Marketing Commons^™

Consumers' Perceptions Of The Role Of The Marketing System In Subjective Well-Being, Valcir Farias, Ramon Silva Leite

Markets, Globalization & Development Review

The term happiness is used colloquially to refer to subjective well-being. In the years when the performance of marketing systems in Brazil was reduced, there was a fall in happiness index, which demonstrates the importance of marketing systems in the subjective well-being of individuals and society. Most studies on the role played by the marketing system in subjective well-being are based on mature markets. Little has been studied on the subject in Latin American markets. This article describes the role of marketing systems in the subjective well-being of Brazilian consumers. In qualitative research through interviews with consumers from cities of …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

Developing Marketing Strategies To Enhance Students’ Perception Of Service Within The Thompson Scholarship Program, Emileigh Kleps

Honors Projects

Understanding the perceptions of Thompson Family Scholars to suggest improvements of marketing strategies within the Thompson Scholarship Program for the benefit of current and future Thompson Family Scholars.

From ‘Homo Economicus’ To ‘Homo Culturalis’: Review Of Irrationally Rational By V. Raghunathan, Milind M. Shrikhande

Markets, Globalization & Development Review

No abstract provided.

Grandchildren Of Ottomans Vs. Children Of Atatürk: A Script On Turkey's Emerging Political Identities Towards 2023, İrem Taştan, Ezgi Karanfil

Markets, Globalization & Development Review

The aim of this script is to take the initiative to open an updated discussion of the ways in which the global ideological market is shaping the collective political identities in the context of contemporary Turkey. We craft two seemingly opposing yet deeply connected political identities, namely the "grandchildren of Ottomans" and the "children of Atatürk", to critically explore the future possibilities for Turkey's contested ideological market.

Inequality, Economic And Cultural Polarization, And Entrepreneurship Challenges In Emerging Contexts, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Inaccessible Interpolated Imagery: How Coffee Farmers In The State Of Chiapas Might Access Political Economic Opportunity Through Representation, Paolo Fiann Bicchieri

Master's Theses

Here is a useful parable to boil down the idea of this project and set the tone: when one goes to the bar to tell a story about a fight at the bar, they would never venture to place themselves as the hero of the brawl, taking out three drunkards in a single punch, unless they were really in the bar, at that time, fighting a good fight. One would never do this as the bartender, locals, and regulars would all know if this were the case or not. Yet transnational corporations, governments, and even consumers do this all the …

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Colostrum Pill Supplement Business Plan, Jackson Scott

Supply Chain Management Undergraduate Honors Theses

The health benefits of supplementing bovine colostrum are plentiful and extremely under-marketed. Bovine colostrum provides an immense amount of immune system support which is a growing concern for consumers as a result of the pandemic. The other customer segment for bovine colostrum is people into fitness and putting on lean muscle mass. Natural growth hormones and bioactive proteins promote the growth of muscle mass. Finish First Nutraceuticals will be a subset of Finish First Equine, a well established horse supplement company which has supplemented the last two Kentucky Derby winners.

Sustainability, A Competitive Advantage In The Corporate World, Samantha Kennelly

Economics Undergraduate Honors Theses

Abstract: Over the years, society has become more aware of the impact they leave on the environment. For this reason, many are wondering what can be done to curb their footprint, and research has shown that customers now more than ever are demanding more sustainable goods. The aim of this paper is to provide an in-depth analysis of the relationship between corporate social responsibility, consumer desires, and sustainability as a competitive advantage. I will first discuss the history and present factors surrounding environmental problems, in particular marine plastic pollution, we face today. I will define microplastics and marine plastics and …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

Lee Isaac Chung, Minari (2020): Having An Amerikorean Life, Nagehan Uzuner

Markets, Globalization & Development Review

Minari by Lee Isaac Chung is a drama which chronicles the life of a Korean family who moves to the USA during 1980s in pursuit for a better life. The acculturation process is experienced differently by family members. Children are mostly bored with their new life in the rural area of Arkansas while their mother, Monica, is terrified of living in a mobile home which is made of a truck trailer in the middle of nowhere. Meanwhile, the grandmother joins the family from Korea to take care of the kids with a more positive approach dealing with their struggles. The …

Minari: The Concealed Asian Aspiration Wrapped In The American Dream, Anh Luan Tran-Nguyen, Arthur Nguyen

Markets, Globalization & Development Review

After the success of the Korean film Parasite, Minari – a quasi-autobiographical drama of the Korean-American film director Lee Isaac Chung – has again turned the global public’s attention to Korean culture at large. In this review, we shed light on two themes that we capture from the movie: tensions and compromises in chasing the American dream of immigrants. Although stories about pursuing the American dream are abundant, we know less about how that dream causes tensions at the individual and family levels and how the tensions are resolved. Minari is an excellent example to probe the unfolding issues relating …

Minari: The Invincible, Soonkwan Hong

Markets, Globalization & Development Review

No abstract provided.

Hyphenated Globalization: First, Wide Propagation; Then, Gradual Elimination, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Tourism Observatories For Measuring The Covid-19 Impact On Tourism, Georgia Zouni Dr., Stavros Hatzimarinakis, Sotirios Varelas

Journal of Sustainability and Resilience

Coronavirus pandemic (COVID-19) began at the end of 2019 and since then has led to a period of global transformations and changes for all aspects of the economy, tourism included. A fundamental action to mitigate the socio-economic impacts of COVID-19 and accelerate recovery is the setup of local sustainable tourism observatories (UNWTO, 2020). This paper proposes a system theory-based framework for measuring the COVID-19 impact on tourism at regional and local level, using a mixed qualitative and quantitative methodology combined with the UNWTO and United Nations’s recommendations for COVID-19 Tourism Recovery.

Invited Perspective - Nutritional Needs And Implications For Children In Subsistence Marketplaces, Nagendra Rangavajla

Subsistence Marketplaces

Today, while the number of stunted children is decreasing in all geographies, the progress is not consistent. Moreover, there is an increasing prevalence of overweight and obesity among children and adolescent. Globally, about half of all children under five do not receive essential nutrients, often unnoticed until too late. On the other end of the spectrum, the incidence of overweight and obesity in 5-19 year old has increased from 4% in 1975 to 18% in 2016 ¹. These trends reflect a ‘triple burden of malnutrition’, a burden that impacts the survival, growth, and development of children, and in turn, …

Fashioning The Flapper: Clothing As A Catalyst For Social Change In 1920s America, Julia Wolffe

Honors Program Theses

Fashion has been a catalyst for social change throughout human history. Fashion in 1920s America in particular reflects society's rapidly evolving attitudes towards gender and race. Beginning with how corsetry heavily restricted women for nearly four hundred years up until the twentieth century, this thesis explores how clothing has acted as a tool for societal progression following World War I and Women's Suffrage and during the Jazz Age and The Harlem Renaissance. Specifically, this thesis examines how the influence of jazz music and dance that originated from Black American communities led to the creation of the flapper evening dress. The …

À La Carte Cable: A Regulatory Solution To The Misinformation Subsidy, Christopher R. Terry, Eliezer J. Silberberg, Stephen Schmitz, John Stack, Eve Sando

Catholic University Journal of Law and Technology

Although “fake news” is as old as mass media itself, concerns over disinformation have reached a fever pitch in our current media environment. Online media outlets’ heavy reliance on user-generated content has altered the traditional gatekeeping functions and professional standards associated with traditional news organizations. The idea of objectivity-focused informational content has primarily been substituted for a realist acceptance of the power and popularity of opinion-driven “news.” This shift is starkly visible now: mainstream news media outlets knowingly spread hoaxes, conspiracy theories, and the like.

This current state of affairs is not some freak accident. The Supreme Court’s First Amendment …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.

“For The People: A Collaborative Space Assessment”: A Joyful Interpretation Of Room Design, Anne Holland

Honors Projects

To create a space that matters one must focus on the needs of the people who will use it. It is easy to create a beautiful space, however if that space does not function for those it was built for it has no point. Currently in the basement of Founders Residence Hall on the Bowling Green State University campus there is an old unused cafeteria space. This space has not only the potential but the ability to become something new, something of use. It is an area that could not only be renovated and redone by the Honors College but …

Digital Marketing For Dance: Strategies, Analysis, And Discussion, Cydney Covert

IPS/BAS 495 Undergraduate Capstone Projects

This paper explores the importance of multiple factors in the digital marketing of dance organizations. Idaho's only professional ballet company, Ballet Idaho, is used as a case study to determine which marketing strategies are the most beneficial. Cross-referencing tactics from other dance organizations, this research aims to determine how companies can market their more abstract performances, include dancer perspectives in their content, and take advantage of peripheral cities in order to increase their audience-base.

Representing Africa In The ‘Coming To America’ Films, Samuel K. Bonsu, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

Through an interpretive analysis of the two Eddie Murphy films "Coming to America" (CTA) and "Coming 2 America", spaced nearly 30 years apart, this review essay underscores the persistence of Orientalist Othering of Africa. The negative images of Africa that are so engrained in people have been facilitated in significant part by a strategic, but perhaps unconscious, effort to socialize audiences into an identity construction process that casts Africans as inferior. Despite attempts at favorable depictions of Africa, these processes continue to play out.

When We See Us: Coming 2 America And The Intricacies Of Black Representation And Diasporic Conversation, Terri Bowles

Markets, Globalization & Development Review

This is a review essay of the film Coming 2 America (2021) by Craig Brewer, a follow-up to the 1988 comedy classic Coming to America , which stars Eddie Murphy as a newly crowned African king confronted with shifting family dynamics and evolving challenges to his royal authority. The review examines the cultural space occupying the 30 years that separate the first film and its sequel, and interrogates the structures of popular film and comedy that situate representational discourses of gender and diasporic Black representation.

Nomadland: The New Frontiers Of The American Dream At The Periphery Of The Market, Aleksandrina Atanasova, Giana Eckhardt

Markets, Globalization & Development Review

This Dialogue contribution is based around the film Nomadland, which won five Oscars, including Best Film, Best Director, and Best Actress. Nomadland, a captivating ode to resisting market logics of accumulation, delivers a gripping image of what life looks like in the absence of possessions. Navigating between the extremes of lack and social displacement, and community and newfound ability to live life with little, the nomads find ways to live in the face of despair and disenchantment. Nomadland is a critique of the death of the American dream while at the same time a story of solidarity amongst the dispossessed.

Race, Representation, Misrepresentation, Caricatured Consumption Tropes; And Serious Matters Of Inequity And Precarity, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Influence Of Demographic Factors On Interest Of Lis Undergraduates In Infopreneurship: A Comparative Analysis, Temitope Kehinde Bamgbose Msc

Library Philosophy and Practice (e-journal)

Infopreneurship is a lucrative skill that can create self-employed job opportunities for the LIS undergraduates, even before graduation, to curb the unemployment rate that keeps growing in our society. It is critical to be able earn profit without sole dependence on traditional librarian jobs. However, the effectiveness of this skill is determinable by some factors. This study examined and conducted a comparative analysis of the influence of demographic factors on UI and TASUED LIS undergraduates' interest in infopreneurship. A descriptive survey research design was employed for the study using a systematic sampling technique to select 226 respondents that represented the …

Going Glocal In A Pandemic: Can Japan Offer Lessons For Others?, Masaaki Takemura

Markets, Globalization & Development Review

This Dialogue contribution draws some lessons from the Japanese countermeasures against the COVID-19 pandemic. It approaches this issue from a social point of view. Specifically, it focuses on social and cultural understanding process of an uncertainty event – in this case the COVID-19 pandemic, but also early instances – by the Japanese.