Business Commons^™

Exploring Cross-Border Business Model Adaptation, Kurt Norder

Theses and Dissertations

A business model is defined as the way a firm organizes its available resources to deliver and capture value. It can be simplified using the RCOV framework which splits the model into resources and competences, organization, and value propositions. However, the interactive nature of the components still creates internal complexity that must be managed without undermining the competitive advantage. This internal system is also subject to a multiplicity of contextual pressures, particularly as it crosses national borders. A cross-border business model has at least one of its components in multiple country environments, thus it faces variation in economic, competitive, technological, …

The Importance Of Twitter To Destination Marketing Organizations, Tatiana Allgeyer

Theses and Dissertations

Social media has experienced quick and expansive growth since its beginnings. While the initial users were individuals, social media has become a melting pot of businesses, brands, and celebrities all vying for engagement from followers in the hopes of increasing likes, engagement levels and sales.

Destination marketing organizations (DMO’s) have been slow to adopt social media platforms and integrate them into their marketing strategies. The goal of this study is to analyze what kinds of social media content produces the highest levels of engagement in order to make specific social media strategy recommendations to the Columbia DMO, Experience Columbia. An …

The Impact Of Cmo Tenure On Brand Equity And Cost Of Capital: Insights From Business To Consumer Industries, Tracey A. Swartz

Theses and Dissertations

This paper investigates the relationship between CMO tenure and firm risk as measured by cost of capital. The author develops a conceptual model linking the direct impact of CMO tenure on the firm’s cost of capital and indirect impact through brand equity. The hypotheses are tested using data on 125 public US-based firms between 2004 and 2013. The findings suggest that longer CMO tenure results in higher brand equity. Further, longer CMO tenure reduces cost of capital through its impact on brand equity. The author also finds that the impact of CMO tenure on brand equity is strengthened when the …