Business Commons^™

Java Plus Coffee: A Case Study In Economic Sustainability In A Non-Profit Organization, George Dierberger, Marc Mcintosh, Nancy Johnson

Faculty Authored Articles

Java Plus is a non-profit case study focusing on the coffee industry. The case deals with business strategy, multiple distribution channels, financial analysis, break-even analysis, operational, sourcing challenges and inventory rationalization. The profits of the company are used to help inner city youth gain experience in business and find a vocation that would support their dreams and aspirations.

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer

Asian Management Insights

Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.

Snapple: Integrated Advertising Campaign, Hayley Renneker

Mahurin Honors College Capstone Experience/Thesis Projects

The National Student Advertising Competition is a competition college chapters of the American Advertising Federation can participate in. This competition has a corporate sponsor, this year being Snapple, which gives students the opportunity to write an integrated marketing campaign that addresses real advertising challenges Snapple is currently facing. I managed a group of 19 peers and worked for several months to come up with a solution to their current problem. We created a 27-page campaign book outlining the research we conducted, the target consumers, a “big idea,” creative execution, media plan, media budget, and campaign measurement. Our “big idea” carried …

Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar

Library Presentations, Posters, and Audiovisual Materials

For many libraries across the world, marketing, development and fundraising can be dirty words and if you add outreach people do not even get it. In this poster, the presenter will prove why libraries across the globe should embrace marketing, outreach and development for what they are, and let outreach spread and be part of our daily routine in libraries. Just like corporations and start-up, libraries of all kinds need to invest time; energy and resources on their marketing and development strategies. By applying some of these techniques, libraries will not just be able to better understand their users’ needs …

The Department Of Marketing Newsletter - Spring 2016, St. Cloud State University

Department of Marketing News

Emil Towner - Highlighted

The Effect Of Electronic Word Of Mouth On Sales: A Meta-Analytic Review Of Platform, Product, And Metric Factors, Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, Tammo H. A. Bijmolt

Marketing: Faculty Scholarship

The increasing amount of electronic word of mouth (eWOM) has significantly affected the way consumers make purchase decisions. Empirical studies have established an effect of eWOM on sales but disagree on which online platforms, products, and eWOM metrics moderate this effect. The authors conduct a meta-analysis of 1,532 effect sizes across 96 studies covering 40 platforms and 26 product categories. On average, eWOM is positively correlated with sales (.091), but its effectiveness differs across platform, product, and metric factors. For example, the effectiveness of eWOM on social media platforms is stronger when eWOM receivers can assess their own similarity to …

Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright

Dept. of Organisation & Professional Development Publications

Branding aids companies in the acquisition of new customers, allows them to build a favourable reputation, leads to increased customer loyalty and, ultimately, is a driver of profitability. Although there is an impressive quantity of academic literature related to both large corporate and product line branding, there has been less focus regarding the research on branding of small businesses, despite their economic importance.

In the specific case of SMEs in Ireland, branding studies are scant. There is little understanding of the branding practices of SME founder-owners in Ireland, and, moreover, a lack of clarity as to their knowledge levels apropos …

Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker

Honors Projects in Marketing

Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …

What’S In A Name? Sound Symbolism And Coffee Shops, Claire Anderson

Linguistics Senior Research Projects

This study explores the relationship between sound symbolism and coffee shop names. Specifically, phonetic qualities in coffee shop names have crossmodal associations with other sensory experiences such as taste, sight, sound, and touch. Previous studies show a strong association between product or brand name and consumer preference; therefore, a study of coffee shop names is worthwhile in expanding the corpus of sound symbolism knowledge. A phonetic analysis of top-rated coffee shops in the United States, paired with a survey, shows that a balance of stops and smoother phonemes (fricatives, nasals, laterals, etc.), as well as a mixture of front and …

Green Advertising And Millennials, Stephanie Davidson

Honors Projects in Marketing

This study investigates the responsiveness of Millennials to green versus non-green framed automobile print ads. A 2x2 factorial design was used in which specific advertising frames were manipulated to measure ad attitudes, purchase intentions, and skepticism for a high involvement product (i.e., an automobile). Results showed that highly-environmentally-concerned participants have more positive ad attitudes and greater purchase intentions after viewing a green ad than after viewing a non-green ad. These differences were not evident however for participants who exhibited low-environmental-concern. The results also showed that participants who are more environmentally concerned are less skeptical about green ads than those who …

How Health Claims On Product Packaging Influence Consumer Perceptions And Purchase Decisions, Taylor Vanasse

Honors Projects in Marketing

The goal of this investigation was to expand upon research from the field of consumer behavior, with a specific focus on food product packaging and health claims. It specifically focused on how these health claims impact consumer perceptions and purchase decisions related to everyday food items. Students at Bryant University were asked to take part in a study which measured their overall health knowledge and nutritional interest. They were then presented with different variations of a product packaging label to assess its impact on their attitude towards a product. Findings indicated that both females and those who score highest on …

Ec 845 Nebraska Cash Soybean Prices And Basis Patterns, Jessica J. Groskopf, Cory Walters

Extension Farm and Ranch Management News

No abstract provided.

A Critical Perspective On Short-Term Missions, Sarah M. Bunyea

Senior Honors Theses

There is a growing number of participants going of short-term mission trips from the North American church. There are many criticisms of short-term mission trips, including that they are planned around tourism and completing projects, rather than learning from the people in the communities being visited and sharing in their own Christian ministry. One reason for this is that false promotional messages from churches and mission organizations give participants wrong perceptions of the purpose of these trips, creating market demand for tourists who want to help the poor. Mission organizations and churches not only need to change the structure of …

Service, Sale And Marketing Of Alcohol For The Tourism, Hospitality And Retail Industries, James Peter Murphy

Conference papers

The responsible service, sale and marketing of alcohol for the tourism, hospitality and retail industries is crucial those working in the tourism, hospitality, culinary arts and retail industries including those in supervisory and management positions. This presentation explored a wide range of topics associated with sale and service of alcohol in these inter-related industries. Its aim was to provide attendees with a greater awareness of the effects of alcohol, and of their moral and legal obligations to act responsibly when supplying alcohol beverages or when dealing with alcohol misuse in their respective workplace. This presentation was also created to coincide …

Consumer Understanding Of Nutritional Supplements: An Irish Context, Julie Anne Walsh, Angela Wright

Dept. of Organisation & Professional Development Publications

Nutritional Supplements have been available in Ireland for over thirty years. Originally available in health food stores only, supplements now have several distribution channels including pharmacy, practitioner, and online. Recommendations for consumption can come from many sources including general physicians, alternative practitioners, dieticians and nutritionists. The demand for Nutritional Supplements has increased over the years, and the industry has expanded exponentially. Nutritional Supplements provide an important opportunity to optimize illness prevention. As scientists and health professionals start to understand the value of Nutritional Supplements in terms of the prevention and treatment of disease, consumers follow suit. Market growth of Nutritional …

Perceptions Of Cause-Related Marketing Tactics, Robert Bernier

White Papers

Study of small business owners in Nebraska reveals reluctance to make judgements about tactics intended to manipulate customers and more certainty about genuine charitable actions.

Pomegranate Juice Can Do That? Navigating The Jurisdictional Landscape Of Food Health Claim Regulation In A Post-Pom Wonderful World, Hilary G. Buttrick, Courtney Droms Hatch

Scholarship and Professional Work - Business

Thirty years ago, the most the consumer expected out of his or her morning glass of juice was a little extra vitamin C. By 2010, the consumer expected a lot more. POM Wonderful’s pomegranate juice, for instance, promised to improve cardiovascular health, treat erectile dysfunction, and combat prostate cancer.¹ Those claims made orange juice look a little pathetic. Of course, those wild promises also landed POM Wonderful in hot water with the Federal Trade Commission (“FTC”) for misleading the public with scientifically unsubstantiated health claims.²

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee

Faculty of Business - Papers (Archive)

Purpose - This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach - The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 …

Updated Tables And Figures For Ec 844 Nebraska Wheat Prices And Basis Patterns, Cory Walters, Jessica J. Groskopf

Extension Farm and Ranch Management News

No abstract provided.

Updated Tables And Figures For Ec 846 Nebraska Cash Corn Prices And Basis Patterns, Cory Walters, Jessica J. Groskopf

Extension Farm and Ranch Management News

No abstract provided.

A Strategic Marketing And Financial Analysis Of Toys R Us, Ethan S. Thomison

Lewis Honors College Capstone Collection

The following is a strategic marketing and financial analysis concerning the highly dynamic operations of Toys R Us.

Marketing Social Responsibility: Mba Capstone That Leads To Social Good, Maureen L. Mackenzie Ph.D., Gabriela Guzman Mba

Faculty Works: Business (1973-2022)

This paper emerges from a series of articles that have been presented at the NBEA Annual Conference over the past few years. The pedagogical philosophy is that business students should experience working with a real-world client prior to earning the MBA Degree. The mission of the institution establishes the founding belief in social responsibility, service, community, and study. The college’s commitment to academic excellence and the promotion of lifelong learning demonstrates the transformative education experienced by the students. As a result, the evidence of learning for the MBA program is a set of solution-driven recommendations that will lead to social …

On Contemporary Leadership And Branded Organizations, Mark Bloemhard

Antioch University Full-Text Dissertations & Theses

This qualitative study examined a leader’s enigmatic decision-making process guiding innovative and complex organizations—organizations that are not able to rely on market research or the precedence of industry emulators for making strategic decisions. Leaders of highly creative organizations regularly make catalytic decisions that have fateful outcomes; their ability to recognize and appropriately adjudicate complex and unpredictable market forces determine the consequences. Such influential choices often require a deep level of intuition with very little research and time to decide. The purpose of this dissertation has been to develop a framework that presents Brand Leadership as a distinct and viable leadership …

Marketing An End To War: Constructive Engagement, Community Wellbeing, And Sustainable Peace, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

Markets and marketing are integral to human welfare and survival. When used however for the purposes of war and other systemically violent conflict, they can be devastating and pose an existential threat to humanity. Drawing on experience in war-ravaged and recovering economies, the author examines a stream of research on marketing systems disrupted or destroyed by war. Some underlying conditions and predictors of war and its peaceful resolution are introduced, including social traps and their mitigation or elimination. An argument is revisited for marketing as a form of constructive engagement, which must be implemented to affect and to develop equitable …