Marketing Commons^™

2020-Bui Recognized With Tssp Student Allegiance Award, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

NASHVILLE, TN – Augustine “Auggie” Bui, PharmD, of Baldwin Park, California, was recently recognized by the Tennessee Society of Student Pharmacists (TSSP), a Society of the Tennessee Pharmacists Association (TPA), with the 2020 Student Allegiance Award.

Dr. Bui was an exceptional supporter of TPA and TSSP during his career as a student pharmacist. In 2019, he served as a delegate for the Phi Lambda Sigma Pharmacy Leadership Society and represented TSSP as a member-at-large and delegate to the TPA House of Delegates. He has also served as a dedicated volunteer leader by contributing positively to the association and profession through …

Meet Dr. Brian Cross, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet  Dr. Brian Cross , associate professor and vice-chair in the Department of Pharmacy Practice, and associate professor in the Department of Family Medicine at the James H. Quillen College of Medicine as part of the Academic Health Sciences Center at ETSU. He is from Morgantown, West Virginia. 

Why did you want to pursue pharmacy?

BC: It was suggested to me as a stable way to make a living by “adults” who were concerned that I might not have the most stability pursuing a life as a “rock & roll star.” After completing my first clinical APPE rotation, and certainly …

Project - Smart Sole, Dharshanika Selvakumar, Garrette Stauffer, Dmitry Gryaznov, Elaina L. Gabriel, Waseem Khalaf

Engineering and Technology Management Student Projects

Smart Soles aims to further expand the realm of smart wearable technology with its smart insoles focused on biometric tracking and customized insole comfort. This product provides Dr. Scholl’s with a means to enter and capture much of the early market for smart insoles. Smart Soles is continuing Dr. Scholl’s history of foot products while adding technology to disrupt the stagnant and primitive insoles market. Company objective: Dr. Scholl’s main objective with Smart Soles is to enter and capture some of the smart wearables market by adding smart, biometric tracking insoles to its portfolio. Smart Soles will utilize Dr. Scholl’s …

Everywear Marketing Plan, Khalid Bouredji, Raghav Gupta, Gwendolyn Jester

Engineering and Technology Management Student Projects

An investigative marketing team at Nike has identified an opportunity to acquire the rights to a new Smart Fabric technology. First-pass feasibility investigations look promising: discussion between a Nike engineer and the company that owns the technology paints a plausible picture, and the claimed technical specifications of the material performance imply a promising potential in Nike products. R&D dollars will need to be dedicated in order to nail down the actual performance of these potential products, and New Product Introduction teams will need to investigate the capability to produce and scale.

Does the market landscape warrant allocating resources to a …

Homesense, Ashwaq Al Khalil, Brian Aebi, Mitesh Dedhia

Engineering and Technology Management Student Projects

HomeSense is a proposed new smart home monitoring solution by Honeywell Inc and will be part of the Resideo smart home brand. This marketing plan for HomeSense will describe the problem we are solving, the solution, our target market, our ideal customer, and go to market strategy.

Based on market research, we have identified the residential market to be the most suitable market to launch the product. Currently there are only two solutions in the residential market for utility monitoring and those are only focused on energy consumption. HomeSense provides additional capabilities beyond the existing solutions to the residential market …

2020-January-01-Meet Christine Murdock, University Marketing And Communication, East Tennessee State University

ETSU News

Expertise in “playing sick” is not a job skill that most employers would want to see on a résumé – unless you are a standardized patient.

Christine Murdock, a standardized patient (SP) at ETSU Health, has had more medical maladies than can she can count over the past three decades – but she never gets sick of being “sick.” As an SP, Murdock’s job is to portray a realistic patient, their family member or others to recreate a scenario accurately and consistently for ETSU Health students and residents.

Her work and that of ETSU’s other 72 SPs has aided in …

2020-January-01-Mlk Day Honorees, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY -- Four ETSU faculty and staff were honored at the 19^th Annual Martin Luther King Jr. Interfaith Prayer Breakfast, held Jan. 18 at Memorial Park Community Center.

A native of Rogersville, Joy Fulkerson currently serves as Director of Leadership and Civic Engagement. She provides leadership for community service, civic learning, and democratic engagement efforts through a variety of programs and initiatives including Alternative Breaks, the Brenda White Wright Emerging Leaders Academy, the Diversity Educators Program, ETSU Votes, Volunteer ETSU, and the Public Service Corps Scholarship Program. Through her work, Fulkerson builds partnerships with local non-profits, national non-partisan …

Managing Paradoxes Of Ambidexterity: The Impact Of Exploration And Exploitation On Firm Performance, Lixun Su

Graduate Theses, Dissertations, and Problem Reports (ETD)

This dissertation examines the impacts of exploration, exploitation, and ambidexterity on firm performance in three essays. Since exploration and exploitation have their own advantages and disadvantages, there are many debates over their impacts on firm performance. To synthesize the conflicting empirical results, the first essay conducted a meta-analytic study and demonstrates that ambidexterity in the product domain increases firm performance while ambidexterity in the market domain does not significantly influence firm performance. In addition, the results show that it is not necessary for all firms (e.g., resource-constrained firms) to pursue ambidexterity. Thus, the second and third essays examine how to …

Robots On Blockchain: Emergence Of Robotic Service Organizations, Nobuyuki Fukawa

Business and Information Technology Faculty Research & Creative Works

Radical changes in the technological environment have been forcing service providers to consider whether, if so, how to automate any aspects of their services with robots and other emerging technologies. Some service providers have been adopting robotic service assistants, and even creating organizations partially or fully automated by robots. However, some service providers have not been able to fully take advantage of RSAs’ benefits in a way that enhances customer service experiences. We review those challenges of RSAs and discuss the potential application of blockchain technology in governing a robotic service organization, the concept we propose in this study. …

Consumer Response To Foundations And Firms When Firms Own Or Sponsor A Foundation, Amanda Swift, Ismail Karabas

AMTP Proceedings 2020

No abstract provided.

Are Eco-Friendly Cars More Favorable? An Exploratory Study Of Attitude Toward Eco-Friendliness Among Multiethnic Consumers In The U.S., Meng Tian, Sindy Chapa, Michael Walsh, Nicholas Kjaerholt, Ailin Xia

AMTP Proceedings 2020

Between technological developments in the car industry and increasing interest in eco friendly products among consumers, eco-friendly cars are gradually entering consumers' sights. This study examines the factors that influence consumers’ attitudes toward the adoption of eco-friendly cars. This study conducted an online survey with a sample (N = 3,191) collected through a national panel (Dynata). The results demonstrate that consumers’ concern about environmental sustainability and attitude towards environmentally friendly products impact consumers’ attitudes toward eco-friendly cars. It was also found that consumer’s level of collectivism positively influence their attitude toward environmentally friendly products. Further, the results showed consumers’ attitudes …

The Effect Of Use Of Text Messaging On Soccer Fans’ Behavior (The Case Of Iranian Professional League-Persian Gulf League), Reza Mohammadkazemi Dr., Saeed Kardar Dr., Mahnaz Pouriz Ms.

AMTP Proceedings 2020

The purpose of study is to identify the effect of mobile marketing on the Top Iranian Football Clubs fans’ behavior in 2019-2020 season. The statistical population are the spectators who had signed up in the fan online system and had watched one of games in the stadium. As an accurate number of the statistical population could not be determined, a statistical population of 396 was considered based on the Morgan’s table. In this study, the author collects data on the behavioral loyalty, attitudinal loyalty, and mobile marketing using survey. The cross-sectional regression estimation used to analyze the data. The findings …

Cognitive And Affective Scarcities And Relational Abundance: Lessons From The Confluence Of Extreme And Chronic Scarcities In Subsistence Marketplaces, Madhu Viswanathan

Marketing & Business Law Faculty Works

Research on subsistence marketplaces provides a number of insights about extreme and chronic resource scarcity as well as intangible scarcities in cognitive and affective realms. These insights have been developed from a variety of sources—quantitative and qualitative research, as well as education for communities and for students through a symbiotic academic-social enterprise. These insights are juxtaposed with extant work on scarcity in consumer research, to derive implications for future research and stimulate thinking on a broad variety of scarcities. Our holistic deep dive into extreme scarcity and its multiple dimensions from the perspective of consumer behavior has much to offer …

Introversion And Online Word-Of-Mouth Behavior : What Roles Do Review Website Design And Product Design Play?, Shu Ting Lau

Lingnan Theses (MPhil & PhD)

This research investigates the online review behavior of introverted customers. Introversion is a major personality trait that has been widely discussed in many personality theories. This thesis includes two essays. Essay 1 investigates how the design of an online review website can affect the willingness to do an online review of introverts. Based on the arousal theory, it is hypothesized that introverted consumers, because of their avoidance of arousal, would have a higher willingness to do online review in an environment where other users’ feedback is not allowed, but this design does not affect extroverts. These predictions are confirmed by …

Three Essays On The Effect Of Pain-Of-Payment On Consumers' Financial Decisions, Farnoush Reshadi

Graduate Theses, Dissertations, and Problem Reports (ETD)

In the past few years, we have witnessed a growing level of consumer debt. Although being in debt increases consumers’ stress and reduces their financial well-being, many consumers still take on high levels of debt and hold on to it even when they have financial resources to pay off the debt. Thus, it is of utmost importance to study factors that may influence consumers’ debt repayment. In this dissertation, I study consumers’ debt repayment behavior through the lens of the double-entry mental accounting theory (Prelec and Loewenstein 1998). This theory argues that consumers’ debt repayment behaviors are driven by pain-of-payment--negative …

Determinants Of Firm’S Internals & Macroeconomic Factors On Financial Performance Of Ethiopian Insurers, Kishor Chandra Meher, Temesgen Zewudu

DLSU Business & Economics Review

Insurance acts as a social instrument that indemnifies the human life and properties against unforeseeable risks. It is imperative for the insurance companies to be profitable while obliging the society and nation as a risk saver of insurable risk. The research aims to investigate the association between specific internals and macroeconomic factors and the financial performance of insurance companies in Ethiopia. A quantitative approach is applied in this research by adopting inferential statistics with a balanced panel data of nine insurance companies for 15 years (2002–2016). Explanatory analysis is deployed where Pearson’s correlation and OLS regression model are applied to …

A Productivity Assessment Of Pwd Employees In A Philippine Company, Rosemary R. Seva

DLSU Business & Economics Review

This study assessed and compared the work capability of persons with disabilities (PWDs) and their able counterparts that covered the following aspects of work: (a) time on task, (b) work attitude, and (c) task compatibility. It was hypothesized that PWD workers are competent and productive in the workplace if the right task is given to them. Four employees with autism spectrum disorder (ASD) working either as administrative or store clerk in a drugstore chain participated in the study. Productivity comparison was made using time study and work sampling over two days. Supervisors were also interviewed regarding attitudes and capabilities. The …

Fiscal Policy And Stock Market Movement In The Philippines, Deborah Kim S. Sy

DLSU Business & Economics Review

The Philippine government has suffered greatly from fiscal imbalances for the past few decades. The largest fiscal deficit was recorded at PhP112 billion in 2017. Fiscal reforms led to a considerable decline of the national government debt from 52.4% of GDP in 2010 to 44.8% in 2015. The study aims to investigate the Philippine fiscal policy and its link to asset prices, as measured by the changes in the Philippine Stock Exchange Index (PSEI). Quarterly observations from 2001 to 2017 of monetary, fiscal, and economic variables were used on a vector error correction model (VECM) to observe their long-run relationship …

Saving The Earth One Diaper At A Time: How Diapers Became A Social Media Success Story, Michal Strahilevitz, Jason Graham-Nye, Rowan Parkinson

School of Economics and Business Administration Faculty Works

No abstract provided.

Corporate Social Responsibility And Investment Efficiency: Evidence From An Emerging Asian Market, Ming-Te Lee

DLSU Business & Economics Review

The purpose of this paper is to test opposing views of the relationship between corporate social responsibility (CSR) and investment efficiency in a major Asian emerging stock market. The empirical results show that CSR significantly mitigates investment inefficiency among Taiwanese firms. This finding is consistent with the notion that socially responsible Taiwanese firms have fewer agency problems and lower information asymmetry, thus reducing investment inefficiency. The empirical results also show that CSR has a more pronounced effect in mitigating investment inefficiency for Taiwanese firms with more effective corporate governance. In particular, due to the mandatory preparation of CSR reporting, CSR …

Corporate Social Responsibility And Earnings Management: Evidence From Controversial And Non-Controversial Sectors In Asia, Eugene Burgos Mutuc, Jen-Sin Lee, Fu-Sheng Tsai

DLSU Business & Economics Review

In this study, we investigate the impact of corporate social responsibility (CSR) on earnings management through discretionary accruals and real-activities decisions, in light of the increasing attention and engagement of firms from different sectors. This study contemplates on non-financial Asian firms from controversial and non-controversial sectors with 889 and 3,017 firm-year observations from 2011 to 2017. The findings reveal that Asian firms likely use a mix of accrual-based earnings management (AEM) and real-activities earnings management (REM) as a strategy to manipulate reported earnings. In terms of sector classifications, managers from controversial sectors exhibit higher opportunistic behavior than managers from non-controversial …

The Effects Of External Stakeholder Pressure On Csr Disclosure: Evidence From Indonesia, Anisa Ramadhini Trianaputri, Desi Adhariani, Chaerul D. Djakman

DLSU Business & Economics Review

This study examines the effect of external stakeholder pressure on the extent of social and environmental disclosure or corporate social responsibility (CSR) disclosure. Several studies have examined the impact of internal stakeholder pressure (e.g., ownership or board of directors’ structure) and corporate characteristics on CSR disclosure, but there has been little attention focused on the role of external stakeholders. Therefore, this research seeks to examine the influence on the extent of CSR disclosure by four external stakeholder groups: customer, creditor, auditor, and media. A total of 327 annual reports produced by 109 manufacturing companies listed on the Indonesia Stock Exchange …

On Extreme Perception Bias, Emerico Habacon Aguilar, Klarizze Martin Puzon, Imelda Revilla Molina

DLSU Business & Economics Review

This note investigates perception bias: To what extent do individual opinions confound reality? We estimated the relative gap between self-declared estimates and real data. With a sample of respondents from Laguna, Philippines, we asked about the prevalence of diabetes and smartphone usage. We observed a trend of judgment miscalibration. Responses exhibit significant deviation from facts; for example, inaccuracies can go as high as seven times the real value. Especially for estimates on smartphone ownership, bootstrapped quantile regression models showed that perception bias is associated with age.

Japanese And Filipino College Students As Consumers: Does Country Of Origin Affect Their Purchase Intent?, Luz Suplico Jeong, Reynaldo Bautista Jr., Takanori Osaki

DLSU Business & Economics Review

The marketing literature shows that consumers evaluate and buy products based on the country of origin. The impact of the country of origin (COO) on consumers, especially college students who influence demand in global markets, is becoming increasingly important due to advances in information technology. There are studies that show that COO can directly affect purchase intent without mediator variables. However, this study shows that COO does not have a direct effect on purchase intent. COO can only affect the purchase intent of Japanese and Filipino consumers if perceived product quality is used as a mediator variable. In the case …

The Art Of Marketing Luxury, Aiho Tan

MA Theses

Luxury businesses face the paradoxical challenge of growing a business whilst upholding an aura of exclusivity. The objective of this thesis is to examine the key marketing strategies employed by leading luxury brands ranging from fine art to real estate. This paper examines whether luxury brands need to embrace digital innovation and technology in order to remain leaders of luxury. First-hand insight from industry leaders and case studies reveal that luxury brands need to embrace digital, utilize the power of experiential marketing strategies, invest in creative talent, strategically partner and collaborate with brands and individuals, and craft an authentic narrative …

The Counterfeit Conundrum: A Case Study To Examine The Best Way To Combat Counterfeit Consumption, Heather Kirkwood, Thomas Tanner, Ashutosh Dixit

Atlantic Marketing Journal

Estimated at more than $500 billion, counterfeits are a booming industry. The negative impacts can no longer be ignored. As evidenced by the industry growth, efforts to combat consumption of counterfeit products have largely failed. This case study examines the counterfeit industry and a campaign developed by the U.S. Customs and Border Protection Agency. It presents the reader the opportunity to contemplate viable solutions for ending counterfeit consumption.

Blockchain Technology And The Future Of Video Games, Is Presence Still Relevant?, Stef Nicovich, Jessica Scheld

Atlantic Marketing Journal

BlockChain technology has grown exponentially over the last several decades. Early on, cryptocurrency presented a substitute for hard currency as a way to purchase goods and services. Recently, cryptocurrency has entered the video game world. How cryptocurrency, which has value outside of a video game, may impact the virtual reality world, is an open question. Presence, or the state of being in an environment, will be affected by the ability to escape within video games as cryptocurrencies are used. As video games often provide a place to escape the real world, bringing the real world into the game may have …

Earning Extra Credit Or Losing Extra Credit? A Classroom Experiment On Framing Incentives As Gains Or Losses, Vassilis Dalakas, Kristin Stewart

Atlantic Marketing Journal

This exploratory study examines if the way incentives are framed (gains versus losses) impacts how students respond to them. Sixty-two students in two sections of the same undergraduate Marketing course were offered the incentive of an optional final exam by answering correctly quiz questions throughout the semester. One section received the incentive as a gain (opportunity to earn an optional final exam if you get enough quiz points) whereas the other section received it as a loss (final is optional, but you may lose it if you don’t get enough quiz points). Consistent with the principles of loss aversion, framing …

A Guide For Early Career Success In Academic Research, Obinna O. Obilo, William B. Locander, David A. Locander

Atlantic Marketing Journal

Balancing the research, teaching, and service facets is important to achieving success in academia. Doctoral programs should prepare their students to successfully navigate and balance all three of these facets. We focus on the research facet in this study and draw from the experience of a panel of accomplished researchers within the discipline, to compile a set of guidelines for doctoral students and new faculty. Analyzing the qualitative results from the panel interviews, we find that to ensure success within the research facet, one must effectively manage three emergent focal distinctions; a relationship with: oneself, others, and with the work.

Economic Strength And Micropolitan Statistical Areas: Looking Beyond Generalities, W. Frank Thompson Jr., Ayesha Tariq, Connie Nott

Atlantic Marketing Journal

Facility location decisions serve an important role in setting up efficient and cost-effective supply chains. While metropolitan areas may appear an obvious choice for many companies, nonmetropolitan areas deserve consideration. In the past, nonmetropolitan areas have been broadly classified as “rural” with reports of economic decline. This research looks beyond the general category of nonmetropolitan by dividing the area into micropolitan statistical areas and non-core statistical areas. The authors use U.S. Census data from the years 2010 to 2016 to analyze changes in population, median household income, retail employment, and retail salaries in Alabama, Georgia, and Mississippi. Companies can use …