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Description
This ethnography outlines the live storytelling culture in Phoenix, Arizona, and what each of its sub-cultures contributes to the city's community. Phoenix's live storytelling events incorporate elements of an ancient art form into contemporary entertainment and sophisticated platforms for community building. These events are described and delineated by stylistic, structural, and content-based differences into the following categories: open-mic, curated, scripted, non-scripted, micro-culture, and marginalized groups. Research presented in this report was collected by reviewing scholarly materials about the social power of storytelling, attending live storytelling events across all categories, and interviewing event organizers and storytellers. My research developed toward an auto-ethnographic direction when I joined the community of storytellers in Phoenix, shifting the thesis to assume a voice of solidarity with the community. This resulted in a research project framed primarily as an ethnography that also includes my initial, personal experiences as a storyteller. The thesis concludes with the art form's macro-influences on Phoenix's rapidly-expanding community.
ContributorsNorton, Maeve (Author) / Dombrowski, Rosemarie (Thesis director) / McAdams, Charity (Committee member) / School of International Letters and Cultures (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This thesis will examine the recruitment process of educated millennials coming from four-year institutions to their first job out of college. When referring to millennials throughout my research, I am specifically focusing on current college graduates in order to better relate to my own experiences as a soon-to-be-graduate seeking a job. I will examine the various recruiting techniques, i.e. channels to connect with graduates, and the hiring and interview process as a whole. This thesis will also discuss the challenges and differences of recruiting millennials versus other generations. It will also discuss the latest trends in college and early talent recruiting. In order to do this, I conducted a number of in-depth interviews with recruiters and hiring managers from various companies that recruit heavily from Arizona State University (ASU), in order to determine what these companies have done to be successful among young college graduates. I aimed to identify the specific techniques that these companies use to connect with recent college graduates, what skills these firms are looking for, and what the hiring process looks like for new millennial employees. I also conducted an extensive online literature search about recruiting educated millennials in the workforce, and I used that information as a basis to form my interview questions. The interviews were meant to confirm or deny that research, but the interviewees also revealed many new trends and insights. I hope that this information will be beneficial not only to college seniors seeking first-time employment, but also to other companies who feel that they are struggling to capture young talent.
ContributorsCapra, Alexandria Luccia (Author) / Kalika, Dale (Thesis director) / Eaton, Kathryn (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This project analyzes the tweets from the 2016 US Presidential Candidates' personal Twitter accounts. The goal is to define distinct patterns and differences between candidates and parties use of social media as a platform. The data spans the period of September 2015 to March 2016, which was during the primary races for the Republicans and Democrats. The overall purpose of this project is to contribute to finding new ways of driving value from social media, in particular Twitter.
ContributorsMortimer, Schuyler Kenneth (Author) / Simon, Alan (Thesis director) / Mousavi, Seyedreza (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study was designed to discover any relationship between waiting and purchasing impulse goods. I distributed a survey with three conditions: a control with no wait, a wait with information explaining the wait, and a wait with no information. After the wait, participants saw a group of impulse goods and indicated how much they were willing to spend for each item, and how much they desired to buy each item. Results showed that participants in the treatment condition with information for the wait desired the impulse goods the least, and were willing to spend the least to purchase them. However, there was no significant difference between the participants given no information explaining the wait, and the control group in either desire or the price they were willing to pay. This is possibly explained by the apology in the message read by participants in the condition with information. They felt more valued and were less likely to feel the need to spend money on impulse goods that are often purchased to make the participant feel better about their wait.
ContributorsThornton, Tiffany Lynn (Author) / Mandel, Naomi (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The purpose of our research was to develop recommendations and/or strategies for Company A's data center group in the context of the server CPU chip industry. We used data collected from the International Data Corporation (IDC) that was provided by our team coaches, and data that is accessible on the internet. As the server CPU industry expands and transitions to cloud computing, Company A's Data Center Group will need to expand their server CPU chip product mix to meet new demands of the cloud industry and to maintain high market share. Company A boasts leading performance with their x86 server chips and 95% market segment share. The cloud industry is dominated by seven companies Company A calls "The Super 7." These seven companies include: Amazon, Google, Microsoft, Facebook, Alibaba, Tencent, and Baidu. In the long run, the growing market share of the Super 7 could give them substantial buying power over Company A, which could lead to discounts and margin compression for Company A's main growth engine. Additionally, in the long-run, the substantial growth of the Super 7 could fuel the development of their own design teams and work towards making their own server chips internally, which would be detrimental to Company A's data center revenue. We first researched the server industry and key terminology relevant to our project. We narrowed our scope by focusing most on the cloud computing aspect of the server industry. We then researched what Company A has already been doing in the context of cloud computing and what they are currently doing to address the problem. Next, using our market analysis, we identified key areas we think Company A's data center group should focus on. Using the information available to us, we developed our strategies and recommendations that we think will help Company A's Data Center Group position themselves well in an extremely fast growing cloud computing industry.
ContributorsJurgenson, Alex (Co-author) / Nguyen, Duy (Co-author) / Kolder, Sean (Co-author) / Wang, Chenxi (Co-author) / Simonson, Mark (Thesis director) / Hertzel, Michael (Committee member) / Department of Finance (Contributor) / Department of Management (Contributor) / Department of Information Systems (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / School of Accountancy (Contributor) / WPC Graduate Programs (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The objective of this case study is to understand the context for which process improvement is effective and the challenges of implementing change. In 2015, a major apparel retailer pioneered a value stream mapping project that addressed the order writing process between its merchandising team and an external vendor. This case follows the development and execution of the project and the challenge of sustaining the improvements rendered. Thorough analysis supports the recommendation for continued organizational support, a post-event auditing process, and specific metrics to indicate the project's success.
ContributorsMorell, Hannah Christine (Author) / Maltz, Arnold (Thesis director) / Ostrom, Amy (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Nonprofits often struggle in fully implementing a successful social media strategy. These organizations neglect to create and maintain relationships with stakeholders, engage their audience, and build brand awareness in an online setting. As social media has essentially become one of the largest sources of information dissemination and one of the most populated platforms in the online world, a nonprofit's online presence has become increasingly important. Through a 22-day content analysis and 43-question survey that was distributed to the general public on Twitter and Facebook, this paper looks comprehensively into the elements and tactics used by Make-A-Wish, Halo and ALS Association. Based off of the research findings from this study, important aspects of these nonprofits' online strategy will be identified and analyzed.
ContributorsJoseph, Teresa Marie (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Women dominate in terms of purchasing power and spending. They hold 60 percent of all US personal income, and those aged 50 years or older have a combined net worth of approximately $19 trillion. Of this group, women between 50 and 70 years old, in particular, are the biggest spenders (Barmann, 2014). More important than their spending power, however, is how satisfied (or dissatisfied) they are with their current purchases. Though women make 85 percent of all consumer purchases, 91 percent of women say, "...advertisers don't understand them," (Barmann, 2014). This makes sense, considering that 50 percent of the products marketed to men are actually purchased by women (Barmann, 2014). Successfully targeting women, especially Baby Boomers (women between 52 and 70 years old), would be a lucrative endeavor, and to better understand the unmet needs of that demographic, exploratory research was needed. In-depth interviews of Baby Boomer women reveals a problem that \u2014 even on a macro level \u2014 has gone unresolved, and has perhaps worsened, throughout written history: the Generation Gap (Bengtson, 1970). To illustrate the depth of the problem, there exist starkly different impressions of younger generations, namely Millennials (born between 1980 and 1995). According to The New Generation Gap by Neil Howe and William Strauss (1992), Baby Boomers view Millennials as unintelligent, entitled "pleasure beasts." In Millennials Rising, also by Howe and Strauss (2000), Millennials are characterized as a generation that is, "...beginning to manifest a wide array of positive social habits that older Americans no longer associate with youth, including a new focus on teamwork, achievement, modesty, and good conduct." These contradictory opinions further support the substantial misunderstanding between generations that surfaced during in-depth interviews. Using the results of in-depth interviews and follow-up questions for idea validation, this thesis presents a potential method for "closing the gap." The goal of this business offering is not to homogenize older and younger generations of women; the goal is to cultivate empathy and connection \u2014 Intergenerational Cohesion \u2014 between them.
ContributorsSeefus, Cole Hawk Gillette (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Research has found there is a lack of women present in the IS industry. In order to combat this problem, this research examines why women are not choosing IS majors at the university level. At Arizona State University, the Computer Information Systems undergraduate degree program is only 23 percent female. Many different factors can influence the decision to choose a major, so survey methodology was used to ascertain what factors were the most important to different demographic groups when making this decision. The study found no significant gender difference when making this decision, but rather a difference between specific majors. Genuine interest, interesting work and high career earnings were identified as the most influential reasons for choosing a college major. The results were used to create recommendations for the IS Department at ASU to implement in the next year and encourage more female participation in the CIS undergraduate degree program.
ContributorsJorgenson, Erica Marie (Author) / Santanam, Raghu (Thesis director) / Moser, Kathleen (Committee member) / Department of Information Systems (Contributor) / W. P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05