Marketing Commons^™

The Role Of Cultural Contexts Within Marketing Strategies Of Experiential Tourism Across Countries That Rely Heavily On Tourism, Maren Bronson

Undergraduate Honors Theses

Developing a cultural mindset requires awareness of one’s cultural background and recognizing that culture provides a broader framework for understanding the world around us (e.g. values, behaviors, and expectations). At the same time, tourism continues to expand globally, contributing approximately 10% of global GDP in 2025, serving as a major driver of economic growth for destination countries (WTTC, 2025). As destinations increasingly rely on international visitors, tourism marketing must satisfy the needs and wants of international tourists. This thesis reviews the literature on culture, marketing, and tourism to  examine how cultural contexts shape experiential tourism marketing strategies in tourism-dependent countries, …

4th Sbs International Conference 2025: Transforming Business For People And Planet, School Of Business Studies (Sbs)

Conference Proceedings

The IBA-SBS International Conference (IBA-SBSIC) brings together scholars, professionals, and policymakers from around the world, providing a platform for learning, collaboration, and cutting-edge research. As we enter the 4th edition in 2025, the conference embraces the theme "Transforming Business for People and Planet."

The business landscape is evolving rapidly, with companies increasingly held accountable for their environmental footprint, ethical responsibilities, and social impact. Governments, regulators, and consumers now demand responsible business practices that align with sustainability and long-term financial resilience. Sustainability is no longer a choice—it is a necessity. Global movements toward climate action, social equity, and responsible governance are …

3rd Sbs International Conference 2025: Innovation And Disruption: Business Success Through Ai, School Of Business Studies (Sbs)

Conference Proceedings

From the time that Clayton Christensen (1997) highlighted the concept of disruption due to innovation, and its impact on businesses and economies, practitioners and researchers have diverted their attention to the evil it casts and the opportunities it presents. Innovations and improvements in technologies have more often than not resulted in disruption of business models prevalent at that time. The three industrial revolutions have marked definitive shifts in performance and perspectives, and now the world awaits the outcome of the industrial revolution 4.0. Disruptions do not come only from revolutions. This is evident from the very recent incidence of the …

Creating The New Normal: A Historical Approach To Understanding Marketing Agility And Its Implications Across Business, Healthcare, And Social Welfare In A Post Pandemic World, Elan Burton, Delancy Bennett, Linda Burton

Atlantic Marketing Journal

The purpose of this article is to expand our understanding of how marketing agility shapes business, healthcare, and social welfare policy and societal responses to global pandemics. We set the stage for this discussion by presenting an historical exemplar case of marketing agility during the 1918 Influenza pandemic in the US. Next, we outline a necessary conceptual revision and update to previous treatments of marketing agility relative to historical pandemics considering the recent COVID-19 pandemic. Our novel conceptualization focuses on a firm’s (business, healthcare, social welfare) prompt response to dynamic and turbulent circumstances beyond the control of the firm (Araújo …

Good Governance, Bad Governance: A Refinement And Application Of Key Governance Concepts, Scott L. Mitchell, Mark D. Packard, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

Understanding what makes governance 'good' or 'bad' has been impeded by construct ambiguity. Contemporary governance research has struggled to define 'governance' and related constructs such as 'ownership', 'agency', and 'management' in a way that clearly separates and distinguishes them. Often, the line between governance and management is so blurred that it is impossible to say what is good or bad 'governance' versus 'management'. Here we provide a systematic classification of key governance concepts in terms of their distinct economic functions. 'Governance', for instance, is the economic function of behavioural constraint. This allows us to state what 'good' governance is and …

Comparing Social Media Marketing Options For Your Cooperative Extension Program, Laura Justice

EFNEP

With so many different social media platforms available, it’s important to know which platform(s) will be most useful in reaching potential customers. This article will help organizations decipher between different social media platforms and select the platform(s) that best suits their branding purposes, targeted audience, and content strategies. Understanding which platform(s) to engage with customers can help drive sales and reach a new set of potential customers that would have been inaccessible without social media.

Assessing The Application Of ��-Weights And Structure Coefficients In Published Hospitality And Tourism Research, Millicent Njeri, Jeff Allen, Garrett Jennings

Journal of Global Hospitality and Tourism

Multiple regression is one of the most powerful analysis techniques available to hospitality and tourism researchers for complex problems that may include prediction, mediation, and moderation. The interpretation of the results requires a two-step hierarchical approach. The first step is to determine whether the researcher has findings worth interpreting and reporting and the second step is to determine the effect(s) origins. This second step involves evaluating both the 𝛽-weights and structure coefficients. The purpose of this study is to examine the use of 𝛽-weights and structure coefficients while reporting univariate multiple regression results by hospitality and tourism researchers. …

Analysis Of International Hotels’ Social Media Strategies, Gökhan Şener, Cihan Cobanoglu

Journal of Mediterranean Tourism Research

The hospitality industry and customer behaviors are unceasingly due to technology. Social media is thoroughly used by many people globally today and is a primary digital form of communication that includes these developments regarding hospitality, which is discernible in the most recent way. Eminently, it is being browsed for recreation, providing notable information and promotion for businesses. Social media generates outstanding opportunities for corporations to run critical digital marketing strategies. One of the essential considerations of enterprises is to grow their sales volumes, and advertising on digital platforms is a much more operative approach than any other platform nowadays, so …

The Economics Of Technology In Travel, Tourism, And Hospitality, Stanislav Ivanov

Journal of Global Hospitality and Tourism

The first is an academic viewpoint, written by Prof. Stanislav Ivanov from Varna University of Management. He suggests academic research accepts and pays more attention to the economics of technologies in travel, tourism, and hospitality. According to Ivanov, travel, tourism, and hospitality (TTH) are intrinsically connected to technology. At the same time, tourists book their flights and accommodation through technology, reach their destination with the help of technology, explore the destination with technology, and share their experiences online with technology. Economic principles, like any other business, run them. Economic factors also drive their decisions to invest in technology. That is …

The Role Of Management Organizations And Local Governments In Destination Marketing: The Case Of Turkey Tourism Promotion And Development Agency (Tga), Murat Toktaş

Journal of Global Hospitality and Tourism

The second viewpoint is industry-focused and is authored by Mr. Murat Toktaş. He is the founder/president of KATID (Black Sea Tourist Operators Association), the founder/president of SKAL Karadeniz, and the founder/vice-president of TUROYD (Tourism Hotel Managers Association) and a member of the Board of Directors of TUROFED (Turkish Hoteliers Federation). In his viewpoint, he explains how destination management organizations (DMOs) work with local governments in Turkey. He suggested a successful destination marketing strategy for the Turkish Tourism Promotion and Development Agency (TGA). Collaboration between local and DMOs is essential for destinations to be adequately promoted and become a successful brands. …

Covid-19 And Hospitality Services: The Role Of Information Sources, Believability, Fear, And Behavioral Intentions, Shaniel Bernard, Imran Rahman, Sijun Liu, Luana Nanu

Journal of Global Hospitality and Tourism

Based on the Social Amplification of Risk Framework (SARF) and crisis decision theory, this study examined the influence of trust in different types of information sources on the believability of COVID-19 information (BCI). Furthermore, the influence of BCI on fearfulness and the corresponding influence of fearfulness on the intention to use hospitality services and stay at home are analyzed. Structural equations modeling, using data from 1,017 American consumers, successfully confirmed the significant influences of trust in media and government on BCI and the corresponding positive effect of BCI on fearfulness. Additionally, the negative effects of fearfulness on intentions to visit …

Resume Research Questions Through The Seven Philosophical Foundations Of Communication, Michael W. Major

Faculty & Staff Scholarship

While there is no lack of peer-reviewed publications that focus on resumes, there is a lack of theory-based research in the genre. Most studies on resumes report observations rather than test theories to predict screener behaviors, and recent calls to action have advocated for more theory-based resume research. This paper answers the call and offers ways in which scholars can introduce theory into the existing body of knowledge in the resume genre by exploring research questions guided by the various philosophical foundations of the communication discipline. Future resume research should reference Craig’s constitutive metamodel that offers more than 250 communication …

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

Research Productivity Of Management Faculty: Job Demands-Resources Approach, Chet E. Barney, Brent B. Clark, Serge P. Da Motta Veiga

Marketing & Entrepreneurship Faculty Publications

Purpose

The main purpose of this study was to examine which job resources are most valuable for research productivity, depending on varying teaching demands.

Design/methodology/approach

Data was collected from 324 management faculty at research, balanced and teaching (i.e. respectively low-, moderate- and high-teaching demands) public universities in the United States.

Findings

Results showed that no single job resource predicted research productivity across all three types of schools. At research schools (i.e. low-teaching demands), productivity was positively associated with job resources including summer compensation, level of protection for untenured faculty and number of research assistant hours, while negatively associated with travel …

Impacts Of The Covid-19 Pandemic On Business Education: Case For The Aacsb’S Agility Standard, Lucy Ojode, Mulugeta Wolde, June Claiborne

Southwestern Business Administration Journal

We explored an undergraduate business program’s navigation of an unplanned change, response to the Covid-19 pandemic-occasioned move to online learning, and the resilience of its curriculum by following cohorts of students through two consecutive courses from the end of 2019 through 2020 up to summer 2021. The exploration was aimed at the assessment of the impact of the pandemic-induced disruptions, i.e., how the school’s curriculum fared through the pandemic. Premised on the school’s accreditor, AACSB’s agility-cultivating curriculum guideline, the curriculum should adapt and stabilize post-pandemic. To identify the appropriate cohort for observation, we scrutinized the four progressive levels of agility …

Bridging The Data Divide Between Practitioners And Academics: Approaches To Collaborating Better To Leverage Each Other's Resources, Sabine Benoit, Sonja Klose, Jochen Wirtz, Tor Wallin Andreassen, Timothy L. Keininghas

Research Collection Lee Kong Chian School Of Business

Purpose: Organizations (data gatherers in the context) drown in data while at the same time seeking managerially relevant insights. Academics (data hunters) have to deal with decreasing respondent participation and escalating costs of data collection while at the same time seeking to increase the managerial relevance of their research. The purpose of this paper is to provide a framework on how, managers and academics can collaborate better to leverage each other's resources. Design/methodology/approach: This research synthesizes the academic and the managerial literature on the realities and priorities of practitioners and academics with regard to data. Based on the literature, reflections …

Controlling Turnover In An Inside Sales Organization: What Are The Contributing Factors, Dennis H. Kimerer

USF Tampa Graduate Theses and Dissertations

The turnover rate for inside sales team, particularly in Central Florida, is exceedingly high. I have experienced this negative scenario managing inside sales teams for two major Telecom companies over the past 11 years, having as many as 40% of the salesforce resign within 30 days. Organizational costs to hire a new salesperson can be as high as 300% of the replaced employee’s salary and take as long as eight months to reach full productivity. The purpose of this research is to determine the internal and external factors that impact a salesperson’s propensity to leave a company. This qualitative research …

Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill

Undergraduate Honors Theses

The Walt Disney Company has been incomparably successful in a wide array of product and experience markets. In the fall of 2019, Disney will launch a new branded streaming service, Disney+. This research will examine and analyze, by means of SWOT and PEST analyses, the marketing strategy and managerial implications for Disney+ as well as the internal and external conditions facing the company that may affect, either directly or indirectly, the platform’s success.

Marketing U: Preparing Students To Succeed In The Job Search Process, Emily Guyon

Honors Program Theses and Projects

Despite the extensive careers services programs offered at secondary education institutions across the United States, students continue to underutilize the programs offered for career preparedness. The purpose of this research was to investigate what skills students were interested in learning more about related to the job search process and how they preferred to receive such information. It also examined if the graduate students in the Ricciardi College of Business at Bridgewater State University utilized Career Services, what resources they were interested in learning more about, and how they preferred these resources to be offered. The findings were consistent with previous …

Crowdfunding In The Music Industry And Its Impact On The Business Models Of Industry Stakeholders, Ryan M. Carter

Selected Honors Theses

Challenges currently facing the music industry have led many key players to reevaluate their business models in order to survive the changing environment. Crowdfunding has become a popular way among musicians and artists to finance creative projects and/or careers. Crowdfunding works by collecting investments from a pool of people in order to raise funds for a venture, idea, or project. In recent years, crowdfunding has gained significant traction in the music industry, especially among independent artists. The introduction of crowdfunding into the mix of business models has not only impacted artists but record labels and live sector companies as well. …

The Effect Of Website Quality On Repurchase Intention With The Mediation Of Perceived Value: The Case Study Of Online Travel Agencies In Vietnam, Huyen Pham, Thu Nguyen

Journal of Global Business Insights

The sharing economy is getting broader with its non-ownership assets, better use of resources, lower prices, and more customized products (Belk, 2014). In tourism industry, the development of the sharing economy involved the emergence of online travel agencies (OTAs) who are intermediates between services providers and consumers, provide accommodations, transport services, food and beverages services, tour guide services, etc. (Skalska, 2017). Recently, Vietnam has experienced a rapid growth in the number of users booking tourism products and services through OTAs. Playing such an important role in the tourism market, it is essential for OTAs to retain customers which later bring …

Building International Business Competencies, Human Capital, And Service Capabilities: A Study Of Emerging Market Professional Service Small-And-Medium-Sized Enterprises, Nicholas Mathew

ETD Archive

Prior research has shown that a firm’s intangible resources are an important source of sustainable competitive advantage. This dissertation focuses on the intangible resources of Professional Service Firms that are Small and Medium-sized Enterprises (PSF SMEs) from an emerging market (namely India). PSF SMEs from emerging markets (such as India) are expanding globally and are attempting to compete with developed country market firms. This research study examines the factors that allow these PSF SMEs to compete successfully in the global marketplace. Examining these factors will enable developed country market firms as well as other emerging market firms to better understand …

What Supports Are Needed To Encourage And Assist Community Festivals And Events To Succeed And Grow? An Empirical Study., Helen Mcdwyer

Theses

Abstract: Communities are motivated to host festivals and events for a myriad of reasons. They generate important economic and social benefits for an area with increased visitor numbers, increased local spending and greater community cohesion. Festival and event tourism is an important segment of the overall tourism product in Ireland, particularly in an area such as Kerry where there is a heavy reliance on tourism. Many festivals and events in Kerry are organised by community and voluntary groups and yet these groups are increasingly pressurised to increase the professionality of their offering to compete for regional funding and sponsorship. Changes …

Barnes & Noble: Business Analysis, Wendy Gregory

Undergraduate Theses, Professional Papers, and Capstone Artifacts

This thesis identifies how to conduct a Business Analysis. The publicly traded company for this project is Barnes & Noble.

Market Analysis, Management Consulting, And Miscommunication, Brian W. Stout

Marriott Student Review

This article attempts to inform the audience of the importance of market analysis in management consulting. The article states that consulting firms can utilize the power of market analysis as they commit to understand technology, collaborate with researchers to conduct action research, and align market strategies within the consulting firm. This article concludes that by doing these steps consulting firms will lead in their market.

Restaurant Entrepreneurship: Theory And Practice, Margaret Leach

Selected Honors Theses

Mirroring its industry, restaurant entrepreneurship is an expansive, evolving topic. This thesis seeks to answer the question, “How do community-focused restaurants, operated by lifestyle entrepreneurs, launch and scale?” A case study approach is taken and literature regarding restaurant ownership, entrepreneurship, and social enterprise is reviewed. Interviews of ten different non-franchise restaurant owners were obtained and analyzed. The interviewees detailed the processing of launching the venture, scaling and growing the business, and supporting and partnering with the surrounding community.

Thought Leaders: Faculty Who Shape Business Theory And Practice Through Research

Business Exchange

Profiles of seven DePaul professors and the research they are conducting in areas as diverse as work-life balance and investor behavior: James D. Shilling, Real Estate Studies; R. David McLean, Investment Management; Kelly Richmond Pope, Accountancy; Andrew Gallen, Marketing; Alyssa J. Westring, Management; William Sander, Economics; and Misty Johanson, Hospitality Leadership.

Strategies To Implement Iso 9001 In A Government Organization In Jamaica, Yvette M. Castell

Walden Dissertations and Doctoral Studies

Managers of government organizations in Jamaica often have difficulty implementing the International Organization for Standardization (ISO) 9001 standard. Jamaica's Minister of Industry, Investment, and Commerce considered ISO 9001 certification as critical for international competitiveness as lacking the standard had the potential to become a barrier to trade. The purpose of this single case study was to explore the strategies that managers of a government organization in Jamaica used to implement ISO 9001 successfully. The conceptual framework was the total quality management concept encompassing Deming's plan-do-check-act cycle. Data collection entailed organizational document reviews and semistructured interviews of 4 managers in an …

Scholarly Pursuits: Business Insights From Driehaus Faculty Research

Business Exchange

Lessons in Marketing from the "Obama Model"; Lack of Self-Awareness at Work Hurts Team Performance; Award-Winning Research Sheds Light on Shareholder Activism

Small Seasonal Business Strategies To Increase Profits Through Community Collaboration, Kevin B. Gibbons

Walden Dissertations and Doctoral Studies

Seasonal small business owners (e.g., boating and golf industries), primarily within the upper and Midwestern United States, face challenges for profit and growth because of a brief business potential year and limited time to establish a reliable and committed customer base. The purpose of this case study was to explore strategies that seasonal small business owners in Oakland County, Michigan may use to collaborate with local associations and charitable organizations to increase profits. Stakeholder theory served as the conceptual framework for this study. A purposive sample of 4 successful small seasonal business owners in Oakland County, Michigan participated in face-to-face …