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Articles 151 - 165 of 165
Full-Text Articles in Marketing
Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.
Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.
Marketing Faculty Publications
Healthcare Performance Improvement (HPI) improves reliability in healthcare by helping organizations achieve and sustain high performance outcomes in safety, quality, and satisfaction. Safety is the core value of the healthcare organization. Yet safety – protection from harm – doesn’t just happen. HPI provides a method for reducing the Serious Safety Event Rate through translating safety from a core value to specific behavior expectations of leaders, staff, and physicians. The HPI method and techniques are based on the best practices of high-reliability organizations (such as nuclear power and aviation) that get it right in safety. While healthcare has focused on traditional …
Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo
Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo
Marketing Faculty Publications
The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.
Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone
Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.
Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone
Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
We have taken the opportunity provided by the current worldwide recession to further explore the implications of the relationship between brand equity and brand value that we proposed previously,1,2 and our analysis reveals that companies have one of two strategic options for surviving. The “Just Good Enough” strategy maximizes current value, potentially hurting brand equity and appropriable value (or potential future value) in the process, while the “Altered Amortization” strategy offers an opportunity to chase current value while maintaining brand equity with current prospects and activating latent equity with potential prospects, which may increase appropriable value. Anything between these …
Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone
Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.1 In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.2 Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …
Quickulum: A Process For Quick Response Curriculum Verification, Marvin Lovett, Irma S. Jones, Paul Stingley
Quickulum: A Process For Quick Response Curriculum Verification, Marvin Lovett, Irma S. Jones, Paul Stingley
Marketing Faculty Publications
This paper addresses the need for a method of continual and frequent verification regarding course content taught in some post-secondary courses. . With excessive amounts of information generated within the workplace, continual change exists for what is taught in some of our business courses. This is especially true for specific content areas such as Retail Management. This paper proposes a process for verifying and updating course content in order to stay current with workplace trends which these authors have called “Quickulum: A Process for Quick Response Curriculum Verification.”
Social/Interpersonal Skills In Business: In Field, Curriculum And Student Perspectives, Marvin Lovett, Irma S. Jones
Social/Interpersonal Skills In Business: In Field, Curriculum And Student Perspectives, Marvin Lovett, Irma S. Jones
Marketing Faculty Publications
This study addresses the need for curriculum aimed at educating current Bachelor of Business Administration students regarding social/interpersonal skills required within the field of business administration. Social/Interpersonal skills will be operationally defined and include behaviors related to etiquette, professional introductions, conversing, etc. Although current Bachelor of Business Administration may offer appropriate coverage of the specific areas of study within the traditional field of business administration, graduates may lack the social/interpersonal skills needed to enhance their effectiveness.
Direct-To-Consumer Marketing Of Predictive Medical Genetic Tests: Assessment Of Current Practices And Policy Recommendations, Yuping Liu, Yvette E. Pearson
Direct-To-Consumer Marketing Of Predictive Medical Genetic Tests: Assessment Of Current Practices And Policy Recommendations, Yuping Liu, Yvette E. Pearson
Marketing Faculty Publications
This research reviews the current state of affairs in the fast-growing area of direct-to-consumer marketing of genetic tests. The authors identify the unique nature of genetic tests and the ensuing consumer vulnerability. They also present a comprehensive examination of the current legal environment and an empirical analysis of genetic testing companies' online marketing practices. On the basis of the analysis and review, they make a set of policy recommendations that consists of consumer education, physician intervention and education, and direct regulation of marketing activities, especially as they relate to the online medium.
When Retailers Have You By The Nose: The Influence Of Environmental Fragrancing On Patron Perceptions, And Intentions, Jack Gault
Marketing Faculty Publications
No abstract provided.
Development Of Variant Definitions For Stakeholder Groups With Regard To The Performance Of Public Transit In The United States, Jason Keith Phillips, Diane M. Phillips
Development Of Variant Definitions For Stakeholder Groups With Regard To The Performance Of Public Transit In The United States, Jason Keith Phillips, Diane M. Phillips
Marketing Faculty Publications
No abstract provided.
Is Sustainable Competitive Advantage An Achievable Holy Grail: The Relevance Gap Between Academia And Business, Chiquan Guo
Is Sustainable Competitive Advantage An Achievable Holy Grail: The Relevance Gap Between Academia And Business, Chiquan Guo
Marketing Faculty Publications
Competitive advantage, especially sustainable competitive advantage, is one of the most celebrated concepts in business research and strategic management fields in particular. It is a common belief that competitive advantage leads to superior performance, and sustainable competitive advantage leads to prolonged superior performance. To survive and prosper in an ever-competitive marketplace where firms operate on a global scale, businesspeople are in dire need of critical information and knowledge that will lend them a competitive edge over their rivals in search for regional, national, international, or global dominance. In fighting for their relevance, business scholars churn out volumes of research, trying …
The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone
The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.
Choosing A Landing Site For Wright Air & Space Center, Charles S. Gulas, Robert Premus, John P. Blair
Choosing A Landing Site For Wright Air & Space Center, Charles S. Gulas, Robert Premus, John P. Blair
Marketing Faculty Publications
The case provides a study of the interesting challenges involved in making a site selection decision. It can be used as a “how to” guide for businesses, non-profit organizations and communities seeking sites for recreational, educational, cultural or other sorts of facilities. The decision would require analysis of quantitative issues such as regional demographics as well as qualitative issues such as the “mommy factor.” This term, coined by a member of the board, refers to a set of factors that would make a location desirable to parents. Perhaps most important, lessons from the site selection process are applicable to other …
An Exploratory Study Of Consumer Adoption Of Online Shopping: Mediating Effect Of Online Purchase Intention, Songpol Kulviwat, Ramendra Thakur, Chiquan Guo
An Exploratory Study Of Consumer Adoption Of Online Shopping: Mediating Effect Of Online Purchase Intention, Songpol Kulviwat, Ramendra Thakur, Chiquan Guo
Marketing Faculty Publications
An exploratory study was conducted to investigate consumer adoption of online purchase using a survey data set. Based upon the theory of innovation and self-efficacy theory, risk aversion, online proficiency, shopping convenience, and product choice variety were proposed to influence consumer intention to shop online, which, in turn, affects online purchases. Results of regression analyses revealed that all but shopping convenience were significant predictors of consumer intention to purchase online. In addition, consumer intention directly determines consumer purchases online. Finally, consumer intention to purchase online mediates the relationship of risk aversion, shopping convenience, and product choice variety to online shopping. …
Distinguishing Sales Professionals From Their Marketing Counterparts: An Empirical Inquiry, Patricia Knowles, Anusorn Singhapakdi
Distinguishing Sales Professionals From Their Marketing Counterparts: An Empirical Inquiry, Patricia Knowles, Anusorn Singhapakdi
Marketing Faculty Publications
Sales and other marketing professionals were compared in terms of some of their demographic, socioeconomic, and psychographic characteristics. It was generally expected that sates professionals would be different from the other marketing professionals in the sample. Regarding demographic and socioeconomic characteristics, more sales than other marketing professionals were male and they were less affluent. They also had fewer years of business experience. In terms of their personal values and moral philosophies, sales professionals, despite a general consensus evidenced in many leading sales and sales management texts that they are different from other employees, are generally speaking, very similar.