Business Commons^™

Reflections On The Market-Oriented Theory In The Behaviour Of Real Organization, Michal Felcman

Atlantic Marketing Journal

This paper presents market-oriented marketing concept which is reflected in the case study describing the behaviour of existing organization. An initial theoretical section of the paper introduces the reader to the market-oriented theory throughout the literature review, which provides different scholastic approaches to this theory. The practical section focuses on the qualitative assessment of the real organization and its behaviour. It starts with the description of the organization itself and it is subsequently expanded into the assessment of the organization´s behaviour in the light of the market-oriented theory. The goal of this assessment is to present benefits and challenges which …

November 2012, Inland Empire Business Journal

Inland Empire Business Journal

Oops, My Bad: Five Ways Your Business Can

Improve by Admitting to Mistakes According to

Michael Houlihan, owner of Barefoot Cellars,

mistakes are a fact of life. No matter how much you

try, you can’t completely avoid making them. It

improves your company’s effectiveness and

reputation if you handle them well. . . . . . . . . . . . . . . . 5

Market Trends That Will Affect Your Bottom Line

Global trends are like a river. Sometimes they are

powerful, sometimes they are weak and sometimes

they’re so mellow your business can glide along them …

Surfers For Cetaceans Marketing Strategy, Surfers For Cetaceans

Fundraising and Marketing

Surfers for Cetaceans (S4C) is dedicated to the conservation and protection of marine wildlife, in particular whales and dolphins also known as cetaceans.

The organization’s primary markets are ocean-minded people including surfers, sailors, and divers. S4C also attracts environmental enthusiasts and animal rights activists.

Resources such as funding, volunteers, brand recognition and awareness limit the organization’s ability to execute its mission.

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

The Beauty Industry's Influence On Women In Society, Ann Marie Britton

Honors Theses and Capstones

There has been a significant amount of research done on the effect that advertising in the fashion and beauty industry has on women. By creating advertisements with unrealistic images of beauty, it has resulted in anxiety, low self-esteem, and low self-confidence in many women. Most of these negative emotions stems from unhappiness among body and appearance. Less research has been performed relating to cosmetics and how this can have an influence on women, and how women can use cosmetics to manipulate their appearance. This paper first discusses the existing research that focuses on the cosmetic industry’s influence on women. From …

Social Media Helps Small Businesses, Nicholas J. Oxborrow

UNLV Theses, Dissertations, Professional Papers, and Capstones

Beemer and Shook (2009) explain that developing customers one at a time is the only way. There are no short cuts to this. Traditionally, a small business would develop their relationships by going from door-to-door to raise awareness and grow their brand. How fast they achieved this depended on the budget and time available to their business. Traditionally, large businesses had the power of reaching their markets through huge advertising budget, which small companies could not match.

In today’s business environment, social media has become a new marketing tool that is available to all businesses, that instantly develops relationships with …

September 2012, Inland Empire Business Journal

Inland Empire Business Journal

Inside Job: Why Dealing with “Difficult” Colleagues Will Lead to Happier Customers Read advice on how you can use difficult situations to start building an uplifting service culture in your organization. . . . . . . . . . . . 9

“It’s Not MY Fault!” Seven Ways Leaders Can Unearth (and Neutralize) the Fear That Lurks Behind the Blame Game Mike Staver explains that fear-based leadership lurks at the heart of the blame game. Read his advice on how you can take responsibility and help your followers to do the same. . . . . . . . …

August 2012, Inland Empire Business Journal

Inland Empire Business Journal

When Your Website Powers Your Business Why would you invest your hard-earned dollars to hire anyone less than a pro when designing your online business? After spending months developing your product, do yourself a favor and hire the right web developer—it will be well worth the investment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Need Work? Tech Companies Are Hiring Companies are hiring and will be hiring those students who have the educational capability of business with a …

How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez

Media Studies - Theses

Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …

The Effect Of Choice And Degree Of Participation On Customer Value And Performance Outcomes, Nicholas Jason Flores

Theses and Dissertations - UTB/UTPA

The importance of understanding customer value and the process of enabling the co-creation of value has advanced to the point of being considered vital for marketing and organizational success. Presently, a gap in the literature exists that pertains to understanding how the design and management of mechanisms that enable co-creation processes affect co-produced customer value and, consequently, performance outcomes. By investigating how two specific elements of customer participation enabling platforms, choice and degree of participation, impact customer value and performance outcomes in an online context, this study helps address the extant research gap. Specifically, this study examines how choice and …

July 2012, Inland Empire Business Journal

Inland Empire Business Journal

8 “Be-Attitudes” of Holding People Accountable The key to leadership is to create an environment whereby people do the best they can because they want to do it. Bob Whipple examines eight attitudes or behaviors of leaders that can foster a culture where holding people accountable is a precursor to a feeling of celebration. . . . . . 9

The Prison Industry Major phone companies profit from the prison industry. “Reach Out and Touch Someone” has a whole new meaning. . . . . . . . . . . . . . . . . . . . …

Reasons For Failure Of New Products In The Consumer Goods Industry, Usamah Iyyaz Billah

Business Review

Consumer goods companies launch new products in order to create diversification in their product portfolios and successfully compete in the market. However, based on in-depth literature review, it has been identified that only a few of these new products are successful. For the purpose of this research article, detailed interviews have been conducted with corporate managers of consumer goods companies in Pakistan and the Middle East. This article, hence investigates the key reasons for new product failure, the level of impact of these reasons & the measures that should be taken in order to avoid new product failure. The findings …

Pyramids To Players Clubs: The Battle For Competitive Advantage In Las Vegas, Oliver Lovat

Occasional Papers

The evolution of the Las Vegas casinos from owner operator to the institutionally financed and corporately managed casino-resort has been the predominant feature of the evolution of the US Gaming market in the past 30 years. This paper examines the strategic frameworks used by Las Vegas casino resorts and identifies the drivers for competitive advantage moving forward.

June 2012, Inland Empire Business Journal

Inland Empire Business Journal

Texas Firm Targets Inland Empire Homeowners With Foreclosed 2nd Mortgages Adding new uncertainty in the state’s ongoing mortgage crisis, a Texas company is aggressively pursuing hundreds of Californians to collect second-mortgage debt—on homes they’ve already lost through foreclosure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Improve Productivity: Identify Your Staff’s Motivating Factors It is human to try to motivate another person from the same basis as one’s own perspective. Different people are motivated for different reasons both …

American Airlines: Bankrupt, Like Every Other Legacy Airline, Jeffrey S. Harrison, Siri Kalburgi, Colleen Koch Reed

Robins Case Network

American held out to the end, being the last of the large legacy carriers to file for Chapter 11 protection. This case reviews the history of American from its inception through its filing. Current strategies and industry trends are also examined.

Communication Concepts Through Flavor Of Slo 2012, Quinn Nicole Thompson

Communication Studies

Flavor of SLO is an annual event that is put on through the non-profit organization, United Way. It is a fine wine and food event that the community participates in to raise money for United Way. This senior project focuses on the communication concepts that were applied thoughout the event planning process that includes small group communication, persuasion, and non-profit organizations.

Package Design Vs. Customer Reviews: A Comparative Study On Influences In Fragrance Buying Decisions, Sarah Willis

Graphic Communication

The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twenty-five. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14% of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the …

Lockheed Martin: Dealing With Dependence On A Single Customer, Timothy Kyle Benusa, Sam Gottwald, Jeffrey S. Harrison, John Reed

Robins Case Network

Lockheed Martin is a giant in the aerospace and defense industry, and obtains more than four fifths of its revenues from governments for national defense. Budget deficits have caused the United States and other governments to carefully evaluate the amount they allocate to defense, and sharp cuts are anticipated. What can Lockheed Martin do to deal with reductions in demand from its most important customer?

Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian

Journalism

The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) "the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs" (p. …

Advertising Preferences Among College Students, Bianca A. Vasvani

Psychology and Child Development

The purpose of this study was to examine if there is a difference in advertising preferences among college students. Three different types of advertisements were presented for five different products for the participants to review in this study. These three types of advertisements were sex, computer generated imagery and sustainability. The five different products were Orbit Gum, Pepsi, Absolut Vodka, Nike and Aveeno. The participants were asked to rate which one of the three advertisements was most compelling. The variables of gender, ethnicity and year in college were examined. The study also wanted to find out which advertisement overall was …

From The Last Frontier To The New Cosmopolitan A History Of Casino Public Relations In Las Vegas, Jessalynn Strauss

Occasional Papers

This research chronicles the history of public relations by the gaming industry in Las Vegas. Reflecting larger trends in the field, public relations efforts by the casinos and hotels in this popular tourist destination have used a variety of communication tactics over time to promote themselves to potential Las Vegas tourists. Based on archival materials from over 30 casinos and gaming corporations, this paper identifies four ways in which public relations is practiced in the gaming industry and four macro-level trends in the evolution of casino public relations in Las Vegas.

Sustainability In Clothing Supply Chains: Implications For Marketing, Sudhindra Seshadri

Research Collection Lee Kong Chian School Of Business

Recommendations for sustainability strategies for business have predominantly taken an individual firm level perspective. Yet, sustainability efforts are by essence collaborative and span firm level boundaries. Multiple stakeholders espousing often divergent goals need to work together over long periods on sustainability collaborations. Well recognized externalities in the firm’s economic existence need to be addressed by multiple stakeholder skill sets and are fraught with high risks and uncertainties. These are conditions ripe for syndication, as financial and corporate syndicates have demonstrated.The rules of syndication cover the structure of membership, setting of goals and objectives, governance, incentives and sharing of rewards and …

Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia

College of Business Faculty Publications

In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

May 2012, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

“More Americans Willing to Cross Borders for Health Care” A Pew Research Center poll shows that only 15 percent of Americans believe the nation’s health care system is the “best in the world.” A Gallop poll found that 29 percent of American adults are willing to travel outside the U.S. for medical treatment.

Exporting Their Way to Success Roy Paulson, president of Paulson Manufacturing Corp. in Temecula, exports to more than 100 countries. He knows a few things about bringing products to markets abroad, and he is now chairman of the Riverside County Manufacturers & Exporters Assoc. …

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

The Evolution Of The “Southwest Effect”, Daniel Webb

Honors Projects in Finance

The “Southwest effect” - a large decrease in fares paired with an increase in traffic - has been discussed around the airline industry since the term was first coined in a government study in the early 1990s. But the airline industry has drastically changed since then - Southwest has become the largest domestic airline, and many of its competitors have had the chance to restructure through bankruptcy.

This study examines some of Southwest's latest city additions, as well as a few of the airline’s intra-California routes where it is now a dominant player. Using publically-available government data, the change in …

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

April 2012, Inland Empire Business Journal

Inland Empire Business Journal

Are You Committing the Seven Deadly Sins of Business Transformation? Too many employees these days are running on empty no matter how great their work ethic or their fear of unemployment. Mohan Nair believes that when people are motivated by a cause, they’ll work without stopping and without loss of energy. However, there are seven sins that you should know about that are waiting to trip you up if you want to transform your company

Hire Fast, Fire Faster If you have ever made a bad hiring decision, don’t worry you are in good company. All leaders and managers select …

Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu

Honors Projects in Communication

With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the …