Filtering by
- Creators: Montoya, Detra
- Creators: Dean, W.P. Carey School of Business
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
The cosmetic industry has a significant lack of data on sustainability practices. The global market for cosmetics is expected to grow from $288 billion in 2021 to $415 billion in 2028 as more people populate the globe (Cosmetics Market Size, Share, & COVID-19 Impact Analysis, 2022). This research paper analyzes sustainability within the cosmetic industry. Specifically, comparing the practices between The Body Shop and Bath & Body Works. To test the hypothesis that The Body Shop is more sustainable than Bath & Body Works, a case study analysis was conducted to measure the companies’ performance in the environmental, economic, and social sectors. Comparable metrics were selected, and a pairwise comparison was completed to weigh the different metrics. To analyze the results, the Analytic Hierarchy Process (AHP) was used to ensure consistency in metric weights, and a Mann-Whitney U test was used to analyze the sector's final weights. The results verified the hypothesis that The Body Shop was more sustainable than Bath & Body Works. In all, the results support the idea that the cosmetic industry needs stronger regulations and oversight of cosmetic companies’ sustainability impact. One of the most prevalent limitations of this study is the lack of transparency and information from cosmetic companies. Moving forward, it is recommended to use data from multiple years with key performance indicators (KPIs) to assess sustainability performance more accurately.