Business Commons^™

Reflecting On Providing Multiple Assignment Supports To First-Year Marketing Students In A Large Class, Venkata K. Yanamandram, S. Lambert

Faculty of Commerce - Papers (Archive)

This paper describes improvements in learning outcomes in a large undergraduate marketing class at the University of Wollongong. The authors reflect on the interventions developed and evaluated, aimed at supporting students in their transition from novice researchers into self-regulated researchers, and producing professional marketing reports in industry recognised report writing genres. The project, and therefore the paper, was focussed on the major assignment and the initial and ongoing supports provided to students. These have been developed through a continuous cycle of improvement – planned, developed in partnership with a central resource development unit, deployed using a website and classroom activities, …

The Effects Of Structure, Communication And Trust Between Marketing And R&D During New Product Development, Elias Kyriazis, Graham Massey

Faculty of Commerce - Papers (Archive)

The ability to effectively manage cross-functional working relationships (CFRs) during innovation is a key success factor in developing successful new products. However, empirical evidence suggests that CFRs during new product development are often problematic, resulting in extremely poor relations between managers, and the development of unsuccessful new products. This paper adds to our existing knowledge on the Marketing/R&D CFR by examining the effects of structural factors, communication behaviours, and interpersonal trust on the dependent variable perceived relationship effectiveness. Our findings reveal that trust has potent positive, direct effects on this CFR. Further, bidirectional communication and quality of communication also have …

Cultural Perceptions Of Volunteering: Attracting Volunteers In An Increasingly Multicultural Society, Sara Dolnicar, Melanie J. Randle

Faculty of Commerce - Papers (Archive)

Contributing 42 billion dollars to the Australian economy annually, volunteering has become an industry of major importance. The increasingly multicultural nature of Australia has presented new challenges for nonprofit marketers in terms of designing recruitment strategies that appeal to the extremely heterogeneous cultural groups that make up our society. While various studies have focused on the application of marketing techniques to the nonprofit sector, there has been a lack of research looking specifically at the nonprofit organisations competing within a particular marketplace, and whether the perceptions and image of these competitors differs between cultural groups. This empirical study seeks to …

The Effectiveness Of The R&D / Marketing Working Relationship During Npd Projects, Elias Kyriazis

Faculty of Commerce - Papers (Archive)

The complex nature of new product development (NPD) activities within firms often requires high levels of integration between the Marketing function and the Research and Development (R&D) function. The nature of this cross-functional relationship has received considerable research attention with an emphasis on achieving successful departmental integration during NPD projects. This study examines the nature of cross-functional relationships (CFRs) from a micro-management perspective. That is from the perspective of the R&D Manager and the Marketing Manager, continues previous conceptual development by (Anon) that suggested that this working relationship is more complex than previously conceptualised by NPD researchers. By using data …

Social Marketing Communication In A Multicultural Environment: Practical Issues And Theoretical Contributions From Cross-Cultural Marketing, Gary I. Noble, Michael Camit

Faculty of Commerce - Papers (Archive)

Social marketing communication (social marcom) campaign production can be more challenging when the audience includes individuals from ‘culturally and linguistically diverse’ (CALD) communities. Additional issues such as culturally related values, practices, and attitudes need consideration. Normally, social marcoms campaigns for CALD audiences involve directly translating mainstream campaign material into various ethnic groups’ languages. However, little is understood about the issues beyond translation that confront practitioners adapting mainstream campaigns.

This article presents a case study analysis of work undertaken by the New South Wales Multicultural Health Communication Service (MHCS). The Service’s core activity is adaptation of social marcoms campaigns for use …

Are You Selling The Right Colour? A Cross-Cultural Review Of Colour As A Marketing Cue, Mubeen M. Aslam

Faculty of Commerce - Papers (Archive)

Should a marketer adopt a pancultural or a culture-specific approach in using colour in marketing? This paper reviews the psychological and sociocultural associations and meanings of colour(s) in a cross-cultural marketing perspective, and outlines its role as a marketing cue. It is argued that a cross-cultural perspective of colour research and application is imperative for developing global marketing strategies, and the cultural values, marketing objectives and desired customer relationship levels would dictate the choice of colour in corporate and marketing communications in the 21st Century. IdentifYing appropriate colour-culture clusters also facilitates the development of a colour theory in marketing.