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2018

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Articles 1051 - 1080 of 1088

Full-Text Articles in Marketing

There’S Never Enough: A Taxonomy Of Online Retail Scarcity Cues, Tyler Hancock, Jennifer L. Stevens, Stacie F. Waites Jan 2018

There’S Never Enough: A Taxonomy Of Online Retail Scarcity Cues, Tyler Hancock, Jennifer L. Stevens, Stacie F. Waites

AMTP Proceedings 2018

E-commerce continues to change the landscape of modern retail. Consider for instance that the majority of consumers (81%) now begin the decision making process with online searches (Morrison, 2014). Not only are more people researching products online, but consumers are increasingly purchasing those products online as well. This past November, the United States experienced its biggest online shopping day in history (Peterson, 2017). A record $6.59 billion was spent shopping online during Cyber Monday, a figure that is up 17% from 2016 (Rubin, 2017). Of course, perceived scarcity fuels the thrill of the hunt contributing to these enormous expenditures. A …

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Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson Jan 2018

Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson

Marketing Faculty Publications

Branded buy/sell/trade (BBST) is a consumer-to-consumer (C2C) selling phenomenon that is both massive in scale and meaningful in its impact on consumer behavior and the traditional retailing landscape. Consumers buy, sell, and trade one focal brand’s products in these social media-hosted, consumer-initiated communities. This article introduces the phenomenon, differentiates it from other forms of C2C exchange, and explores relationships between members and the brand. Although brands may view these activities as a potential threat to retail sales, the effects are more complex and paradoxical. The authors present data collected from Facebook, in-depth interviews, and a survey. Findings suggest that buyer-sellers …

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Friends With Benefits: Social Coupons As A Strategy To Enhance Customers’ Social Empowerment, Sara Hanson, Hong Yuan Jan 2018

Friends With Benefits: Social Coupons As A Strategy To Enhance Customers’ Social Empowerment, Sara Hanson, Hong Yuan

Marketing Faculty Publications

Businesses often seek to leverage customers’ social networks to acquire new customers and stimulate word-of-mouth recommendations. While customers make brand recommendations for various reasons (e.g., incentives, reputation enhancement), they are also motivated by a desire for social empowerment—to feel an impact on others. In several multi-method studies, we show that facilitating sharing of social coupons (i.e., coupon sets that include one for self-use and one to be shared) is a unique marketing strategy that facilitates social empowerment. Firms benefit from social coupons because customers who share spend more and report greater purchase intentions than those who do not. Furthermore, we …

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Circuits Of Race: Consumption Of Colorism In Nivea’S “Natural Fairness”Campaign, Gabrielle Burgess-Smith Jan 2018

Circuits Of Race: Consumption Of Colorism In Nivea’S “Natural Fairness”Campaign, Gabrielle Burgess-Smith

Master's Theses and Doctoral Dissertations

Colorism is not a Black-White or dark issue; it is a global issue that has emerged into a dynamical power force dividing people from people and, in turn, people from self. It is not solely subjected as a battled issue in America, but it is a global phenomenon where support is gained from all corners of the world—resulting in a worldwide denigration. Psychological and physiological turmoil comes in forms of anxiety, depression, reduced wages, loss of self, and privilege. The blinding processes of colorism through the effects of social media advertisements is a two-way communication process. Through a systematic analyzation …

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Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin Jan 2018

Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin

Walden Dissertations and Doctoral Studies

Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's theory of enterprise development and von Bertalanffy's general system …

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Strategies To Improve Business Performance With Information From Social Media, Taylor Chan Jan 2018

Strategies To Improve Business Performance With Information From Social Media, Taylor Chan

Walden Dissertations and Doctoral Studies

In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …

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Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco Jan 2018

Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco

Walden Dissertations and Doctoral Studies

Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing …

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Marketing Strategies Of U.S. Small Businesses Led By African Immigrants, Sophia Osei-Sarfo Jan 2018

Marketing Strategies Of U.S. Small Businesses Led By African Immigrants, Sophia Osei-Sarfo

Walden Dissertations and Doctoral Studies

Small businesses play a vital role in the U.S. economy and represent 99.7% of all U.S. businesses. Small business failure rate is 50% within the initial 5 years. Creating and executing a well-formulated marketing strategy is essential to business sustainability. Effective marketing strategy builds small business survival rates and supports long term execution advantages. The purpose of this qualitative multiple case study was to explore the marketing strategies that African immigrant small grocery store owners use to sustain their businesses for longer than 5 years. The population included 5 successful first-generation African immigrant small business owners located in the Bronx …

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Strategies For Integrating And Sustaining Disruptive Innovations In Small Businesses, Robert Allen Jan 2018

Strategies For Integrating And Sustaining Disruptive Innovations In Small Businesses, Robert Allen

Walden Dissertations and Doctoral Studies

The evolution of technology has led to a need for business leaders to embrace disruptive technology for the purpose of capturing new markets and remaining competitive. Multiple challenges have been faced by business leaders in the processes of integrating and sustaining disruptive innovations, resulting in the failure to achieve expected efficiency and profitability. The purpose of this multiple case study was to explore strategies used by business leaders to integrate and sustain disruptive innovations. The conceptual frameworks were Roger's diffusion of innovation theory and Christensen's disruptive innovation theory. Semistructured interviews were administered to 10 business leaders and employees from institutions …

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Funding Strategies For Small- To Mid-Sized Enterprises, Dr. Emmanuel Ekop Jan 2018

Funding Strategies For Small- To Mid-Sized Enterprises, Dr. Emmanuel Ekop

Walden Dissertations and Doctoral Studies

Small firms struggle to survive competition with limited resources, and about 50% of start-up organizations fail after 5 years. The purpose of this qualitative multiple case study was to explore the strategies some beauty salon owners in the mid-Atlantic region of the United States use to access financial resources to support growth for longer than 5 years. The conceptual framework for the study was the resource-based view theory of the firm. Data were collected from 6 beauty salon owners who had succeeded for longer than 5 years. Semistructured face-to-face interviews and review of archival and transcript data yielded data saturation …

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Senior Marketing Executives' Strategies To Implement Multicultural Marketing Campaigns, Derine Mccrory Jan 2018

Senior Marketing Executives' Strategies To Implement Multicultural Marketing Campaigns, Derine Mccrory

Walden Dissertations and Doctoral Studies

The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were …

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Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter Jan 2018

Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter

Walden Dissertations and Doctoral Studies

Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …

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Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis Jan 2018

Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis

Walden Dissertations and Doctoral Studies

Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major …

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Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor Jan 2018

Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor

Walden Dissertations and Doctoral Studies

In Nigeria, almost every business enterprise relies on petroleum products for power or transportation. Shortages of petroleum products cripple business activities and undermine development of the Nigerian economy. The purpose of this multiple case study was to explore supply chain management strategies needed by petroleum business leaders to mitigate shortages and sustain business development in Nigeria. The sample for the study included 10 senior leaders from 2 private-sector Nigerian downstream petroleum supply companies located in the Niger Delta region, who had successfully implemented strategies for petroleum supply. The resource based view theory served as the conceptual framework for the study. …

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Strategies To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai Jan 2018

Strategies To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai

Walden Dissertations and Doctoral Studies

Business leaders must adopt new business practices to sustain their organizations and meet the paradigm of global competition. In the 21st century, innovation and market readiness have become the primary criteria for sustainability of an organization. Some organizational leaders should adopt open innovation strategy to stay competitive and foster a positive impact on their organizations' performance while practicing a systematic inclusion of knowledge from sources outside of the organization. The purpose of this multiple case study was to explore effective strategies business leaders use to cultivate a sustainable open innovation culture. The population consisted of leaders from 200 high technology …

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Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii Jan 2018

Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii

Walden Dissertations and Doctoral Studies

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …

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Strategies Used By Retail Store Managers To Engage Customers, Jefferson Lee Haddox Jan 2018

Strategies Used By Retail Store Managers To Engage Customers, Jefferson Lee Haddox

Walden Dissertations and Doctoral Studies

Between the years 2013 and 2016, e-commerce sales grew as a percent of total retail sales in the United States from 5.8% to 8.5%, an increase of $129 billion. Some brick-and-mortar (B & M) retailers struggle with maintaining the historic levels of revenue in their stores. A multiple case study design with retail store managers was used to understand what factors engage customers to shop at B & M store locations. The consumer-dominant value creation logic was the conceptual framework. Data were collected from semistructured interviews with 5 retail store managers in Texas who demonstrated successful strategies for engaging customers …

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Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie Jan 2018

Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie

Walden Dissertations and Doctoral Studies

Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company …

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Successful Marketing Strategies Employed By Traditional Am/Fm Radio Stations, Shaquilla Nicole Smith Jan 2018

Successful Marketing Strategies Employed By Traditional Am/Fm Radio Stations, Shaquilla Nicole Smith

Walden Dissertations and Doctoral Studies

An increase in Internet radio adverting spending is negatively affecting the revenue of traditional radio stations. Some general managers and sales directors at traditional radio stations lack marketing strategies to compete effectively with Internet radio. Grounded by the attitude toward the ad theory, the purpose of this qualitative case study was to explore marketing strategies that successful general managers and sales directors used at traditional radio stations to compete effectively with Internet radio. The population consisted of 8 general managers and sales directors at traditional radio stations located in southeast Florida, who demonstrated success in developing marketing strategies to compete …

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Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons Jan 2018

Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons

Walden Dissertations and Doctoral Studies

Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who …

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Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside Jan 2018

Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside

Walden Dissertations and Doctoral Studies

The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 …

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Financial Advisors' Marketing Strategies To Minorities, Jonica Rowland Jan 2018

Financial Advisors' Marketing Strategies To Minorities, Jonica Rowland

Walden Dissertations and Doctoral Studies

Independent financial advisors face challenges with successful marketing strategies as competition from web-based resources, large U.S. financial services, and wealth advisors' corporations increase. The purpose of this exploratory case study was to understand financial advisors' perceptions, experiences, and marketing strategies to improve their companies' sustainability by targeting a broader population base, including minorities, who need assistance with retirement planning strategies. Consumer culture theory was the conceptual framework for this study. Purposeful sampling was the basis for selecting 7 financial advisors from the mid-Atlantic region of the United States for face-to-face interviews. Semistructured interviews with open-ended questions were used to identify …

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An Exploratory Study On Ethical And Legal Issues Of Marketing Strategies In The Cigarette Industry: Perspectives On E-Cigarettes, Jason Bruce Kilby, Ismet Anitsal, Melek Meral Anitsal Jan 2018

An Exploratory Study On Ethical And Legal Issues Of Marketing Strategies In The Cigarette Industry: Perspectives On E-Cigarettes, Jason Bruce Kilby, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2018

Cigarette and E-Cigarette companies use different marketing strategies to promote their product. Some of these marketing strategies could be considered by many to be both unethical as well as illegal. Many ethical and legal issues surround the cigarette industry and these same issues could be relevant in the emerging E-cigarette industry. This research organized cigarette industry behavior into a matrix where a behavior was classified on whether it was ethical, unethical, legal or illegal. In order for a behavior to be considered ethical it must meet the minimum standard of being legal except under moral exception. What is considered to …

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Marketing Strategies Of International Pharmaceutical Companies In The Middle East And North Africa Region, Ali Abou Abbas Jan 2018

Marketing Strategies Of International Pharmaceutical Companies In The Middle East And North Africa Region, Ali Abou Abbas

Walden Dissertations and Doctoral Studies

The declines in oil and gas prices in 2014 by 50% or more led governments in the Middle East and North Africa (MENA) region to decrease healthcare budgets correspondingly by more than 30%. The purpose of this multiple case study was to explore the marketing strategies that managers of international pharmaceutical companies have successfully implemented in the MENA region to ensure profitability after the 2014 decreases in the healthcare budgets, which followed the decline in oil and gas prices. The study involved data collection through semistructured interviews of 6 middle and executive managers working in 2 international pharmaceutical companies located …

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Successful Marketing Strategies For Promoting Clinical Diagnostic Instrument Validation Packages, Hsiao-Ching Teng Jan 2018

Successful Marketing Strategies For Promoting Clinical Diagnostic Instrument Validation Packages, Hsiao-Ching Teng

Walden Dissertations and Doctoral Studies

Successful marketing strategies for clinical validation packages not only help laboratories increase the accuracy and efficiency of testing, but also facilitate clinical quality awareness and collaboration. False diagnosis and inefficiency in healthcare can be costly, and managers in diagnostic instrument manufacturing organizations need strategies to promote validation packages to help laboratories reduce errors leading to inappropriate treatment. The purpose of this single case study was to explore strategies business development managers use to integrate dynamic capabilities for marketing instrument validation packages aimed to increase clinical laboratory quality and test accuracy. The conceptual framework was Teece's concept of dynamic capabilities. The …

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Marketing Strategies During The Product Life Cycle In The Pharmaceutical Industry, Natasa Naneva Jan 2018

Marketing Strategies During The Product Life Cycle In The Pharmaceutical Industry, Natasa Naneva

Walden Dissertations and Doctoral Studies

Development and implementation of effective marketing strategies during various stages of product life cycle in the pharmaceutical industry are critical to an organization's successful performance in the marketplace in the 21st century. Guided by the general systems theory developed by Bertalanffy and the evolutionary systems theory developed by Laszlo and Laszlo, the purpose of this single case study was to explore best practices among marketing managers within pharmaceutical companies related to marketing strategies during various stages of product life cycle. Data were gathered via semistructured interviews with 3 purposefully selected managers who have successfully developed marketing strategies in a central …

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Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan Jan 2018

Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan

Walden Dissertations and Doctoral Studies

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …

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Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo Jan 2018

Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo

Walden Dissertations and Doctoral Studies

Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange …

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Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes Jan 2018

Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes

Walden Dissertations and Doctoral Studies

Corporate organizations are facing a shortage of future senior management leaders. The purpose of this single case study was to explore leadership mentoring strategies used to develop future C-suite executives in the waste industry. Companies may improve business practices by mentoring future generations to understand corporate responsibilities and expectations. The target population came from a regional waste company located in central Florida. The study participants consisted of 3 C-suite executives of the company responsible for the management and mentoring of future C-suite executive mentees. The conceptual framework for this study was rooted in transformational leadership theory. Data were collected using …

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Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe Jan 2018

Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe

Walden Dissertations and Doctoral Studies

Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use …

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