Marketing Commons^™

Rethink Everything 2: Markets, Globalization, Development, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Beauty And Lifestyle Subscription Services: A Modern Retailing Format For The Vigilante Collaborative Consumption Consumer, Melisa Spilinek

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the …

Coach Bob Hurley Sr.: A Jesuit Educated Heroic Leader, Francis Petit

Jesuit Higher Education: A Journal

ABSTRACT

The purpose of this research was to determine if Coach Bob Hurley Sr. (Coach Hurley) was a Heroic Leader. Coach Hurley was the long time Varsity Boys Basketball Coach at St. Anthony’s High School in Jersey City, New Jersey which closed in 2017. Coach Hurley was also inducted into the Naismith Memorial Basketball Hall of Fame in 2010. The methods of this research included a historical study of the life and career of Coach Hurley as was captured within the traditional media and academic literature. In addition, the methods of this research also included one-on-one phone interviews that Francis …

The Bridge To Closing The Green Gap, Samantha Rife

Marketing Undergraduate Honors Theses

In today’s society, we have seen the theme of green consciousness and sustainability become more prevalent as the years pass by. Even as this concept seems to increase in consumer engagement there is not a proportional increase in consumer behavior. This is what is referred to as the gap between green consciousness and green consumerism. Many believe the root of this issue can be solved by increasing regulations. However, I believe this gap can be narrowed by using brands to shift consumers behaviors through their message. The main question that I want to focus in on is, “Can a brand …

2021 Ijbe V1 Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Tanner Colby, Some Of My Best Friends Are Black (2012), James W. Gentry

Markets, Globalization & Development Review

No abstract provided.

The Perceived Ethics Of Artificial Intelligence, Ross Murray

Markets, Globalization & Development Review

Artificial Intelligence (AI) is being used by millions of consumers in their daily lives. Although this technology is providing convenience, information, and instant gratification the underlying moral framework that AI uses remains largely unknown to the consumers of the technology. Two of the mostly widely used moral approaches (deontology and teleology), and their implications for AI, are discussed. The context of chatbots that use AI is examined, specifically exploring Amazon’s Alexa. The context illustrates the issue of the latent moral frameworks that AI technologies use when interacting with consumers or the environment. Although AI holds the promise of many potential …

The Complex Challenges Of Protecting Consumers, Deniz Atik, Nikhilesh Dholakia

Markets, Globalization & Development Review

No abstract provided.

An Analysis Of How The Goodyear Rubber And Tire Company Should Navigate The Covid-19 Pandemic, Nicholas Zubek, Alexander Morgan, Alyson Pekkola, Kayla Jancewicz, Thomas Rovnak Iii

Williams Honors College, Honors Research Projects

The COVID-19 pandemic has affected the world in an unprecedented way with many countries being forced to shut down all non-essential businesses. A majority of people were laid-off or forced to work from home while the state mandated quarantine regulations. Due to fewer people and employees commuting on the roads, tire usage has decreased drastically. Companies, like The Goodyear Tire and Rubber Company, depend on high transportation and automobile usage and thus have been heavily impacted. In the nine months since 2020 began, Goodyear has reported sales of $2.367 billion dollars lower than their sales in 2019, which mostly came …

What Factors Predict A Consumer's Willingness To Purchase A Subscription-Based Airline Program?, Sean R. Crouse

Journal of Aviation/Aerospace Education & Research

Introduction: Many services offer subscription-based sales models. The aviation industry has not widely attempted to market a subscription-based service through their airline for ticketing purposes. This study developed a regression equation to determine predictive factors for the type of individual who would purchase a subscription-based airline ticket.

Method: A two-stage approach was used where the participants (N = 521) answered demographic information, flight habits, and the same scenario with a perceived value scale and willingness to purchase scale.

Results: Stage 1 found perceived value, employment status, and early boarding preference all to be significant factors, accounting for …

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Escape For Boone & Crocket, William Foxx, W. Frank Thompson Jr., Joseph W. Giese, David Vanbuskirk

Atlantic Marketing Journal

Eber Crocket is the owner of Boone & Crocket Trapper Supply (B&C). He feels like the environmental forces that are impacting his business are like a trap slowing closing on him. He is considering ideas to improve his store’s profitability.

Demand for furs as fashion goods is a multi-million dollar industry. Twenty percent of this demand is met by wild fur which is harvested by trappers. Trapping suppliers serve as the middleman between small individual trappers and auction houses. These auction houses collect the raw fur pelts from trappers and trapping stores and hold them until one of their auctions. …

Steven Soderbergh, Contagion (2011), Aras Ozgun

Markets, Globalization & Development Review

No abstract provided.

Fixing Social Media: Toward A Democratic Digital Commons, Michael Kwet

Markets, Globalization & Development Review

In the past few years, big Social Media networks like Facebook, Twitter, and YouTube have received intense scrutiny from the intellectual classes. This article critiques the dominant strain of criticism, the neo-Brandeisian School of antitrust, for its narrow focus on “regulated competition” as an appropriate means to “fix social media”. This essay calls for a socialist alternative: a democratic social media commons based on free and open source technology, decentralization, and democratic socialist legal solutions. It reviews how existing solutions like the Fediverse and LibreSocial work, and how they may provide answers for a better way forward.

‘Coronated’ Consumption In The Viral Market, Soonkwan Hong

Markets, Globalization & Development Review

The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.

How The Covid-19 Pandemic Is Challenging Consumption, Marine Cambefort

Markets, Globalization & Development Review

COVID-19 has led consumers to question their consumption patterns. Although some management research has already highlighted consumption trends resulting from the virus outbreak, very few studies explore how the current pandemic challenges consumption. Three trends are identified: the downsizing of consumption, emergence of anti-globalization sentiments, and negative consumer reactions to the misconduct of brands/companies. First, the lockdown was an opportunity for people to test a simpler lifestyle by reducing their level of consumption, having realized that over-consumption does not make them happy and questioned its negative impact on the environment. Second, the pandemic may reinforce anti-globalization ideas, leading consumers to …

Rethink Everything 1: Markets, Globalization, Development, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Water Avengers And Their Endgame, David M. Boje

Markets, Globalization & Development Review

No abstract provided.

Arch Woodside, The Complexity Turn (2017), Ash Zareian

Markets, Globalization & Development Review

No abstract provided.

Jeffrey Sachs, A New Foreign Policy: Beyond American Exceptionalism (2018), Jonas Ecke

Markets, Globalization & Development Review

No abstract provided.

Parag Khanna, Connectography: Mapping The Future Of Global Civilization (2016), Sudipto Sarkar

Markets, Globalization & Development Review

Parag Khanna’s world tour through “Connectography: Mapping the Future of Global Civilization” provides the reader with vivid details of a connected world that we live in. The prime message of this book is connecting the global nodes through building infrastructure starting from oil pipelines to fibre optic cables. Exploring diverse arenas, this book gives an overview why “connectivity” is important for the entire world and not only for the selected few. Khanna’s pervading visionary approach covers bits and pieces of almost everything to make the world connected for future prosperity. However, a question still remains about how consistently his views …

The World Is Not Simple: Connectivity, Complicity, Complexity, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Crazy Rich Asians: A Tale Of Immigration, Globalization And Consumption In East Asia, Giana M. Eckhardt, Finola Kerrigan

Markets, Globalization & Development Review

We review the 2018 film Crazy Rich Asians in order to highlight its relevance for debates on immigration, globalization and consumption. In doing so, we argue that a new model of immigration for East Asians, distant and distinct from the American Dream, a “pull yourself up by the bootstraps” narrative infused with an Asian ethic, is being valorized in the film. We also illuminate the complexities of East Asian representation on screen, as evidenced by varying receptions to the film in America and in various regions of Asia. And, finally, we note that while the film celebrates excess in consumption …

Crazy Rich Asians: Exploring Discourses Of Orientalism, Neoliberal Feminism, Privilege And Inequality, Devi Vijay

Markets, Globalization & Development Review

In this review of Crazy Rich Asians (2018), I examine elements of orientalism, neoliberal feminism, privilege and inequality that layer the film. Specifically, I interrogate the film’s American inflection of orientalism, surfacing a constant duel between essentialized Asian and American values, where what is American eventually wins out. Independent, entrepreneurial women are integral to this narrative of global capitalist accumulation. Yet, as the East meets the West in the globalized consumptive spaces of the super-rich, inequalities in the United States and Singapore are either repackaged under the myth of meritocracy, or conveniently erased. While the film demarcates a new Hollywood …

Crazy Rich Asians: When Representation Becomes Controversial, Yikun Zhao

Markets, Globalization & Development Review

Crazy Rich Asians (2018) has been hailed as a symbol of diversity representation, but it has also been challenged for the lack of representativeness. This review analyzes the controversy from two aspects. It traces how this film was made into a progressive symbol of diversity representation through riding sociocultural trends about the rise of Asia and the anti-whitewashing campaign. It also shows that this film tells a classic Cinderella story with a contextual twist of the reversed power balance between the ‘East’ and the ‘West’. Overall, although this movie contributes to bringing attention to the long-existing void of Asian-American representation …

On The Banality Of Transnational Film, Ian Reyes, Justin Wyatt

Markets, Globalization & Development Review

“Breakthrough” global blockbusters like Black Panther (2018) and Crazy Rich Asians (2018) create disturbances among critics and firms forced to wonder if such ripples of diversity will become waves of new cinema wiping out the hegemony of Hollywood and the global West. In this essay, we establish the context for this phenomenon in terms of film’s historical relationship to marketing. Through this context, we theorize a transnational aesthetic for global blockbusters, one that may serve to limit ripples of diversity, breaking waves of change against the rocks of a banal cinema of Americanized nothingness.

Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Conceptualizing The Electronic Word-Of-Mouth Process: What We Know And Need To Know About Ewom Creation, Exposure, And Evaluation, Ana Babić Rosario, Kristine De Valck, Francesca Sotgiu

Marketing: Faculty Scholarship

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and …

2020 Ijbe Front Matter

International Journal for Business Education

1. Editorial Board
2. Letter from International President
3. SIEC-ISBE International