Marketing Commons^™

2015 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Consumer Perception Of Tactile Packaging: A Research Study On Preferences Of Soft Touch And Hi Rise Coatings In Cosmetic Packaging, Malcolm G. Keif Ph.D., Colleen Twomey, Andrea Stoneman

Journal of Applied Packaging Research

A choice-based conjoint study was conducted sampling 400 individuals to determine their preference for Soft Touch and raised tactile coatings, which are sometimes called Hi Rise or profile coatings. Soft Touch coatings have a velvety, warm feel to them, and Hi Rise coatings simulate embossing with a glossy appearance to them. Both are considered tactile coatings, engaging the sense of touch.

Demographic profile data, level of agreement about statements related to cosmetic packaging and packaging choice set selections were collected. The conjoint sets contained three attributes: design color, tactile coatings, and price.

Design choice was split. Approximately half of the …

Creating A Business Plan For Thin Air Reflections, Savanah Thompson

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Old Style Havana Rum: Start Up Plan, Bryan S. Midlik

Williams Honors College, Honors Research Projects

Old Style Havana Rum Start Up Plan includes the market analysis and feasibility of creating start up rum company in North East Ohio. A rum industry analysis helps lead to a creative start up strategy and a first year financial plan for what will be a new liquor on the market.

Folgers: The New Era Of Coffee, Anthony J. Jakubowski, Danielle Hickman, Annie Pang, Adrianna Hartman, Alex Naragon

Williams Honors College, Honors Research Projects

The primary purpose of this paper is to discuss the repositioning of the Folgers brand through a new and improved Brand Pyramid and two strategic recommendations. In order to come to these conclusions, the group utilized secondary research to gain a background on the coffee industry as a whole, the acquisition of the Folgers brand by Smucker’s, the competition relative to Folgers in the coffee market, a social media analysis focusing on the competitors, and finally research regarding the Millennial generation. The conclusions from this secondary research led to the methodology used in order to come up with the new …

The Business Of Beds: An Exploration Of Hotel And Hostel Business Strategy, Robert B. Bunda

Honors Scholar Theses

At their cores, hotels and hostels are similar in that they provide a place for travelers to stay. Despite this core similarity, the structures of the two industries are radically different. The hotel industry began in the Middle Ages and has given rise to massive multinational companies, many managing more than four thousand hotels. In stark contrast, the hostel industry began in 1909 and is mostly comprised of independently owned and operated guesthouses, with the largest global chain comprising of less than twenty properties. This study first defines the hotel and hostel industries and examines the different experiences they offer …

A Case Study Analysis Of A Regional Food System: The Sustainable Agriculture Consortium For Historically Disadvantaged Farmers Program, Tasha M. Hargrove, Walter A. Hill, John Brown, Miles Robinson, Iris Cole-Crosby, Elizabeth Myles, Billy Lawton, Karla Martin

Professional Agricultural Workers Journal

The Sustainable Agriculture Consortium for Historically Disadvantaged Farmers Program (SACH) was designed to carry out an experiment by five 1890 Land-Grant Universities in partnership with five farmer based cooperatives in five states to assess marketing fruits and vegetables to Walmart from a regional perspective. Using the Consortium as a case study, this study assessed the Consortium within the framework of implementation evaluation; data were collected using semi-structured interviews and document analysis. The study answered questions such as, what did the Consortium do, and what were some of the accomplishments of the Consortium? The farmers were able to: negotiate price points; …

The Story As A Cultural Transmitter: Applications For Business Education, Carol Blaszczynski, Ph.D.

International Journal for Business Education

Stories assist in transmitting cultural wisdom, including wisdom about the business community. The role of stories in various contexts such as education (including international management), management, and marketing, as well as the job search is explained. The article concludes by presenting instructional activities for business education that develop cultural competence through stories.

2014 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Using Inoculation Messages To Protect “Stay In The Market” Beliefs During Financial Crises, Lindsay Lyles Dillingham

Theses and Dissertations--Communication

This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design (3 x 2 plus four additional conditions) to explore ten hypotheses. Data collected from …

Who Killed John Wanamaker?, Marvin Lovett, Gerardo A. Miranda

Marketing Faculty Publications

Retailing has grown and continues to contribute significantly to the economy of the Unit-ed States, as well as to most other economies around the world. The study of retailing, as an academic field, continues to grow and evolve. The study of retail history and of its contributors provides beneficial insight. Retail commerce began to flourish in the United States well over a century ago. This study attempts to provide insight into the absence of an original and significant contributor to the field of retailing and marketing, John Wanamaker. In fact, John Wanamaker has been referred to as the “Father of …

Retail Islamic Financial Services In North America: The (Upper) Michigan Connection, Brian A. Zinser

Journal Articles

The purpose of this paper is to explore how a small remote Midwestern bank reformulated itself into a major marketer of retail Islamic financial services in the United States and influenced Islamic financial services marketing in North America. The paper is based on a review of existing literature and a case study of how University Bank, now based in Ann Arbor, Michigan, has become the leading providerof Islamic financial services in the United States. University Bank whose principals are Roman Catholic identified the Muslim market in Southeast Michigan as measurable, differentiable, accessible and substantial. As part of the Bank’s reformulation …

Implementing Green Roofs On Movie Theaters And Shopping Centers: Business Cases In Profitable Sustainability, Ryan J. Miller

Pomona Senior Theses

This thesis presents the business case for installing green roofs on movie theaters and shopping centers. These businesses can then derive increased profits from the environmental benefits of reduced energy use and increased stormwater retention. After presenting the basic design and benefits of a green roof, the thesis develops stand-alone business plans for a movie theater and shopping center. The author finds that green roofs are a profitable sustainability solution for the commercial enterprise.

How Do Firms Become Different? A Dynamic Model, Matthew Selove

Business Faculty Articles and Research

This paper presents a dynamic investment game in which firms that are initially identical develop assets that are specialized to different market segments. The model assumes that there are increasing returns to investment in a segment, for example, as a result of word-of-mouth or learning curve effects. I derive three key results: (1) Under certain conditions there is a unique equilibrium in which firms that are only slightly different focus all of their investment in different segments, causing small random differences to expand into large permanent differences. (2) If, on the other hand, sufficiently large random shocks are possible, firms …

The Rise And Fall Of Bread In America, Amanda Benson

Academic Symposium of Undergraduate Scholarship

Over the last century bread has gone through cycles of acceptance and popularity in the United States. The pressure exerted on the American bread market by manufacturers’ advertising campaigns and various dietary trends has caused it to go through periods of acceptance and rejection. Before the industrialization of bread making, consumers held few negative views on bread and perceived it primarily as a form of sustenance. After its industrialization, the battle between the manufacturers and the neighborhood bakeries over consumers began. With manufacturers, such as Wonder Bread, trying to maximize profits and dominate the market, corporate leaders aimed to discourage …

2013 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

F.A.C.E.S. (Faculty Academic Community Education Showcase): Professional Growth Experiences In A Career University, Paul J. Colbert, Ph.D.

MBA Faculty Conference Papers & Journal Articles

Institutes of higher education exist for the purpose of developing, fostering, nurturing, and stimulating the intellectual growth and development of students. The core values of a college education provide students conceptual and practical educational opportunities that focus on improving their skills and knowledge. These skills and knowledge translate into purposeful, real-life learning experiences. However, in the academic community, learning is not restricted to students. Faculty, too, must be supported and provided opportunities for personal and professional growth and development. Although professional development is not a novel concept in the education profession, schools often take up the gauntlet, but fall short …

Siec-Isbe: Quo Vadis? Strategy Suggestions For The Siec-Isbe, Katharina Stoettinger, Michaela Stock, Peter Slepcevic-Zach, Ph.D.

International Journal for Business Education

In order to escape the danger of stagnation, the SIEC-ISBE needs fresh perspectives. A strategy to increase membership numbers will be introduced in this paper, based on a study instigated from the Austrian chapter. After a short introduction of the status quo of the SIEC-ISBE, the paper will focus on the USP (Unique Selling Proposition) and the benefits of SIEC-ISBE membership. Some selected recommendations (for instance lowering the threshold for attending conferences or increased targeting of students) form the completion of this thesis.

2012 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

2011 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Library Marketing And Graphic Design, John M. Passa

Senior Honors Projects

As the University of RI moves into the new millennium, it has created its brand, “Think Big, We Do”.  This brand requires different collaborative marketing strategies for different units within the university.  Academic libraries provide intellectual products, consumed by a specific audience.

Marketing academic libraries entails a market analysis of the target audience, creating a strategic plan to address the library’s marketing audience, and designing a marketing instrument.  The target audience of the University Libraries was  identified as college students under the age of 25 because of academic requirements, cost of textual materials, and access to electronic resources.  Using library …

Design Of A Packaging Solution For Ifixit’S Retail Venture, Myles Bradwell, Torrance Terzian

Industrial Technology and Packaging

One of the chief concerns of any business is to maintain steady, profitable growth in a rapidly evolving marketplace. The only way to achieve this goal is to constantly evaluate the company’s strength and position within that marketplace, and look for ways to improve. The iFixit company has established itself as a leader in providing quality replacement components, tools, and repair instruction for customers who wish to repair their own modern electronic devices. iFixit approached the students at Cal Poly to develop a solution for differentiating their primarily online business into a retail sales environment.

This senior project is a …

Red Lion Hotel Corporation, Yin-Chia Shao

MBA Student Scholarship

This paper is a strategy executing research project of Red Lion Hotels Corporation. The research content includes the nature of the business, environmental analysis, strategy position within the industry, competitive advantage, strategic history, evaluate strategy and a conclusion. The company grew from a focused differentiation strategy to a broad differentiation diversification. Examining the business environment analysis, the external environment has a moderately strong impact on the company and the internal environment has a moderately weak position. The inferior position is a disadvantage to the Red Lion Hotel Corporation's growth. In addition, compared the company with Choice International Hotels, Inc and …

Does An Academy Award Affect Stock Return?, Kelli M. Maltsbarger

CMC Senior Theses

This study examines the affect of winning an Academy Award on the stock price of parent companies.  On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards.  The findings of this study introduce questions of external interference and possible limitations on this type of research.  However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.

Carnival Corporation & Plc, Ye Zhou

MBA Student Scholarship

Carnival Corporation & plc is a global cruise company and one of the largest vacation companies in the world. This paper researches the company by analyzing environmental factors, strategic position within the cruise industry and competitive advantages. After reviewing company's strategic history, this paper evaluates the effectiveness of the company's present strategies (Carnival Corporation and PLC, 2010b).

Developing A Culturally Responsive Classroom Collaborative Of Faculty, Students, And Institution, Paul J. Colbert

MBA Faculty Conference Papers & Journal Articles

Culture is integral to the learning process. It is the organization and way of life within the community of students and teachers and directs the way they communicate, interact, and approach teaching and learning. Although founded in particular values and principles, the academy, like most organizations, is impacted day-to-day by its culture. Yet, the traditional higher education institution has not been designed to operate within a racially or ethnically diverse student population. The social, political, economic, and cultural forces that support the institution influence the teaching and learning environments. To better address cultural diversity in the classroom, faculty must first …

2010 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Sustainability Through Profitability: The Triple Bottom Line, Connie I. Reimers-Hild

Kimmel Education and Research Center: Presentations and White Papers

Today’s highly competitive, globalized world requires organizations and businesses to think differently about how they are going to stay in business. Businesses can no longer afford to focus on profits as their sole purpose for existence. Organizations must instead think about the “Triple Bottom Line” and its implications for their ability to grow their brand, customer loyalty and profits.

Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy

Other resources

This research is concerned with identifying the benefits of Continuous Professional Development for the Visual Communications sector in Ireland, with the aim of establishing what benefits exist for both the employee and employer. Research is undertaken to identify CPD programmes that currently exist in other industries in Ireland for the purpose of establishing commonalities and how this may apply to the Visual Communications sector. This is achieved through a combination of literature review, desk research, surveys of employees and employers in the Visual Communications sector and a number of semi-formal interviews with representatives from various industry sectors with established CPD …

Targeting And Positioning Hotel Atlet Century Park In Serving Two Distinct Markets: Commercial And Social, Grace Widiarti

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hotel Atlet Century Park (HACP) is a government owned hotel located in the sports district in central Jakarta, Indonesia. The hotel was opened in November 1991 and is operated by PT. Lingga Hamparan Krida (PT. LHK), a private company. The hotel occupies 1.7 hectares of land and was formerly a dormitory for Indonesian athletes. With 17 stories and 600 rooms, it was indeed a large dormitory. When the government encountered difficulties in managing such a large dormitory, PT. LHK approached the government to discuss the possibility of converting the dormitory into a three-star hotel. The decision of PT. LHK to …