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The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing market. This examination is highly relevant given recent concerns that,

The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing market. This examination is highly relevant given recent concerns that, with the rise of e-retailers like Amazon and the closure of bookstore chain Borders, brick-and-mortar bookstores may be superseded by new digital vendors. Independent bookstores are thought to be at a particular disadvantage to these retailers, given their limited size and resources, as well as the lack of capital or consumer base that a larger chain like Barnes and Noble can draw upon to invest in emerging technology. With these more limited financial opportunities, independent bookstores must find different ways to not only keep abreast of the technology that consumers are coming to expect from modern businesses, but attract customers.
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.
ContributorsPorrell, Kelly Maria (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the minds of consumers, brands must align their marketing strategies accordingly. Specifically, brands must use philanthropy as a selling point to attract consumers. Philanthropy serves the dual purpose of improving communities and, if done properly, creating a competitive context that businesses can use to their fiscal benefit. Cause marketing, in its simplest form, is the use of philanthropy by for-profit companies as a means of attracting clientele to increase sales. Through charitable involvement, for-profit companies can generate goodwill that in turn creates a positive public perception of their brand. By partnering with carefully selected charities and investing in charity-centric endeavors, companies can engage their customers and drive revenue while bettering their communities. From this standpoint, it behooves any business to engage in cause marketing initiatives as a means of attaining customers. This thesis articulates the value that cause marketing can add to a corporate portfolio, how community involvement can be parlayed into increased revenue, and why brands should invest in cause marketing tactics. A literature review was conducted, empirical information was collected and analyzed, and interview testimonials were used in defense of these claims. In conclusion, this thesis establishes statistical proof that cause marketing promotes sales by positively affecting consumer brand perception, a key factor in purchase consideration and purchasing decisions.

ContributorsShulman, Parker (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2021-12
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ContributorsShulman, Parker (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2021-12
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ContributorsShulman, Parker (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2021-12
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Description
Today’s job market favors the candidate as a result of the low unemployment rate in the United States. This requires companies to look beyond their typical recruiting techniques if they want to ensure they are hiring the best candidates after college in order to build their future leadership in the

Today’s job market favors the candidate as a result of the low unemployment rate in the United States. This requires companies to look beyond their typical recruiting techniques if they want to ensure they are hiring the best candidates after college in order to build their future leadership in the company. Throughout research for this thesis it became apparent that many of the recruiters surveyed during this study were not actively using Corporate Social Responsibility (CSR) in their recruiting tactics. In addition, a lot of the career pages of companies that actively recruit at Arizona State University do not even mention the topic. Throughout primary research of students that attend Arizona State University, surveys were able to draw conclusions on the type of students that prioritize Corporate Social Responsibility in their recruiting seasons. From these surveys, it was found that students with higher GPAs who are ethnically diverse, female, with more than one internship experience, or graduating within the next two years on average chose to prioritize Corporate Social Responsibility over other traditional “perks” of jobs. Following the collection of survey data, in order to get a more genuine understanding of what students are looking for, there was a focus group conducted with nine (9) W. P. Carey School of Business students. This allowed for there to be a guided conversation about Corporate Social Responsibility and allow students to share their feelings about the topic and how they prioritize it when looking for jobs. This, in combination with the surveys of recruiters and students, made it very clear about exactly the kind of students that recruiters should be targeting. Therefore, it has become apparent that if recruiters want to hire candidates who are more experienced, diverse, and with higher GPAs then they should be incorporating Corporate Social Responsibility into their recruiting techniques. Whether that is advertising it on their career pages and at career events, asking questions about it in interviews, or starting a conversation with students about it, this will allow recruiters to find those students with a genuine appreciation for the topic.
ContributorsGrosskopf, Madeline Taylor (Author) / Eaton, John (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05