Business Commons^™

Risks And Opportunities In The Fourth Industrial Revolution, Michael Gravier

Marketing Department Faculty Journal Articles

We are entering new territory where, to succeed, we must fundamentally understand how we as human beings think about our world and our relation to our technology.

Supply Chain Management Has Changed The World Economy, Michael Gravier

Marketing Department Faculty Journal Articles

I’m making a bold assertion: global supply chain management practices are single-handedly holding down inflation across the globe. Economists have been asking for a while now why inflation stubbornly remains below “ideal” levels, despite uses of various policy levers. There is some evidence that it could be due to the ability of modern global supply chains to continue to find new and cheaper sources of production—the power of competition—coupled with old fashioned managerial innovation.

Supply Chain Opportunity Costs About To Explode, Michael Gravier

Marketing Department Faculty Journal Articles

The cost of tariffs gets a lot of popular media attention, but it’s a shallow treatment of a complex disease. Yesterday Bloomberg ran a piece titled, “The Age of Global Supply Chains Is in Trouble,” about the worrying impact of export restrictions on global supply chains.

Savoring The Product: A Look At The Impact Of Ai On Pre And Post Purchase Satisfaction, Sharmin Attaran, Moshen Attaran, Diane Kirkland

Marketing Department Faculty Journal Articles

The purpose of this paper is to examine some of the profound effects of Augmented Intelligence (AI) on Product, one of the “Four-Ps” of marketing: Product, Price, Place, and Promotion. Today’s customers are used to extreme convenience, beyond the brick-and-mortar shopping experience, and beyond online images. Customers increasingly demand more information, and more personalized information. This paper addresses how the presentation of products has changed. This paper is conceptual, based on a review of academic literature on marketing strategy, psychology, AI, and Machine Learning as chronicled in major marketing and business research journals.

Matieralism Or Morality In Social Media, Which Matters Most? Insights From Millennials Luxury Consumption, Sukki Yoon, Virginia Vannucci, Lamberto Zollo, Riccardo Rialti

Marketing Department Faculty Journal Articles

"Social media are increasingly becoming a fundamental channel for every marketing strategy, particularly in advertising. The pertinent literature stresses how Millennials - the digital born generation very inclined to web interaction - represent one of the most relevant segments of social media users. Hence, firms are more and more using social media channels to engage Millennials, especially thanks to the use of mobile apps. Although Millennials do not represent the traditional target of luxury firms, social media might represent a useful strategic tool to reach them and also transfer the luxury brands’ image and value. While scholars widely investigated the …

Of Telegraphs And Blockchains, Michael Gravier

Marketing Department Faculty Journal Articles

The point is that getting blockchain right will generate tremendous rewards and share risks across globally spanning supply chains—getting it wrong may stifle innovation and erode trust.

Text Versus Pictures In Advertising: Effects Of Psychological Distance And Product Type, Yung Kyun Choi, Sukki Yoon, Kacy Kim, Yeonshin Kim

Marketing Department Faculty Journal Articles

The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers’ perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions toward products to be purchased in the distant (close) future or at a distant (close) location. In addition, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions for durable (nondurable) goods. The research shows that marketers will be most persuasive if they ensure congruence among message formats, product types, and psychological distance.

Technology Is Supply Chain’S Greatest Threat”. Supply Chain Management Review, Michael Gravier

Marketing Department Faculty Journal Articles

There are a lot of companies that could do more and need to modernize, yet the forthcoming generation of technology works against traditional supply chain management approaches.

The Fourth Industrial Revolution: Some Supply Chain Managers Just Don’T Get It, Michael Gravier

Marketing Department Faculty Journal Articles

Whether you call it the Fourth Industrial Revolution or give it some other name, the source of competitive advantage is about to change, and your current strategy is most likely going to kill your business unless you prepare.

Dollar-Off Or Percent-Off? Discount Framing, Construal Levels, And Advertising Appeals, Sukki Yoon, Kacy Kim, Sujin Kim, Gabrielle Corner

Marketing Department Faculty Journal Articles

In two studies, the authors reveal how consumers react to marketing messages when two commonly used promotional tactics – price discounts and advertising messages – are synergized. Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get $10 off”) trigger low-level construal, while percent-off discount framings (“Buy 2, Get 50% off”) activate high-level construal. Study 2 demonstrates that congruent levels are matched when dollar-off discount appeals are paired with attribute appeals and when percent-off appeals are paired with benefit appeals, leading to more effective marketing communications.

Wisdom Comes From The Young, Michael Gravier

Marketing Department Faculty Journal Articles

Leaders must engage their entire workforce and supplier and customer bases in order to maximize competitive advantage.

Leadership And The Democratization Of Supply Chains, Michael Gravier

Marketing Department Faculty Journal Articles

The Fourth Industrial Revolution will continue the democratization of technology.

Managing The Next Generation Of Sales, Gen Z/Millennial Cusp: An Exploration Of Grit, Entrepreneurship, And Loyalty, Michael Rodriguez, Stefanie L. Boyer, David Fleming, Scott Cohen

Marketing Department Faculty Journal Articles

Purpose: The current study explores the latest generation of the workforce, Generation Z/Millennial cusp, and the loyalty concerns hiring managers’ experience. The authors explore how the characteristics of entrepreneurship and grit can potentially impact employee loyalty to an organization.

Methodology/approach: A content analysis using responses from 51 hiring managers and their views of the advantages and challenges of hiring from the millennial generation yielded patterns focused on grit, loyalty, and entrepreneurship.

Findings: Based on the feedback from hiring managers using a grounded theory approach, we propose a conceptual model that includes three constructs that emerged from the analysis: individual entrepreneurship …

2019: The Year Of Supply Chains Living Dangerously, Michael Gravier

Marketing Department Faculty Journal Articles

Failure to take action this year could leave you in danger of being left behind, and reduced uncertainty is a far cry from increased prosperity.

The Knowledge Application And Utilization Framework Applied To Defense Cots: A Research Synthesis For Outsourced Innovation, Michael Gravier, Timothy Hawkins

Marketing Department Faculty Journal Articles

Purpose -- Militaries of developing nations face increasing budget pressures, high operations tempo, a blitzing pace of technology, and adversaries that often meet or beat government capabilities using commercial off-the-shelf (COTS) technologies. The adoption of COTS products into defense acquisitions has been offered to help meet these challenges by essentially outsourcing new product development and innovation. This research summarizes extant research to develop a framework for managing the innovative and knowledge flows. Design/Methodology/Approach – A literature review of 62 sources was conducted with the objectives of identifying antecedents (barriers and facilitators) and consequences of COTS adoption. Findings – The DoD …

Consumer Perceptions Of Brand Mention In Magazines By Level Of Involvement, Charles J. Quigley, Sharmin Attaran, Elaine M. Notarantonio

Marketing Department Faculty Journal Articles

Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed