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Creating a strong brand enables companies to create a loyal customer base that leads to success and profitability. Companies can acquire this success through the right mix of marketing techniques and company strategies that consumers see as important. They may need to think outside of traditional marketing and focus on

Creating a strong brand enables companies to create a loyal customer base that leads to success and profitability. Companies can acquire this success through the right mix of marketing techniques and company strategies that consumers see as important. They may need to think outside of traditional marketing and focus on how they can create a unique experience that their customer will enjoy and only be able to receive from that specific company. The Starbucks Corporation has been able to create this experience that has created an astonishing customer base and loyalty to their brand. Through the initial research of various marketing and sociological perspectives, an experiment was created that could measure whether consumer loyalty was the driving force behind consumer purchases. In order to measure this, it is necessary to distinguish between a desire for the products and a loyalty to the brand.
ContributorsSinger, Fallon Alicia (Co-author) / Yu, Michelle (Co-author) / Machas, Melina (Co-author) / Eaton, John (Thesis director) / Fey, Richard (Committee member) / Barrett, The Honors College (Contributor) / School of Accountancy (Contributor)
Created2014-05
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Blue House Coffee is a company started by four friends with a passion for roasting fresh, quality coffee. The company's current business operations include online sales through a company website and beverage sales from a bicycle-driven coffee cart. Blue House Coffee offers a diversity in variety of high-quality roasted coffee

Blue House Coffee is a company started by four friends with a passion for roasting fresh, quality coffee. The company's current business operations include online sales through a company website and beverage sales from a bicycle-driven coffee cart. Blue House Coffee offers a diversity in variety of high-quality roasted coffee and a top-of-the-line iced coffee as its core products. The Marketing Plan is the next step in solidifying the company's goals and will play an integral role in better understanding the business, the customers, and a strategy for success.
ContributorsZeigler, Zachary Alan (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor)
Created2014-05
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Description

Extreme heat is the deadliest weather and climate-related hazard in the United States, and the threat it poses to urban residents is rising. City planners increasingly recognize these risks and are taking action to mitigate them. However, the COVID-19 pandemic has disrupted many plans. Building on a

Extreme heat is the deadliest weather and climate-related hazard in the United States, and the threat it poses to urban residents is rising. City planners increasingly recognize these risks and are taking action to mitigate them. However, the COVID-19 pandemic has disrupted many plans. Building on a previous survey which queried city planners from across the United States about how concerned they were about extreme heat, and their heat management efforts. This thesis examines how these perceptions and efforts have changed in the face of the COVID-19 pandemic. In general, it was found that public spaces which would typically have been used to shelter individuals from extreme heat conditions were closed to mitigate close-contact and to encourage social distancing. Furthermore, priorities were changed as the presence of the virus became commonplace, with plans being altered, delayed, or shelved to diverge more time and effort towards the crisis at hand. Working environments and conditions also changed, which in several cases led to technological shortcomings, resulting in further delays. Finally, most planners had attained a surface-level understanding of which socio-economic groups were most impacted by both COVID-19 and extreme heat, in congruence with the current literature written on the topic. Generally, it appears that planners feel that the impact of COVID-19 on heat planning efforts has been limited.

ContributorsNorris, Walker Yale (Author) / Meerow, Sara (Thesis director) / Keith, Ladd (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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For our project, we explored the growth of the ASU BioDesign Clinical Testing Laboratory (ABCTL) from a standard university research lab to a COVID-19 testing facility through a business lens. The lab has pioneered the saliva-test in the Western United States. This thesis analyzes the laboratory from various business concepts

For our project, we explored the growth of the ASU BioDesign Clinical Testing Laboratory (ABCTL) from a standard university research lab to a COVID-19 testing facility through a business lens. The lab has pioneered the saliva-test in the Western United States. This thesis analyzes the laboratory from various business concepts and aspects. The business agility of the lab and it’s quickness to innovation has allowed the lab to enjoy great success. Looking into the future, the laboratory has a promising future and will need to answer many questions to remain the premier COVID-19 testing institution in Arizona.

ContributorsEnglish, Corinne (Co-author) / Cosgrove, Samuel (Co-author) / Mattson, Kyle (Co-author) / Agee, Claire (Co-author) / Qian, Michael (Co-author) / Compton, Carolyn (Thesis director) / Schneller, Eugene (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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This paper conducts an exploration of the election policy reaction to the COVID-19 pandemic within the United States. While living through and voting during the real-time events which took place during the COVID-19 Pandemic of 2020, it soon became evident that there was not enough experience from earlier election emergencies

This paper conducts an exploration of the election policy reaction to the COVID-19 pandemic within the United States. While living through and voting during the real-time events which took place during the COVID-19 Pandemic of 2020, it soon became evident that there was not enough experience from earlier election emergencies to properly ensure against voter disenfranchisement. Given the scope of the global pandemic and the speed with which policymakers had to act, there was very little time to properly prepare. There was also great contention regarding the legitimacy of election methods proposed to alleviate in-person election concerns, such as mail-in voting. The political battle between those who believed COVID-19 to be a grave concern against those who did not consider COVID-19 to be a legitimate threat towards their livelihoods also affected policymaking decisions. Policymakers were forced into a corner, as they experienced criticism for not enough government action, as well as disapproval on the actual regulation that came to pass. This paper therefore aims to understand what factors led to the decisions which shaped the election policy which occurred as a reaction to the COVID-19 pandemic during the election year of 2020. This analysis is conducted by considering the following: prior election emergency policy; the development of reactive election policy in March, proactive policy established for the August and November elections; and a review of voter disenfranchisement which occurred due to COVID-19.

ContributorsPorritt, Sierra Joy (Author) / Hoekstra, Valerie (Thesis director) / Gaona, William (Committee member) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of

From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of the world’s most interesting coffee houses. Some of these cafes, such as the world-renowned Caffé Florian (opened in 1720) and Caffé Greco (1760), are built on long-standing traditions. Others are led by innovators championing high-quality boutique shops, challenging mass production chains such as Starbucks and Tim Hortons. These newer cafes fuel a movement classified as the “Third Wave”. With a foundation gained from specialized courses with Patrick O’Malley, North America’s leading voice in coffee, Zane and Charles conducted first-hand research into the unique coffee preferences of multiple cultures, the emergence and impact of the Third Wave in these countries, and what the future may hold for coffee lovers.

ContributorsFerguson, Charles William (Co-author) / Jarecke, Zane (Co-author) / Eaton, John (Thesis director) / Bonfiglio, Thomas (Committee member) / Dean, W.P. Carey School of Business (Contributor, Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of

From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of the world’s most interesting coffee houses. Some of these cafes, such as the world-renowned Caffé Florian (opened in 1720) and Caffé Greco (1760), are built on long-standing traditions. Others are led by innovators championing high-quality boutique shops, challenging mass production chains such as Starbucks and Tim Hortons. These newer cafes fuel a movement classified as the “Third Wave”. With a foundation gained from specialized courses with Patrick O’Malley, North America’s leading voice in coffee, Zane and Charles conducted first-hand research into the unique coffee preferences of multiple cultures, the emergence and impact of the Third Wave in these countries, and what the future may hold for coffee lovers.

ContributorsJarecke, Zane Micheal (Co-author) / Ferguson, Charles (Co-author) / Eaton, John (Thesis director) / Bonfiglio, Thomas (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

The ongoing Global Coronavirus Pandemic has been upheaving social norms for over a<br/>year at this point. For countless people, our lives look very different at this point in time<br/>then they did before the pandemic began. Quarantine, Shelter in Place, Work from<br/>Home, and Online classes have led global populations to become

The ongoing Global Coronavirus Pandemic has been upheaving social norms for over a<br/>year at this point. For countless people, our lives look very different at this point in time<br/>then they did before the pandemic began. Quarantine, Shelter in Place, Work from<br/>Home, and Online classes have led global populations to become less active leading to<br/>an increase in sedentary lifestyles. The final impact of this consequence is unknown,<br/>but emerging studies have led to concrete evidence of decreased physical and mental<br/>wellbeing, particularly in children. VirusFreeSports was the brainchild of three ASU<br/>Honors students who sought to remedy these devastating consequences by creating<br/>environments where children can participate in sports and exercise safely, free of the<br/>threat COVID-19 or other transmissible illnesses. The ultimate goal for the project team<br/>was to build traction for their idea, which culminated in a video pitch sent to potential<br/>investors. Although largely created as an exercise and we did not create a full<br/>certification course, merely a prototype through a website with sample questions to<br/>gauge interest, the project was a success as a large target market for this product was<br/>identified that showed great promise. Our team believes that early entrance to the<br/>market, as well as the lack of any other competitors would give the team a tremendous<br/>advantage in creating an impactful and influential service.

ContributorsIsrael, Natasha Nicole (Co-author) / Tanveer, Samad (Co-author) / Vrbanac, Matthew (Co-author) / Bryne, Jared (Thesis director) / Lee, Chris (Committee member) / Kunowski, Jeff (Committee member) / Department of Finance (Contributor) / Dean, W.P. Carey School of Business (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

Especially during the current COVID-19 pandemic and age of social unrest in the United States, there has been an increasing need for comfort, yet the idea of comfort is quite vague and rarely elaborated upon. To simplify the idea of comfort and communicate the ideas around it effectively, I am

Especially during the current COVID-19 pandemic and age of social unrest in the United States, there has been an increasing need for comfort, yet the idea of comfort is quite vague and rarely elaborated upon. To simplify the idea of comfort and communicate the ideas around it effectively, I am defining comfort as a subset of escapism in which a person escapes to reduce or alleviate feelings of grief or distress. As companies rush to comfort their customers in this current state of uncertainty, marketers are pressed to identify people’s insecurities and comfort them without coming off as insensitive or trite. Current comfort marketing focuses on inspiring nostalgia in its customers, having them recall previous positive experiences or feelings to comfort them. Nostalgic marketing techniques may ease mild grief in some cases, but using them to alleviate severe distress probably will not be as effective, and has contributed to several seemingly out-of-touch “COVID-19 era” commercials.<br/>When addressing comfort, marketers should understand the type and hierarchy of comfort that they are catering to. Not all comforts are equal, in that some comforts make us feel better than others and some do not comfort us at all. A better understanding of how and why comforts change among different individuals, and possibly being able to predict the comfort preference based on a product or service, will help marketers market their goods and services more effectively. By diversifying and specializing comfort marketing using this hierarchical method, marketers will be able to more significantly reach their customers during “uncertain times.”

ContributorsTarpley, Rachel Michelle (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first section will explore the elimination and financial trends of NCAA

The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first section will explore the elimination and financial trends of NCAA Division 1 in a historical and contemporary context. The second section will provide the deep-rooted problems associated with collegiate sports. Lastly, the third section will analyze unforeseen consequences for athletic departments that should be accounted for when contemplating the elimination of a nonrevenue program.

ContributorsBelshay, Cade Michael (Author) / Eaton, John (Thesis director) / Mowka, Michael (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05