Matching Items (30)
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- All Subjects: Marketing
- All Subjects: Agriculture
- Creators: School of International Letters and Cultures
Description
In this study, the packaging and labeling of milk and coffee was compared between Walmart and Sprouts. The pricing, the sourcing, the certifications and the overall shelf presence of the items was taken under consideration. After studying the packaging of both, a new design incorporating the applicable labels, customer appeal and appropriate green marketing was created for both the commodities.
ContributorsBhatt, Rashi Hitesh (Author) / Collins, Shari (Thesis director) / Keahey, Jennifer (Committee member) / School of International Letters and Cultures (Contributor) / School of Earth and Space Exploration (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study examines the differences in presence and perception of the Samsung and Apple brands in Spain compared to the United States. Primary research was collected on-site in Spain and comparatively analyzed to experiences in the United States from the perspective of an American citizen. Qualitative data in the form of observations and interviews was collected as well as extensive secondary research. The study will conclude international implications of these two brands in Spain.
ContributorsNeerhof, Samantha Noel (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The quality of user interface designs largely depends on the aptitude of the designer. The ability to generate mental abstract models and characterize a target user audience helps greatly when conceiving a design. The dry cleaning point-of-sale industry lacks quality user interface designs. These impaired interfaces were compared with textbook design techniques to discover how applicable published interface design concepts are in practice. Four variations of a software package were deployed to end users. Each variation contained different design techniques. Surveyed users responded positively to interface design practices that were consistent and easy to learn. This followed textbook expectations. Users however responded poorly to customization options, an important feature according to textbook material. The study made conservative changes to the four interface variations provided to end-users. A more liberal approach may have yielded additional results.
ContributorsSmith, Andrew David (Author) / Nakamura, Mutsumi (Thesis director) / Gottesman, Aaron (Committee member) / Barrett, The Honors College (Contributor) / Electrical Engineering Program (Contributor)
Created2014-05
Description
This thesis details our experience assisting BASE Equity Partners, a private equity firm based in New York City, on three prospective agricultural dealership deals over the course of this past academic year. The firm is currently structured as a Fundless Sponsor. This distinct structural trait is common for a type of private equity firm known among practitioners as pledge funds. This creates an interesting element for our experience as there is very limited academic research on these types of firms, which, since the Great Recession, have become popular players in middle-market private equity deals. We, first, provide some historical context on pledge funds and identify their primary differences with traditional private equity. The remainder of the paper documents our experience working on the agricultural dealership deals. We have organized this portion after the manner in which we received assignments. We go into detail on the specific projects with which we were tasked, our interactions with the partners and the major takeaways we had from this learning experience. This thesis paper will enrich the academic knowledge regarding pledge funds—and private equity generally—by documenting a real experience of what it is like performing analyst-level tasks at a real firm. Additionally, we were privy to information that is highly confidential, and though we have protected the confidentiality of the companies through pseudonyms and redaction of confidential material, all of the financial data shown, models provided and qualitative discussion is real.
ContributorsTang, Ivan (Co-author) / Johnson, Bradley (Co-author) / Panosian, Tro (Co-author) / Simonson, Mark (Thesis director) / Bonadurer, Werner (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of English (Contributor) / School of Accountancy (Contributor) / School of International Letters and Cultures (Contributor)
Created2015-05
Description
A new class of entrepreneurs is emerging in China, who are using a business model approach to solve societal problems. A small but growing niche of these so called "social entrepreneurs" is attempting to address long standing problems in the agricultural sector stemming from the three agricultural issues of farmers, agriculture and rural areas. In order to understand what social entrepreneurship means in the Chinese context, the motivations behind it, and the opportunities and problems related specifically to agricultural sector, interviews were conducted with social entrepreneurs, research institutes, and social fostering organizations in multiple tier-one cities in mainland China. Results show that the concept of social enterprise is comprehended in a very different way in the Chinese context relative to the general usage of the term in the literature. Social enterprises in the agricultural sector are divided into categories of Community Supported Agriculture-based organic farms, farmers' markets, food educators and city farmers. This is a growing group of entrepreneurs who could be better supported on the basis of resources and protection by the government, law and policy, universities, and a united producer and consumer front.
ContributorsGray, Christopher Stephan (Author) / Aggarwal, Rimjhim (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor)
Created2013-12
Description
Current farming demographics in the United States indicate an aging and overwhelmingly white group of farmers, stimulating the need for engaging a younger and more diverse population. There is an opportunity to engage these populations through farm-based internship and apprenticeship programs, which are immersive programs on small-scale, sustainable farms. These programs are unique in providing hands-on training, housing, meals, and a stipend in return for labor, presenting a pathway to social empowerment. The potential outcomes of increasing diversity and inclusion in farm programs are absent from the research on the benefits of diversity and inclusion in other work environments, such as the corporate setting. This paper presents the results of a study aimed at determining levels of diversity and inclusion in United States farm-based internship programs, and the viability of these programs as an effective opportunity to engage marginalized young people in farming. The study of 13 farm owners and managers across the U.S. found that the participants are focused on fostering education and training, environmental benefits, and a sense of community in their respective programs. All participants either want to establish, or believe they currently have, an inclusive workplace on their farm, but also indicated a barrier to inclusivity in the lack of a diverse applicant pool. Future recommendations for removing that barrier and involving more young, diverse interns include increased outreach and access to these programs, the use of inclusive language, and further research.
ContributorsLascola, Dania (Co-author) / Biel, Braden (Co-author) / Cloutier, Scott (Thesis director) / MacFadyen, Joshua (Committee member) / School of International Letters and Cultures (Contributor) / School of Geographical Sciences and Urban Planning (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
International marketing involves a tricky balance between appealing to foreign cultural values while still creating an authentic message, without using stereotypes or relying on complex cultural notions that might be misunderstood. American and Spanish cultures have famously different paces of life: Americans are thought to value busyness, while Spaniards are thought to prefer leisure time. We conduct two studies to determine to what extent these values hold true among Spanish and American students, and whether these values impact students’ perceptions of marketing messages. The results suggest that the hypothesized values of busyness and leisure time are true, but appealing to these deep and complicated values through marketing does not always work. Globalization is causing consumer preferences around the world to converge, and attempting to apply specific cultural values to new global products in marketing communications can easily backfire. We recommend that instead of attempting to appeal to the cultural values of each international audience, advertisers should consider a more standardized approach by positioning new products similarly across the globe, especially to younger consumers.
ContributorsGiel, Emily (Co-author) / Quintero Pacheco, Diana (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / School of International Letters and Cultures (Contributor) / School of Social Transformation (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
"The Online Entrepreneur's Digital Marketing Handbook" is exactly what it sounds like \u2014 a resource for entrepreneurs (or aspiring entrepreneurs) to learn about all things digital marketing, ranging from web design to advertising to much more, in order to be better equipped to have success with building out their business ideas. The paper serves as not only a resource that explains fundamental elements of marketing strategy and digital strategy, but as something that connects people with the resources they need to actually implement these strategies. By reading this paper, you can learn about web design and how it correlates with digital and business strategy, about key advertising channels and what the current best practices are for using these platforms, about social media marketing tactics, about age-old marketing disciplines like email marketing, and about trends expected for the future of digital marketing. Nearly every discipline discussed within the paper is an extremely deep field itself, and thus learning more in depth about any of the fields is recommended, but the paper at least provides a compilation of what fields are most important to consider, and the most crucial elements of strategy and best practices needed for someone to have success, whether it's for a small project, or for the launch of a new business. Far too many entrepreneurs have the opportunity for success, and the resolve, but they focus their energy on the wrong things when it comes to marketing, because they don't know where to start. With a better grasp on the digital marketing landscape, key elements of strategy, and the most crucial digital marketing channels, entrepreneurs should have higher odds of success by diverting resources to what's important, and not getting distracted by all the choices out there.
ContributorsHubbard, Zachary Scott (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
I analyzed a non-profit's educational content website called SolarSPELL and proposed to redesign its interface. SolarSPELL is a solar-powered, offline site that can be accessed without wifi. It looks and behaves exactly like a real website. SolarSPELL is used by children and community members in developing countries across the world, including Africa and the Pacific Islands. The original site was not intuitive or easy to use, which deterred users with low technical literacy, lowering its effectiveness and defeating its purpose of providing educational materials to schools in the community, because users were less likely to use it to access educational content. The website was not responsive, meaning that it did not resize well to fit tablet and mobile devices. I redesigned the site's UX based on user feedback and expert advice to create wireframes that improved the site's layout and user flow to make it more intuitive. I pulled user comments from past surveys on the site and designed solutions to each of the user's complaints. I implemented a filter system and a universal search bar to improve the process of finding specific pieces of content. I designed prototypes using Adobe Illustrator to create the visual side of the interface. I designed my wireframes and prototypes with responsiveness in mind, creating versions for desktop, mobile and tablet. I also illustrated banners for the East Africa and Native American versions of the site, featuring landscape and wildlife from the respective regions. This interface redesign will be coded into a working site and distributed to communities around the world.
ContributorsThielen, Bethany Meishal (Author) / Hosman, Laura (Thesis director) / Ralston, Laurel (Committee member) / College of Integrative Sciences and Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05