Business Commons^™

Mel Gibson's The Passion Of The Christ: Market Segmentation, Mass Marketing And Promotion, And The Internet, Peter A. Maresco

WCBT Faculty Publications

The pre-release publicity surrounding the Mel Gibson film, The Passion of the Christ, warrants an in-depth look at the role that market segmentation and marketing promotion, including use of the Internet, have played in the overall success of the film. As background, films commonly classified as biblical epics are referenced in order to construct a framework that will demonstrate how the promotion of this genre of film, with the exception of the Internet, has essentially changed very little over time. This paper is not a review of the film nor is it intended to be a brief course in marketing. …

Designing And Implementing A Balanced Scorecard: Lessons Learned In Nonprofit Implementation, Andra Gumbus, Tom Wilson

WCBT Faculty Publications

The balanced scorecard has been referred to as the management innovation of the century, and extensive articles have been written using case studies of organizations that use this performance measurement system. This article addresses the key issues of design and implementation with a step-by-step guide to how to design a balanced scorecard and lessons to avoid implementation problems in government and nonprofit settings.

Post-Jgtrra Dividend Planning, Danny A. Pannese, Paul N. Iannone

WCBT Faculty Publications

The JGTRRA reduced the tax rate on dividends for individuals and lowered the accumulated earnings and personal holding company taxes for corporations until 2008. This article reviews some of the planning techniques corporations and shareholders can use to take advantage of the temporarily lower rates.

One of the key provisions of the Jobs and Growth Tax Relief Reconciliation Act of 2003 (JGTRRA), if not the prime emphasis of the legislation, is Section 302's reduction in the individual tax rate on corporate dividends received to 15% (5% for individuals in the 15% and 10% brackets). In an emerging trend, the lower …

Just Tell Me The Rules! Or When Did The Rules Change?, Valerie Christian

WCBT Faculty Publications

Anne is an experienced direct marketer. Just promoted to CEO, Anne proves to be naïve in managing The ABC Catalog Company, despite her twenty years of experience with the company. She prefers to set simple, straightforward rules for her direct reports to follow. Her management philosophy has been influenced by advice from her mentor and by her personal experiences working with her direct reports when they were her colleagues. According to Anne “The big picture is for her (and perhaps her newly-appointed and trusted CFO, Jeff) to worry about.” Anne feels that many of her direct reports are incapable or …

You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley

WCBT Faculty Publications

A model is proposed for ISP customers to receive sponsored electronic newsletters in exchange for a discount on the Internet fee. In the model, both online newspapers and ISPs receive fees from the advertisers while the end consumer pays less for the Internet connection. Advertisers gain by sending better-targeted messages through an accepted medium. In addition to collecting part of the advertising fees, the ISPs increase their customer base by offering an incentive as well as value-added services. Adherence to the model appeared to vary with gender, age, and attitude toward e-mail marketing.

The Seven-Day Weekend: Changing The Way Work Works, By Ricardo Semler (Book Review), Peter A. Maresco

WCBT Faculty Publications

According to Semler: We have to find a better way for work to work.

How Unilever Hpc-Na Sold Its Employees On The Balanced Scorecard, Bridget Lyons, Andra Gumbus

WCBT Faculty Publications

Unilever Home & Personal Care-North America (HPC-NA) not only takes marketing its products very seriously, but it heavily promotes its balanced scorecard to employees as well. No wonder Unilever HPC-NA successfully designed a unique strategy to communicate awareness of the BSC while encouraging its participation and use. Their experiences should prove valuable to other organizations implementing a balanced scorecard and to those just beginning to formulate a communications approach to internal stakeholders about its role, significance, and use. The Unilever HPC-NA marketing campaign provides an effective strategy that other firms may consider when marketing a balanced scorecard internally. The HPC-NA …

Designing A Strategy To Effectively Communicate The Balanced Scorecard, Andra Gumbus, Bridget Lyons, Tom Wilson

WCBT Faculty Publications

As increasing numbers of organizations adopt the balanced scorecard (BSC) to align strategy with operations and measure progress toward meeting strategic goals, the importance of successful communication of the scorecard throughout the organization has become apparent. Successful implementation and effective use of the BSC occurs when organizational stakeholders recognize its role, use, and benefits. In the March/April 2003 issue of Cost Management, we detailed how Bridgeport Hospital, a member of Yale New Haven Health System (YNHHS), adopted the BSC and used the scorecard to align capital investment decisions with strategy.1 In this article, we will profile how the hospital designed …

An Economic Model Of Permission Marketing: Win-Win-Win Relationship Building Among Marketers, Isps, And Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron

WCBT Faculty Publications

A model is proposed for ISP customers to accept e-mail marketing in exchange for a discount on the Internet fee. Adherence to the model appeared to vary with age, number of e-mails received per day, and with the amount of the current fee. Authors recommend marketers send fewer, better-targeted, and personalized e-mails.

Julia's Dilemma, Andra Gumbus, Jill Woodilla

WCBT Faculty Publications

Julia, a professional woman in her mid-thirties, has had relapsing-remitting multiple sclerosis as a part of her life for the last five years. Now she must decide whether to disclose her hidden illness at work. Julia disclosed her illness to her manager in a prior employment, when her MS was first diagnosed, and experienced a supportive response. But she was always mindful that her performance would likely be carefully scrutinized since she was in a job that required strict deadlines. Julia made a career change about a year ago, and did not tell anyone in her new organization that she …

The Media Dichotomy Of Sports Heroes And Sport Celebrities: The Marketing Of Professional Women's Tennis Players, Joshua Shuart

WCBT Faculty Publications

There is perhaps no better example of media created frenzy over heroism and celebrity than in the world of professional women’s tennis. Two of the most recognizable personalities, Venus Williams and Anna Kournikova, are known for very different reasons: Williams because of her on-court success and her rivalry with her sister Serena, Kournikova because of her on-court failures yet curiously strong endorsement success. Survey research was undertaken to examine perceptions of both women, to determine a) how society views them (as heroes or celebrities), and b) to determine their marketing worth, with regards to consumer intention to purchase an endorsed …

Gender Bias In Internet Employment: A Study Of The Effects Of Career Advancement Opportunities For Women In The Field Of Itc, Andra Gumbus, Frances Grodzinsky

WCBT Faculty Publications

Women as individuals experience subtle discrimination regarding career development opportunities as evidenced by research on the Glass Ceiling. This paper looks at the ramifications of technology, specifically the Internet, and how it affects women's career opportunities.