Business Commons^™

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …

The Potential For Using Loyalty Rewards And Incentives Programs To Encourage Transit Ridership And Regional Transportation And Land Use Integration, Christopher E. Ferrell

Mineta Transportation Institute

Transit smart cards can be used as a tool for increasing transit ridership, increasing retail sales in transit-oriented developments (TODs) and eventually, increasing opportunities for retail development in TODs. Instead of providing separate loyalty rewards for each store, or chain of stores, such cards would provide loyalty rewards—in several possible forms, including free transit ride credits, cash rewards, retail purchase discounts, sweepstakes rewards—to all transit riders who patronize TOD retail businesses. Additional rewards could also be given to transit riders who live, work, and shop in TODs, and even to riders who take transit for specific shopping trips in TODs. …

Law Library Blog (November 2019): Legal Beagle's Blog Archive, Roger Williams University School Of Law

Law Library Newsletters/Blog

No abstract provided.

Fashion E-Commerce Tmd 333, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Service For Millenials, Joan Chang

Research Collection Institute of Service Excellence

Joan Chang of Lloyd’s Inn relates the importance of branding for a younger audience and the changing landscape of service in boutique hospitality.

An Analysis Of Marketing And Microenterprise: Does Marketing Have An Impact On These Unique Organizations?, Bruce Alan Morgan

Doctoral Dissertations and Projects

This research study was a qualitative, multiple case study on how the implementation of good marketing techniques impacts the sustainability of microenterprises. This is a replicative extension study of prior research that revealed a theme of “promotional activities” correlating to microenterprise sustainability beyond two years (Haynes, 2017). This research extended the prior study by significantly increasing the number of participants (from six to forty), providing heterogeneity regarding lines of business, expanding to a new geography (the Upstate of South Carolina), focusing exquisitely on marketing techniques (as defined by the classical Marketing Mix), and defining sustainability by using both an accepted …

The Art Of Inclusion: Marketing Toward Social Good, Marissa Senatore, Alexandra Pfeifer, Anna Kaur, Lauren Keller, Caroline Zimmerman, Dawn Distefano

Faculty Works: Business (1973-2022)

The theme of this research emerges from a pedagogical philosophy that it is essential to learn the significance that business has upon society while working with a neighborhood non-profit. Undergraduate Business students from Molloy College pitch their business and marketing recommendations to a local non-profit supporting the mission of the College through transformative learning. Having students enter into the business world where profit is a healthy by-product, but acquiring the proper disposition in the process is critical toward today’s career development. The Capstone project helps develop tomorrow’s sought out ethical and social leaders. The learning activity leading to this learning …

Branding, Fashion Industry Tmd 434, Joanna Burkhardt

Library Impact Statements

No abstract provided.

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 …

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey

Library Faculty Publications and Presentations

This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social media …

The Power Of Promotional Marketing To Millennials, Colleen Longley

Honors Program Theses and Projects

As Millennials are currently at the forefront of the consumer population, their business is an essential partnership. When targeting the Millennial Generation; the most effective component of the Marketing Mix is Promotion. The main purpose of this thesis is to highlight the importance of adaptability and increased targeting toward the Millennial Generation. The methodology will include: a combination of data from primary and secondary research on the Millennial’s Promotional Marketing experience, and an analysis of successful promotional strategies from the corporate and industry level. The research will clearly identify the overall importance and benefit of the Promotional Marketing Strategy of …

The Practically Perfect Tale As Old As Time: A Comparative Analysis Of The Branding Of Beauty And The Beast And Mary Poppins, Cayley Plotkin

Honors College Theses

The Walt Disney company and all of its heavily branded mastermind keep much of its planning and strategy under wraps from the general public. Although it has been observed amongst fans and business people how Disney markets their products and what their strategy looks like, it has not been compared between two similar projects that have followed the same strategic path. This paper will examine and compare the branding strategies of “Beauty and the Beast” and “Mary Poppins” from screen to stage and back to the screen again in hopes to better understand why one title may take in more …

Meaningful Consumption: A Eudaimonic Perspective On The Consumer Pursuit Of Happiness And Well-Being, Aditya Gupta

College of Business: Dissertations, Theses, and Student Research

Prior research indicates that consumers often pursue happiness through the market and that their purchase choices can vary depending on how they define happiness. However, while prior research has tended to use a hedonic lens to frame happiness in terms of pleasure, the current investigation is one of the first to use a eudaimonic lens to frame happiness in terms of personal meaning or meaningfulness. The central goal of this dissertation, therefore, is to arrive at a stronger understanding of eudaimonic consumption. In this regard, findings from six experimental studies reveal that eudaimonic consumption differs from hedonic consumption on a …

Marketing U: Preparing Students To Succeed In The Job Search Process, Emily Guyon

Honors Program Theses and Projects

Despite the extensive careers services programs offered at secondary education institutions across the United States, students continue to underutilize the programs offered for career preparedness. The purpose of this research was to investigate what skills students were interested in learning more about related to the job search process and how they preferred to receive such information. It also examined if the graduate students in the Ricciardi College of Business at Bridgewater State University utilized Career Services, what resources they were interested in learning more about, and how they preferred these resources to be offered. The findings were consistent with previous …

A Strategic Audit Of Oriental Trading Company, Isaac Coleman

Honors Theses

Oriental Trading Company is a direct marketer and seller of toys, novelties, wedding favors, custom apparel, and other event supplies. Its products are sold by five brands, each of which participates in a different market. Though its flagship brand, Oriental Trading, is a powerful market leader in novelties and is doing extremely well, the four most recent brands each face distinct challenges and have low name recognition. To increase name recognition and direct sales of these brands, this audit proposes that OTC revitalize its social media presence, add a blog to all of its websites, and resume public participation in …

Investigation Of Factors That Influence Public Librarians’ Social Media Use For Marketing Purposes: An Adoption Of The Technology Acceptance Model And Theory Of Planned Behavior, Soohyung Joo, Namjoo Choi, Lindsey M. Harper

Information Science Faculty Publications

This study aims to explore multiple factors that are associated with social media use by public librarians for marketing purposes. Based on the technology acceptance model and theory of planned behavior, the effects of five factors—usefulness, ease of use, attitude, subjective norms, and behavioral control—on social media use intention were examined. A survey was conducted, and 462 valid responses were collected from public librarians across the United States. The findings revealed that all five factors have a significant impact on librarians’ intention to engage in social media activities for library marketing. Perceived behavioral control factors were the most influential on …

Islands In A Sea Of Aaruul: Globalization And Mongolian Cheesemakers, Pearse Anderson

Independent Study Project (ISP) Collection

Despite being a sparsely-populated country with less than 2% of its land arable, Mongolia has developed a rich and complex food culture, notably for its meat and dairy products, which could soon be at an historic high thanks to the tens of millions of animals on Mongolian pastureland. Many Mongolians and non-Mongolians view the countryside as a sea of milk that is currently being underutilized for economic exploitation. Various projects, whether funded and organized by international NGOs, the Mongolian government, or private companies, have tried to use Mongolian’s dairy resources to fill Mongolian demand, with more recent private ventures also …

Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl

School of Business: Faculty Publications and Other Works

Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an …

The Role Of Normative Marketing Ethics, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

This essay highlights the importance of normative thinking in marketing ethics and proposes avenues for future research. It begins with contrasting positive and normative ethics. Then, a brief discussion of the literature in the field is included. Arguments offered by those who tend to avoid normative analysis are examined. Four types of normative ethical theories are presented: consequentialism, duty-based ethics, contract-based morality, and virtue ethics. The essay concludes with seven future research directions for normative marketing ethics and customer-brand relationships.

Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea

ETSU Faculty Works

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

Is Marketing Science Really Scientific?, Michael Latta, Ismet Anitsal, Michael Mccall, Stephen A. Lemay

Association of Marketing Theory and Practice Proceedings 2019

Thirty-five years ago, there was a special issue of the Journal of Marketing in Fall, 1983 concerning whether marketing is a science and what role theory plays in a marketing science. In that issue the following articles concerned with the definition of Marketing and its role in business appeared:

• Shelby Hunt asked the question of whether a general theory of marketing is even possible and what such a theory would be like if such a theory existed.
• Robert Bartels noted that marketing has been defined as having theory and practice, specialization and generalization, as well as established interests and global …

Join The Club: The Relationship Between Professional Organization Membership And Academic Performance Among Undergraduate Marketing Students, Gary Daniel Futerell

Association of Marketing Theory and Practice Proceedings 2019

Professional student organizations (PSOs) are often regarded as valuable learning opportunities for students and a source of distinction for students entering the job market. In addition to allowing students the opportunity to integrate classroom concepts (Hall 2012; Peltier, Schibrowsky, and Kleimenhagen 1995); active participation in PSOs has been shown to increase informal student-faculty interaction (Hall 2012), develop member’s professional attitude (Bent 1957), and aid in the acquisition and practice of leadership skills (Hall 2012).

PSOs allow students the opportunity to connect with those active in their field of study and allows them to dress the part of a professional (Munoz, …

Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications and Presentations

Learning from and encouraged by the impacts of film film-based windows into globalization phenomena, in this issue of MGDR, we have focused on the film Crazy Rich Asians. In the popular press, the movie has been hailed as a major cultural point of departure for Hollywood as well as panned as just an Asian Asian-themed romantic comedy that celebrates the super-rich of Asia. The buzz around this movie does, however, indicate a slight bend in the curve of the geopolitics of the globalization discourse – and hence our decision to feature a number of academically insightful reviews of this movie …

Are They Even Following Us?: Using Market Research Data To Understand Students’ Social Media Preferences, Mark Aaron Polger, Dan Sich

Publications and Research

The purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.