Marketing Commons^™

Punking Yoga: Reconstructing Post/Neo/Colonial Fashion And Movement, Tara Brabazon

Reconstruction: Studies in Contemporary Culture

The branded clothes worn through sporting and fitness activities confirm that any movement, practice or behaviour that seems transgressive of heteronormative masculinity and femininity is also implicated in neo/colonial incorporations and the casualized workforce that is a characteristic of sports clothing manufacture. In an environment washed by the marketing of opposition, resistance is both difficult to define and apply in cultural studies. This paper invokes 'the problem' of resistance while denying the seamless and simple determinations of positive and negative representations. The focus of study is Yogurt Activewear, a company attacking corporatized yoga wear by creating an anti-brand brand. They …

An Examination Of Relationship Marketing Strategies In Department Stores., Suzanne Hanley

Theses

The purpose of this thesis is to examine relationship marketing strategies in department stores. The objectives of relationship marketing strategies are to make customers feel special (Dwyer et al. 1987) to feel as though the company cares for them (Tzokas and Saren, 1997) and wants to satisfy their individual needs (Buttle, 1996). This thesis sets out to ascertain the effectiveness of various relationship marketing strategies adopted by department stores and to generate theory regarding future customer retention strategies for the industry.

Indications of the effectiveness of relationship marketing are derived through qualitative and quantitative methods employed in the study. In …

An Analysis Of Lean Management Procedures In The Irish Audi And Volkswagen Dealer Network, Clive Atkinson

Theses

This study provides an analysis of lean management procedures within Irish motor retailers from the perspective of senior managers working in franchised Audi and Volkswagen dealerships. Richardson (2007) suggests the danger for some organisations operating in good economic conditions is the ability of poor performers to earn healthy profits through little effort, thereby creating a lack of urgency to improve processes within the business. This may be applicable to motor dealerships in Ireland since the advent of the “Celtic Tiger”. Advocates of lean management contend the implementation of lean techniques can increase efficiency within an organisation and create a sustainable …

Towards A Model Of Best Practice: An Irish Perspective On Employee Empowerment, Richard O'Connor

Theses

This dissertation examines the topic of Employee Empowerment within an Irish context. The aim is to provide a model of best practice for its implementation Empowerment is defined as a process whereby: a culture of empowerment is developed, information is shared, competency is developed, and resources and support are provided. Each of the components of empowerment—culture, information sharing, resource provision, and support—is examined in detail. The benefits of employee empowerment are noted and the theoretical foundations of both Employee Empowerment and Internal Marketing are examined in an extensive literature review. A model of best practice is proposed and conclusions, recommendations …

Embracing Globalization: A Study Of Factors Shaping Consumer Acceptance Of Imported Products, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

Free trade as embraced by globalization is altering the world's economies at an unprecedented pace. Yet, this inertia may be stymied by consumers who feel threatened by the changes in their domestic economies and by imported products. This study examines factors shaping consumer acceptance of imported products. With samples derived from Singapore and New Zealand, we explore the impact of consumer ethnocentrism, domestic product quality, the necessity of a product, and cultural openness on acceptance of imports. The findings reveal that only consumer ethnocentrism has a strong association with opposition to imports. The other factors show some impact but in …

An Ethical Basis For Relationship Marketing: A Virtue Ethics Perspective, Patrick Murphy, Gene R. Laczniak, Graham Wood

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.

Design/methodology/approach – The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table.

Findings – The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure.

Research limitations/implications – The model and its components have yet to …

Globalization, Expectations Model Of Economic Nationalism, And Consumer Behavior, Syed H. Akhter

Marketing Faculty Research and Publications

Purpose – The goals of the paper are to propose, measure, and empirically test the expectations model of economic nationalism. The model posits that economic nationalism is reflected in people’s expectations of their government, domestic firms, and the general public, in terms of restricting the activities of foreign firms.

Design/methodology/approach – A confirmatory factor analysis is conducted to test the model, using the LISREL procedure.

Findings – Results show acceptable fit for the proposed model. Reliability of each of the three dimensions of economic nationalism is in the acceptable range. A nomological validity test showed that economic nationalism is related …

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.

The Impact Of Changing Demographics On Mature Industries, Paul Culloty

Theses

The research plan is to conduct a qualitative questionnaire in order to determine the impact of changing demographics on the Irish telecommunications industry in general, and Eircom marketing strategy in particular. The resulting consumer behaviour analysis will assist in gauging respondent acceptance and utilisation of technology, brand selection and loyalty and effectiveness of corporate marketing strategy as measured by customer acquisition and increased revenue.

Is There A Mass Market For Ethical Fashion In Ireland?, Shirley Quinn

Theses

The following research dissertation was carried out with the intention of solving the question of whether there is a mass market for ethical fashion in Ireland. To answer this question, awareness of ethics in fashion among Irish consumers was investigated, along with general attitudes to ethical fashion, and whether ethics affects fashion purchase behaviour. The research was carried out over the space of six months and comprised a triangulated multi-method approach, consisting of primary and secondary research. Quantitative descriptive research was conducted through a questionnaire and the primary qualitative method used was a focus group. Secondary research took the form …

Extracting Quantitative Informationfrom Nonnumeric Marketing Data: An Augmentedlatent Semantic Analysis Approach, Inigo Arroniz

Electronic Theses and Dissertations

Despite the widespread availability and importance of nonnumeric data, marketers do not have the tools to extract information from large amounts of nonnumeric data. This dissertation attempts to fill this void: I developed a scalable methodology that is capable of extracting information from extremely large volumes of nonnumeric data. The proposed methodology integrates concepts from information retrieval and content analysis to analyze textual information. This approach avoids a pervasive difficulty of traditional content analysis, namely the classification of terms into predetermined categories, by creating a linear composite of all terms in the document and, then, weighting the terms according to …

Accomplishment Of Dual Focus In Exploration And Exploitation: The Influential Role Of The Customer Relationship Management (Crm, Janet Tinoco

Electronic Theses and Dissertations

Organizations that can successfully develop both radical and incremental innovations positively impact sustained competitive advantage, dramatically improving their chances of survival and success in both dynamic and stable environments (Han et al. 2001; Tushman and O'Reilly 1996). Experimentation and radical innovation are mandatory knowledge assets for competitive play in emerging markets, but efficiency and incremental innovation are essential for mature markets (He and Wong 2004; Tushman and O'Reilly 1996). The attainment of dual focus between radical and incremental innovation is challenging and calls for organizational architectures of sometimes conflicting processes, structure, and culture (cf, Tushman and O'Reilly 1996; Wind and …

The Technological Gaze In Advertising, Norah Campbell

Articles

This article is concerned with what a technological gaze might mean; what regimes of truth and what new modes of subjectivity are filtered through it. By drawing on television and print advertising, we can see the pervasiveness of a gaze that is technological in contemporary Western consumer culture. This article argues that, far from being a simple “ high-tech” effect, a technological gaze is a way of seeing that may be deconstructed. To this end, it will call on visual culture studies, feminism, film theory and Derridean deconstruction to highlight how high-tech images are cultural artefacts, which underscore contemporary imaginings …

Relational Benefits And Costs In Channel Distribution: A Dyadic Research From Buyers And Sellers Perspective, Dung The Vu

Theses and Dissertations in Business Administration

The benefits from having long–term relationships with customers have become a focal topic and have been widely discussed in the marketing literature (Dwyer, Schurr and Oh 1987; Reichheld and Sasser 1990; Reichheld 1993; Morgan and Hunt 1994; Walter, Ritter and Gemuden 2001). However, careful review of the literature indicates that the literature is deficient in several ways: (1) relational benefits are mostly examined in term of economic benefits, especially in b2b and channel distribution contexts, (2) there is limited number of studies examining cost dimensions, (3) there is lack of studies examines both benefits and costs from dyadic perspective (i.e. …

International Trade, Consumer Behavior And Trust: Factors Affecting Agribusinesses In Developing Countries, Ronald Hampton, Ingrid Fromm, Bonani Nyhodo

Department of Marketing: Faculty Publications

With the increasing complexity of global food systems, producers in developing countries are faced with challenges associated with market access to developed and other developing countries. There is clear evidence that the fastest growing developing countries are the ones engaging in trade and participating in the global market. The difficulty for developing countries, especially Small and Medium Enterprises (SMEs) in those countries is the logistics and agreements needed to enter international markets and benefit from trade. Global production networks are becoming extremely complex. Arms-length trade is now confined to commodities with low returns, thus access to high-income yielding activities requires …

Negotiations In International Marketing, Allan Bird, Lynn E. Metcalf

Marketing

No abstract provided.

Achieving Adaptive Ends Through Equivocality: A Study Of Organizational Antecedents And Consequences, Stern Neill, Gregory M. Rose

Marketing

Confronting complex situations is the hallmark of strategic decision-making. While these situations may be perceived as equivocal, organizations must cope, act, and thrive within such ambiguities. This study explores the manifestation and regulation of equivocality during strategic marketing decision-making. The results indicate that organizations that tolerate ambiguity perceive greater equivocality in problem situations and exhibit greater adaptive behavior; however, the findings come with a caveat: while experienced firms may enjoy these benefits, the situation is more complex for firms with limited product-market knowledge.

Developing The Organization's Sensemaking Capability: Precursor To An Adaptive Strategic Marketing Response, Stern Neill, Daryl Mckee, Gregory M. Rose

Marketing

Effective strategic planning demands that organizations develop an understanding of the forces shaping the situation by engaging the collective efforts and interpretive capabilities of various representatives of the organization. This study investigates the mechanisms by which such an understanding develops and, subsequently, shapes marketing strategy. Specifically, organizations are examined as sensemaking units stimulated by perceived environmental turbulence, cultural open-mindedness, and team functional diversity. These factors are modeled as determinants of an organization's sensemaking capability, which is comprised of communicative, interpretive, and analytical dimensions. This study argues that a developed sensemaking capability increases the potential range of strategic responses and, ultimately, …

Manufacturer Perceptions Of The Consequences Of Task And Emotional Conflict Within Domestic Channels Of Distribution, Gregory M. Rose, Aviv Shoham, Stern Neill, Ayalla Ruvio

Marketing

This study examines manufacturer' perceptions of task and emotional conflict in domestic channels of distribution. Both are expected to depend on three antecedents (centralization, esprit de corps, and communication barriers) and to affect performance relative to competitors and manufacturer's satisfaction directly and indirectly through strategy quality. The results support a positive link between task and emotional conflict and the deleterious effect of emotional conflict on satisfaction and performance.

Predicting Customer Responses To Direct Marketing : A Bayesian Approach, Wei Chen

Lingnan Theses

Direct marketing problems have been intensively reviewed in the marketing literature recently, such as purchase frequency and time, sales profit, and brand choices. However, modeling the customer response, which is an important issue in direct marketing research, remains a significant challenge. This thesis is an empirical study of predicting customer response to direct marketing and applies a Bayesian approach, including the Bayesian Binary Regression (BBR) and the Hierarchical Bayes (HB). Other classical methods, such as Logistic Regression and Latent Class Analysis (LCA), have been conducted for the purpose of comparison. The results of comparing the performance of all these techniques …

Internationalization Of Chinese Firms : A Contingent Resource Perspective, Xiaoyan Ma

Lingnan Theses

This study examines the role of inward activities in the internationalization of firms from China and proposes a theoretical framework of internationalization using the contingent resource theory. Based on case studies of four Chinese enterprises and a survey of Chinese manufacturing firms, the study shows that by engaging in inward activities, firms may acquire the critical resources that can lead to outward activities and the internationalization process. Whether firms can succeed in internationalization is conditional upon several contingency factors including management motivation, absorptive capacity, resource fungibility, exploration strategy, exploitation strategy and government support. Lastly, we explore the implications of the …

2007 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2007.

Comment: Boosting Algorithms: Regularization, Prediction And Model Fitting, A. Buja, David Mease, A. Wyner

Faculty Publications

The authors are doing the readers of Statistical Science a true service with a well-written and up-to-date overview of boosting that originated with the seminal algorithms of Freund and Schapire. Equally, we are grateful for high-level software that will permit a larger readership to experiment with, or simply apply, boosting-inspired model fitting. The authors show us a world of methodology that illustrates how a fundamental innovation can penetrate every nook and cranny of statistical thinking and practice. They introduce the reader to one particular interpretation of boosting and then give a display of its potential with extensions from classification (where …

Vendor-Owned Inventory Management Arrangements In Retail: An Agency Theory Perspective, Manus Rungtusanatham, Elliot Rabinovich, Bryan Ashenbaum, Cynthia Wallin Blair

Faculty Publications

This paper undertakes two related tasks to augment current understanding regarding vendor-owned inventory management (VOIM) arrangements implemented in the retail industry. The first task formally juxtaposes three prevalent forms of VOIM arrangements (i.e., Consignment, Pay-On-Scan, and Scan-Based Trading) to one another and identifies three dimensions (i.e., Relevant Data Visibility, Timeliness of Information Release, and Shrink Responsibility) that serve to discriminate among them. The second task applies an Agency Theory lens to uncover differing profiles of characteristics underlying the retailer-vendor relationship across the Consignment, Pay-On-Scan, and Scan-Based Trading arrangements. These conceptual results contribute to and have implications for the science and …

The Effect Of Nutrition Information On Menu Selection When Eating Food Away From Home, Rebecca Foster Hochradel

Theses and Dissertations in Business Administration

As the number of Americans diagnosed with heart disease, diabetes, and excessive weight continues to increase, providing information to allow consumers to choose healthier foods becomes imperative. The number of consumers eating food away from home (EFAH) is rising. Although nutrition information is required on food products purchased for home use, it is not required when EFAH. How can a consumer know what is healthy if nutrition information is not provided? Policy makers and restaurateurs are in conflict regarding the provision of nutrition information on the menu. Policy makers want this information to be provided while restaurateurs say providing this …