Scholars @Bentley (Bentley University)
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From Photoshop® to Photoshop: Knowing How and When to Protect Your Brand Name
No full textForbes Magazine\u27s 2018 publication of the World\u27s Most Valuable Brands illustrates a dramatic statistic: of their 100 top ranked brands, each had an estimated brand value of over $7B! In the US, however, the very legislation that protects brands from dilution also contains language on how to cancel a trademark that has become generic. This phenomenon is known as Brand Genericide. To best equip marketers with the ability to strategically influence this phenomenon, I offer an explanation as to why it exists, a detailed a methodology for tracing it, a series of strategic interventions for influencing it, and a discussion on how to design a mnemonic device to impede it.
Relying on causal origin theory, cognitive psychology, and referential governance, I focus on a parallel event to lexical genericization: the naming ceremony of a product class. Driven by this ceremony, a failure of buffered counterfactual dependence in the original brand-name-using-practice opens the door to a potential dubbing of a homonymous referring term that instead references the product class. If the generic-brand-naming-using practice takes hold in the community, it then primes the trademark for potential revocation. By looking at how referential governance is both destroyed & reestablished, I offer a three-phase model of the Brand Genericide process.
To operationalize the three-phase model, I demonstrate a detailed methodology for extracting indicators of Brand Genericide from social media, tagging the relevant communicative exchanges with part-of-speech, assessing which phase of Brand Genericide is likely active, and providing strategic interventions to enhance, impede, or maintain the social learning process.
Finally, by looking at a specific instrument, the jingle, I discuss how the diffusion of knowledge of a brand name\u27s reference/referent relationship has the potential to impede Brand Genericide. However, with a gap in the marketing and music analysis literatures on what features make a jingle successful , I detail a research agenda aimed at uncovering the recipe for increasing the familiarity of a brand\u27s reference after limited exposure. To accomplish this, I define & execute a novel methodology for clustering jingles to create profiles that can be contrasted in a future experimental design
360 Video Supplement to Worth a thousand words: Virtual reality aligns expected impacts of wind farms with reality
No full textHarry Clark Bentley : A Pioneering Accountant and the Founder of Bentley University (1877-1967)
Get PDFThis article tells the life story of Harry Clark Bentley, a prominent accountant and educator in Massachusetts. Bentley founded the Bentley School of Accounting and Finance in Boston in 1917, and this article chronicles the early years of that school (which evolved over time into Bentley University). After focusing on Mr. Bentley’s school (which is now in Waltham, Massachusetts), the article delves deeply into the man’s background, drawing on archival sources and personal interviews to shed light on his family, his character, and the forces that motivated him. Clifford Putney is an associate professor of history at Bentley University who has published numerous articles and several books, including Muscular Christianity and Missionaries in Hawaii. He is currently writing a history of Bentley University
The Use of Secrets in Marketing and Value Creation
Get PDFKeeping secrets is common to both corporations and public organizations. However, secrets have, until recently, received little attention in the marketing literature. The research on secrecy, to date, has been focused on the appropriating value from innovation. The purpose of my dissertation is to explore how secrecy can be used to create value for consumers. Paper one integrates the existent research on secrecy to develop an overarching framework and categorize four common types of secrets: reputational secrets, trade secrets, managerial secrets, and marketing secrets. The drivers and consequences of secrecy are identified across all three levels of analysis: individual, organizational and macro level. Paper two develops a conceptual model of marketing secrets. It maintains a relational approach to model three types of relationships that can be augmented by secrecy: between a secretive brand and customers knowing the secret (insiders), brand and customers from whom the secret is hidden (outsiders), and between insiders and outsiders. Finally, paper three provides an empirical evidence through an explorative quasiexperiment and a series of laboratory studies in the context of the video games industry. Taken together, the three papers link the phenomenon of secrecy to the marketing literature on branding and consumer behavior. These studies contribute to the literature on consumer uncertainty, new product pre-announcements, and brand signaling. The practical implications include guidance on the use of secrecy in marketing campaigns
Understanding the Interaction in Mediation Caucuses: Negotiation Positions, Disputant Assessments, Bias and Neutrality
Get PDFPrevious research on how mediation helps disputing parties to reach resolution has not addressed the interaction in caucuses (i.e. separate meetings) between mediators and individual disputants which may be held in addition to the joint mediation sessions. This discourse-analytic study of videotaped mediation caucuses reveals both constructive and potentially problematic aspects of participants’ interaction during the caucuses. While some disputants engaged in constructive actions, such as articulating their bottom line negotiating position or sharing information with the mediator which had not been revealed in the joint session, others produced negative assessments of the opposing disputants. Also, mediators’ openness in expressing their own opinions during caucuses undermined their ability to display neutrality and avoid taking sides. The implications of these findings for mediation practice and further research directions are discussed
The Role of Context in Country Level Entrepreneurial Activity
Get PDFThe purpose of this dissertation is to examine the role of context in entrepreneurship. I intend to shed light on the role of context in facilitating country level entrepreneurial activity through a multi-method approach in this three-paper format dissertation. In paper one, I systematically review two country level measures of entrepreneurship, namely Total Entrepreneurial Activity from The Global Entrepreneurship Monitor (GEM) and New Business Density from The World Bank Group Entrepreneurship Survey (WBGES), to understand how used in extant literature and investigate the research question: What are the primary antecedents and outcomes associated with country level entrepreneurship?
In paper two of this dissertation, I aim to address some of the specific gaps in the literature review by diving deeper to focus on the South American region, and more specifically Chile, Brazil, and Argentina, to examine the direct impact of government policy on the rate of country level entrepreneurial activity and standards of living in this region. I provide an exhaustive fifteen-year empirical analysis of a government program initiative, known as Start-Up Chile, which was incepted in 2010 to boost startup activity and stimulate the Chilean economy. I use institutional theory as a conceptual framework and investigate the research question: What is the effect of government entrepreneurship accelerator programs on the rate of total entrepreneurial activity and standards of living within the country in which they are started, in comparison to other countries which have not adopted the government entrepreneurship accelerator program?
In paper three, I use both measures Total Entrepreneurial Activity from The Global Entrepreneurship Monitor (GEM) and New Business Density from The World Bank Group Entrepreneurship Survey (WBGES) that were reviewed in paper one, to tests the impact of the institutional, social, business, and spatial context on country level entrepreneurship activity across 78 countries over an eight-year period (2008-2015). I use Welter’s four where dimensions of the context for entrepreneurship (2011) as a framework to investigate the research question: What is the effect of the institutional, social, business, and spatial context on overall entrepreneurship, opportunity entrepreneurship, necessity entrepreneurship, and formal entrepreneurship
Center for Integration of Science and Industry - Response to OSTP Bioeconomy RFI
Get PDFRESPONSE TO: AGENCY: Office of Science and Technology Policy (OSTP). ACTION: Notice of request for information (RFI) for Bioeconomy Federal Register /Vol. 84, No. 175 /Tuesday, September 10, 2019 /Notices, page 47561 Transmitted electronically to [email protected]
What specific actions could the U.S. Government take to reinforce a values-based ecosystem that will guide the transformation and expansion of the U.S. Bioeconomy, in both the shortand long-term?
This response addresses specific actions the U.S. Government could take to ensure sustainable funding for the basic research that provides the foundation for the U.S. Bioeconomy. Empirical evidence demonstrates that a mature body of basic research is essential for the efficient discovery and development of new medicines, and recent studies have demonstrated the scale of the public sector (NIH) contribution to this research. This funding is, however, under threat. U.S. Government action is required to ensure sustainable funding for basic research. Specific actions by the U.S. Government could include:
1. Make a long-term commitment to sustained public funding of basic science by the NIH at levels at least equal to 2003 in constant dollars;
2. Ensure equitable returns to the public sector from the licensing of federally funded research for development in the biopharmaceutical industry;
3. Require accounting recognition of basic and applied research spending as a capital investment that produces a tangible asset (intellectual property);
4. Facilitate innovative investment instruments that provide long-term support for basic and applied research through tax exempt bonds
