Business Commons^™

International Sales Representatives Perspectives On Value Co-Creation, Kathleen Hughes, Aoife Kent

Kathleen Hughes

Managing the buyer seller relationship has never been more challenging. Irish Sales Representatives and Business to Business Marketers attempting to succeed in both Irish and international markets have found themselves facing buyers with a level of professionalism and expertise higher than ever before. This puts pressure on the Sales Representative to harness the capabilities of their organisation, and then communicate this value creation opportunity in their sales presentations to buyers. This study aims to contribute to the field of buyer seller value co-creation in the international selling and business to business marketing environment. A survey was conducted with Irish companies …

Shu Hosts Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University hosted its first annual Digital Marketing Evening recently, featuring a discussion among panelists and global digital marketing executives Brian Cohen, Clay Cowan, Andrew Markowitz and Joshua Nafman. The primary focus of the evening was where the digital marketing field is headed. The event, which was organized by Anca Micu, chair of SHU’s Department of Marketing and Sport Management, spotlighted the Department’s master’s degree in digital marketing.

Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson

Laknath Jayasinghe

Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader …

Investigating Food Export Opportunities Of The United State From A Global Perspective: Applying Shift Share Analysis, Yasha Sazmandasfaranjan Mr.

Yasha SazmandAsfaranjan

The paper aims to analyze the exported food data of the United States in order to forecast the future of the export. The export data were collected from export.gov. The U.S. export data on more than forty destination countries, six products, for a period of ten years were collected and analyzed. The shift-share analysis was employed in data analysis. The study was carried out based on the export figures of food products namely, food and kindred products, grain and oilseed milling products, starch and vegetable fats and oils, meat products (except poultry), dairy products and poultry, prepared or preserved. The …

2 Weeks In 20 Minutes: How Marquette University Customized Libcal, Robert L. Nunez Ii

Robert L Nunez II

No abstract provided.

Like It Or Not? Customer Brand Engagement On Online Social Media Platforms, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

Social networking is currently the most popular online activity among consumers worldwide accounting for almost one in every five minutes spent online, and reaching 82% of the entire world’s online population, which represents an audience of nearly 1.2 billion internet users (comScore, 2011). For those firms who pursue their presence in social media, the issue of consumer engagement and how it further contributes in creating deeper and more lasting customer brand relationships has emerged (Kumar et al., 2010). Despite the increasing interest on customer engagement through social media, anecdotal research shows that the resulting levels of engagement are rather low. …

Strategy And Segmentation Of Lady N Baby Stores, Dipanjay Jayant Bhalerao

Dipanjay Jayant Bhalerao

100 Stores of Lady n Baby stores in India! Indra Retail is on the celebrations. Being the 1st of its own kind i.e. all range retail for the mothers and kids, it has certainly brought the uniqueness to this segment. What is the way forward to quickly expand into the households through this retail venture? This is the question marketing team is facing at this CENTURY MOMENT. This time they took the path of quick learner (learning from big retailers in India) by launching the online retailing store www.LadynBabyshop.in So the challenge before them is to start doing path breaking …

Shu To Present Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University’s John F. Welch College of Business (WCOB) will present “Digital Marketing Evening” on Wednesday, May 1, 2013. The evening will consist of a conversation with an impressive panel of digital marketing practitioners who will talk about the practice of digital marketing in their respective industries. Panelists will be: Brian Cohen, executive vice president and general manager, E-Tailing Solutions; Clay Cowan, vice president of global digital, Starwood Hotels & Resorts; Andrew Markowitz, global digital marketing director at GE; Joshua Nafman, senior digital brand manager at PepsiCo .

Change The Game: A New Mantra For Future Success In Retail Industry? A Case Study Of Tesco’S Success In Korean Retail Industry, Dipanjay Jayant Bhalerao

Dipanjay Jayant Bhalerao

Today there is an increasing need for every giant company to look for the emerging economies for growth. But in that growth pursuit are they slipping from the home grounds or the established markets!

Also when the retail company enters into new established markets for expansion, they need to do something innovative which also suits those markets.

So what should the retailers do to balance the growth of the established & emerging economies for the expansion!

What provokes this thought is Tesco’s rare success in the Korean market.

Why to call it rare! As Korea is the retail market where …

Ambush Marketing In Poland Before The 2012 European Football Championship, Marcin Gębarowski

Journal of Entrepreneurship, Management and Innovation JEMI

Activities belonging to ambush marketing (parasite marketing) are more and more widely undertaken with regard to subsequent, huge sports events. Therefore, this article analyzes the scope of using this form of promotion in the period that preceded the 2012 European Football Championship. A reference has been made to Poland – a country which was a co-host of the championship. On the Polish market, owners of many brands performed actions that aimed at “stealing” image effects which should be achieved only by official sponsors who support such huge tournament (which is considered to be one of the three greatest sports events …

A Neuromarketing Study Of Consumer Satisfaction, Armando F. Rocha, Fábio T. Rocha, Lucia H. Arruda

Armando F Rocha

The interest of marketing science in using neuroscience techniques to understand the consumer’s thought processes, dates back to the 1970s, when EEG data were recorded while subjects were watching TV commercials. Recently, fMRI was used to study the neural correlates of culturally based brands and neural predictors of purchases. These studies have discovered important properties of the neural circuits that are associated with consumer decision-making process and satisfaction. Here, EEG brain mapping was used to study the dynamics of the brain activity associated with these processes. The present study validated the EEG technology as an adequate neuromarketing tool and shows …

Vaccination : Social Good Or Social Evil?, Stephen S. Holden

Stephen S Holden

No abstract provided.

How And When Do Corporate Social Responsibility Initiatives Impact On Customer-Facing Employees? Evidence From India And The Netherlands, Pavlos A. Vlachos, Nikolaos Panagopoulos, Aristeidis Theotokis, Ramendra Singh, Rakesh Singh

Pavlos A Vlachos

No abstract provided.

Curvilinear Effects Of Corporate Social Responsibility And Benevolence On Loyalty, Pavlos A. Vlachos, Areti Krepapa, Nikolaos Panagopoulos

Pavlos A Vlachos

No abstract provided.

Ασκήσεις Εφαρμογών: Αθλητική Διοίκηση - Μάρκετινγκ, Yanni D. Afthinos

Yanni D Afthinos

No abstract provided.

Retention Of New Graduate Gen Y Nurses, Joyce K. Kutin

Joyce K Kutin RN, MSN, MOL

The purpose of this paper is to review the research of new residency programs on Generation Y retention and the quality implications that influence the organization. General orientation of all nurses upon hire has been the standard practice with preceptoring of senior nurses from the individual units. The process of each unit’s orientation and standards was different without respect to the individual nurse’s experience. Prior to the implementation of the Nurse Residency program for new graduate generation y nurses, the turnover rate within the first year was greater than 50 percent. Health care organizations and their leaders need to anticipate …

Customer Brand Engagement On Online Social Media Platforms: A Conceptual Model And Empirical Analysis, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the …

Coopetition At Work: How Firms Shaped The Airline Industry, Wojciech Czakon, Leo Paul Dana

Leo- Paul Dana

The literature on coopetition has made a substantial progress in identifying its attributes and outcomes. However, published work has much less to say about the emergence of this strategy. We develop a view on coopetition adoption at industry level, focused on exogenous factors, and seen from an evolutionary perspective. Our longitudinal study of the airline industry development reveals that coopetition is a way of operating, aimed at shaping relationships between value network members. Empirical data suggest that cooperative moves of key players are meant at a more efficient value creation. Yet, those moves involve also intra- and internetwork competition. Industry …