, Deborah H. Lester

Atlantic Marketing Journal

No abstract provided.

Law Estates Wine, Devon Pitts, Cheyenne Jepsen, Will Akkaya

Case Studies in Agribusiness

Law Estate Wine differentiates its high end wines through quality and highly personal wine tastings. Believing that word of mouth and personal experience is the best way to market high end wines, Law offers tastings only through appointments, with 4-6 people per tasting. They also submit wines to selective wine journals and competitions. This selective business model appears to be successful for this boutique (under 10,000 cases) winery.

June 2014, Inland Empire Business Journal

Inland Empire Business Journal

Michael Spence: China’s Rising Middle Michael

Spence explains how a slowing Chinese economy

could be good for China—and for the rest of us. . . . . . 3

Are Your Employees Sabotaging Your Company’s

Accountability? Ten Bottom-Line-Busting Behaviors

to Watch Out For Authors Julie Miller and Brian

Bedford share 10 employee “types” whose attitudes

and actions are sabotaging your company’s

accountability, costing you money, and sending

customers running for the hills. . . . . . . . . . . . . . . . . . 6

13 of the Biggest Mistakes Entrepreneurs Make

(That May Not …

Drenched Fitness: Marketing Toward Men, Erin Sydni Abzug

Communication Studies

No abstract provided.