Business Commons^™

Motivations And Barriers In College Students For Coffee Consumption From Coffee Shops: A Podcast, Khushi Dave

Senior Theses

The book, Uncommon Grounds: The History of Coffee and How It Transformed Our World, highlights the globalization of coffee; it was first discovered in the mountainsides of modern—day Ethiopia and has since swept the globe. Historically used for religious, medicinal, and recreational purposes, people flocked to coffee houses for the taste of the brew. Now, this beloved bean is ever prevalent on college campuses, especially through foodservice locations. This paper explores the role of foodservice locations, specifically coffee shops, in coffee consumption among college students. Specifically, it will survey the reasons that college students want to buy coffee from …

Exploring Cross-Border Business Model Adaptation, Kurt Norder

Theses and Dissertations

A business model is defined as the way a firm organizes its available resources to deliver and capture value. It can be simplified using the RCOV framework which splits the model into resources and competences, organization, and value propositions. However, the interactive nature of the components still creates internal complexity that must be managed without undermining the competitive advantage. This internal system is also subject to a multiplicity of contextual pressures, particularly as it crosses national borders. A cross-border business model has at least one of its components in multiple country environments, thus it faces variation in economic, competitive, technological, …

Southeastern Conference (Sec) International Student-Athlete (Isa) Career Transitions - A Cultural Intelligence (Cq) Perspective, Tsu-Lin Yeh

Theses and Dissertations

This dissertation investigated international student-athletes’ (ISAs’) transition experiences of being recruited for, matriculating in, and then leaving high-performance and commercialized Southeastern Conference (SEC) institutions. Adopting the Cultural Intelligence (CQ) theory, this dissertation specifically examined how the four CQ elements (metacognition CQ, cognition CQ, motivation CQ, and behavior CQ) existed in an ISA’s transition process. CQ explains a person’s capability for performing well in culturally diverse environments (Fang et al., 2018). Traditional CQ studies have been utilized to manage international organizations’ diversity and inclusion (Triandis, 2006), particularly regarding employee retention, career transition and development (Mangla, 2021). However, although sports management is …

Platform Of Growth: An Analysis Of Earnings And Social Media Engagement Among Esports Athletes, Colleen Marie Dibble

Theses and Dissertations

Esports consists of online gaming, cyber sport, and virtual sport in a highly competitive environment. The industry has grown tremendously over the last 30 years (Leroux-Parra, 2020). Professional esports competitions are often now contested with a large scale, global audience, and millions of dollars potentially at stake in some competitions. Hundreds of esports athletes earn a living from the multi-billion-dollar esports industry. In addition to players earning salaries and prize pool money in a professional setting, many colleges have offered scholarships to enrolled students and have begun to offer esports-related curriculums (Dominguez, 2022). Networks such as ABC, ESPN, and TBS …

Essays On Consumer Returns And Environmental Sustainability In Operations Management, Aditya Balaram

Theses and Dissertations

Consumer returns and environmental sustainability greatly impact the operational decisions that firms make. Focusing on consumer returns, lenient return policies aid consumers with resolving uncertainty but impose additional reverse logistics costs on retailers. The current retail landscape has largely eliminated the possibility of offering more stringent return policies since consumers have come to expect such policies as a given. This has driven retailers to look for innovative solutions while still offering costly free return policies. With respect to environmental sustainability, a number of operational decisions have been examined in the academic literature. These have ranged all the way from examining …

Experiencing The Formalness: The Role Of Contextual Cues In Consumers’ Luxury Perception And Lifestyle Preference, Zhenyu Jin

Theses and Dissertations

Formalness, which refers to the sense of seriousness, importance, and significance, is a commonly-encountered experience in consumers’ daily lives and can influence consumer behavior in wide domains. Despite its ubiquitous nature, research on consumer experiences of formalness in marketing settings is limited. This dissertation investigates the sense of formalness in consumer behavior, exploring its antecedents and consequences in sensory marketing, luxury consumption, and consumer lifestyles.

Essay 1 identifies one of the antecedents and consequences of formalness sense by exploring how music used in marketing communications and retail environments can induce a sense of formalness in consumers, which in turn shapes …

Understanding Gentrification Outside Of The Global Neoliberal Perspective In Hong Kong, Ivy Lu

Senior Theses

Globalization has impacted urban development in different parts of the world. In particular, the influence of neoliberalism has had a significant impact on gentrification. The academic hegemony of the English language further compounds the complexities of overextending the scope of this definition when applying it outside of its original Anglo-American contexts. East Asia, specifically Hong Kong, presents a unique case study due to its local context historically, politically and market-wise, as well as culturally; all of which make it valuable to study urban development phenomena in the region. However, identifying the indicators of neoliberalism and gentrification in Hong Kong is …

Balancing Conservation And Enjoyment: A Case Study Of Sustainable Tourism In Yellowstone National Park, Rachel E. Killen

Senior Theses

This paper explores the successes and challenges of integrating sustainable tourism in the US National Park System, focusing on the partnership between the National Park Service and the hospitality concessioner in Yellowstone National Park. Through a survey questionnaire and semi-structured interviews, managers of the hospitality company in Yellowstone revealed that their successful collaboration with NPS has resulted in the integration of diverse perspectives and fulfillment of the dual mandate of a US National Park. Despite challenges such as conflicts with historical preservation and the park's remote location, Yellowstone has successfully implemented all three pillars of sustainability in its operations while …

Analyzing The Impact Of Salary Discrepancies Between Professional Sports Organizations, Benjamin R. Garner

Senior Theses

While it has long been theorized by sports fans that an organization’s salary influences the success of the team, this thesis will look to examine if the supposed correlation is accurate. This thesis compiles existing research regarding current salary cap systems in American professional sports leagues and examines league-wide methods employed to maintain competitive balance. The discussion then shifts to consider the additional governing factors that determine organizational success, such as team cohesion, the rise in international players, and the increased player movement via free agency. The research then shifts to examine two specific professional sports leagues: Major League Baseball …

Sustainability In South Carolina: A Case Study Analysis Of Publicly-Traded South Carolina Companies Using Sustainability Reports And Esg Scores, Gwyneth K. Waddington

Senior Theses

Sustainability is one of the issues at the forefront of society. Sustainability reports and ESG scores are used to help understand the performance of companies in relation to sustainability issues. The current literature on sustainability reporting makes it clear that there is not a uniform framework for metrics to include in sustainability reports and how those reports should appear. My project uses a case study analysis of nine publicly-traded companies headquartered in South Carolina to examine how companies are portraying their sustainability efforts and asks if there are certain indicators in sustainability reports that are good predictors of the ESG …

Hard Seltzers In Europe: A Sparkling Opportunity? An Analysis Of The Market Potential For Hard Seltzers In Europe, Amanda R. Harper

Senior Theses

This thesis seeks to uncover the potential for the hard seltzer category in the European alcohol market. First, through secondary research, it establishes the conditions of entering the European alcohol market by looking at the challenges of entering markets abroad, the challenges of entering the European market, and the history and current state of alcohol in Europe. Second, this thesis will analyze the history and characteristics of the hard seltzer category. This will include profiles of seven key brands: White Claw, Truly, Bud Light Seltzer, Vizzy, Topo Chico, Mike’s Hard Seltzer, and Pure Piraña. Next, this thesis will analyze primary …

Noodz: A Strategic Communication Plan For A Startup Restaurant Targeting The College Market, Payton M. Fronapfel

Senior Theses

Advertising has evolved significantly throughout the past decade, lending to the current usage of direct response, social media, and online methods of advertising. Considering how these tactics have changed in recent years and how restaurant marketing, specifically, changes in response to a college demographic, companies must consider more in-depth communication plans. This thesis will identify the most effective methods of marketing restaurants in the United States and determine how a college demographic changes the techniques utilized in marketing communication plans. Furthermore, this thesis will develop a comprehensive strategic communication plan for a new Asian restaurant, Noodz, located in Columbia, South …

An Examination Of Celebrity Product Involvement And Endorsement Effectiveness, Eric Nichols

Theses and Dissertations

The purpose of this study was to investigate celebrity product involvement and its relationship with endorsement effectiveness. Due to the increased leverage in creating their own brands, celebrity athletes are increasingly engaging in entrepreneurial endeavors such as collaborations on product development, an investment relationship, and outright ownership and creation of a brand or product. This paper also studied the extent which parasocial interactions and athlete identification may moderate endorsement effectiveness in the form of brand attitudes as well as what role product congruence may play.

Participants were recruited to complete an online survey that exposed them to manipulations of narrative …