Marketing Commons^™

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 …

Can The Presence Of Online Word Of Mouth Increase Product Sales?, Alanah Mitchell, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Publications

The power and potential impact of online word of mouth has increased substantially. Consumers have come to accept and rely upon online word of mouth, so it is important to understand how it works and what kind of impact it has on online product sales. This article provides an assessment of this question through an analysis of sales and online word of mouth data from a multi-product e-commerce retail firm.

Social Media Marketing: Gaining A Competitive Advantage By Reaching The Masses, David J. Perdue

Senior Honors Theses

Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead …

2010 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Writing A Usda Process Verified Program, Noah Nelson

BioResource and Agricultural Engineering

This senior project undertakes the writing of a United States Department of Agriculture (USDA) Process Verified Program (PVP) for the cattle in California Polytechnic State University’s Beef Program. This project covers the writing of the program, its submittal for review and auditing from the USDA, and the management changes required in Cal Poly’s beef program.

The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan

Marketing

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …

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.

Editorial For Dynamics Of Innovation And Competitive Strategy In Transportation Research, Janet K. Tinoco

Management, Marketing and Operations - Daytona Beach

No abstract provided.

Simpler Packaging, Tomiko Oden

Graphic Communication

This project explains how product packaging is become more "green", and thus more simple. Packaging needs to go beyond just simplifying materials and graphics - it needs to create a simpler process in order to reduce wasted time, energy, and resources.

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 …

Digital/Social Media As An Audience Marketing Tool To Promote Corporate Events, Corie Rand

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional paper, a case study, is to determine the benefits of using digital/social media as an additional audience-marketing tool in promoting and increasing registration for business-to-business (B2B) corporate in-person events. This case study researches the state of the B2B publishing/media industry, and the media company, Reed Business Information (RBI) is the focus of this study. This paper will address RBI's business need to invest in additional revenue streams, and the potential of applying researched marketing tools that could help to promote and drive registration for events. The impact of applying digital/social media, as a marketing tool, …

Technology Adoption: Influence Of Availability And Accessibility, William S. Mcconnell

All Faculty and Staff Scholarship

Farmers are small business leaders using available technology to remain competitive. The availability of technology is dependent on the suppliers' use of the marketing mix 4Ps theory--product, price, placement, and promotion. The purpose of this study was to determine how the relation between availability and accessibility influences the adoption by rural farmers of new technological innovations, specifically internet services. Results indicated availability factors (product, price, placement, and promotion) positively correlated to accessibility factors (perceived usefulness, ease of use, and behavioral intention). The study provides empirical support for an extended technology acceptance model (TAM) that includes availability factors as external variables.

Drucker's Insights On Market Orientation And Innovation: Implications For Emerging Areas In High-Technology Marketing, Shikhar Sarin, Jakki J. Mohr

Marketing Faculty Publications and Presentations

In 1954, Drucker boldly declared that organizations have only two basic functions, marketing and innovation. While true for any organization, this insight is particularly pertinent for technology-based businesses. The complicated environment surrounding high-tech companies creates a great need for sophisticated marketing, yet these companies continue to have under-developed competencies in marketing and in understanding customer needs. In its first two sections, this essay explores Drucker’s insights with respect to two particularly salient issues for high-tech companies: developing and implementing a market orientation, and sustained break-through innovations. We review Drucker’s insights and synthesize them with the scholarly research on these issues. …

A Cross Cultural Study Of Corporate Blogs In The U.S. And In Korea, Sunran Jeon, Seong No Yoon, Jongheon Kim

Scholarship and Professional Work - Business

Corporate blogging is now world wide due to the potential benefits of blogging. The purpose of this study is to investigate corporate blogging in the U.S. and Korea. The framework to compare corporate blogging in two countries is corporate blogging strategies developed by Lee et al. (2006). Comparing corporate blogging strategies in the U.S., top-down corporate blogging strategy IV (promotion) is mostly adopted in Korea, and most companies use their blogs at the third party site. Promotion blogs have gained popularity and high readership in Korea unlike U.S.

Factors Affecting Retailer Adoption Of The Internet In Ireland, Roisin Vize, Joseph Coughlan, Aileen Kennedy

Conference papers

To date, most of the commentary on the impact of the Internet on retailing in Ireland has been anecdotal and there is a paucity of academic empirical research examining the factors affecting Internet adoption by retailers in Ireland. The primary aims of this research are to identify the key factors perceived as being influential in determining the resultant level of adoption among traditional retailers in Ireland and to examine the extent and level of its’ adoption in the Irish retail sector. This paper represents the results from an exploratory investigation employing multiple case studies as the first of a two-stage …

The Role Of Interfunctional Market Orientation In New Product Program Success: An Exploratory Empirical Analysis, George Grady Gresham

Theses and Dissertations in Business Administration

A central tenet of the market orientation construct is the need for virtually all departments, not just the marketing department, to participate in gathering, disseminating and responding to market intelligence. Previous academic research provides empirical support for a positive relationship between market orientation and superior business performance. Superior business performance, for many firms, depends upon a continuous stream of new products emerging from their product development programs, yet few studies have demonstrated the link between market orientation and new product development program success. This dissertation conceptualizes market orientation below the strategic business level as interfunctional market orientation (IFMO) for cross-functional …

Ua51 Plan For Change: Kentucky Library And Museum, Timothy Mullin

Library Annual Reports, Reports, and Statistics

To create a dynamic, exciting library and museum, which will be an asset to both Western Kentucky University and the community at large, a number of changes in our normal operations need to take place. The problems are each addressed below; storage, new gallery space, new exhibits, and new operating procedures to better meet the needs of the community and the campus. This plan will address each aspect of the anticipated changes, and set some priorities. All changes described will be consistent with the strategic plans of the University Libraries and Western Kentucky University.

Obesity, Educational Attainment, And State Economic Welfare, Martin W. Sivula Ph.D.

MBA Faculty Conference Papers & Journal Articles

For the first time in history, estimates of the overweight people in the world rival estimates of those malnourished. The World Health Organization (WHO, 2002) ranked obesity among the top 10 risks to human health worldwide. In the early 1960s, nearly half of the Americans were overweight and 13% were obese. Today some 64% of U.S. adults are overweight and 30.5% are obese. Even more alarming, twice as many U.S. children are overweight than were twenty years ago, a 66% increase. Non-communicable diseases impose a heavy economic burden on already strained health systems. Health is a key determinant of development …

Establishing And Maintaining A Buyer/Supplier Relationship Within The Product Development Industry For Model-Making And Prototyping, Kelly Vukad

Honors Capstones

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

Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya

Research Collection Lee Kong Chian School Of Business

Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, we focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. We argue that the ''pizza-bin'' approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. After motivating the challenges and decisions facing firms using a real-life application from Dell …

Sampling Concepts, Paul Boyd, Ph.D.

MBA Faculty Conference Papers & Journal Articles

The usefulness of any research is dependent upon how well the group studied represents the group about which decisions are to be made or conclusions drawn. That is, it depends upon how well the sample reflects relevant characteristics of the population. When it is possible to study every member of that group there is no problem, for on these occasions we can easily calculate the exact attribute (parameter) of interest for our population.

For example, if we were interested in determining the average number of gallons of gasoline sold to customers at our service station yesterday, we …

Superquinn Alive And Kicking: An Illustration Of Innovation In The Irish Grocery Market, Edmund O'Callaghan, Mary Wilcox

Conference proceedings

Superquinn is one of Ireland’s most successful indigenous retailers operating in an intensely competitive grocery market. Despite the arrival of large overseas retailers and an increased level of acquisition and alliance activity, it has survived and thrived. The company attributes its success to its innovation strategy. The practice of innovation now permeates all facets and functions of the Irish grocery sector and consequently is a pre-requisite for maintaining competitive advantage and ensuring business success. This paper illustrates many Superquinn innovations, and relates its strategy to themes within innovation literature. Based on an in-depth interview with its managing director, Feargal Quinn, …

A Simultaneous Model For Innovative Product Category Sales Diffusion And Competitive Dynamics, Namwoon Kim, Ellen Bridges, Rajendra Kumar Srivastava

Research Collection Lee Kong Chian School Of Business

Diffusion of innovation has been the focus of an entire stream of research in marketing, and firm entry and exit decisions have been investigated by marketers, strategists, and economists. However, little attention has been paid to the relationship between changing demand and the entry and exit behaviors of competitors in the marketplace. Understanding this relationship is essential in making resource commitments, as profitability of options depends not only on the size and growth of the market, but also on the number of competitors likely to be encountered. This is particularly important in innovative markets, where changes occur rapidly and one …

Market Orientation And Organizational Performance: Is Innovation A Missing Link?, Jin K. Han, Namwoon Kim, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation-corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this context, the authors present a systematic framework to test the postulated "market orientation-innovation-performance" chain. To this end, the direct causality assumption of market orientation on organizational performance is examined with Narver and Slater's (1990) market orientation framework. Moreover, the authors take a componentwise approach and examine how the three core components of market orientation …

Market Orientation And Organizational Performance: Is Innovation A Missing Link?, Jin K. Han, Namwoon Kim, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation - corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this context, a systematic framework is presented to test the postulated market orientation-innovation-performance chain. To this end, the direct causality assumption of market orientation on organizational performance is examined with Narver and Slater's (1990) market orientation framework. Moreover, a componentwise approach is taken, and an examination is conducted of how the 3 core …

No. 130 1997 November

International Journal for Business Education

SIEC Historical Documents

No. 129 1997 April

International Journal for Business Education

SIEC Historical Documents

No. 128 1996 November

International Journal for Business Education

SIEC Historical Documents

No. 127 1996 April

International Journal for Business Education

SIEC Historical Documents

No. 126 1995 November

International Journal for Business Education

SIEC Historical Documents