Business Commons^™

Running On Empty: How Burnout Derails Customer Delight And Sales Performance In Road Warrior Salespeople, Charshae L. Marshall-Phillips

AMTP Proceedings 2026

In an increasingly competitive marketplace, firms rely on customer delight for success. The physical and emotional toll on “Road Warrior” salespeople often acts as a barrier to this goal. This research proposes a model connecting antecedents (burnout) and outcomes (sales performance) via the salesperson's ability to create customer delight.

Employing a quantitative design with B2B salespeople traveling over 50% of the time, Structural Equation Modeling (SEM) is used to test hypothesized relationships. It is hypothesized that emotional exhaustion negatively impacts the capacity to create delight, subsequently lowering sales performance. Crucially, sales manager support is expected to moderate this relationship, acting …

From Channel Partnerships To Performance: The Enabling Role Of Artificial Intelligence, Manisha Mathur

AMTP Proceedings 2026

This study reframes channel strategy by shifting attention away from relationship investments as direct performance drivers and toward the mechanisms through which those investments create value. It proposes that resources committed to channel partners influence firm performance only insofar as they build channel equity, the capacity to operate credibly, visibly, and effectively within markets, and that this capacity is further shaped by firms’ analytical capabilities.

Internship Best Practices: A Comparative Analysis Of A Small Private University (Tiffin University) And A Large Public University (Kennesaw State University), Kellie Mcgilvray, Randy Stuart

AMTP Proceedings 2026

The balance of scholarship and professional practice is a hallmark of career preparation in higher education. While classroom instruction is essential for building foundational knowledge, experiential learning through internships allows students to apply theory in authentic professional contexts.

Are the requirements and administration of internship experiences the same at a small private university (Tiffin University-TU) (student population 3,726/687 business majors) as at a large public university (Kennesaw State University-KSU) (student population 50,000/10,000 business majors) and what best practices can be learned from both organizations? This paper will compare and contrast the practices at both schools and recommend best practices to …

Reimagining Brand Resonance: A Symbolic Interactionist Framework For Influencer-Brand Relationships And Within-Category Switching, Antoinette Okono

AMTP Proceedings 2026

This conceptual paper reinterprets brand resonance as a mechanism for competitive acquisition rather than retention. While traditional frameworks position resonance as the outcome of loyalty and attachment, contemporary markets require strategies that convert consumers embedded in rival ecosystems. Drawing on symbolic interactionism, the model positions influencers as meaning intermediaries who reshape interpretations of identity, relevance, and social permission. Influencer–brand partnership strength initiates a sequential pathway in which effort expectancy and performance expectancy reduce perceived barriers, while a novel construct—switching legitimization—authorizes movement away from incumbent brands. Through repeated mediated encounters, attachment to the target brand develops prior to behavioral change. The …

Do Salespeople Best Understand Market Orientation Of Their Company?, Thomas L. Powers

AMTP Proceedings 2026

The perspective of salespeople is important to consider in order to fully understand market orientation and how it influences company performance. Salespeople mediate the firm and its customers, and they are key to the successful implementation of a market orientation. A discrepancy in the perception of market orientation may exist as executives and managers may have an inherently higher assessment of market orientation than other members of the organization. In order to address this issue, the research presented in this paper examines the relationship between cultural and operational market orientation and performance from the perspective of salespeople, managers and customers.

Determinants Of E-Waste Recycling Intentions Among Us And Uk Consumers, Catherine A. Roster

AMTP Proceedings 2026

The amount of e-waste generated globally is rising faster than e-waste recycling rates and represents a danger to the environment and humans. The objective of this study was to investigate determinants of e-waste recycling intentions among a representative sample of 1,050 adult consumers from the US and the UK. Cross-national differences were also examined. A model integrating factors drawn from the theory of planned behavior and value-belief-norm theory was tested using PLS-SEM. Findings showed that values, awareness of consequences, ecological self-identity, and ascription of responsibility influenced personal norms toward e-waste recycling, and that personal norms partially mediated relationships between these …

Mindset Matters: How Growth And Fixed Mindsets Shape Consumer Adoption Of Ai, Myungjin Smale, Yuri Martirosyan, Hui Zhang

AMTP Proceedings 2026

This research examines how individuals’ mindsets shape their use of generative AI (gen AI). In a study with 348 undergraduate students, participants imagined writing a graduate school Statement of Purpose and indicated whether and how they would use AI tools. Among participants who indicated they would use AI, fixed-mindset students were more likely to rely on AI for brainstorming tasks, such as idea generation, whereas growth-mindset students were more likely to use AI for writing aids, such as grammar or spell checking. A significant interaction emerged between mindset and AI use type on anticipated guilt: growth-mindset students anticipated greater guilt …

Institution-Based Trust And Covid-19 Compliance Across Countries, Liz Wang

AMTP Proceedings 2026

Trust is central to public health compliance, yet most social marketing models still focus on individual-level drivers such as attitudes and norms. This study examines institution-based trust (IBT) as a moderator of citizens’ intentions to comply with COVID-19 prevention guidelines within a TRA model, using online survey data from US, UK, Australia, and Taiwan collected during the pandemic. Results show that IBT moderates both the attitude–intention (ATT–BI) and subjective norm–intention (SN–BI) relationships and suggest that high- and low-IBT contexts activate different mechanisms—legitimacy-based versus self-protective routes—to compliance. The paper outlines research and managerial implications for social marketing theory and practice.Institution-Based …

From Eye Rolls To Exploitation: Differentiating Consumer Incivility From Jay Customer Behavior, Scott M. Widmier, Prachi B. Gala, Nikolaos Iason Koufodontis

AMTP Proceedings 2026

Problematic customer behavior in service settings ranges from mild rudeness to deliberate exploitation, yet research often treats such actions as a single construct. Drawing on the General Aggression Model, this study differentiates customer incivility (reactive, stress‑driven misconduct) from Jay Customer behavior (calculated, strategic exploitation) and examines their distinct antecedents. Survey data from 820 U.S. adults show that Dark Triad personality traits strongly predict both behaviors, with a substantially stronger effect on Jay Customer behavior. Perceived stress predicts both outcomes but is particularly salient for incivility. In contrast, Light Triad traits negatively predict both forms of misbehavior and moderate the stress–incivility …

Conversation Analysis Of Public-Servant And Persons-Of-Interest Face-To-Face Talk Via Llm‑Supported Ai Script Mapping Tools, Arch G. Woodside, Suresh Sood

AMTP Proceedings 2026

Professional public servants (PSs) including police officers, postal workers, and government tax office and DMV employees interact face-to-face with citizens/persons of interest (POIs), in encounters that are frequently recorded using mobile phones and publicized on platforms such as YouTube.com. Building on our observations about recurrent PS–POI scripts and LLM-supported analysis, we develop five grounded propositions linking enacted scripts to existing theory. The propositions focus on describing early turn-taking asymmetry, the importance of sequential detail beyond-shallow analysis, the predictive role of script recurrence, the value of rich, script-based role-play, and the potential of narrative-intelligence databases for institutional learning. Instead of treating …

Conceptualizing Cancel Culture In Marketing: Moral Policing In A Hyperconnected World, T. Andrew Poehlman, Sairah Abraham

AMTP Proceedings 2026

The dynamics of marketing in society have shifted. Brands no longer sit at a distance broadcasting messages; they now occupy the same social networks as people, speaking in a human voice and inviting quasi-personal relationships. In this environment, we argue that corporate cancel culture is best understood as moral policing of brands that have chosen to act like human nodes in social networks. Drawing on hierarchy research, we frame cancellations as “leveling” responses when high-status brands behave in ways that feel domineering, hypocritical, or extractive rather than prestige-based and service-oriented. Using Moral Foundations Theory, we show how diverse cancellations can …

Commentary: If You’Re Unhappy At Work, A Hasty Job Change May Not Help, Nick Chiam

Research Collection Yong Pung How School Of Law

Finding joy at work isn’t about having the perfect job, but seeing work as part of the larger story of a life well lived, says SMU lecturer Nick Chiam.

2026 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2026.

Book Review - Esports Business Management 2nd Edition, Brett A. Anderson

Global Sport Business Journal

This review evaluates Esports Business Management (2nd ed.) as a comprehensive and pedagogically effective resource for undergraduate sport business education. The text situates esports within familiar sport management frameworks while highlighting key distinctions related to its digital, global, and rapidly evolving structure. Across fourteen chapters, the authors address core industry components, including governance, marketing, sponsorship, finance, law, and career pathways, supported by real-world examples and applied learning tools. Particular strengths include clear definitional grounding, strong comparative analysis with traditional sport systems, and accessible explanations of complex industry dynamics. While maintaining breadth and clarity, the book effectively bridges theory and practice, …

Volunteering: Service To Humanity Is The Best Work Of Life, William Chase Dds, Maom

The Journal of the Michigan Dental Association

Dr. William Chase reflects on a 45-year career enriched by dental volunteering and humanitarian missions. Chronicling his experiences treating patients in the Philippines and Brazil, he illustrates how altruism provides professional satisfaction that transcends financial gain. The article outlines various domestic opportunities for service, such as the MDA Foundation’s Mission of Mercy and the Donated Dental Services (DDS) program. Chase provides a checklist for interested volunteers and encourages colleagues to emerge from their comfort zones to provide life-altering care to underserved populations locally and abroad.

Endorsed Programs News: Mda Insurance Receives High Honors, Reva Darling

The Journal of the Michigan Dental Association

This report covers updates on MDA-endorsed programs designed to provide value and operational support to members. It announces that MDA Insurance has won the 2025 "State Administrator of the Year" award for its professional liability programs. The document also promotes the environmental benefits of recycling dental scrap metal through D-MMEX Easyrefine and introduces the cost-saving benefits of MEDVA virtual assistants for administrative tasks. Additionally, it advertises upcoming Medicare educational seminars to help member dentists and their staff navigate retirement planning and health insurance transitions effectively.

Data Tracking And Analytics Within Inventory Management: Coffee Shop And Retail Store Optimization, Mateo J. Moyon

Senior Theses

This thesis examines the application of inventory management theory in the small and medium-sized business context, with a specific focus on the food and beverage industry. Drawing on the foundational academic literature spanning from Harris’s EOQ formula in 1913 through stochastic inventory theory, ABC analysis, and just-in-time strategy, this paper establishes the mathematical and operational bases for modern inventory management practice. Although there are proven value to these frameworks, research demonstrates that small to medium sized businesses adopt inventory management systems at lower rates citing cost and implementation as barriers. This thesis argues that the emergence of low-cost inventory and …

Curating Attendee-Centered Corporate Event Experiences Through The Strategic Implementation Of Psychological Principles, Alexis G. Mullendore

Senior Theses

This thesis explores how psychological principles can inform event professionals’

decisions in the planning and execution of attendee-centered corporate events. In the modern

experience economy, corporations increasingly prioritize engaging, high-production events for

employees and stakeholders, while attendee expectations for immersive, spectacle experiences

continue to rise. Therefore, the importance of designing corporate events that balance clients’

fiscal and objective needs with attendees’ experience-driven expectations has become

increasingly recognized. This shift toward a human-focused approach prompted the researcher to

examine how psychological principles can inform the design and execution of events. The

project was conducted through a three-phase research process consisting of …

Budgeting Apps, Financial Literacy, And Financial Control, Max Masabo, Abdullah Mohammad Mahi

Presentations - 2026

Our paper shows the real hidden connections between budgeting app usage and financial wellbeing of U.S Households

Budgeting Apps, Financial Literacy And Financial Distress: Evidence From U.S. Households, Max Ngenzi Masabo

Posters - 2026

• First, it provides the first large-scale, nationally representative evidence on how budgeting app usage relates to household financial distress in the United States. Contrary to the intended purpose of these tools, we find that app users, especially frequent users, experience significantly higher levels of financial strain. • Second, we show that financial literacy is a critical moderating factor. The adverse association between budgeting apps and financial distress is substantially stronger among low-literacy individuals, highlighting financial literacy as an essential safeguard against harmful fintech outcomes. • Third, we identify behavioral mechanisms through which budgeting apps may exacerbate financial difficulties. App …

Ai Vs. Human Imagery In Advertising: Do Consumers Care?, Belyn Thompson

Posters - 2026

Artificial Intelligence (AI) is rapidly transforming digital marketing, with AI-generated images increasingly used in advertising and brand communication. While these visuals allow companies to reduce costs and experiment with creative ideas, it remains unclear how consumers perceive AI-generated content compared to human-created visuals. Advances in platforms such as DALL-E and Midjourney have made AI images more realistic and difficult to distinguish, raising questions about transparency and ethical disclosure in advertising. This study examines how AI-generated images and disclosure strategies influence consumer perceptions, including purchase intent, aesthetic appeal, and perceived realism across different product categories.

When The Jingle Isn't Human: How Ai-Generated Vs. Human Composed Sonic Branding Shapes Consumer Response, Zecong Ma, Hong-Hee Lee, Danielle Rangel

Posters - 2026

Sonic branding elements—such as sound logos and jingles—shape brand meaning by communicating cues that consumers process quickly and often implicitly (e.g., through affect, fit, and memory). Recent evidence suggests that even specific musical choices (like instrumentation in a sound logo) can shift perceived brand personality traits (e.g., sophistication, ruggedness), indicating that audio can function as a powerful identity signal rather than mere “background.” At the same time, generative AI is rapidly lowering the cost and increasing the speed of producing branded music, making AI-composed jingles a realistic and scalable tool for marketers. Yet consumer responses to AI-generated creative work are …

Using Ai-Based Predictive Scheduling To Improve Patient Flow And Reduce Wait Times In Healthcare Clinics, Oscar Martinez

Posters - 2026

• Healthcare systems face increasing challenges in patient access and wait times
• Average wait times for specialist care continue to rise, creating:
  • Delays in treatment
  • Reduced patient satisfaction
  • Increased system inefficiencies (Sanford, 2025)
• A major contributor is operational bottlenecks, defined as:
  • Points of congestion that slow or disrupt service flow
• Hospitals typically operate under process layouts, which:
  • Handle diverse patient needs
  • Reduce specialization efficiency
• Contributing factors to bottlenecks:
  • Physician shortages and burnout
  • Administrative burden
  • Inefficient scheduling systems (Moura & Pinho, 2025)
• AI offers potential solutions through:
  • Predictive scheduling
  • Automation of administrative processes
  • Data-driven optimization of patient flow

Optimizing Retail Grocery Inventory Using Ai And Large Language Models: Evidence On Forecast Accuracy, Waste Reduction, And Cost Efficiency, Robert Miller, Stephen Garcia, Brandon Ermis

Posters - 2026

Aim: To evaluate how AI and LLMs improve forecasting accuracy, reduce waste, and enhance inventory decision-making

Beyond Technology Acceptance: Ai Adoption In The United States And Korean Accounting Firms, Madeline Ortega, Brenda Vazquez Saavedra

Posters - 2026

A comparison of AI adoption between the United States and South Korea

Can Argentina Overcome The Lithium Natural Resource Curse? A Case Study Into Argentina's Institutional Framework For Lithium Supply Chain Development And Innovation, Colby Greene

Senior Theses

Through the analysis of the natural resource curse, the development of institutional frameworks in societal contexts, the nature of natural resource-based industry value chains, and value creation through institutions and value chains, all in the context of Argentina’s lithium industry, this paper finds that Argentina has failed to implement the necessary institutions and promote proper policy to promote value addition and real economic growth through the conduit of the development of the lithium industry, yet it is not actively a victim of the natural resource curse. In the hierarchical nature of mining value chains, Argentina has permitted their vast lithium …

The Implications Of Semiconductor Export Controls On The Innovation Activity Of Domestic Manufacturers, Mary C. Compton

Senior Theses

This thesis examines the domestic innovation effects of the October 2022 U.S. semiconductor export controls, focusing on the tradeoff between national security objectives and firm-level competitiveness. By restricting exports of advanced chips and semiconductor manufacturing equipment to China, these controls may limit cross-border revenue opportunities and natural channels of knowledge transfer. However, the innovation response of affected firms is theoretically ambiguous: reduced access to foreign markets may depress revenues and lead firms to scale back R&D expenditures as a percentage of gross revenue, thus dampening innovation intensity, or, alternatively, firms may sustain or even increase R&D allocations to overcome trade …

The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay

Senior Theses

The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such …

Conservation Communication In Web 2.0: A Mixed Methods Analysis Of Alveus Sanctuary's Strategies On Twitch.Tv, Hope Denison

Senior Theses

This thesis examines how environmental creators can effectively transmit conservation messages in the evolving Web 2.0 media environment. The case of Alveus Sanctuary, a virtual sanctuary and education center on Twitch.TV, is used to explore the strategies currently used to engage audiences and raise ecological awareness online. Thematic analysis of interviews with the sanctuary’s founder revealed that Alveus combines traditional environmental education with an influencer business model to engage online audiences, leveraging parasocial behavior, interactivity, and collaboration to garner support. A quantitative content analysis of social media posts revealed that these strategies effectively induce parasocial engagement in online spaces. These …

Profit Vs. Principle: How Formula 1 Navigates Their Global Brand Perception In The Middle East, James R. J. Celli

Senior Theses

This thesis explores how Formula 1 (F1) tries to balance its growing economic goals with the ethical questions that come with expanding into the Middle East. As F1 continues to host races in countries such as Bahrain, Saudi Arabia, the United Arab Emirates, and Qatar, concerns have grown about whether the sport is being used for “sportswashing,” where major sporting events are meant to improve the image of governments with poor human rights records. At the same time, F1 promotes values like sustainability, equality, and human rights, which makes this situation even more complex.

The goal of this research is …