Marketing Commons^™

Role Of Financial Literacy And Self-Efficacy On Bias And Investment Decision Making, Ananya Tripathi, Niharika Agrawal, Kaushik Sharma, Gaurav Pandey, Shivam Verma, Smally ., Shrishti Mittal, Nidhi Singh

Management Dynamics

No abstract provided.

Behavioural Finance Effect On Stock Price Trends During Covid-19 Pandemic, Arpita Jain, Siddhi Agrawal, Simanta Goswami, Sidhant Banga, Suryakant Kumar, Nidhi Singh

Management Dynamics

No abstract provided.

Impact Of Orientation Program On Teacher's Performance, Akshay Kumar Mishra

Management Dynamics

No abstract provided.

The Rise Of American Food In China, Shiyan Wang

Master's Projects and Capstones

Over the years, American food has become more and more popular in China. Today, the Chinese are more open to trying new cuisines. To fully understand the forces that have catalyzed the growing presence of American foods in China, my research project demonstrates the complex web of factors that shape how American food businesses’ presence in China has changed over the last decade. Examining a diversity of sources, including existing trend data, my analysis focuses on the domestic and global factors that have facilitated the growing presence of American food restaurants in China. Using this research as a jumping off …

Online Atmospherics In Second-Hand Retail, Hope Manuel

Undergraduate Honors Theses

Within the retail sector, two sections have grown drastically with the help of each other in the past decade. Those two sections include online retail and second-hand retail. Online retail has grown remarkably due to the implementation of online atmospherics. This phenomenon led to the purpose of this study: to observe the online atmospherics present in online second-hand retail. To achieve this purpose, the literature related to online retail, target audience, motivations of consumers, reselling, and online second-hand apps was explored. For this study, five online second-hand retail sites were chosen. Eighteen of the most common online atmospherics were observed …

Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

Beyond Hcahps: Analysis Of Patients’ Comments Provides An Expanded View Of Their Hospital Experiences, Andrew S. Gallan, Rakesh Niraj, Awanindra Singh

Patient Experience Journal

An important concern for health care professionals is that standardized patient surveys may not fully capture all the topics that are important to patients. As a result, health care professionals may not have a complete picture of what their patients experience. The purpose of this research is to utilize a state-of-the-art Natural Language Processing technique to make sense of patients’ solicited, unstructured comments to gain a deeper and broader understanding of their experiences in the hospital. We analyzed a large dataset of inpatient survey responses (48,592 patients generating 65,998 comments) by a patient experience survey vendor for an eleven-hospital health …

Determining The Best Practices Of Social Media For A Small Business: A Case Study On The Salt Cave Of Perrysburg, Michelle Timms

Honors Projects

This study is about finding the best social media practices for a small business. I used The Salt Cave of Perrysburg, which is located in Perrysburg, Ohio, as my testing subject for the implementation of the social media practices that were found through primary research, such as surveys and waiver forms, and secondary research, such as previous research papers, textbooks, and previous surveys. Through primary and secondary research, this paper will describe how to research and then implement the best practices for a small business. With the research I have found, I then implemented those findings to The Salt Cave …

Exploratory Content Analysis Of Direct-To-Consumer Pet Genomics: What Is Being Marketed And What Are Consumers Saying?, Nikki E. Bennett, Silvio Ernesto Mirabal Torres, Peter B. Gray

Anthropology Faculty Research

Mars Petcare introduced the first direct-to-consumer domestic dog genetic test in 2009 and Basepaws introduced the first direct-to-consumer cat genetic test in 2016. Social science research has evaluated numerous aspects of the human direct-to-consumer market, yet no such exploration has evaluated the occurrence of pet owners pursuing pet genetic tests. Using a mixed methods approach, we conducted an exploratory content analysis of direct-to-consumer pet genetic company webpages and consumer reviews shared on Amazon. Initial data reviews indicated some companies may be key industry players, relative to others. Our results present content frequency for each group (key industry players, all other …

Project-Based Pedagogy: The Client's Perspective, Wayne Aho, Wendy Cagle, Jon Marvel, Michael Smith, Edward Wright

International Journal for Business Education

Project-based experiential business education seeks to provide students with lessons that are meaningful, practical, and enduring. While previous research has sought to understand how students and faculty members react to such educational experiences, it is also important to understand the perceptions of the business clients who engage with programs employing project-based education. The aim of this study was to better understand the experiences of business clients with whom students engaged as part of an undergraduate business capstone course. Two hundred fifty-three previous clients were surveyed with a 22.4% response rate. Responses were subjected to content analysis to cluster replies into …

Signature Pedagogy For Entrepreneurship Education: An Emerging Perspective, Ashley Gess, Eleonora Brivio, Gianluca De Leo

International Journal for Business Education

Entrepreneurial ways of thinking and doing intersect with the knowledge and skills that a global citizen needs to thrive. There is a robust body of scholarship that identifies core entrepreneurial skills however there is a dearth of evidence addressing how to successfully teach entrepreneurship. Using the lens of experiential learning, this qualitative study examines the surface, deep, and implicit structures of professional entrepreneurial culture toward revealing a meaningful, authentic pedagogical approach for entrepreneurship education. In order to achieve this outcome, researchers utilized a semi-structured comparable multiple-case study design to engage 19 incubated entrepreneurs in focus group interviews. A replication strategy …

Cultivating Financial Literacy Through Secondary School Economics Education: Access To Powerful Knowledge, Emanuel Mizzi

International Journal for Business Education

‘Powerful knowledge’ is disciplinary knowledge that when learned, empowers students to make decisions in a way that will influence their lives in a positive way (Young, 2008). In this paper, the researcher employs this construct to explore the financial literacy education arising from studying secondary school economics. It emerges from the author’s research aimed at exploring teaching and learning in secondary school Maltese economics classrooms. The underlying conceptual framework for this study is critical realism. The study design consisted of interviewing and observing 14 economics teachers, together with four focus groups interviews with students. Data were analyzed by employing thematic …

Promoting Employer Desired Competencies Through A Multiphased "Workgroup" Project, Ashly Smith

International Journal for Business Education

Employers and business leaders have long been advocating for the importance of career readiness skills like critical thinking/problem solving, information literacy, teamwork/collaboration, professionalism/work ethic, and oral/written communication (NACE, 2019; Partnership, 2008). While faculty and students see value in projects that develop these skills, such projects can be some of the most challenging to incorporate effectively into business courses (Chapman et al., 2010; Detmering & Johnson, 2012; Lee et al., 2016; Marks & O’Connor, 2013). This article reports on a multi-phase group project that aims to strengthen a selection of these employer-desired skills while ameliorating student concerns about the research process …

Practice Enterprises In Times Of Distance Learning: The Impact And Consequences Of The Covid-19 Pandemic To The Collaboration Of Practice Enterprises, Theresa Feuchter, Gernot Dreisiebner, Elisabeth Riebenbauer, Ph.D., Michaela Stock

International Journal for Business Education

The aim of this paper is to outline the consequences which arise from the digital transformation of the multidimensional teaching and learning setting of practice enterprises and to discuss how digital collaboration of students can be supported during the COVID-19 pandemic. As an evolutionary moment also in the field of education, one can consider the experiences of COVID-19 as a catalyst for digital transformation and distance learning in education. How digital collaboration can be fostered in times of distance learning is shown by using the example of business simulations such as practice enterprises (PE). While previously this multidimensional teaching and …

Internships As Clinical Rotations In Business: Enhancing Access And Options, Faye W. Gilbert, Jason Harkins, Pankaj Agrrawal, Taylor Ashley

International Journal for Business Education

Internships are high impact practices that offer work experiences and provide advantages for participating undergraduate students and for the talent acquisition efforts of firms. While research consistently documents the benefits of internships as a transformative experience, access and outcomes may vary for students and for underserved populations. Limitations of internships can include lack of access to enough positions as well as inadequate interactions between undergraduate students, firms, and faculty members in business programs. The purpose of this article is to describe an approach to enhancing access to internships on a larger scale with greater variety. Protocols found in clinical rotations …

Stimulating Intrapreneurial Intentions With Digital Business Training In The Vet Sector: The Potential Of Massive Open Online Courses, Christian Friedl

International Journal for Business Education

It has become imperative to stimulate and support employees to behave entrepreneurially within organizations (intrapreneurship). However, little is known about how digital, massive, and scalable business education and training formats such as massive open online course (MOOCs) can contribute to vocational and educational training (VET) in general, and to nurture intrapreneurial behavior and corresponding intentions in specific. Therefore, the purpose of this paper is to explore the potential effect of a MOOC on intrapreneurial intentions of learners.
Data were acquired from 412 employees taking a MOOC on intrapreneurship for constructs embedded in the theory of planned behavior, tailored to the …

Counting Monopoly Money Twice: Resale Discounting In Consumer-To-Consumer Exchange, Catherine A. Armstrong Soule, Sara Hanson

Marketing Faculty Publications

Consumer-to-consumer (C2C) secondhand exchange activity has exploded due to increased user connectivity stemming from widespread digital platform development and adoption. This research focuses on the effects of participation in secondhand exchange collectives on price perceptions. In three studies, the authors find that participation in secondhand exchange leads to price perception changes at various stages of the buying and reselling process, including traditional retail purchase decisions via resale discounting, a novel decision making bias. This research demonstrates that secondhand markets can cause individuals who are considering a purchase to (1) view firsthand prices as more reasonable and (2) increase purchase likelihood …

Market Research: How To Keep And Gain Customers, Chris Mccall

Symposium of Student Scholars

Customer-centered market research is essential to the creation and management of successful marketing campaigns. A company that understands their customers will be able to provide those customers with products and services that fit their needs better than the competition, and ultimately increase profits. My research focuses on a database containing customer information for a telecommunications company called Telco. Within this research, I will focus on a number of customer attributes including demographics, services provided, payment methods, contract lengths, monthly charges, and tenure with the company. Considering how these attributes relate to one another will give me a better understanding of …

Advances In Global Services And Retail Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte

University of South Florida (USF) M3 Publishing

This is the second volume of the Advances in Global Services and Retail Management Book Series. This volume has the following parts:

• Part 1: Hospitality and Tourism
• Part 2: Marketing, E-marketing, and Consumer Behavior
• Part 3: Management
• Part 4: Human Resources Management
• Part 5: Retail Management
• Part 6: Economics
• Part 7: Accounting and Finance
• Part 8: Sustainability and Environmental Issues
• Part 9: Information Technology

ISBN: 978-1-955833-03-5

Hospitality and Tourism

• Significance of VR in the spa: A spatial analysis
  • Irini Lai Fun Tang, Schultz Zhi Bin Xu, and Eric Chan
• Social media marketing in rural hospitality and tourism destination research
  • Samuel …

A Sweet Future For Sugar Makery: A Deeper Dive Into Small Business Consulting, Samuel Lauritsen

Theses/Capstones/Creative Projects

This case study investigates a local candy store in Glenwood and Council Bluffs Iowa. Processes, consistency and concise planning promoted the rapid growth of Sugar Makery into two locations in three short years. Results from the analyses indicate that the main problem facing Sugar Makery is sustaining its differentiated strategy from new industry entrants, key recommendations to sustain its success are presented. Every company has its own strengths, weaknesses, opportunities, and threats. The key is identifying each to be able to capitalize on competitive advantages, mitigate the damage done by weaknesses, take advantage of opportunities and create plans to avoid …

The Impact Of Artificial Intelligence In The Customer Journey: A Case Study Of Bosch Usa And Defy South Africa, Tariro S. Munyengeterwa

Electronic Theses and Dissertations

Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results …

Exploring Customer Relationship Management In Two Private Hospitals In Kuwait, Yassmin Diab

BAU Journal - Health and Wellbeing

The private hospital industry in Kuwait is an important contributor in the economy of the country. There has been a major increase in the number of private hospitals and clinics in the past four years, and more hospitals are launching new services in the private healthcare sector. In order to succeed in this sector, it is important for an organization to focus on Customer Relationship Management (CRM) for thriving in the competitive market. A customer relationship management strategy is believed to give a competitive edge to hospitals, as customers nowadays make their decisions based on the type and strength of …

A Site Suitability Analysis Of A Tattoo Art School In Tallahassee, Florida, Gianni Mccrea, Andre Kimble

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Tallahassee, Florida as providing a sufficient number of customers to warrant a new and sustainable Tattoo Art School. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide …

Developing A New Paintball Facility In New Orleans, Louisiana, Jevon Taylor, Justin Taylor

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around New Orleans, Louisiana as providing a sufficient number of customers to warrant a new and sustainable paintball facility. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide …

Developing An Investment Consulting Firm Near Denver, Colorado: A Site-Suitability Analysis, Caiman Moore, Matthew Studenic

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Denver, Colorado as providing a sufficient number of customers to warrant a new and sustainable Investment Consulting Firm. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide …

A Site-Suitability Analysis For A New Interstate Highway Rest Area Near Ft. Meyers, Florida, Krue Thwaits

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Ft. Meyers, Florida as providing a sufficient number of customers to warrant a new and sustainable interstate highway rest area. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis …

A Site Suitability Analysis Of A Book Store/Coffee Shop In Seattle, Washington, Hannah Paul, Jennifer Hahn

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Seattle, WA as providing a sufficient number of customers to warrant a new and sustainable used book store/ coffee shop. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis …

A New Vegetarian Restaurant In Detroit, Michigan: A Site-Suitability Analysis, John Politowicz

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Detroit, Michigan as providing a sufficient number of customers to warrant a new and sustainable vegetarian restaurant. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide valuable …

Identifying Appropriate Strategies To Sell Tesla Automobiles In Ohio, Trever Maughmer

ONU Student Research Colloquium

Segmentation data serves as an important resource used in business research. It encapsulates people who live in certain areas according to similar demographic traits, behaviors and habits, and consumer trends. Companies such as ESRI make their segmentation data available for a price, along with highly-specialized analysis tools. This project is a case study that examines the utility of ESRI segmentation data and tools to identify a suitable marketing strategy for potential customers in specific locations in Ohio. It further identifies population segments in certain geographic areas according to consumer trends and demographic characteristics. Unlike traditional brick-and-mortar (B&M) dealerships, this project …