Marketing Commons^™

The Inherently Flawed Relationship Between Physicians And Pharmaceutical Companies’ Gifts: Tanstaafl*, David P. Paul Iii

Atlantic Marketing Journal

Pharmaceutical companies frequently give practicing physicians and physicians-in-training an assortment of free “gifts,” ranging from pens to stethoscopes to continuing medical education. In an ideal world, these gifts would not compromise, or even seem to compromise, physicians’ decision-making. Unfortunately, as we live in a non-perfect world, this paper examines how physicians have been shown to perceive such gifts, the pharmaceutical companies’ position regarding these gifts, what the theory of gift-giving and gift-receiving tells us about this behavior, and what the future may hold as healthcare becomes more transparent.

Generation Solutions Of Lynchburg (B), Francis Record Whitehouse Jr. 5448264

Atlantic Marketing Journal

This case was developed to support classroom discussion of a market choice problem. Students are asked to make a recommendation on the market areas that a small entrepreneurial organization should enter next. Tabular data is provided to support demand estimation for selected geographic areas.

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

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.

Atmospherics As A Marketing Tool: The Influence Of The Student Union Dining Atmosphere And Service On Students' Attitudes And Actions, Grayson Beau Huber

Honors Theses

Atmospherics have been a focus of marketing research for decades following the research of Kotler (1971). Atmospherics research has revolved mostly around retail settings, with some research focusing on dining settings for consumers. Visual, aural, olfactory, and tactile factors of atmospherics have been studied in order to provide the best customer experience. Positive atmospherics also can relate to future buying habits. This study focuses on the topic of dining atmospherics on a college campus. The purpose of this research was to analyze any changes in students' opinions following the renovation of an on-campus dining option. A survey was available to …

The Effect Of Social Media Addiction On Consumer Behavior: A Cultural Comparison Of Spain And The United States, Margaret Chambers

Honors Theses

This paper will look at the new issue of social media addiction, how it has affected consumers' behaviors and their interactions with companies, and whether cultural components play a role in this. It will specifically look at the differences between the Spanish and American cultures. I conducted literature searches from the databases in the University of Mississippi library. I researched social interaction theories, social media, The Addiction Theory, and compared the two cultures. The second source of research I used was primary observational research conducted while I lived in Barcelona for five weeks. The observations were made at different points …

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 …

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 …

Strategies For Reducing Short-Tenured Employee Attrition In The Retail Grocery Industry, Ogechi Ngemegwai

Walden Dissertations and Doctoral Studies

The purpose of this multiple case study was to explore strategies that managers in the retail grocery industry use in reducing short-tenured employee attrition in the West Midland states in the United Kingdom. Participants were 4 store managers who had managerial experience in the retail grocery industry, worked as a retail store manager in the West Midlands, and had experience implementing effective strategies to reduce employee attrition. The Herzberg 2-factor theory was the conceptual framework. Semistructured interviews were used to collect data. Data were analyzed using Yin's 5-step data analysis process. The major themes were: training and development, enriched job …

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 …

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 …

Delighted Or Outraged? Uncovering Key Drivers Of Exceedingly Positive And Negative Theme Park Guest Experience, Edwin Torres, Ady Milman, Soona Park

Faculty Scholarship and Creative Works

Purpose

Despite multiple studies of customer delight in various service industries, limited research exists in the hedonically driven theme park context. The purpose of this paper is to explore the key drivers of customer delight and outrage in theme parks by analyzing TripAdvisor’s comments from visitors to the top 20 North American theme parks.

Design/methodology/approach

Following the analysis of thousands of extremely positive and negative comments using MAXQDA qualitative software, keywords drivers of delight and outrage were identified. The researchers applied both thematic and root cause in order to ascertain the sources leading to both positive and negative consumer feedback. …

Examining Outcomes Of Marketing Actions From Customer, Investor, And Operational Perspectives, Leon Gim Lim

Dissertations and Theses Collection (Open Access)

This dissertation examines the impact of three distinct marketing actions from three different perspectives, i.e., customer, investor, and operational. Specifically, the first essay examines investors’ evaluation of firms’ price-increase preannouncements, thereby responding to recent calls for exploring investors’ evaluation of a firm’s pricing actions which have been predominantly examined from consumers’ perspective. The second essay adopts an operations lens to present the first empirical examination about the impact of customer satisfaction on the future costs of selling and producing for a firm. The essay, therefore, is of direct importance to CEOs as they consider costs as their top priority. In …

Essays On The Determinants Of Success Of Crowdfunding Projects, Yee Heng Tan

Dissertations and Theses Collection (Open Access)

Crowdfunding is a method of raising funds to support a venture, typically by raising small amounts from a large number of investors (backers or patrons). This whole process is conducted on an online platform that facilitates interactions between project creators and potential contributors. We explore in the dissertation, the determinants of the success of crowdfunding projects. The first essay, using data from Kickstarter (the leading crowdfunding platform), explores how backers to a project are interconnected with other backers through their backing of common projects thus forming an implicit backer network. We find that backers that are in central positions within …

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 …

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 …

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 …

Marketing Strategies To Improve Online Sales, Paul Barrie Targett

Walden Dissertations and Doctoral Studies

Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face …

Does The Rock Really Rock? The Effects Of Using A Celebrity In A B2b Advertisement., Mary Widmer, Amanda Heah

Undergraduate Research Posters

Background: Previous studies have investigated the relationship between the content of advertisements and the effect it has on viewers’ engagement and retention. Seno and Lukas (2007) looked into this phenomenon and stated, “research has found that celebrities are more effective than other types of endorsers” (p. 121). Another study by Tantiseneepong, Gorton, and White (2012) found that celebrity endorsers “can improve the effectiveness of marketing communications, by enhancing a product’s image, attracting attention and improving recall rates” (p. 57).

Research Questions:This research addresses relationships with having a celebrity in a B2B advertisement. This study sought to answer the following …

Long-Run Linkages Of Asean+3 Floating Currencies, Cesar C. Rufino

DLSU Business & Economics Review

The extent with which currencies of the expanded ASEAN grouping commonly known as the ASEAN+3 have attained long-run currency linkages—an important requisite for an eventual monetary integration—is the main focus of this study. High-frequency interbank call rates (nominal exchange rate vis-à-vis the US dollar) data on seven floating currencies of the region with sufficient historical time series covering the period of 1998 to 2012 (weekly: January 7, 1998, to December 26, 2012—average of bid and ask rates on Wednesdays) constitute the primary database of the study. The goal is to establish through cutting-edge econometric procedures three crucial outcomes: the bilateral …

Asean Bond Market Integration: What Drives Cross-Border Bond Investment In Asean?, Angelo Taningco

DLSU Business & Economics Review

Bond market integration in the Association of Southeast Asian Nations (ASEAN) appears to be relatively low or weak especially in terms of intraregional bond investment despite the robust growth in bond market size in recent years and policy initiatives in support of developing bond markets in the region. This paper aims to contribute to the literature on ASEAN financial integration by providing empirical evidence and policy insights on what can help boost intra-ASEAN bond investment. Using panel regression following a gravity model framework and spanning five major ASEAN member countries—Indonesia, Malaysia, the Philippines, Singapore, and Thailand—over the 2001–2014 period, this …

Strategic Position Of Bond Markets In Asean-5: Challenges And Directions For Development, Sorasart Sukcharoensin

DLSU Business & Economics Review

This study compares and analyzes the strategic position of bond markets in ASEAN-5 countries using the Strategic Position and Action Evaluation matrix approach as a diagnostic tool. The results reveal that the bond markets in Malaysia, Singapore, and Thailand are in an aggressive posture, whereas the bond market in the Philippines is in the conservative position and the Indonesian bond market is the one in a defensive posture. The current strategic position of each bond market, together with scores in each dimension, helps identify key prospects and challenges that could considerably affect strategic development of bond markets in the region.

Is A Regional Credit Rating Agency For The Asean Feasible?, Tereso S. Tullao Jr, Christopher James R. Cabuay,, Daniel S. Hofileña

DLSU Business & Economics Review

In the spirit of deepening the bond markets of the ASEAN+3 region, as well as addressing the inadequacies put forth by the underrating of bonds by global credit rating agencies (GCRAs) and their lack of recognition of domestic CRAs’ (DCRAs) ratings, we look into the feasibility of a regional CRA (RCRA). Establishing an RCRA is faced with hurdles related to institutional and reputational constraints, mechanisms of information exchange, compatibility of financial reports, operational limitations, governance structure, and regulatory frameworks. In this light, we provide a brief discussion on potential alternatives such as the credit ratings initiative of the National University …

Ownership Structure And Stock Return Asymmetries In Asean-5 Stock Markets: A Firm-Level Analysis, Sorasart Sukcharoensin, Pariyada Sukcharoensin

DLSU Business & Economics Review

This paper explores the relationship between ownership structure and the skewness in the stock return distribution among ASEAN-5 equity markets, including Indonesia, Malaysia, the Philippines, Singapore, and Thailand during 2007–2015. This study adds to the existing literatures that ownership structure can explain skewness of the stock returns. The empirical results reveal that stock returns in ASEAN-5 markets present asymmetric distribution. Further, by employing firm-level data, the results show that ownership structure, cumulative daily stock returns, firm size, and market-to-book ratio significantly affect future skewness of the stock returns.

Inflation And Public Debt Dynamics In Asean, Yuthana Sethapramote, Athakrit Thepmongkol

DLSU Business & Economics Review

This paper studies how inflation affects the debt dynamics focusing on six ASEAN countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Using projection data, we perform simulations of debt dynamics under various inflation policies. It results that Vietnam has the highest ability of inflating debt, while the Philippines is lastly ranked. Moreover, the optimal inflation rate for each member country and also the common policy rate for ASEAN integration are calculated under additional debt management motive. We found that if the ASEAN happened to use the common inflation policy rate, Malaysia and the Philippines would not be much affected …

Determinants Of Earnings Management Choice Among Publicly Listed Industrial Firms In The Philippines, Cynthia P. Cudia, Aeson Luiz C. Dela Cruz

DLSU Business & Economics Review

Earnings management involves the use of acceptable accounting rules and procedures as well as circumventing business activities to achieve desired ends. In the literature, earnings management through discretionary accruals has always been associated with an opportunistic motive to mislead various stakeholders about a business’ financial performance to the advantage of owners and managers. However, the literature presented two possible motives behind earnings management, namely: an opportunistic, a self-serving perspective which mirrors the agency problem; and an efficient motive which utilizes earnings management as a signalling mechanism to send signals about the firm to its stakeholders. In this paper, we investigate …

Testing The Assumptions Of Slippery Slope Framework On Tax Compliance: Evidence From Nigerian Smes, Augustine Ayuba, Natrah Saad, Zaimah Zainol Ariffin

DLSU Business & Economics Review

This paper integrates the assumptions of the Slippery Slope Framework in explaining the tax compliance of small and medium enterprises. This study tests these assumptions in relation to SMEs taxpayers to further reestablish the applicability of the framework with different kinds of taxpayers. Partial Least Squares Structural Equation Modeling (PLS – SEM) further supported the framework in analyzing the data of this study. The findings reveal that perceived corruption along with perceived service orientation strongly interact each other in expounding the paradox surrounding tax compliance.

Perceived Costs And Benefits Of Being A Resident In A Tourism Destination Location, Michael Musante

AMTP Proceedings 2018

Destination marketing is a form of tourism marketing that promotes a region or an event in order to increase the number of visitors. The underlying goal behind the efforts is the prospect of economic gains for the region. Destination marketing organizations such as tourism boards are taking on a more prominent role as they seek to promote a region as a vacation area, or more narrowly, promote a festival or special event.

While new guests to a region can result in increased employment opportunities and generate revenues for businesses, the influx of visitors can also lead to negative consequences. Within …

The Role Of Consumer Self-Concept, Gary R. Holmes, Clinton Amos, Lixuan Zhang

AMTP Proceedings 2018

The growing shift to niche strategies has created a need for context specific research to address issues faced by today’s marketing manager and to determine whether longstanding consumer self-concept issues are pertinent in niche markets. Regarding the context of retailing and the ability of retailers to serve the desires of individual self-identities, streams of research regarding consumer self-concept, store image, service quality, loyalty, and share of wallet have been prominent in research. However, to the best of our knowledge, these concepts have not been concurrently empirically examined in a niche market context. This study addresses this gap by examining the …

The Impact Of Gender And Agentic-Communal Orientations On Consumer Skepticism About Corporate Social Responsibility, Kevin P. Newman, Rebecca K. Trump

AMTP Proceedings 2018

Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This research examines how the gender and genderrelated characteristics of a company’s spokesperson can alleviate CSR skepticism. Study 1 finds that consumers are less skeptical of a company’s CSR claim when it is made by a female (vs. male) spokesperson. Study 2 expands on this by finding that female consumers are less skeptical of a company’s CSR efforts when they are promoted by a communal spokesperson. In contrast, male consumers are …