52 research outputs found
Sales Promotion in Marketing Communication of Hannah, a. s.
No full textTato bakalářská práce se zabývá analýzou podpory prodeje v marketingové komunikaci společnosti Hannah, a.s. a analýzou podpory prodeje jejich konkurentů. Práce je rozdělena do dvou hlavních částí, teoretické a praktické. V části teoretické autor definuje termíny z oblasti marketingu, jako je marketingový mix, marketingová komunikace, komunikační mix, podpora prodeje a vytváří mezi nimi logické vazby. Část praktická se soustředí na analýzu nástrojů podpory prodeje společnosti Hannah, a.s. a jejich konkurentů, porovnání zjištěných skutečností a v závěru autor předkládá návrhy možných zlepšení v oblasti podpory prodeje pro společnost Hannah, a.s.Katedra marketingu, obchodu a služebObhájenoThe Bachelor thesis deals with the analysis of sales promotion in marketing communication of the company Hannah, and the analysis of sales promotion of its competitors. The thesis is divided into two parts, theoretical and practical. In the theoretical part the author defines the terms, such as marketing mix, marketing communication, communication mix, sales promotion and creates logical links between them. The practical part focuses on the analysis of sales promotion tools of the company Hannah and its competitors, comparing the findings and in the conclusion the author presents suggestions for possible improvements in the sales promotion for the company Hannah
A Note on Case-Based Optimization with a Non-Degenerate Similarity Function
Get PDFThe paper applies the ��realistic-ambitious�� rule for adaptation of the aspiration level suggested by Gilboa and Schmeidler (1996) to a situation in which the similarity between the available acts is represented by a non-degenerate function. The paper shows that the optimality result obtained by Gilboa and Schmeidler (1996) in general fails. With a concave similarity function, the best corner act is chosen in the limit. Introducing convex regions into the similarity function improves the limit choice. A sufficiently fine similarity function allows to approximate optimal behavior with an arbitrary degree of precision.
An Econometric and Experiential Analysis of the Recycling Industry
No full textiv, 32 p.Royal Oak Recycling is an independent recycling company located in Royal Oak, Michigan. The author spent the summer of 2012 assisting the management team, specifically Habib and Ed Mamou (owner and vice-president respectively), in the day-to-day management of the company, the acquisition of new customers and lengthy negotiations over price. Prior to that experience, the author completed an econometric analysis of components of the recycling industry to gain knowledge about the field. This research proved to be valuable, and eased the transition into the recycling industry. Ed and Habib own two companies, Royal Oak Storage and the Root Restaurant and Bar, in addition to Royal Oak Recycling. The author was afforded the opportunity to work at both places, diversifying his experience. The exposure to these three industries elucidated a vast array of business concepts in finance, marketing, econometrics statistics, and accounting
The effect of entrepreneurial marketing on firm performance
No full textIncreasing market uncertainty renders traditional marketing efforts less efficient and effective in enhancing firm performance. In today’s ever-changing, chaotic, and unsettled environments, with continuously increasing competition and increasingly diminishing returns to current market offerings, businesses are constantly on the lookout for new market opportunities. Overall, firms are under an increasing burden to be more vigilant, innovative, proactive, risk-tolerant, and agile than ever as they develop and carry out marketing strategies.
This dissertation introduces a robust scale for measuring entrepreneurial marketing (EM) as a distinct construct and demonstrates its discriminant validity from the overlapping notions of market orientation (MO) and entrepreneurial orientation (EO). Empirical findings also demonstrate that the positive and significant impact of EM on firm performance becomes even more pronounced under highly uncertain environmental conditions. Additionally, this research finds EM to partially mediate the well-established positive relationships between MO, EO, and firm performance. It reviews the evolution of the domain and conceptualization of EM and synthesizes the literature that is emerging from the marketing-entrepreneurship interface on this fertile research stream. The interrelationships between EM, MO, EO, firm performance, and the moderating effect of network structure (i.e., size, diversity, and strength), environmental variables (i.e., market turbulence, technological turbulence, competitive intensity, supplier power, and market growth), and firm size are examined through several hypotheses.
To test the hypotheses articulated by this research, I employed structural equation modeling (SEM) to analyze survey results from 450 U.S. based firms representing a broad spectrum of industries and firm sizes, using a stratified sampling technique. Overall, the analyses provide compelling evidence that EM is a distinct construct that has a positive influence on firm performance, and that it partially mediates the positive effects of MO and EO on firm performance. This dissertation also demonstrates that while the EM-performance relationship is positively moderated by market turbulence, competitive intensity, and supplier power, it is negatively moderated by market growth and network strength. It also finds an inverted U-shaped relationship between the performance efficacy of EM and firm size. Managerial implications, limitations, and future research are also discussed.Ph.D.Includes bibliographical reference
Tomorrow, Today: The Life and Times of a Fool in Love; A Screenplay Adaptation of Hannah Webster Foster's The Coquette, or The History of Elizabeth Warren
No full textabstract: This creative project thesis is made up of two components. The main component of this thesis is a feature length screenplay adaptation of The Coquette or, The History of Eliza Wharton by Hannah Webster Foster (retitled Tomorrow, Today: The Life and Times of a Fool in Love). This screenplay aspired to modernize the 18th century novel for a modern audience. This was done by moving the story's time period to the 1950s, changing the location of the story from high society Connecticut to the more rural Yuba City, and most significantly changing the main characters to either be Hispanic or Sikh Indian. The intended result was to make a film that was culturally diverse but to also make a commentary on the religious, social, and gender issues that play a big part in Hispanic culture. The second component of this thesis is a paper that discusses the reasoning behind my adaptation choices but also on how I would actually make and release the film if I was an actual producer in Hollywood. More specifically, the first section of this paper focuses on my process of adapting the novel into a feature length screenplay, discussing topics such as story changes, scene removals, setting changes, etc. The second section of this paper is a business proposal that focuses on how I would plan to facilitate both the production and distribution/marketing of the film if the movie was actually in the process of being made
Determinants of transport costs: Are they uniform across countries?
Get PDFThe author shows with pooled OLS estimations based on transport margins from international social accounting data that investments in improved road infrastructure have the potential to significantly reduce transport costs. However, this result can only be clearly confirmed for industrial countries and is of primary importance for production and transportation of agricultural goods. For developing and transition countries, in contrast, the author finds other determinants such as weather conditions to be more important in determining transport costs. A key variable, especially in these countries, is corruption. Very high corruption has the potential to prevent positive effects from road infrastructure on transport costs or to even reverse them. This paper contributes to the literature on infrastructure investment by introducing and applying an internationally comparable measure of transport costs which can be calculated for a large and growing number of countries. The author concludes that investments in transport infrastructure can have substantial positive effects especially on agricultural production and the efficient marketing of agricultural products but only if specific additional conditions are given
Fashion in the Age of Technology: How Social Media and Surrounding Factors Impact the High Fashion Industry
No full textabstract: This thesis explores the current relationship between high fashion and the advancements and changes in technology that have catapulted the industry into a potentially dangerous level. It is simple for one to identify fashion as a booming industry; however, upon further inquiry, it becomes clear that the pace of the fashion industry is unsustainable as the demands and expectations that the current consumer has for high fashion brands grow unproportional with the standard rate of the industry. In 2016, the fashion industry reached $2.4 trillion in total value, placing it as the seventh largest economy in the world (Amed, 2016), but these numbers are as fickle as a fashion trend. The fear and talk of the current state of fashion is that this will stagnate and even drop off, due to multiple factors. The shift to the "see now/buy now" platform (CFDA, 2016), a marked reliance on social media "influencers" in order to determine success (Friedman, 2016), and the commercialization of creative directors attributing to the high turnover rate at brands (Prigent, 2016) may lead one to conclude the technology is positively affecting the fashion industry. However, these factors ought lead one to conclude that high fashion is moving at an unsustainable pace, one which will result in long-term detriments to the seemingly unshakable industry and remove high fashion off its current pedestal. Over the past few years, a larger consumer base motivated growth in sales numbers, but in 2016, sales growth was at 2-3% with predictions of stagnation to come for the upcoming years (Amed, 2016). This thesis will look at if the high fashion industry itself has become "trendy" and where the current peak of the industry will lead for the future
The Impact of Brand Advertising with Celebrity Endorsement in Retail Industry on Indonesia Consumer Behavior
No full textAbstract – Indonesians market are believed to have great opportunity, the population is young, growing and rapidly urbanizing, making it one of the fastest-growing consumer markets in the world. Indonesian retail industry has become more competitive and many brands are competing to attract consumers through advertising. Consumers are exposed with so many advertising and each brands need to compete to gain their intention. Many brands in Indonesia have used celebrity endorsement as one way to promote their products, especially in retail industry. The research was conducted by data analysis utilizing the result of in-depth interview and questionnaire. The author attempted to find correlation between brand advertising with celebrity endorsement and consumer behavior, to assure and create solutions through marketing strategies that would be done by the retail company, both in order to improve the performance of the company's current condition and future business development. The results are brand advertising with celebrity endorsement effect consumer in identifying the brand or product, influence consumers’ perceptions and thought about the brand or product in terms of image and performance and influence the consumer to purchase the product. Marketers need to choose the celebrity to present their brand carefully. The celebrity’s character should match with the brand personality and target audience. Marketers and retail companies can create the marketing strategy and consider brand advertising with celebrity endorsement. Further research to focus in each product category level of retail industry need to be covered.Keywords: Marketing, Brand, Advertising, Celebrity Endorsement, Consumer Behavio
Competitive Interfirm Dynamics within an Industrial Market System
Get PDFThis paper develops a conceptual framework within which the fundamental resource dynamics of an economy may be investigated. The framework has heterogeneous firms at its center, and the dynamics governing their competitive, evolutionary and entrepreneurial interactions are made the object of analysis. This approach is motivated by the desire to penetrate to the resource dynamics of a capitalist economy, and to bring out the significance that interfirm resource networks play in the way that economies adapt and respond to novel situations. The management of these relational assets - resources, routines and interfirm relations - is seen as a critical issue in the success of individual firms and of whole economies. The paper embarks on this project through the synthesis of four current business perspectives, in the belief that rapid changes in the global economy call for renewed efforts towards theoretical integration. The four perspectives are the dynamic capabilities perspective on the firm (incorporating the resource-based view) as developed in the strategic management literature; the markets-as-networks view, as developed in the industrial marketing and purchasing literature; the evolutionary economic view, as developed by Nelson and Winter; and the entrepreneurial discovery view, as developed by Schumpeter and the Austrian school. It is contended that a synthesis of these perspectives will reinforce each, and lead to novel insights.networks, firms, economic development
The line
Get PDFThe Line is a series of exaggerated contemporary jewelry “products” that engage the audience through collecting, marketing, and nostalgia. It grew from a dissatisfaction with the world of “contemporary jewelry,” or “art jewelry,” or “author jewelry,” or whatever people are calling the field now (assuming they’re calling it anything).
The Line pushes against the rarely questioned conventions of contemporary jewelry by playing along with them (sometimes even playing a little rough).
This work intentionally walks on the lines between jewelry and art, and between art and product: lines that exist whether we want them to or not, but which can and should be blurred if contemporary jewelry is to break out of the liminal space it exists in now
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