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Articles 1 - 30 of 37
Full-Text Articles in Business
Final Report: Marketing Internships With Connected, Hadi Kiani
Final Report: Marketing Internships With Connected, Hadi Kiani
SASAH 4th Year Capstone and Other Projects: Publications
Working as the Marketing Coordinator Intern for a tech start-up was an amazing experience. I conducted competitor research, ghostwrote blog posts, ran social media, and aided in a complete company rebrand. Connected is a software product development firm. They partner with ambitious organizations to deliver on the potential of software-powered products. Joining the company halfway through their rebrand, I was immediately thrown into the deep end. Fortunately, I was able to leverage the research and communication skills I had honed through SASAH and translate them into successful contributions. Nevertheless, I had to learn a lot about industry standards, tech jargon, …
Reflecting On My Adventures In Experiential Learning, Will Sharpe
Reflecting On My Adventures In Experiential Learning, Will Sharpe
SASAH 4th Year Capstone and Other Projects: Publications
This report analyzes and reflects on my experiential learning experiences with the Forest City Film Festival and Western Libraries. I look back at my initial feelings of bewilderment and imposter syndrome and then track my progress as I’m pushed out of my comfort zone and learn the skills I need to excel. My time with the Forest City Film Festival and Western Libraries, as well as my peers’ testimonies, taught me that at SASAH, we all have the skills needed to succeed in our fields — and the experiential learning program is an excellent place to nurture them.
Your Emerging Career Assignment Focused On Samuels And Associates, Katelyn Breen
Your Emerging Career Assignment Focused On Samuels And Associates, Katelyn Breen
School of Business Student Scholarship
Katelyn Breen ’24
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing The Your Emerging Career Report of Samuels and Associates’ Commercial Real Estate Company highlights the marketing strategies and global trends that S and A use. This report also takes into account my own strengths and weaknesses as well as what I learned from the journey of completing this assignment. Highlighted Global trends that provide both opportunities and threats for Samuels and Associates include divorce rates, polarization and the 2020-year interest rates. As the person who completed this assignment, the highlights include aptitude tests, job interviews and a pathway for …
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
Maintaining Substainable Growth: The Strength Of Partnerships, Maria Bovina, Matt Carcione, Greg Goeller, Ed Ryan, Dawn Distefano Mba, Phd
Maintaining Substainable Growth: The Strength Of Partnerships, Maria Bovina, Matt Carcione, Greg Goeller, Ed Ryan, Dawn Distefano Mba, Phd
Faculty Works: Business (1973-2022)
The impact of fruitful partnerships can go a long way to improve society and better the communities in which we live in. Student consulting teams have taken the initiative to conduct field research and establish a wide range of partnerships in order to raise awareness of a local non-profit and continue its mission toward sustainable growth. This past semester has brought about additional challenges that normally would not be present in order to complete their charge assigned by their client (e.g. non-profit) and do it with finesse. The capstone course is transformational in nature due to the students working with …
Young Adults Achieving For Local Non-Profit: Ambassadors Of Social Change, Meghan Brown, Adam Mahadeo, Steven Rizzo, Dawn Distefano Mba, Phd
Young Adults Achieving For Local Non-Profit: Ambassadors Of Social Change, Meghan Brown, Adam Mahadeo, Steven Rizzo, Dawn Distefano Mba, Phd
Faculty Works: Business (1973-2022)
Molloy College students in conjunction with a local non-profit have joined forces to not only move an organization forward, but to be agents of change toward social good in their local community. The students take their newly learned skill sets and develop a business plan that will allow Board members to implement shortly after their consulting projects are complete. What happens over the course of this project is not only are the students’ efforts rewarded by making strides to assist a local non -profit, but their demeanor changes throughout this entire process. The students transform themselves into ambassadors, making the …
Investing In Socially-Minded Young Adults: Because Nice Matters, Patrick Kennedy, Dawn Distefano Mba, Phd
Investing In Socially-Minded Young Adults: Because Nice Matters, Patrick Kennedy, Dawn Distefano Mba, Phd
Faculty Works: Business (1973-2022)
The research herein is part of a fourteen-week research project involving Molloy College students located in Rockville Centre, NY. This project comes from students learning professional skills and much more during the capstone experience. The students worked with a ‘live’ non-profit located on Long Island and their efforts were to serve for the greater good of society while moving the assigned non-profit forward with its mission. This senior project also promotes civic engagement within their local community with this all-inclusive real-world project. Hence the students put together turnkey recommendations that would assist the non-profit to implement their findings leading toward …
Agents Of Change - Continuing A Legacy, Kristen Callahan, Jacob Plaut, Jessica Strauber, Dawn Distefano Mba, Phd
Agents Of Change - Continuing A Legacy, Kristen Callahan, Jacob Plaut, Jessica Strauber, Dawn Distefano Mba, Phd
Faculty Works: Business (1973-2022)
Students throughout their academic journeys become agents of change when they experience transformational learning. The students at Molloy College in conjunction with local non-profits have partnered to advance society with their field research. While the mission is fascinating for the assigned non-profit, what is truly amazing is how the capstone course shapes our students to become good citizens in our society. There are overarching rewards for all parties involved whether it be the students, faculty, members of the non-profit, and our community at large. Three consulting teams are created to address the most relatable charges to the assigned non-profit. However, …
An Mba Capstone Consulting Experience In The Midst Of Covid-19, Jacqueline Bassey, Carolyn Hartmann, Rich Nyhus, Phil Quinones, Brian M. O'Neill
An Mba Capstone Consulting Experience In The Midst Of Covid-19, Jacqueline Bassey, Carolyn Hartmann, Rich Nyhus, Phil Quinones, Brian M. O'Neill
Faculty Works: Business (1973-2022)
In alignment with Molloy College’s commitment to civic engagement, the MBA program requires prospective graduates to complete its Capstone course, which entails providing consulting services to a not-for-profit organization. The course requires students to apply their cross-disciplinary knowledge and skills to solve real problems for their clients. In one short semester, students must form working relationships with fellow project members, develop an understanding of their client’s mission and objectives, and propose solutions that address their client’s challenging problems. The semester culminates with the delivery of a written proposal, a formal presentation to the client, and a final reflection. This paper …
Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert
Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert
Faculty and Research Publications
The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how …
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
Research Collection Lee Kong Chian School Of Business
Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.
Research Methods In Textiles Ii Tmd 512, Joanna Burkhardt
Research Methods In Textiles Ii Tmd 512, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Can You See Me Now?: Engaging Distance Learners Through Virtual Reference Consultations, Lauren Puzier, Camille Chesley, Amanda M. Lowe
Can You See Me Now?: Engaging Distance Learners Through Virtual Reference Consultations, Lauren Puzier, Camille Chesley, Amanda M. Lowe
University Libraries Faculty Scholarship
Research consultations continue to be a valuable service offered by academic libraries for students who are able to visit the library, however, most students enrolled in online degree programs or considering enrollment have limited access to campus services. To address this, the authors designed and tested a virtual reference consultation service in their library for distance learners and graduate students. This article outlines a practical approach for designing and initiating a virtual research consultation service pilot, providing equitable access to library services and a positive user experience for distance learners.
Don’T Cut Your Marketing Budget In A Recession, Nirmalya Kumar, Koen Pauwels
Don’T Cut Your Marketing Budget In A Recession, Nirmalya Kumar, Koen Pauwels
Research Collection Lee Kong Chian School Of Business
Most companies reduce spending in recessions, especially on marketing items that may be easier to cut (certainly relative to payroll). Right now, advertising agencies are struggling to stay afloat, and Google and Facebook are reporting substantially lower ad revenues as marketing spending dives with the business cycle (cyclical marketing). But that is today’s equivalent of bleeding – an old-fashioned but once widespread treatment that actually reduces the patient’s ability to fight disease. Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it. But they did change …
Tourist Responses To Tourism Experiences In Saudi Arabia, Faisal Mohammed Aldakhil
Tourist Responses To Tourism Experiences In Saudi Arabia, Faisal Mohammed Aldakhil
FIU Electronic Theses and Dissertations
A decade ago, the Kingdom of Saudi Arabia (KSA) was not perceived to be a popular tourism destination except for religious purposes, the government of KSA has been proactive in recent years building new destinations, changing longstanding policies, focusing on tourism and hospitality education, and renovating its image to attract domestic and international tourists. Tourism contributed to almost 9% of the Kingdom’s GDP in 2018, around 65 billion dollars (WTTC, 2019). The purpose of this paper is to understand the sentiment that tourists have regarding the new tourism campaigns in KSA, to have transparent feedback about the experiences and services …
Crowdfunding Platforms: Ecosystem And Evolution, Yee Heng Tan, Srinivas K. Reddy
Crowdfunding Platforms: Ecosystem And Evolution, Yee Heng Tan, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
Crowdfunding is the practice of seeking support from a large number of backers, each funding a small amount, in order to reach a specific funding goal. This monograph examines: (1) the field of crowdfunding, (2) how it has evolved, (3) the impact crowdfunding has on the fields of innovation, marketing and finance and (4) the factors that can affect crowdfunding outcomes. We view crowdfunding as complementary and transformative, increasing the efficiency of several existing processes such as idea generation and testing, fund raising and collection. We combine practitioner perspectives and research findings to provide insights on this subject. We explore …
Starbucks In China: An Undisputed Leader?, Nirmalya Kumar, Sheetal Bhardwaj, Stephen Eryung Chu
Starbucks In China: An Undisputed Leader?, Nirmalya Kumar, Sheetal Bhardwaj, Stephen Eryung Chu
Asian Management Insights
How Starbucks faces the emergence of ‘new retail’, or the seamless integration of offline and online retail.
Sme Ict Marketing Impact: A New Conceptual Model, Justina Setkute, Simone Kurtzke
Sme Ict Marketing Impact: A New Conceptual Model, Justina Setkute, Simone Kurtzke
Conference papers
This paper presents a conceptual model for SME ICT marketing impact. The conceptualization integrates approaches from technology-in-practice scholarship, which argues that the use of information and communications technology (ICT) among small and medium enterprises (SMEs) is highly context specific, and applies it within marketing practice. The resulting model is relational, iterative and context-sensitive, and considers marketing impact from the use of ICT as emerging over time. This article extends existing research by considering the role that attitudes towards ICT may play in their successful use. It also provides three propositions to guide future research towards generating an empirically based understanding …
Nintendo’S Next Move, Skyler King, Ismail Karabas, Anthony Allred
Nintendo’S Next Move, Skyler King, Ismail Karabas, Anthony Allred
Faculty & Staff Research and Creative Activity
In the 1980s and 1990s, Nintendo was dominating the video game industry with a market share of 90 per cent. Since that time, market share has dropped substantially with new competitors, new technology and changing consumer preferences. This case examines the history of Nintendo including its loss of market share in a rapidly changing industry.
Arbor Day Foundation, Demi Van Reeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Trevor Lockard, Mason Smalley
Arbor Day Foundation, Demi Van Reeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Trevor Lockard, Mason Smalley
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …
Conceptualizing The Electronic Word-Of-Mouth Process: What We Know And Need To Know About Ewom Creation, Exposure, And Evaluation, Ana Babić Rosario, Kristine De Valck, Francesca Sotgiu
Conceptualizing The Electronic Word-Of-Mouth Process: What We Know And Need To Know About Ewom Creation, Exposure, And Evaluation, Ana Babić Rosario, Kristine De Valck, Francesca Sotgiu
Marketing: Faculty Scholarship
Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and …
Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk
Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …
Arbor Day Foundation Consulting Project Mngt 475l, Trevor Lockard, Demi Vanreeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Mason Smalley
Arbor Day Foundation Consulting Project Mngt 475l, Trevor Lockard, Demi Vanreeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Mason Smalley
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …
Arbor Day Foundation New Business Venture, Leigh Hanson, Frances Munro, Demi Van Reeuwijk, Drew Spadaro, Trevor Lockard, Mason Smalley
Arbor Day Foundation New Business Venture, Leigh Hanson, Frances Munro, Demi Van Reeuwijk, Drew Spadaro, Trevor Lockard, Mason Smalley
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …
Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill
Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill
Doctoral Dissertations and Projects
Coffee shops represent a popular form of business in today’s economy. Atmospherics represent a tool used within all types of businesses including coffee shops. Customer loyalty represents a key goal in marketing and business. Within this study, the researcher combined the topics of coffee shops, atmospherics, and customer loyalty. This study consisted of a qualitative case study exploring the impact of atmospherics within coffee shops and customer loyalty. The researcher conducted several interviews and observations during the field study. The main themes that emerged from the field study are comfortable, unique not a franchise, and reoccurring customers. Within this writing, …
Arbor Day Foundation Consultation, Drew Spadaro, Leigh Hanson, Demi Van Reeuwijk, Fran Munro, Mason Smalley, Trevor Lockard
Arbor Day Foundation Consultation, Drew Spadaro, Leigh Hanson, Demi Van Reeuwijk, Fran Munro, Mason Smalley, Trevor Lockard
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the world’s …
Ethics Of Dental Marketing, Min Son
Ethics Of Dental Marketing, Min Son
Philosophy and Religious Studies Presentations
While dentistry does not deal with immediate life and death situations like the mainstream medicine, preserving oral health is crucial to protect the people’s overall health. Then, is dental marketing morally impermissible because it is selling people’s opportunity for good health? It is important to note that skills and knowledge of dentists are not the only “products” sold from dental offices, and not all products are related to basic healthcare needs. For example, consider teeth whitening services. While whitening teeth may be necessary to better one’s self-esteem and improve one’s social life, it is not a basic healthcare need—whiter teeth …
How Can Libraries Move Towards A More Inclusive Model Of Reference? A Practical Approach To Serve Distance Students, Lauren Puzier, Camille Chesley, Amanda M. Lowe
How Can Libraries Move Towards A More Inclusive Model Of Reference? A Practical Approach To Serve Distance Students, Lauren Puzier, Camille Chesley, Amanda M. Lowe
University Libraries Faculty Scholarship
Research consultations are a valuable service offered by academic libraries for students who are able to visit the library, however, many students enrolled in online degree programs or considering enrollment have limited access to campus services. We designed and tested a virtual reference consultation service for distance learners and graduate students. This interactive poster outlines a practical approach for designing and initiating a virtual research consultation service to offer equitable access to library services and a positive user experience for distance learners.
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Student Publications
This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …