Marketing Commons^™

Market-Based Capabilities And Financial Performance Of Firms: Insights Into Marketing's Contribution To Firm Value, Sridhar N. Ramaswami, Rajendra K. Srivastava, Mukesh Bhargava

Research Collection Lee Kong Chian School Of Business

While there is recognition that market-based capabilities contribute to a firm’s financial performance, the exposition is largely conceptual (Srivastava et al. Journal of Marketing 62:2–18, 1998; Journal of Marketing 63:168–179, 1999). Using a resource based view of the firm, the present study proposes that (1) market-based assets and capabilities of a firm impacts (2) performance in three market-facing business processes (new product development, supply-chain and customer management), which in turn, influence (3) the firm’s financial performance. It develops related hypotheses and tests the framework empirically. The study also examines for the first time the interrelationship among the three business processes …

2009-May-28-Essential Tools For Effective Communication, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Lee, Laura Harper, B. 1946 (Fa 515), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid only for Folklife Archives Project 515. Interviews conducted by Laura Harper Lee between September and November of 1985 with Brenda Venable on the subject of itinerant selling. Venable discusses her five years as a Mary Kay consultant, including her sales strategy, the products offered by Mary Kay Cosmetics and its distribution system, and what it is like to be a Mary Kay consultant.

2009-May-18-Goldlink Basic Finance Training, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-May-14-Managing Anger, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-May-12-Optimizing Student Learning, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-May-05-Person To Person Feedback, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Marketing And Democracy: Similarities And Remedies, Knowledge@Smu

Knowledge@SMU

Marketing and democracy, two key concepts in the different fields of business and politics, share various traits. Political campaigns, like the landmark victory scored by Barack Obama, were increasingly run in a way that will make most marketing professionals proud. For the better or worse, both concepts have been criticised variously for what they are. Nevertheless, the two can learn and benefit from each other, says Harvard business administration professor John Quelch.

Marketing To Customer Networks: The New Way To Build Your Brand, Knowledge@Smu

Knowledge@SMU

Digital technologies connect consumers, and as such, customers function not only as individuals but within customer networks. Negative and positive brand experiences can easily be broadcast across customer networks to powerful effect. This significant shift in the producer-consumer dynamic requires businesses to think and act differently. However, according to David Rogers, a speaker at the BRITE Asia ’09 conference, hosted by SMU, many businesses continue to view customer networks as threats rather than opportunities.

Exploring Social And Group Identity Theories In The Profitability Of Online Communities Targeted Towards Older Adolescents, Daniel V. Giaccio

Honors College Theses

Qualitative research of in depth interviews and picture tests performed on older adolescents was the backbone of my study. A questionnaire was created that explored how older adolescents create and maintain identities on online communities.

My study found that older adolescents are using the internet to maintain their positive self identity yet explore group identities in order to find out where they fit in the world. It used these findings to create innovative implications and recommendations for marketers on how to create a successful online community business model targeting the older adolescent. The answer was simple. Since older adolescents are …

Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh

Honors College Theses

The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …

"Just" Markets From The Perspective Of Catholic Social Teaching, Nicholas J. C. Santos, Gene R. Laczniak

Marketing Faculty Research and Publications

The "justice of markets" is intricately connected to the treatment of the poor and the disadvantaged in market economies. The increased interest of multinational corporations in low-income market segments affords, on one hand, the opportunity for a more inclusive capitalism, and on the other, the threat of greater exploitation of poor and disadvantaged consumers. This article traces the contributions of Catholic Social Teaching and its basic principles toward providing insight into what constitutes "justice" in such "marketing to the impoverished" situations.

2009-America's Best Award - 2009, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

An Examination Of Sport Identity Amongst Youth Soccer Participants And The Implications For Mls Marketing, Emmanuel Ayim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Up to this point, numerous studies have been done on sport consumption behavior among spectators. However, few studies have been done on participant consumption behavior and no research has focused on soccer participant identity. The purpose of this study is to examine soccer identity among youth soccer players, including their level of identity as a soccer participant, soccer spectator and fan. Additionally, identity development of youth soccer participants relative to MLS marketing efforts of soccer was investigated.

Sport is intimately intertwined with the American lifestyle. Experts conservatively estimate sport as an over 400 billion dollar industry. This places the sport …

The Relationship Between Destination Personality, Self-Congruity, And Behavioral Intentions, Ahmet Usakli

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist's behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism …

Motivations For Us Foreign Direct Investment, Christina Buoninfante

Honors College Theses

The purpose of this thesis is to determine US firms’ motivations for foreign direct investment and to explore to what extent US firms continue to invest into China and India. I first correlate the agricultural, industrial, and service sectors in the United States with those of China and India. I find that there is a positive relationship between the correlation of US sectors and the host country’s sectors and foreign direct investment into each sector. This supports the theory of Vernon’s product life cycle hypothesis, which explains that firms expand into lesser developed countries when their product becomes more sensitive …

A Choice Model Approach To Business And Leisure Traveler's Preferences For Green Hotel Attributes, Michelle Millar

UNLV Theses, Dissertations, Professional Papers, and Capstones

There has been an increase in environmental concern by travelers in the United States (U. S.). As a result, hospitality companies are taking note and have begun to incorporate environmentally friendly or green practices into their operations. What remains relatively unclear, though, is if the increase in environmental consciousness has translated into a demand for environmentally friendly tourism products, such as hotels. There are a few studies related to the demand for environmentally friendly hotel attributes, but none of them have looked at a bundle of environmentally friendly attributes and how customers would react to a hotel room incorporating not …

How Emerging Giants Are Rewriting The Rules Of M&A, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

While Western companies struggle with mergers and acquisitions, emerging giants like Indian aluminum producer Hindalco are using M&A as their main globalization strategy. That's partly because developing economies grew at near double-digit rates in the past 15 years, enabling many enterprises to make acquisitions. It's also because, according to the author's research, those corporations create more value from takeovers. To compete, Western multinationals should change their mind-set and shift the locus of their M&A efforts to regional headquarters in developing countries.U.S. and European companies, inhibited by slow-growing home markets, acquire rivals primarily to become bigger and thus create economies of …

2009 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2009.

마케팅지출과 마케팅성과의 측정을 위한 분류체계, In Soo Jeon, Ae Ju Jeong

Asia Marketing Journal

No abstract provided.

소비자 불평토로성향에 대한 성격특성 예측변수, So Jin Park, John C. Mowen

Asia Marketing Journal

The research compared the motivational network of traits predictive of complaint attitudes across consumers in the U.S. and South Korean cultures. Overall, the results revealed a similar pattern of traits predictive of complaint attitudes in the two cultures. The traits of value consciousness, general self-efficacy, emotional instability, and the need for material resources were positively related to attitudes toward complaining. In contrast, conscientiousness was negatively related to complaint attitudes. The only trait predictor of complaining attitude that was significantly different between the Korean and U.S. samples was shopping enjoyment. It was negatively related to complaining attitude in the U.S. sample …

하이테크 제품에 대한 소비자의 주관적 평가와 객관적 정보 구전 활동에 대한 연구, Jai Hak Chung

Asia Marketing Journal

Consumers influence other consumers` brand choice behavior by delivering a variety of objective or subjective information on a particular product, which is called WOM (Word-Of-Mouth) activities. For WOM activities, WOM senders should choose messages to deliver to other consumers. We classify the contents of the messages a consumer chooses for WOM delivery into two categories: Subjective (positive or negative) evaluation and objective information on products. In our study, we regard WOM senders` activities as a choice behavior and introduce a choice model to study the relationship between the choice of different WOM information (WOM with positive or negative subjective evaluation …

제품보증의 유형이 소비자의 제품에 대한 태도에 미치는 영향, Ku Yeun Oh, Ick Hyun Kwon

Asia Marketing Journal

The purpose of this study was to analyze the effects of explicit and implicit product warranties on consumers` attitudes toward the products, and particularly, the main effects of product types and level of manufacturers` business ethics on the relationship between warranty types and consumers` attitudes. For this purpose, relevant literature was reviewed and thereupon, a survey was conducted for an empirical analysis. As a result of empirically analyzing the relationship between warranty types and consumers` attitudes and the main effects of the product types (search goods vs. experience goods) and level of business ethics (high vs. low) on the relationship, …

자기상관 오차항을 고려한 수정된 확산모형, Kyoung Cheon Cha, Sang Hoon Kim

Asia Marketing Journal

Estimating the Bass diffusion model often creates a time-interval bias, which leads the OLS approach to overestimate sales at early stages and underestimate sales after the peak. Further, a specification error from omitted variables might raise serial correlations among residuals when marketing actions are not incorporated into the diffusion model. Autocorrelated disturbances may yield unbiased but inefficient estimation, and therefore invalid inference results. This phenomenon warrants a modified approach to estimating the Bass diffusion model. In this paper, the authors propose a modified Bass diffusion model handling autocorrelated disturbances. To validate the new approach, authors applied the method on two …

2009-April-29-Assertive Communication, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-April-27-A Bfa Graphic Design Exhibition By Jason Corn, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-April-27-A Bfa Graphic Design Exhibition By Drew Beamer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-April-22-Supervisor Survival Skills 2 Situational Leadership''Gung Ho!'', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-April-21-Academic Excellence Convocation, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-April-21-Supervisor Survival Skills 1 Disc Work Styles Inventory''Do Right:'', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.