Business Commons^™

Marketing Strategy For Hartville Potato Chips Team 3, Chase Marquis, Joseph Ferguson, Nicole Faulhaber, Chole Maragos, Megan Shissler, Tyler Indermuhle

Williams Honors College, Honors Research Projects

This project will work closely with Hartville Potato Chips to create a position for the company. Utilizing different marketing techniques, the team will conduct, analyze, communicate, and present information in a real-world setting. This experience will allow for growth in small group and professional development areas.

Our Findings In Marketing Research For Hartville Potato Chips, Elena Kozma, Abbie Ford, Tamia Henderson, Corey Keim, Ashley Whitten

Williams Honors College, Honors Research Projects

To conclude the 2024 Spring semester, we will present primary and secondary research to our client (Hartville Potato Chips). This presentation will support the proposition and promotional strategy to add three more local partnerships for Hartville Potato Chips based on our research findings.

Safehaven Security System, Natalie Gardner, Megan Valloric, Anya Vankirk, Lance Woods, Jack Kelley

Williams Honors College, Honors Research Projects

For the Honors Research Project, we were told to take a concept of a business and product and transform it into a successful business with 100 employees within five years.

Our product is called SafeHaven and is an alarm for houses that requires no monthly subscription. This product will be perfect for people who are renting and cannot make permanent changes to their home.

SafeHaven will come in two parts. The customer will put one on the door and one on the door frame. When these two are connected, it automatically sets the alarm unless told otherwise by a smartphone …

Harvest Gold Distillery, Alexis Mackey, Alexander Grecco, Cole Smith, Maggie Patterson, Blake Benko

Williams Honors College, Honors Research Projects

The goal of our research project is to establish and grow Harvest Gold Distillery: a corn-based liquor distillery in Ohio that aims to produce and sell high-quality spirits while offering unique services that enhance outreach in the community. The motivation behind this business venture is rooted in one of our team member’s family traditions; Alex’s family makes homemade liquors, which has fostered an in-depth understanding of the distillation process. Alex’s firsthand experience with the craft provides a solid foundation, yet we recognize that starting a distillery involves significant challenges and requires thorough research in several functions of business. This project …

The Leadership Pivot: How Labor Market Dynamics And The Ncaa Transfer Portal Impacts Leadership, Evan Wilson

Williams Honors College, Honors Research Projects

This project will cover a multitude of topics specific to my major, and also will use my in depth knowledge and connections within a collegiate sport to analyze how labor market changes effect the leadership styles of leaders within a given industry. This project is going to challenge me as a student because of the in depth research and data collection that will be necessary to not only educate myself about labor markets and leadership styles, but also educate myself enough to be able to present the information in a way that is digestible to readers. The other aspect of …

She Works Hard For The Money: Black Women Entrepreneurs, Business Networks, And Entrepreneurial Success, Dejuan Erica Price

Theses and Dissertations

Although Black women launched an estimated 2.08 million businesses in 2023 (accounting for 14.8% of all women-owned firms), they remain significantly underrepresented among high-growth, well-capitalized enterprises. This paradox highlights the need for deeper examination of the structural and social factors that shape their entrepreneurial experiences and outcomes. Using an exploratory sequential mixed-methods approach, this study examined how network structure, networking behaviors, personal motivations, and social contexts influence entrepreneurial success among Black women founders. The qualitative phase revealed how faith, emotional labor, social isolation, and cultural values shaped participants’ definitions of success and approaches to entrepreneurship. Founders emphasized purpose, healing, and …

From Silos To Synergy: A Multi-Case Study Of The Enablers And Inhibitors Of Successful Post-Acquisition Technology Platform Integration, Nasario Mejia

Theses and Dissertations

Mergers and acquisitions (M&A) have long been an important strategy for achieving growth. Levels of M&A have been increasing over the past 10 years. An enduring challenging problem post M&A is the effective integration of the technology platforms of the acquired and acquiring firms. This study investigates the enablers and inhibitors of successful post-acquisition technology platform integration (PATPI) through the lens of interdependent People, Process, Technology, and Data capabilities. Based on data collected from interviews with senior leaders combined with publicly available secondary data, a multi-site qualitative comparative case study analysis was used to identify enabling and inhibiting platform integration …

Creation-Disruption Theory: How Innovators Create And Disrupt Markets In The Era Of Ai And Beyond, Jukka Alanen

Theses and Dissertations

Understanding how innovators create and disrupt markets remains a central challenge in strategic management and innovation, especially amid rapid advances in AI. In this two-paper dissertation, I develop and empirically ground the Creation-Disruption (CD) Theory as a novel and unified theory that explains how innovations and innovators transform markets through intertwined processes of creation and disruption, addressing limitations of prior frameworks. In the first paper, I develop the CD Theory conceptually, treating innovations as the unit of analysis, and reconceptualize, integrate, and extend prior frameworks — most notably, disruptive innovation theory and Blue Ocean Strategy — into a unified theory …

Charisma And Impulsivity In The Venture Pitch Persuasion Process, Shilena D. Battan

Theses and Dissertations

Entrepreneurs depend on persuasive pitching to secure venture capital (VC) funding, yet the roles of charisma and investor impulsiveness in shaping those decisions remain underexplored. This dissertation addresses the gap by examining how entrepreneurial charisma and investor impulsiveness influence persuasion outcomes during the pitch process. Two pilot studies and two main experiments tested these dynamics. In Study 1, a trained actor delivered a pre-scripted pitch in high and low charisma formats. In Study 2, extended the investigation by adapting the pitch text into AI-generated text, offering a comparison between human and AI-authored pitches. Results from both studies revealed a mix …

Project Hope: The Impact Of Coaching And Transformation Among Returning Citizens, Mark Keven Cox

Theses and Dissertations

The study of psychological transformation within the prison context appears nascent with few academic articles to be found on the subject. The few that do exist suggest that transformation in the prison context is possible. Drawing from the academic literature regarding psychological transformation, inclusive of Hope Theory and Self-efficacy Theory, this qualitative research sought to understand how cognitive coaching programs within United States prisons may foster psychological transformation and increased likelihood of societal reentry success for returning citizens. The research sits at the intersection of coaching and theories associated with psychological transformation and explores the consequences of a single carceral-based …

How To Encourage Consumers’ Adoption Of Clean Energy? The Interplay Of Framing, Loss Aversion, And The Unexpected Role Of Socioeconomic Status., Bradley A. Gray

Theses and Dissertations

This dissertation and its underlying hypotheses seek to determine what factors play a role in U.S. consumers’ adoption of clean energy. Consumer adoption of clean energy plays an important role as part of the long-term clean energy transition. How to encourage consumers to adopt clean energy? The findings of the dissertation about how framing effects, loss aversion, and socioeconomic status affect clean energy perceived value present evidence that a one-size-fits-all approach to boosting adoption is unwise. The research adopted an explanatory sequential quantitative approach. In phase 1, a series of cross-sectional surveys examined the best predictors of current and future …

Reflection & Reciprocity: The Role Of Community In The Career Decision-Making Processes Of Indigenous & Non-Indigenous College Students, Amanda M. Langhorst

Theses and Dissertations

This dissertation explores the complex role of community in the career decision-making of college students. Our career decisions impact our life in many ways; individualistic cognitive models provide some insight but miss the important relationships and interaction we have with our communities and the role of culture. Through 45 interviews across a primary sample and two contrast samples with public university college students and student service professionals, this research revealed two key processes in how we utilize community in our career decision-making, reflection & reciprocity. The data resulted in a Community-Embedded Career Decision-Making Model showcasing the process of “how” we …

Redesigning Home Reversion Products To Empower Retirement For Singapore's Public Flat Owners, Koon Shing Kwong, Jing Rong Goh, Jordan Jie Xin Lee, Ting Lin Collin Chua

Research Collection School Of Economics

This paper introduces an innovative sell-type home reversion product aimed at monetizing Singapore’s public flats, serving as a new alternative to the existing Singapore Lease Buyback Scheme (LBS). This new product not only retains the LBS’s guaranteed period of residence in the property along with life annuity incomes but also enhances the product features to meet specific homeowner needs, including the ability to age in place, flexibility in retaining part of the property, options for bequests, and guaranteed principal return. By incorporating these additional features, the new product seeks to stimulate greater demand for monetizing public flats among asset-rich but …

Age Segmentation In The Life Coaching Industry: A Needs-Based Approach, Timothy Reisenwitz

Atlantic Marketing Journal

Life coaching is the second-fastest-growing industry in the world. Most previous research has used a results-based approach with relatively small sample sizes. The current research uses a needs-based approach to identify whether older or younger consumers are better candidates for a life coaching session or program. A hard-copy questionnaire used existing scales based on industry indicators to identify viable life-coaching clients. A multivariate analysis of covariance (MANCOVA) was used to analyze the data, with gender as the covariate or moderating variable. Results showed that younger consumers are generally better candidates for life coaching, while gender was only significant for one …

Buying Green On A Student Budget: How Sustainability Shapes Gen-Z Grocery Habits, Tyler Martin, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

Sustainability is increasingly prioritized by consumers, but concerns arise about whether Gen-Z college students with limited financial means translate sustainable attitudes into purchasing behaviors. This study surveyed 496 undergraduate students at a southeastern public university to assess attitudes, motivations, and actions regarding sustainable grocery shopping. Results reveal strong environmental concerns among students but a notable gap between beliefs and purchasing behaviors, attributed mainly to financial constraints. Gender, political affiliation, and religious affiliation significantly influenced sustainable behavior. Managerial implications and future research directions are discussed.

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

Omnichannel Retailing: An Exploratory Study Of Limiting The Customer Journey In A Digital-First Context, Terence L. Holmes, Edward C. Brewer, Elizabeth Patterson

Atlantic Marketing Journal

A recent retail trend is the rise of “digital-first” firms, where their merchandise is sold primarily via online efforts. In this exploratory study we describe our investigation of the customer journey for a digital-first seller of cosmetics and personal care products. We collected qualitative and quantitative data from a customer survey and follow-up interviews. Results indicate that personal connections and actual product use are the two most important touchpoints customers consider in first discovering the seller and then building a relationship with the brand. We describe practical applications of the findings and suggest ideas for future research.

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

Posting About Goals On Social Media: The Unexpected Effect Of Posting Goal-Intention Photos Rather Than Goal-Pursuit Photos On Goal Attainment, Kelly Eunjung Yoon, Cornelia Pechmann

Atlantic Marketing Journal

Can posting photos online help individuals achieve their goals? Past research has generally found that posting about goals on social media increases motivation to achieve those goals. However, little is known about the consequences of posting different types of goal-related content. This research uses real-world Instagram data to test the effects of posting photos about goal pursuit (i.e., goal enactment behaviors) versus goal intention (i.e., goal planning or setting) on goal attainment. Our findings indicate a positive and significant relationship between posting goal-pursuit photos and goal attainment. Conversely, posting goal-intention photos yields no measurable effect. This finding challenges the generalized …

Teaching Social Marketing Concepts Through Prosocial Behavior Lenses, Bela Florenthal

Atlantic Marketing Journal

This study investigates the educational value of a prosocial project embedded in a college-level marketing course. Framed through a humanistic and holistic lens, the initiative integrated acts of kindness (AOKs) to engage students in real-world application of social marketing concepts. Using a mixed-methods approach, data were collected through student reflections and surveys, revealing high levels of cognitive, emotional, and behavioral engagement. Students developed empathy, compassion, and self-awareness, reinforcing the importance of integrating experiential learning into business education. The project also addressed AACSB’s emphasis on societal impact and aligned with the UN’s Sustainable Development Goals by promoting emotional well-being and civic …

2024-2025 Academic Year Annual Report, Collier Library

Collier Library and Information Services

No abstract provided.

Assessing Local Public Officials' Roles, Challenges, And Opportunities Encountered When Integrating Newcomers: A Case Study To Evaluate The Cities Of Rochester And Worthington., John Dassou

School of Business Student Theses and Dissertations

Immigrants’ integration plays an important part in policy concerns and goals in many local governments since it is a major issue for local officials to integrate immigrants and incorporate them into the host community successfully. Concurrently, it is important to know the roles of local public officials, host communities, and immigrants in the process. The purpose of this study is to assess the challenges that local officials face, and how they handle these encounters effectively and efficiently. Greater collaboration between all stakeholders, social cohesion, and collective efforts implies the idea that immigrants’ integration depends on many players and factors. It …

Recipient Experiences Of Donor-Funded College Scholarships: “I Don't Know What You Want To Know About Me. I Don't Know What I Know About You.”, Teresa Waddle Gotthardt

Theses and Dissertations--Educational Policy Studies and Evaluation

This qualitative study explores the experience of receiving donor-funded scholarship support facilitated through a higher education institution, especially when the recipient has interacted with the donor of the funding. This recipient-and-donor-interaction is common at American post-secondary institutions in the form of written thank you notes and attendance at donor recognition events. This research addressed the following questions: How do donor-funded scholarship recipients experience this funding? How do donor-funded scholarship recipients experience interaction with the donor of the scholarship? These questions were explored through in-depth semi-structured interviews with 23 recent alumni from five private universities and colleges who received donor-funded scholarships …

Joann: Analyzing The Downfall Of America’S Beloved Crafting Retailer, Savanna Solano

Undergraduate Theses, Professional Papers, and Capstone Artifacts

No abstract provided.

Relationship Between Transformational Leadership And Employees' Psychological Safety, Minahil Khan

SSLA Culminating Experience

This study explored how psychological safety manifests in the workplace and how it is influenced by transformational leadership. Using quantitative survey data from 101 employees—pre-dominantly based in Karachi, Pakistan—the research investigated the relationship between psychological safety and transformational leadership. It also explored whether there is a gender difference in the employees’ perception of transformational leadership and psychological safety. Findings indicate that transformational leadership has a significant positive correlation of 0.734 with psychological safety, which in turn enhances employees’ willingness to speak up and engage in creative problem-solving. Additionally results also indicated that there is no statistically significant gender difference in …

Import Wheat Tenders And The Effects Of The Russian Invasion, William W. Wilson, Sumadhur Shakya, Isaac Dubovoy

College of Business Faculty Publications and Presentations

Risk and volatility for many commodities escalated sharply following the Russian invasion of Ukraine, creating numerous uncertainties for trading firms and importers. The purpose of this study is to analyze the bidding behavior in Egyptian wheat import tenders in the pre- and post-invasion periods. Bids for each bidder in individual tenders were analyzed for the period from 2017 to mid-2023. The results indicate that before invasion, there were lower standard errors, margins, and higher probabilities of bidding. These changed in the post-invasion period and as a result the probability of winning, optimal bids and implied margins increased. Implications were identified …

Racial Minorities In Strategic Leadership: An Integrative Literature Review And Future Research Roadmap, Yangyang Zhang, Ann Mooney, Sibel Ozgen

Management Faculty Works

Bolstered by their slow but increasing representation, racial minority strategic leaders have started to capture significant research attention across disciplines. We review this emergent literature, synthesizing and integrating the research progress to date across the 147 articles we identified. Our review highlights a range of factors that have been found to influence racial minority representation in strategic leadership positions, including factors at the firm, board, individual, and environmental levels. We also summarize how such representation has been found to affect firm outcomes (e.g., firm performance, innovation) as well as the careers of the racial minority leaders (e.g., compensation, promotion). Despite …

Immersive And Generative Technology: New Tools For Marketing, New Tools For Consumer Response, David W. Stewart, Gabrielle Pizzi, Shashi Matta, Federica Caboni

Marketing & Business Law Faculty Works

Immersive technologies, including AR, VR, XR, and generative technologies such as Gen‐AI, are reinventing marketing practice and consumer experience. In this article we provide an introductory review of how these technologies are (re)shaping consumer behavior in domains where the physical and digital converge, and consumers' response to them. Our review finds that while immersive technologies enhance engagement through personalization and multisensory feedback, they also raise concerns about accessibility, authenticity, and digital fatigue. Similarly, Gen‐AI, which is transforming many facets of marketing, including customer service, product development, marketing communications, and consumer research, raises new questions related to attribution, co‐creation, authenticity, and …

Effects Of Household Characteristics On Low-Income Family Businesses: Evidence From India, Madhubalan Viswanathan, Saravana Jaikumar, Shantanu Dutta, Arun Sreekumar

Marketing & Business Law Faculty Works

Purpose: What are the effects of household characteristics on returns for entrepreneurs in low-income settings? Referred to as subsistence consumer–merchants or consumer–entrepreneurs in the marketing literature and necessity entrepreneurs in the entrepreneurship literature, such entrepreneurs run family businesses to survive and make ends meet. This paper aims to investigate how various household-level factors (education), individual-level factors (education and gender) and the type of enterprise (retail vs manufacturing) impact returns from low-income family businesses compared to high-income family businesses. Design/methodology/approach: Using panel data from the India Human Development Surveys (IHDS), the study uses a fixed-effects regression approach to analyze household-level and …

Intensive Longitudinal Models, Robert E. Ployhart, Paul D. Bliese, Sam D. Strizver

Faculty Publications

Intensive longitudinal models (ILMs) allow researchers to analyze nested data collected through frequent measurements—typically 20 or more repeated occasions—over densely spaced durations. Rather than being a single statistical approach, ILMs encompass various models unified by their capability to handle densely collected longitudinal data. We briefly summarize the nature of intensive longitudinal designs and why such designs require the use of ILMs. We then provide a classification typology to help readers understand the features of an ILM they should adopt. This classification typology provides the structure for a narrative review of existing ILM research. We conclude with specific recommendations for using …