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- Creators: Department of Marketing
- Creators: Arizona State University
Description
Supply chains are increasingly complex as companies branch out into newer products and markets. In many cases, multiple products with moderate differences in performance and price compete for the same unit of demand. Simultaneous occurrences of multiple scenarios (competitive, disruptive, regulatory, economic, etc.), coupled with business decisions (pricing, product introduction, etc.) can drastically change demand structures within a short period of time. Furthermore, product obsolescence and cannibalization are real concerns due to short product life cycles. Analytical tools that can handle this complexity are important to quantify the impact of business scenarios/decisions on supply chain performance. Traditional analysis methods struggle in this environment of large, complex datasets with hundreds of features becoming the norm in supply chains. We present an empirical analysis framework termed Scenario Trees that provides a novel representation for impulse and delayed scenario events and a direction for modeling multivariate constrained responses. Amongst potential learners, supervised learners and feature extraction strategies based on tree-based ensembles are employed to extract the most impactful scenarios and predict their outcome on metrics at different product hierarchies. These models are able to provide accurate predictions in modeling environments characterized by incomplete datasets due to product substitution, missing values, outliers, redundant features, mixed variables and nonlinear interaction effects. Graphical model summaries are generated to aid model understanding. Models in complex environments benefit from feature selection methods that extract non-redundant feature subsets from the data. Additional model simplification can be achieved by extracting specific levels/values that contribute to variable importance. We propose and evaluate new analytical methods to address this problem of feature value selection and study their comparative performance using simulated datasets. We show that supply chain surveillance can be structured as a feature value selection problem. For situations such as new product introduction, a bottom-up approach to scenario analysis is designed using an agent-based simulation and data mining framework. This simulation engine envelopes utility theory, discrete choice models and diffusion theory and acts as a test bed for enacting different business scenarios. We demonstrate the use of machine learning algorithms to analyze scenarios and generate graphical summaries to aid decision making.
ContributorsShinde, Amit (Author) / Runger, George C. (Thesis advisor) / Montgomery, Douglas C. (Committee member) / Villalobos, Rene (Committee member) / Janakiram, Mani (Committee member) / Arizona State University (Publisher)
Created2012
Description
Sports communication is a vibrant, blossoming research area within the communication discipline. One of the more fruitful directions in sports communication research pertains to social media. Social media has embedded itself in the sports world in a very short period of time. As a result, there is a need for instructional resources that prepare students to understand the nuances and power that social media possess. This research provides the foundation for a case study textbook centered on social media and sports communication. Specifically, four cases dealing with: (a) athletes using social media to encourage input from fans; (b) sports organizations using social media as an agenda-setting tool; (c) negative parasocial interaction expressed to athletes via social media; and (d) athletes using social media to enact image repair are presented. These cases demonstrate that social media is a valuable conduit between athletes and fans that enables athletes and sports organizations to cultivate fan identity and maintain control over public information. The cases also demonstrate that fan behavior via social media can quickly turn problematic, requiring that athletes and sports organizations respond appropriately, yet strategically. The research concludes by offering implications for future social media and sports communication research.
ContributorsSanderson, Jimmy (Author) / Kassing, Jeffrey W. (Thesis advisor) / Ramirez Jr, Artemio (Committee member) / Meân, Lindsey J. (Committee member) / Arizona State University (Publisher)
Created2012
Description
The field of authorship determination, previously largely falling under the umbrella of literary analysis but recently becoming a large subfield of forensic linguistics, has grown substantially over the last two decades. As its body of research and its record of successful forensic application continue to grow, this growth is paralleled by the demand for its application. However, methods which have undergone rigorous testing to show their reliability and replicability, allowing them to meet the strict Daubert criteria put forth by the US court system, have not truly been established.
In this study, I set out to investigate how a list of parameters, many commonly used in the methodologies of previous researchers, would perform when used to test documents of bloggers from a sports blog, Winging It in Motown. Three prolific bloggers were chosen from the site, and a corpus of posts was created for each blogger which was then examined for each of the chosen parameters. One test document for each of the three bloggers which was not included in that blogger’s corpus was then chosen from the blog page, and these documents were examined for each of the parameters via the same methodologies as were used to examine the corpora. Once data for the corpora and all three test documents was obtained, the results were compared for similarity, and an author determination was made for each test document along each parameter.
The findings indicated that overall the parameters were quite unsuccessful in determining authorship for these test documents based on the author corpora developed for the study. Only two parameters successfully identified the authors of the test documents at a rate higher than chance, and the possibility exists that other factors may be driving these successful identifications, demanding further research to confirm their validity as parameters for the purpose of authorship work.
In this study, I set out to investigate how a list of parameters, many commonly used in the methodologies of previous researchers, would perform when used to test documents of bloggers from a sports blog, Winging It in Motown. Three prolific bloggers were chosen from the site, and a corpus of posts was created for each blogger which was then examined for each of the chosen parameters. One test document for each of the three bloggers which was not included in that blogger’s corpus was then chosen from the blog page, and these documents were examined for each of the parameters via the same methodologies as were used to examine the corpora. Once data for the corpora and all three test documents was obtained, the results were compared for similarity, and an author determination was made for each test document along each parameter.
The findings indicated that overall the parameters were quite unsuccessful in determining authorship for these test documents based on the author corpora developed for the study. Only two parameters successfully identified the authors of the test documents at a rate higher than chance, and the possibility exists that other factors may be driving these successful identifications, demanding further research to confirm their validity as parameters for the purpose of authorship work.
ContributorsCox, Taylor (Author) / Gelderen, Elly van (Thesis advisor) / Gillon, Carrie (Committee member) / Gee, Elisabeth (Committee member) / Arizona State University (Publisher)
Created2017
Description
Previous research has shown that perceptual illusions can enhance golf putting performance, and the effect has been explained as being due to enhanced expectancies. The present study was designed to further understand this effect by measuring putting in 3 additional variations to the Ebbinghaus illusion and by measuring putting kinematics. Nineteen ASU students with minimal golf experience putted to the following illusion conditions: a target, a target surrounded by small circles, a target surrounded by large circles, a target surrounded by both large and small circles, no target surrounded by small circles and no target surrounded by large circles. Neither perceived target size nor putting error was significantly affected by the illusion conditions. Time to peak speed was found to be significantly greater for the two conditions with no target, and lowest for the condition with the target by itself. Suggestions for future research include having split groups with and without perceived performance feedback as well as general performance feedback. The size conditions utilized within this study should continue to be explored as more consistent data could be collected within groups.
ContributorsCoon, Victoria (Author) / Gray, Rob (Thesis advisor) / Roscoe, Rod (Committee member) / Branaghan, Russ (Committee member) / Arizona State University (Publisher)
Created2019
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
We were driven by the question: what is happening to the popularity of Major League Baseball? In order to answer this question we compared the league structure of Major League Baseball with that of the National Football League. We were able to speak with five former or current members of the respective leagues in order to gain some insight into how the two leagues operate. The main focus of our research was around the payroll structures of the two leagues as well as their revenue sharing policies. In the end, we discovered that Major League Baseball is becoming highly regionalized. The sport is still growing in popularity in terms of revenue and fan involvement, but it is becoming less popular on a national stage. The league is benefitting greatly from factors like the increasing importance of "TiVo proof programming" and a lack of competition. Each league is very different in its own right. While the NFL promotes a perception of competitive balance, Major League Baseball can be plagued by the negative perception it creates surrounding some of its smaller market teams.
ContributorsHeath, Cameron (Co-author) / Linamen, John (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / WPC Graduate Programs (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor) / School of Accountancy (Contributor)
Created2015-05
Description
Abstract I sought out a project that would be able to intertwine the topics of business law and the business of sports. After reading and researching a few different options, one combination of law and sports that stood out to me was the frequent labor disputes between NHL owners and the players' union. The main goal of this project was to examine whether or not the lockouts that were instituted by National Hockey League owners during the labor disputes that occurred in 2004 and 2012 actually left the league with a better long term financial and social landscape. Through the examination of the stakeholders that were involved in each dispute and their resulting situations, I presented my answer to the above question. In order to properly study the overall situation, I also discussed the history of sports business, the history of the National Hockey League's business landscape, and collective bargaining in sports amongst other topics.
ContributorsNix, Eric Anthony (Author) / Eaton, John (Thesis director) / Kutz, Elana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
Description
The beautiful game is unpredictable. Arguably half of soccer is entirely out of our control, instead being determined by a simple concept: luck. But what of the other 50%? Ultimately, the goal of the rapidly-advancing technologies and analytics in on-field sports performance is to maximize the elements that we \u2014 the coaches, players, decision-makers, and analysts \u2014 truly control. Once perceived as too mathematical and systemized, contradicting coaches' intuitions, sports sciences are burgeoning in the sports arena both in applied and mainstream popularity. While the industry has its critics and is far shy of its pinnacle, its advancements and successes cannot be ignored. From the training ground to match day decision-making, analytics are embedded in soccer and sport. Technology and analytics are vastly utilized throughout sporting organizations across a myriad of sports and purposes: scouting and drafting, fan experience, ticketing, etc. However, while these areas must be addressed in discussing the success of analytics in assessing situations and reducing uncertainty, my central thesis relates to the technological capabilities and corresponding analytical tools utilized to identify, assess, and improve on-field soccer performance: match analysis. This paper's core focuses on optimizing performance in soccer players in three specific areas of performance: technical abilities and tactics, physiology, and neuroscience.
ContributorsHeckendorn, Jason Farrell (Author) / Eaton, John (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2014-05
Description
Social media has evolved so quickly in the past two decades and continues to grow and change at a rapid pace. This way of connecting and communicating with others has become so ingrained in daily life and can have a major influence on people's actions. Social media and social networking look vastly different today than it did in the past, and will continue to change for the future. The sports and travel industries are no exception to the integration of social media. Both entities understand the importance of being prominent in the online domain and connecting to the Millennial generation. It is crucial for young people to learn how to positively use social media in the classroom and in the workplace as their lives become consumed by this digital world. The emphasis on social media in different facets of society can bring both positive and negative connotations along with it, depending on how, when, and why people decide to use it. Social media is not meant to replace all interactions and forms of contact, but rather enhance these relationships. By analyzing the history of social media, current trends and effects, this project seeks to forecast the impact that social media will continue to have in the future. In the fast paced world today, social media and other forms of electronic communication will only continue to increase and be intensified. This project explores how social media has impacted society, most importantly, the travel industry and the sports industry. Social media will continue to expand knowledge, connect people all over the world, and enhance experiences as it inevitably becomes even more integrated into everyday life.
ContributorsHomes, Taylor (Co-author) / Larkin, Anna (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05