Strategic Management Policy Commons^™

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Shareholder Wealth Implications Of Software Firms' Transition To Cloud Computing: A Marketing Perspective, Mehdi Nezami, Kapil R. Tuli, Shantanu Dutta

Research Collection Lee Kong Chian School Of Business

Moving into cloud computing represents a major marketing shift because it replaces on-premises offerings requiring large, up-front payments with hosted computing resources made available on-demand on a pay-per-use pricing scheme. However, little is known about the effect of this shift on cloud vendors' financial performance. This study draws on a longitudinal data set of 435 publicly listed business-to-business (B2B) firms within the computer software and services industries to investigate, from the vendors' perspective, the shareholder wealth effect of transitioning to the cloud. Using a value relevance model, we find that an unanticipated increase in the cloud ratio (i.e., the share …

Nationalistic Media Obsession With Olympic Medal Counts: The Case Of The 2020 Tokyo Olympic Games, Steve Dittmore, Kibaek Kim

Health, Human Performance and Recreation Faculty Publications and Presentations

Because Olympic medals are awarded to athletes representing an individual National Olympic Committee, it is natural for the media, and even the International Olympic Committee, to create a table indicating which nation has experienced the most athletic success. Problems, and even disagreements, arise when nations utilize different methods to count medals. The 2020 Tokyo Olympic Games, contested in 2021, provided a unique opportunity to observe how media organizations create a narrative around medal tables. American media outlets preferred to consistently show the United States at the top of the medal standings even though China had more gold medals for much …

Tourism Observatories For Measuring The Covid-19 Impact On Tourism, Georgia Zouni Dr., Stavros Hatzimarinakis, Sotirios Varelas

Journal of Sustainability and Resilience

Coronavirus pandemic (COVID-19) began at the end of 2019 and since then has led to a period of global transformations and changes for all aspects of the economy, tourism included. A fundamental action to mitigate the socio-economic impacts of COVID-19 and accelerate recovery is the setup of local sustainable tourism observatories (UNWTO, 2020). This paper proposes a system theory-based framework for measuring the COVID-19 impact on tourism at regional and local level, using a mixed qualitative and quantitative methodology combined with the UNWTO and United Nations’s recommendations for COVID-19 Tourism Recovery.

The Online Ordering Behaviors Among Participants In The Oklahoma Women, Infants, And Children Program: A Cross-Sectional Analysis, Qi Zhang, Kayoung Park, Junzhou Zhang, Chuanyi Tang

Department of Marketing Faculty Scholarship and Creative Works

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is a nutrition assistance program in the United States (U.S.). Participants in the program redeem their prescribed food benefits in WIC-authorized grocery stores. Online ordering is an innovative method being pilot-tested in some stores to facilitate WIC participants’ food benefit redemption, which has become especially important in the COVID-19 pandemic. The present research aimed to examine the online ordering (OO) behaviors among 726 WIC households who adopted WIC OO in a grocery chain, XYZ (anonymous) store, in Oklahoma (OK). These households represented approximately 5% of WIC households who redeemed …

B Corps’ Social Media Communications During The Covid-19 Pandemic: Through The Lens Of The Triple Bottom Line, Manveer Mann, Sang-Eun Byun, Whitney Ginder

Department of Marketing Faculty Scholarship and Creative Works

The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) …

Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor

Electronic Theses and Dissertations

Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …

For Him It Rains, For Her It Pours: How Weather And Gender Impact Consumption, Singapore Management University

Perspectives@SMU

Marketers and business managers benefit from knowing why weather may be associated with increased consumption, and how this process may differ across men and women, according to UNSW Business School research

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

Servqual Measurement In A Healthcare Setting: Before And After Corrective Strategy Implementation, Jerome Christia, Aaron Ard, Lorraine Runion

Atlantic Marketing Journal

In the United States, the most dominant industry is services, yielding the highest volume of total employment and gross domestic product. Due to this insight, academics and business professionals continue to research and apply strategies to achieve distinctive competitive advantages in the services arena. The steady growth and increasing significance of the service sector in the United States and other developed markets has resulted in a sizeable body of related research addressing a variety of issues such as service quality and its characteristics. Healthcare is an impactful service industry that has received a considerable amount of attention. In the healthcare …

Reflections Of A Chief Strategy Officer In A Diversified Conglomerate, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

After a lifetime as an academic, I was hired as Chief Strategy Officer (“CSO”) at Tata, a colossal $100 billion group with more than a hundred companies and 650,000 employees worldwide. At first sight, the job of being strategy head for the Tata Group may seem rather different from my academic role, with implementation responsibility and ability being the key difference. But, it did not require much of an adjustment for two reasons. First, I was not the typical academic. For twenty years, as an external consultant, I had been working with top executives and helping them think through their …

Tree-Based Algorithm For Stable And Efficient Data Clustering, Hasan Aljabbouli, Abdullah Albizri, Antoine Harfouche

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

The K-means algorithm is a well-known and widely used clustering algorithm due to its simplicity and convergence properties. However, one of the drawbacks of the algorithm is its instability. This paper presents improvements to the K-means algorithm using a K-dimensional tree (Kd-tree) data structure. The proposed Kd-tree is utilized as a data structure to enhance the choice of initial centers of the clusters and to reduce the number of the nearest neighbor searches required by the algorithm. The developed framework also includes an efficient center insertion technique leading to an incremental operation that overcomes the instability problem of the K-means …

Strategy And Marketing: Can Alignment Be Measured?, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

Building Customer-Centric Brands In Asia: How To Compete Globally, Martin Roll

Asian Management Insights

One crucial factor that would differentiate winning businesses from the others is the equity of a strong brand. They must learn to compete globally, sustain competitiveness, and master customer loyalty by building customer-centric brands.

The Who, Where, What, How And When Of Market Entry, Gideon Markman, Peter Gianiodis, G. Tyge Payne, Christopher Tucci, Igor Filatotchev, Reddi Kotha, Eric Gedajlovic

Research Collection Lee Kong Chian School Of Business

This introductory, along with the eight articles contained within this Special Issue, highlights and brings greater clarity to entrant-incumbent interactions and to firm movement – when entrants traverse market territories for the creation and/or delivery of offerings, where ‘markets’ include service or product categories, technology or resource spaces, industries, sectors and/or geographies. Collectively, this Special Issues explains that firm movement across market boundaries is highly consequential, influencing resource-capability mixes inside firms, interfirm relations, market logic and industry value chains, and of course, people, communities and even nations. Specifically, we develop a field-wide perspective of market entry by expanding on the …

Threat Recognition In Incumbent Firms: A Case For Organizational Velocity, Alan Amling

PhD in Business Administration Dissertations

Change is not new, but the speed of change is new. Fueled by a combination of connecting and thinking technologies, the business environment is becoming increasingly dynamic and uncertain. Incumbent firms face a wider variety of threats that vary in frequency of occurrence and financial impact. How effectively firms see these threats, internalize them as important (or not) and act on them in a timely manner (or not) can be critical to their survival. However, the academic literature is incomplete on how firms navigate this threat recognition process from initial observation through action and across different organizational contexts.

This qualitative …

Diligence-Based Strategy, Strategic Marketing Ambidexterity, And The Resource-Based View: Informing The Exploitation/Exploration Mode And Valuing Capabilities, Jacqueline Post, J Paul Leavell

Atlantic Marketing Association Proceedings

No abstract provided.

How Some New Products Succeed While Others Flop, Singapore Management University

Perspectives@SMU

The Ford Edsel, the Apple Newton and New Coke are all well-known examples of product launch failures.

Yeats’S Legacy And Literary Tourism: A Study Of The Yeats Winter School In Sligo, Mary Mcguckin

Irish Business Journal

Literary tourism is of increasing importance within the field of cultural and heritage tourism yet remains under-represented in academic literature. Smith, et al. (2010, p. 108) define it as a “tourism activity motivated by interest in an author, a literary creation or setting, or the literary heritage of a destination”. The typical profile of a literary tourist is that of a well- educated holidaymaker who is seeking an authentic experience, may have heard about the place’s linkage with a writer but may not have high levels of knowledge about the actual work of the writer. The socio-economic characteristics of literary …

The Transformation Of Globe Telecom, Havovi Joshi, Christopher Dula, Philip Zerrillo

Research Collection Lee Kong Chian School Of Business

Redefining telecommunications in the Philippines. Globe Telecom—a major telecommunications service provider in the Philippines—had a long, pioneering history in the communications business. Incorporated in 1935, it was the first international wireless communications company connecting the Philippines to the rest of the world.

Unrequited: Asymmetry In Interorganizational Trust, Melissa E. Graebner, Fabrice Lumineau, Darcy Fudge Kamal

Business Faculty Articles and Research

Many studies of interorganizational relationships assume that trust between organizations is symmetric. In this essay, we explore the origins of this assumption and examine relevant quantitative and qualitative evidence from the literatures on strategy, marketing, supply chain management, and information systems. We conclude that no systematic evidence currently exists to support the assumption that interorganizational trust is typically symmetric. We explore how the possibility of asymmetry complicates interpretation of previous research on the effects of interorganizational trust. We encourage further research to identify conditions under which symmetry is likely, and offer a variety of strategies that scholars may use to …

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

Strategic Analysis Of Port Enterprise’S Self-Operation Of Fleet, Yu Su

World Maritime University Dissertations

No abstract provided.

“Why The Anomaly That Is Super Bowl Marketing Is A Justifiable Investment”, Anthony Cole Brothers

Marketing Undergraduate Honors Theses

By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during …

Cultural Disparity And The Impact On Work Life Balance, Bryan Campbell

Senior Theses

This research examines the differences in work life balances between varying countries around the world. In order to do so, a proxy index was created by investigating a portion of questions from respondents of the World Values Survey. Comparing this to Hofstede's Insights on National Culture allowed for a unique perspective as to whether the country individualism ratings could then be used to assert a relationship between these metrics.

Good Taste: Expanding Profits And Geographic Horizons Through Social Responsibility, Carly Cassidy

Finance Undergraduate Honors Theses

Ilusión+, otherwise known as Ilusión Más, is a socially-responsible wine enterprise founded by Pau and Gina Torres, a couple from Tarragona, Spain. In 2013, Pau was diagnosed with Amyotrophic Lateral Sclerosis (ALS), a motor neuron disease which causes muscles to weaken over time and eventually atrophy (National Institute of Neurological Disorders and Stroke). In Spanish, Ilusión signifies hope and wishful thinking, serving as an optimistic name which embodies the resilient attitude of its owners (Word Reference). Ilusión+ selects wine from Spanish vineyards and distributes them in restaurants throughout the country under their brand and story. The company donates a portion …

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

The Emerging International Taxation Problems, James G. Yang, Victor N.A. Metallo

Department of Accounting and Finance Faculty Scholarship and Creative Works

The problems of tax evasion and tax avoidance are as old as taxes themselves. Between 2015 and 2016 alone, many U.S. multinational corporations were involved in tax disputes with the European Commission. From a historical perspective, these disputes are unprecedented as they have resulted in tremendous amount of tax penalties. The most notable case was Apple for €13 billion of unpaid tax. This article discusses what tax strategies these corporations used that caused such disputes. It specifically investigates seven corporations: Apple Inc., McDonald’s, Starbucks, Fiat, Amazon, Google, and Ikea, and elaborates on the following tax strategies: high royalties, intercompany transfer …

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

Fifty Shades Of Day - The Varied And Incomplete Meanings Of Marketing Capabilities, Gregory J. Tanguay

Theses and Dissertations (Comprehensive)

Capabilities theories have been the subject of robust research efforts since being bridged into the Marketing domain from the organizational strategy literature approximately 25 years ago. While much empirical work has been performed to establish and clarify the relationships between marketing capabilities and firm performance, little work has been done in the ensuing period to describe and clarify the construct itself in the period ensuing its introduction to the marketing domain.

This has led to a large yet unchanging body of research founded upon a relatively vague construct. Marketing capabilities theory offers the domain an interesting means to explain marketing’s …