Open Access. Powered by Scholars. Published by Universities.®
- Discipline
-
- Advertising and Promotion Management (84)
- Business Administration, Management, and Operations (27)
- Management Sciences and Quantitative Methods (27)
- Social and Behavioral Sciences (6)
- Medicine and Health Sciences (4)
-
- Physical Sciences and Mathematics (4)
- Arts and Humanities (3)
- Communication (3)
- Entrepreneurial and Small Business Operations (3)
- Finance and Financial Management (3)
- Health and Medical Administration (3)
- Computer Sciences (2)
- Databases and Information Systems (2)
- Economics (2)
- Education (2)
- Educational Administration and Supervision (2)
- Environmental Sciences (2)
- Organizational Behavior and Theory (2)
- Accounting (1)
- Chemical Engineering (1)
- Engineering (1)
- Ethics and Political Philosophy (1)
- Higher Education Administration (1)
- Higher Education and Teaching (1)
- Museum Studies (1)
- Music (1)
- Occupational Therapy (1)
- Other Communication (1)
- Keyword
-
- Marketing (27)
- Social media (13)
- Small business (8)
- Social Media (6)
- Innovation (5)
-
- Small Business (5)
- Management (4)
- Business (3)
- Customer retention (3)
- Marketing Strategy (3)
- Nonprofit (3)
- Strategies (3)
- Strategy (3)
- Technology (3)
- Brand Awareness (2)
- Branding (2)
- Consumer Behavior (2)
- Customer (2)
- Customer Satisfaction (2)
- Customer engagement (2)
- Customer service (2)
- Digital marketing (2)
- E-commerce (2)
- Employee turnover (2)
- Entrepreneurship (2)
- Fundraising (2)
- Generation Y (2)
- Government (2)
- Healthcare (2)
- Insurance (2)
Articles 91 - 101 of 101
Full-Text Articles in Marketing
Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich
Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich
Walden Dissertations and Doctoral Studies
The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …
Small Business Use Of Internet Marketing: Findings From Case Studies, Maya Demishkevich
Small Business Use Of Internet Marketing: Findings From Case Studies, Maya Demishkevich
Walden Dissertations and Doctoral Studies
Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business …
Employee Conduct When Administering Government Contracts In The Defense Logistics Agency, Sandra Genevieve Haynes-Michaels
Employee Conduct When Administering Government Contracts In The Defense Logistics Agency, Sandra Genevieve Haynes-Michaels
Walden Dissertations and Doctoral Studies
The Office of the Inspector General in the Department of Justice reported cases of government contracting employees accepting bribes totaling over $540 million within a 6-year period. The purpose of this case study was to explore the perceptions of government contracting managers regarding the knowledge needed to mitigate employees' unethical behaviors when administering government contracts. Previous studies on government contracting employees' unethical behaviors focused on employees' behaviors, but lacked data concerning managers' roles in mitigating employees' unethical behaviors. The study's conceptual framework was stakeholder theory. The data were gathered through semistructured interviews conducted with 21 government contracting managers in the …
Managing Negative Comments Posted On Social Media, Darci Wagner
Managing Negative Comments Posted On Social Media, Darci Wagner
Walden Dissertations and Doctoral Studies
Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement …
Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller
Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller
Walden Dissertations and Doctoral Studies
Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …
Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles
Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles
Walden Dissertations and Doctoral Studies
Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, …
Social Media Strategies Used In Marketing Custom Bicycle Framebuilding Companies, Angela Au
Social Media Strategies Used In Marketing Custom Bicycle Framebuilding Companies, Angela Au
Walden Dissertations and Doctoral Studies
Social media is a cost-effective marketing tool, and in a 2014 survey, 75% of small business owners reported that they used social media to market. However, many of these businesses merely set up social media profiles and do not use social media to its full potential. Microenterprise owners face barriers such as lack of time, financial resources, and marketing knowledge, preventing them from adopting social media as a marketing tool. This multiple case study explored what strategies microenterprise owners in the artisan economy need to market using social media. Data were collected from 5 custom bicycle framebuilders in a Southwestern …
Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker
Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker
Walden Dissertations and Doctoral Studies
Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were …
The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann
The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann
Walden Dissertations and Doctoral Studies
Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data …
Physician Decision Criteria Regarding Omega-3 Dietary Supplements, Warren P. Lesser
Physician Decision Criteria Regarding Omega-3 Dietary Supplements, Warren P. Lesser
Walden Dissertations and Doctoral Studies
American Heart Association officials and other expert cardiologists recommend omega-3 (n-3) dietary supplementation for the secondary prevention of cardiovascular disease, a prevalent health problem in the United States. Physicians' lack of understanding of possible n-3 preventive health benefits results in underprescribing n-3 dietary supplements and lower n-3 dietary supplement product sales. N-3 dietary supplement marketers do not understand physician n-3 prescribing decision criteria enough to optimize high-impact communication to physicians to increase n-3 dietary supplement product use. The purpose of this phenomenological research study was to improve n-3 marketers' understanding of how physicians reach decisions to prescribe or recommend products …
The Joint Impact Of Brand Value And Advertising On Corporate Financial Performance And On Stock Return: A Case Study Of The Computer Industry, Alladin O. Ukiwe
The Joint Impact Of Brand Value And Advertising On Corporate Financial Performance And On Stock Return: A Case Study Of The Computer Industry, Alladin O. Ukiwe
Walden Dissertations and Doctoral Studies
Firm's advertising and marketing expenditures do not always translate to measurable financial returns. Understanding brand value appropriation and financial consequences of advertising is important for more focused investments in branding and marketing. This quantitative study sought to understand the joint effects of advertising expenditure and brand value (BV) on firms return on assets (ROA) and on stock return (SR) in the computer industry. The theoretical framework of the study was the resource-based view theory that proposes that the intangible assets of a corporation have a direct relationship to its ability to sustain its competitive advantage. The key research question involved …