Turning Market Research's Focus Away From The Shovel And To The Hole, Knowledge@Smu

Knowledge@SMU

Business decisions should be guided by reliable data and research. Enter the market researcher – a professional who is perhaps better known for churning out lengthy reports with lots of tables and charts, than for advising senior executives on strategy. This stereotype frustrates Mike Sherman, an independent consultant in the market research industry, especially because he knows it to be mostly true. Speaking at SMU's Centre for Marketing Excellence, he noted that many market researchers often mistake 'statistical significance' for 'business significance'.

Framing Online Promotions: Shipping Price Inflation And Deal Value Perceptions, Patrali Chatterjee

Department of Marketing Faculty Scholarship and Creative Works

Purpose: This research seeks to examine differences in perceived shipping charge inflation associated with online promotions presented as reducing base product price, reducing shipping surcharge, or reducing all-inclusive price and its impact on deal values for shipping charge skeptics and non-skeptics. Design/methodology/approach: Drawing from research on multi-component pricing and mental accounting, a laboratory experiment investigates if shipping charge skeptics differ in their perceptions of shipping charge inflation for different presentations of online promotions from non-skeptics, and if they differ in perceived deal value of economically equivalent promotions presented as reduced product price, reduced shipping charge promotion, or reduced all-inclusive price …

Consumer’S Preferences On Purchasing Seafood From The Gulf Coast Region Following The Deepwater Horizon Oil Spill, Jared Wheatley

Agribusiness

No abstract provided.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.

Personal Branding For Professional Success (Brand Development For Communication Studies Students), Breeana J. Kelly-Slatten

Communication Studies

No abstract provided.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

2011 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2011.

Art For Reward's Sake: Visual Art Recruits The Ventral Striatum, Simon Lacey, Henrik Hagvedt, Vanessa Patrick, Amy Anderson, Randall Stilla, Gopikrishna Deshpande, Hu Xioping, Joao Sato, Srinivas K. Reddy, Krish Sathian

Research Collection Lee Kong Chian School Of Business

A recent study showed that people evaluate products more positively when they are physically associated with art images than similar non-art images. Neuroimaging studies of visual art have investigated artistic style and esthetic preference but not brain responses attributable specifically to the artistic status of images. Here we tested the hypothesis that the artistic status of images engages reward circuitry, using event-related functional magnetic resonance imaging (fMRI) during viewing of art and non-art images matched for content. Subjects made animacy judgments in response to each image. Relative to non-art images, art images activated, on both subject- and item-wise analyses, reward-related …

Red Lion Hotel Corporation, Yin-Chia Shao

MBA Student Scholarship

This paper is a strategy executing research project of Red Lion Hotels Corporation. The research content includes the nature of the business, environmental analysis, strategy position within the industry, competitive advantage, strategic history, evaluate strategy and a conclusion. The company grew from a focused differentiation strategy to a broad differentiation diversification. Examining the business environment analysis, the external environment has a moderately strong impact on the company and the internal environment has a moderately weak position. The inferior position is a disadvantage to the Red Lion Hotel Corporation's growth. In addition, compared the company with Choice International Hotels, Inc and …

Slides: Environmental Water In Australia, Chris Arnott

Conversation with Water Management Reps from Colorado and Australia: "Adapting to Climate Change: Lessons Learned from Australia" (February 14)

Presenter: Chris Arnott, Managing Director, Alluvium Consulting

30 slides

Slides: Adapting To Climate Change: Lessons Learnt From The Australian Water Experience, Will Fargher

Conversation with Water Management Reps from Colorado and Australia: "Adapting to Climate Change: Lessons Learned from Australia" (February 14)

Presenter: Will Fargher, National Water Commission, Australian Government

18 slides [4 have titles only and are missing images]

2011 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2011.

Firm-Specific Assets, Multinationality, And Financial Performance: A Meta-Analytic Review And Theoretical Integration, Ahmet H. Kirca, G. Tomas M. Hult, Kendall Roth, S. Tamer Cavusgill, Morys Z. Perryy, M. Billure Akdeniz, Seyda Z. Deligonul, Jeannette A. Mena, Wesley A. Pollitte, Jessica J. Hoppner, Joseph C. Miller, Ryan C. White

Faculty Publications

Through a meta-analysis of 120 independent samples reported in 111 studies, we test the predictions of internalization theory in the context of the multinationality-performance relationship. Findings indicate that multinationality provides an efficient organizational form that enables firms to transfer their firm-specific assets to generate higher returns in international markets. In addition, the results delineate the conditions under which firm-specific assets have the strongest impact on the multinationality-performance relationship. Meta-analytic evidence also suggests that multinationality has intrinsic value above and beyond the intangible assets that firms possess, given analyses controlling for firms' international experience, age, size, and product diversification.

The Stability Of Time- Versus Money-Based Product Evaluations, Leonard Lee, Michelle P. Lee, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

Consumers constantly make product decisions involving temporal and monetary considerations. In this work, we examine how consideration of these two fundamental economic resources influences the stability of product evaluations. Results from a series of seven experiments demonstrate that, despite prior research that has shown that the valuation of time is more ambiguous and context-dependent than the valuation of money, time-based product preferences tend to be more consistent than money-based product preferences. Our findings support an affect-based account: compared to monetary considerations, temporal considerations elicit greater reliance on feelings versus analytical evaluation, which facilitates holistic judgments and promotes preference consistency. Consequently, …

문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin

Asia Marketing Journal

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist`s spiritual, actual act of creating or to the …

제휴카드 할인프로그램이 외식업의 수익성에 미치는 영향, Young Sik Shin, Kyoung Cheon Cha

Asia Marketing Journal

Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study …

유한킴벌리의 빨아쓰는 키친타올 스카트(R) 출시전략, You Jae Yi, Dong Il Lee, Suk Joon Yang

Asia Marketing Journal

In 2005, Yuhan Kimberly found interesting points in the existing customers` U&A survey on the kitchen towel. The usage of Korean consumers is usually restricted to getting rid of the oil from the fans and the fried food. This usage limits could be the barrier to the diffusion of kitchen towel. Although consumers were worried about the hygiene situations about the dishcloth, they also percieved that the existing paper kitchen towels were short of something to soothe their inconveniences. As a result, the company made a decision to seek out the solution for the consumers` worries. The relative shortage of …

영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구, Ji Eun Lee, Joo Eon Jeon, Hsiao Chen Fei

Asia Marketing Journal

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely …

한국 인터넷사이트들의 산업별 경쟁유형에 대한 탐색적 연구, Yoon Seo Park, Yong Sik Kim

Asia Marketing Journal

Digital economy has grown rapidly so that the new business area called `Internet business` has been dramatically extended as time goes on. However, in the case of Internet business, market shares of individual companies seem to fluctuate very extremely. Thus marketing managers who operate the Internet sites have seriously observed the competition structure of the Internet business market and carefully analyzed the competitors` behavior in order to achieve their own business goals in the market. The newly created Internet business might differ from the offline ones in management styles, because it has totally different business circumstances when compared with the …

브랜드 자산의 이동을 통한 기업브랜드의 재구축, Sung Tae Hong, Woon Bong Na, Young Seok Son

Asia Marketing Journal

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if …

지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구, Kwang Ho Ahn, Ha Neol Lee

Asia Marketing Journal

In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don`t pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a …

부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee

Asia Marketing Journal

Product harm crises can distort long standing favorable equality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers` response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into …

The Economic Value Of A Sustainable Supply Chain, Robert Mefford

Finance

The economic rationale to operate a global supply chain in a sustainable manner is developed. Arguments are made based on marketing, finance, and production theories that by engaging in socially responsible behavior the firm will increase sales, decrease costs, reduce financial risk, and increase profits which ultimately will increase returns to the firm’s shareholders. A model is developed of the mechanism by which modern production methods such as lean production and quality management result in sustainable corporate behavior which, in the long run, translates into higher stock valuations. The production effects cause marketing and financial risk effects that are complementary, …

Brand Creation Vs. Acquisition In Portfolio Expansion Strategy, Randle D. Raggio, Yana Damoiseau, William C. Black

Marketing Faculty Publications

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.

Findings – Significant factors were found at the market and firm levels, with competitive intensity of …

Towards A Decision Making Model For City Break Travel, Gerard Dunne, Sheila Flanagan, Joan Buckley

Articles

Purpose

The purpose of this paper is to examine the city break travel decision and in particular to develop a decision making model that reflects the characteristics of this type of trip taking.

Method

The research follows a sequential mixed methods approach consisting of two phases. Phase One involves a quantitative survey of 1,000 visitors to Dublin, from which city break and non city break visitor cohorts are separated and compared. Phase Two entails a qualitative analysis (involving 40 in-depth interviews) that specifically examines the decision making behaviour of city break visitors.

Findings

City break trips were shown to be …

A Servperf Model Of The Vietnamese Banking Industry, Quoc Cuong Nguyen, Sirion Chaipoopirutana, Howard W. Combs

Faculty Publications

Customer loyalty is an important factor which has a significant effect on the profitability of the firm. The cost of keeping an existing customer to stay with the firm is much lower than the cost of acquiring a new customer. The purpose of this research is to build and test a model of factors effecting customer loyalty in Vietnamese banking industry. The data was obtained by distributing questionnaire to 400 bank customers in Ho Chi Minh City, Vietnam and analyzed by structural equation modeling (SEM). The results indicated that customer loyalty is positively and significantly influenced by perceived service quality …

Access To Business Research Resources Through Academic Library Web Sites: A Survey, John C. Gottfried

DLPS Faculty Publications

This study is an examination of access to business research resources through academic library Web sites, including research databases, catalog services, research guides, and business librarians. The Web sites of 114 academic libraries serving top business programs in the United States were studied. Results reveal a wide range of access to business research databases among the schools studied (anywhere from 11 to 100 business databases available). Over 95% of the schools provided business research guides, and nearly all schools provided at least some contact information for business librarians.

Alzheimer’S Disease, Carol Watwood

DLPS Faculty Publications

Alzheimer’s disease is a common health issue mostly found in elderly persons. An overview of the disease and a list of reliable Web-based information sources suitable for a general audience are presented.

Ua42/1 Wku Winter Term, Wku Summer Sessions & Winter Term

WKU Administration Documents

Annual report of the WKU Winter Term giving a summery of course enrollments, college data, course section information and marketing efforts.

Testing The Mean For Business Data: Should One Use The Z-Test, T-Test, F-Test, The Chi-Square Test, Or The P-Value Method?, Jiajuan (John) Liang, William S. Pan

Marketing and Quantitative Analysis Faculty Publications

Purpose – The overall purpose of this research is to discuss the relationship among the tests for population mean that are taught in the Business Statistics course for business majors. Design/methodology/approach – The approach to this study is to describe the types of business data according to one-sample, two-sample, and multi-sample cases first and then combine tests for categorical data with tests for continuous data into a unified format on testing the mean of a population. Under this unified format, we summarize the methodology on the topic of testing the mean in business statistics course. Findings – One of the …