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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

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
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Humanitarian aid organizations, while providing aid services, require inputs and utilize business processes like other for-profit firms. Many charity organizations depend on donations for revenue. The level of public trust in charities can affect donations. To support the American public and protect individuals from dishonest charity agencies, charity watchdog organizations

Humanitarian aid organizations, while providing aid services, require inputs and utilize business processes like other for-profit firms. Many charity organizations depend on donations for revenue. The level of public trust in charities can affect donations. To support the American public and protect individuals from dishonest charity agencies, charity watchdog organizations publish ratings of charities to assist the public in donation decisions. The ratings focus on a variety of topics orienting how much of donation funds go directly to the cause not administrative or soliciting costs. In the American Red Cross, a new process was engineered to make procuring consulting services more efficient and cost effective. This project was focused on investigating areas of improvement for the new process. Deliverables included process suggestions for business unit managers, process suggestions for sourcing managers, and detailed process flowcharts highlighting potential modifications in the new process. Overall, it is critical to keep consulting costs low to ensure that watchdog organizational ratings stay positive and public trust in the American Red Cross remains high.
ContributorsDonahue, Nancy Elizabeth (Author) / Brooks, Daniel (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
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Description
The purpose of this thesis was to undertake the creation of a newsgame to create a new teaching tool for journalism schools to better prepare journalism and mass communication majors for covering minority communities. Give It To Me Straight is a drag-and-drop puzzle newsgame that tasks players with completing real

The purpose of this thesis was to undertake the creation of a newsgame to create a new teaching tool for journalism schools to better prepare journalism and mass communication majors for covering minority communities. Give It To Me Straight is a drag-and-drop puzzle newsgame that tasks players with completing real headlines from the past about the LGBT community. The written portion of this thesis analyzes the history of news coverage of gays and lesbians illustrating how the journalism industry readily discriminated against or ignored sexual minorities in the United States. The analysis also includes original research about how Cronkite School students view their role in covering minorities. The results revealed shortfalls in the Cronkite Schools curriculum and raised concerns if the school meets the Accrediting Council on Education in Journalism and Mass Communication's standards.
ContributorsSorrell, Alex Michael (Author) / Hill, Retha (Thesis director) / Corey, Frederick (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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Description
This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for

This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.
ContributorsHolmes, Taylor Elizabeth (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
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The Taglio Academy Marketing Plan is an honors thesis focusing on the information necessary to understand the current market and marketing strategies of Taglio Academy, a cosmetology school. The thesis is comprised of information representing the Current Marketing Situation; Target Market, Customer Analysis, and Positioning; Objectives and Issues; Marketing Strategy;

The Taglio Academy Marketing Plan is an honors thesis focusing on the information necessary to understand the current market and marketing strategies of Taglio Academy, a cosmetology school. The thesis is comprised of information representing the Current Marketing Situation; Target Market, Customer Analysis, and Positioning; Objectives and Issues; Marketing Strategy; Marketing Programs; Financial and Operational Plans; and Metrics and Implementation Control. These are all of the necessary components of an in-depth marketing plan to be used to communicate Taglio Academy's competitive advantage and positioning within the market. This information focuses on conveying the importance of bringing the Academy to the attention of target cosmetology students and target student-salon service clients.
ContributorsRough, Nicola Kalyn (Author) / Montoya, Detra (Thesis director) / LePine, Marcie (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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This paper will explore how suppliers are being evaluated. It will focus on the automotive industry and the state of supplier relations in two major automotive manufacturers in the United States. A literature review will reveal common supplier metrics across industries and what they attempt to measure. Further exploration into

This paper will explore how suppliers are being evaluated. It will focus on the automotive industry and the state of supplier relations in two major automotive manufacturers in the United States. A literature review will reveal common supplier metrics across industries and what they attempt to measure. Further exploration into the structure and problems at one automotive manufacturer will reveal areas of improvement. Finally, a new balanced scorecard system will be proposed to better measure supplier performance.
ContributorsChan, Catherine Ngar-See (Author) / Pfund, Michele (Thesis director) / Fowler, John (Committee member) / Johnson, Eleni (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
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Description
Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer. Luxury champagne tastes better, luxury vehicles are higher performing and

Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer. Luxury champagne tastes better, luxury vehicles are higher performing and luxury fashion reflects the highest quality designs. The belief in superior product is what keeps luxury relevant. However, it is the brand identity created on behalf of the firm behind a luxury brand that remains the vital component to develop and maintain its top-tier status. Luxury fashion firms are synonymous with their brand, the persona and user experience created driving all facets of creative and business execution. While product name and perceived value are contributors to global success, the evolution and maintenance of such status relies upon the consistency of brand identity. To begin, I will identify a criterion that differentiates luxury fashion (mega-brands) from mass-market and commercial fashion, as well as outline the components that comprise a luxury brand identity. After a clear understanding of the meaning of luxury is established, I will layout the process of how a brand identity is consistently communicated through the business cycle, from the initial creation and design process to the end point of the final sale stage. To further enrich the learning established, I will apply the developed concepts in a dissection of the top five luxury fashion firms, Chanel, Dior, Louis Vuitton, Prada and Gucci. Analyzing each mega-brand, I will evaluate how the company's brand identity has evolved over the course of the firm's heritage and analyze the current brand creative direction (brand identity, ethics and aesthetics). Understanding the brand's persona and image, I will highlight the physical representation through brand codes and symbols to support the firm's positioning as a thriving luxury empire. Lastly, I will interpret the company's latest advertising campaign, deconstructing the application of brand identity as well as the contribution the campaign provides to supporting firm success. Ultimately, after gaining sufficient understanding of what a successful luxury firm is comprised of, I will identify the shortcomings identified within the last firm evaluated, Gucci. I will examine the branding failures of the current state of Gucci, analyzing what contributed to its fall from top luxury brand status. Additionally, I will provide details regarding what measures are currently being taken to regain its superior status as well as provide my own recommendation to the firm. In summation, through the process of understanding successful luxury branding practices, I hope to have enriched not only my understanding of brand identity but have gained the ability to develop my own point of view, to suggest a branding path and measures to be taken to steer Gucci back on a track.
ContributorsGil, Alexandria Southwick (Author) / Peck, Sidnee (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
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Description
GEICO Insurance offers a wide range of insurance options to consumers nationwide. The company has experienced exponential growth over the past 15 years largely due to their low rates, ease of purchase, online business model, and their industry-revolutionizing approach to advertising these competitive advantages. Operating primarily within the enormous Property

GEICO Insurance offers a wide range of insurance options to consumers nationwide. The company has experienced exponential growth over the past 15 years largely due to their low rates, ease of purchase, online business model, and their industry-revolutionizing approach to advertising these competitive advantages. Operating primarily within the enormous Property and Casualty sector of the insurance industry, GEICO faces extremely high levels of competition from many well-resourced companies. The most dangerous of which have begun to respond to GEICO's humorous, charming, and often detached advertising strategy through the employment of one of two general strategies; either imitating and attempting to improve upon GEICO's brand image and advertising practices, or else attacking it, insinuating that a company with this appeal does not truly care about its customers or its services. As GEICO has already solidified their low price point and ease of purchase in the minds of consumers, a tactical shift in response to competitive actions is now optimal. To avoid being labeled as a "cut-rate" insurance provider who cares little about the safety or well-being of their clients, and provides them with low quality insurance products and services; the following integrated marketing campaign is proposed. Spearheaded by the slogan "As long as you have GEICO, Things are looking up.", this campaign will focus on raising awareness of the plethora of customer service programs and initiatives already offered by GEICO that are unknown to the general public. The humorous, lighthearted appeal will remain, but the focus on highlighting customer service benefits and the high quality associated with GEICO's product will serve to shift the public perception of GEICO. As a result of this campaign, GEICO will appeal to a broader segment of the market, retain customers for longer period of time, raise awareness of their helpful customer service products and services, and differentiate themselves from the competition.
ContributorsGood, David Gregory (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2015-05
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Dr. Dean Kashiwagi created a new thinking paradigm, Information Measurement Theory (IMT), which utilizes the understanding of natural laws to help individuals minimize decision-making and risk, which leads to reduced stress. In this new paradigm, any given situation can only have one unique outcome. The more information an individual has

Dr. Dean Kashiwagi created a new thinking paradigm, Information Measurement Theory (IMT), which utilizes the understanding of natural laws to help individuals minimize decision-making and risk, which leads to reduced stress. In this new paradigm, any given situation can only have one unique outcome. The more information an individual has for the given situation, the better they can predict the outcome. Using IMT can help correctly "predict the future" of any situation if given enough of the correct information. A prime example of using IMT would be: to correctly predict what a young woman will be like when she's older, simply look at the young woman's mother. In essence, if you can't fall in love with the mother, don't marry the young woman. The researchers are utilizing the concept of IMT and extrapolating it to the financial investing world. They researched different financial investing strategies and were able to come to the conclusion that a strategy utilizing IMT would yield the highest results for investors while minimizing stress. Investors using deductive logic to invest received, on average, 1300% more returns than investors who did not over a 25-year period. Where other investors made many decisions and were constantly stressed with the tribulations of the market, the investors utilizing IMT made one decision and made much more than other investors. The research confirms the stock market will continue to increase over time by looking at the history of the stock market from a birds-eye view. Throughout the existence of the stock market, there have been highs and lows, but at the end of the day, the market continues to break through new ceilings. Investing in the stock market can be a dark and scary place for the blind investor. Using the concept of IMT can eliminate that blindfold to reduce stress on investors while earning the highest financial return potential. Using the basis of IMT, the researchers predict the market will continue to increase in the future; in conclusion, the best investment strategy is to invest in blue chip stocks that have a history of past success, in order to capture secure growth with minimal risk and stress.
ContributorsBerns, Ryan (Co-author) / Ybanez, Julian (Co-author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
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The concept of constant feedback through direct access to advanced technological devices has shaped the way consumers approach shopping for desired goods. Nowadays, people want their items faster, cheaper, of higher quality, and on their schedule. Consumer preferences such as these have provided an avenue for innovative thinkers to develo

The concept of constant feedback through direct access to advanced technological devices has shaped the way consumers approach shopping for desired goods. Nowadays, people want their items faster, cheaper, of higher quality, and on their schedule. Consumer preferences such as these have provided an avenue for innovative thinkers to develop new business categories through the assistance of websites and smart phone apps. An example of one of these up and coming fields is the e-grocery industry. With the swipe of a thumb, customers can order and have their groceries shipped directly to their doorstep, sometimes within hours of placing the order. As time progresses and firms learn from operating experience, culture shifts such as this shopping method may become the new norms in society. This thesis outlines a business proposal for existing retailers such as Amazon, Wal-Mart, and Target to get in front of the curve in this wave of online shopping and gain market share in this space through utilizing their current competitive advantage in logistics structures. We will attempt to encompass all aspects of the new venture by including an overview of the opportunity at hand, a census from the direct end customers providing proof of concept, methods for carrying out operational requirements, financial models forecasting future cash flows and returns on investment, established marketing materials appealing to end users, and a means to expand the outreach of the business. The end goal of this project is to provide a platform for an existing retailer to adopt into its current business structure and launch a trial run of the proposal in the near future.
ContributorsMakis, Jordan (Co-author) / Makis, Jenna (Co-author) / Eaton, John (Thesis director) / Maltz, Arnold (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2015-05