Business Intelligence Commons^™

Strategic Aspects Of E-Commerce Related To V-Commerce, V-Learning, And Disaster Relief, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

Artificial Intelligence: A Diffusion Of Innovation View Of The Manufacturing And Health-Care Industries, William T. Rupp

Atlantic Marketing Association Proceedings

No abstract provided.

Financial Technology Usage 2017 Predictive Analytics Study, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

Qualitative Data Mining And Sensitivity Analysis, Brian R. Kinard

Atlantic Marketing Association Proceedings

In today’s consumer centric environment, there is no shortage of outlets for consumers to express their level of satisfaction with a company, employee, product and/or service. For instance, websites such as Amazon, Rotten Tomatoes, TripAdvisor, Yelp, and Expedia allow customers the opportunity to provide feedback specific to a product, service, and/or organization. Such feedback is vitally important to business firms, as customer reviews are shown to be more trustworthy than descriptions that come direct from manufacturers. For instance, 73 percent of people trust online reviews and 63 percent of people actively seek out online reviews when making a purchase decision. …

Business Framing For Analytics, Beverly Wright

Atlantic Marketing Association Proceedings

Both the academic and business practitioner communities are faced with the challenges of discovery, innovation, and constant learning of their field, particularly within the marketing discipline, where content, processes, and even structure are dynamic in nature, with constantly evolving interests and focus. A solid research agenda with excellent analytics to address pertinent business questions is crucial for successfully expanding our understanding of the marketing function.

Cutting The Cord: An Examination Of Changing Tv Viewership, John Crawford

Atlantic Marketing Association Proceedings

On October 2, 1925, John Baird successfully transmitted the first television image. Since the early days of the new medium, television technology has constantly changed. Similarly, as the decades have passed the means for receiving television programming has also changed. Today, programs are delivered to millions of customers via cable connections and by satellite transmissions as those technologies were chosen by consumers to replace antennas as a means for receiving signals. The newer delivery mechanisms also provided many more channels to consumers compared to the handful of channels they could access in the antenna-only days.

The television programming delivery industry …

The Impact Of Social Media On The Sales Cycle And Prospecting, Mike Serkedakis, Gary L. Selden, R. Keith Tudor

Atlantic Marketing Association Proceedings

Sharing information and networking with business contacts are the crux of social media in sales. The use of social media platforms (e.g., LinkedIn, Facebook and Twitter) for all phases of the sales cycle is a relatively new technique, about 20 years since the arrival of the internet and associated technologies. Research to measure the impact of social media on the sales cycle time is not adequately addressed in the current literature. Our research highlights the impacts of social media on this important business function and examines individual performance aspects associated with the use of social media.

Rembrandt Versus Van Gogh: A Qualitative Contrast Study Applying A Visual Arts Valutation Model, Rene Desborde, Kimball P. Marshall

Atlantic Marketing Association Proceedings

Few marketing scholars have explored the field of fine arts marketing despite its significance as an area of economic activity and human creativity. Billions of dollars change hands annually in the worldwide visual fine arts industry (Velthuis, 2007; Clark and Flaherty, 2002), defined here to include various paintings, sculptures, and ceramics. This lack of academic attention might be because marketing scholars perceive that issues related to fine arts have little to do with marketing. It could also be that the unique characteristics of fine arts marketing are thought not to lend themselves to a traditional analytical approach to explain a …

A Typology Of Co-Branding Strategies, Suzanne B. Walchli

Atlantic Marketing Association Proceedings

This presents a typology of co-branding (brand alliance) strategies. It reveals the complexity that is represented by the topic of co-branding, which has been researched to a relatively limited degree although the practice began to be commonplace in the early 1990s (Gibson, 1993; Helmut, Huber and Leeflang, 2008). Since then, academic research has been published on the subject, but has been somewhat limited in scope (Rao and Ruekert, 1994; Park, Jun and Shocker, 1996; Simonin and Ruth, 1998; Washburn, Till and Priluck, 2004; Voss and Gammoh, 2004; Walchli, 2007). This may in part be because most studies have interpreted co-branding …

Market Oriented Organizations And Talent Workers: Composition Of The Workforce And Its Influence On Market Orientation, Dawn Mueller, Pradeep Gopalakrishna

Atlantic Marketing Association Proceedings

Many organizations employ marketing initiatives to “assist” in launching new efforts to both internal and external audiences and weave marketing throughout as part of being “market oriented.” The primary motivation behind a market orientation is improvement of market performance, according to the literature (Narver and Slater, 1990; Kohli and Jaworski 1990).

There is literature on workforce composition and different types of workers and this includes concepts of talent workers and knowledge workers (Chowdhury 2003) and HEROes (Bernoff and Schadler 2010) but there is little to nothing on the type of workers employed by highly market-oriented organizations. …

Updating A Research Tradition By Examining The Effect Of New High Tech Channels On Consumer Search And Integrated Marketing: A Framework For Teaching, Deborah Fain, Mary Long

Atlantic Marketing Association Proceedings

As computers became more powerful in the late 80s and early 90s, large marketers began to try to push what became known as customer relationship management . Specifically, they began to evaluate various channels and how consumers navigated among them when making purchase decisions. Most of the examples at that time were anecdotal, and obviously considered traditional channels, both retail and direct. These included retail, direct mail, print, television, radio, telephone, early email, and a small amount of Internet. The impact of the Internet on new ways consumers navigate among the channels to collect information and make purchase decisions was …

"You Can Count On It!" Using County Auditors' Data For Marketing Research Group Projects, Julie M. Szendrey

Atlantic Marketing Association Proceedings

Marketing educators who teach research-based courses face several challenges in the designing and teaching of analytical-based group projects. The “ideal” research project contains all the elements of the research process as shown in Figure 1 (Neuman 2009, Zeis, Shah, Regassa, & Ahmadian 2001). Fewer pedagogical limitations would exist, such as a limited 16-week semester and time constraints relating to selecting a topic, survey development and distribution, institutional review board approvals, and of course data collection to name a few.

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Liz Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Association Proceedings

Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines corporate recruiters’, …

Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting

Atlantic Marketing Association Proceedings

Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).

A Systematic Review Of Anti-Brand Website Literature: What We Know And What We Need To Know, David L. Williams, Ellen Kolbas

Atlantic Marketing Association Proceedings

The emergence of Web 1.0 began an evolution in electronic communication. This platform resulted in a unidirectional communication flow (e.g. firm to consumer) that featured firms generating messages for public consumption. Web 1.0 gave rise to Web 2.0 and 3.0 platforms that facilitate bi-directional communication between firms and the public. This new method has resulted in an increase in consumer empowerment to create and disseminate marketing messages of their own (Williams, Crittenden, Keo, & McCarty, 2012). Third party stakeholders are disseminating electronic word-of-mouth communications about companies through the use of video, reviews, forums, microblogs and multiple other channels (Gil-Or, 2010). …

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials' Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael J. Dotson, Neel Das

Atlantic Marketing Association Proceedings

Consumer decision-making regarding a purchase is usually influenced by feedback received from other people in addition to prior experiences/beliefs/attitudes and marketer dominated information. Such diverse sources of influence are collectively referred to as the influence mix (Simonson and Rosen 2014). Of the different sources in the influence mix, word-of-mouth (i.e., feedback received from other people) is one of the most impactful sources of information (Duan, Gu, and Whinston 2008). With the advent of e-tailers on the Internet, the influence of word-of-mouth communication has grown significantly in the form of online consumer reviews (Schindler ad Bickart 2012). Research has shown that …

Profile Of Corporate Social Media Consumer Segments, Beverly Wright, Aberdeen Leila Borders, Paul H. Schwager, S. Scott Nadler

Atlantic Marketing Association Proceedings

The trade and academic literature is replete with commentary about the need for companies to develop promotional strategies and to adopt media platforms that are more engaging and conversational with customers than the traditional top-down company directed one-way communication strategies of the past (Thomas, Peters, Howell and Robbins, 2012; Foster, West and Francescucci 2011; Deighton and Kornfeld, 2009). This viewpoint is supported by Christodoulides (2008) who reported that many customers view information about a company or brand that they obtained from blogs, social networking sites and the like as being more relevant, believable and important to them in their interactions …

An Exploratory Analysis To Understand Organic Food Market In The United States In Comparison To Europe, Alfiya Ansar, Ismet Anitsal, M. Meral Anitsal

Atlantic Marketing Association Proceedings

To meet the increasing continuous demand of food, many techniques are used for mass production food but these techniques in turn have diminished the quality of many products. The negative effects associated with such production methods make them controversial in nature and thus requires discussion. One such method is the use of Genetically Modified Organisms (GMO), which involves genetically modifying the Deoxyribose Nucleic Acids (DNA) of plants or animals of interest to introduce certain traits such as resistance to pests or diseases. Food allergies are on a rise and researchers estimate that up to 15 million Americans suffer from vast …

National Culture Dimensions And Consumer Digital Piracy: A European Perspective, Irena Vida, Monika Kukar-Kinney, Mateja Kos Kokli, James Reardon

Atlantic Marketing Association Proceedings

Digital piracy as a ubiquitous phenomenon affects a number of stakeholders, such as consumers, enterprises, and governments. Considering its global nature, it has been of particular interest to consumer researchers. Hence, a large body of digital piracy literature sheds light on the demand side and illuminates various predictors of digital piracy behavior (Harris & Daunt, 2011). Despite these efforts, very little attention has been devoted to applying international perspective in investigating digital piracy across different countries (Ki, Chang, & Khang, 2006). This study aims to fill this void by examining the digital piracy behavior in three EU countries. In addition, …

Can Scalability Be A Marketing Liability For Sustainability?, Dennis F. X. Mathaisel, Clare L. Comm

Atlantic Marketing Association Proceedings

A common principle of modern business marketing is that growth is good. It is usually thought that all businesses should market themselves with the goal of increasing their revenues and gaining market share. Scalability is developing products or services that people want and figuring out how to produce and promote many of them for lower costs while selling more of them (Dudnik 2010). It is the purpose of this paper to show that some businesses, especially small ventures with unique value propositions, should not necessarily seek to grow or scale up. There are numerous examples of new ventures failing for …

Fitting Consumer Needs To Perceived Product Value: The Example Of Apple Versus Samsung Products, Yi-Chia Wu, Arturo Vasquez-Parraga

Atlantic Marketing Association Proceedings

This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs.

This study focuses on the impact of perceived product values on certain consumer needs. We use Apple products and Samsung products to accomplish this.