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- Creators: Department of Marketing
- Creators: Schlacter, John
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
Supply & Demand, the phrase speaks to the tango between college graduates seeking employment & employers seeking talent. Recruiters desire candidates with employability skills to lead, but report significant skill gaps among applicants. This thesis aims to (1) define the skills gap evidenced by employers, (2) determine students’ career preparedness, and (3) identify strategies to bridge the gap among undergraduate students as they prepare to join the workforce. Qualtrics, an experience management, and survey platform, was used to reach and collect information from nearly 1,200 students in order to quantitatively assess their career development skills and needs. As part of this thesis, I have partnered with the T.W. Lewis Center for Personal Development, a center of Barrett, The Honors College at Arizona State University in an effort to test and provide effective solutions to bridge the employability skills gap. Through this collaboration, we have constructed a Career Development Workshop Series for students using the data collected from students. The workshop was built to teach students about professional skill topics that they desired to learn about, but could not find on or off-campus. The Lewis Center Career Development Workshop is a 5-part series with topics ranging from negotiation and job interviewing to strength-building. In each workshop, an expert is selected as the guest speaker to share their experience and insights with students as they prepare for their career journeys. Guest speakers include CEOs, entrepreneurs, business executives, and more. The series is intended to deepen students’ business acumen, so they can enter the workforce with a sustainable advantage and ultimately supported the professional and personal growth of over 100 students. The series serves as an example of ways our university can improve its career development offerings to students. In an increasingly competitive labor market, the research collected and solutions presented are designed to empower students in their careers.