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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
This thesis discusses the creation of a new brand of wine. We noticed new trends in packaging and wine labels from different wine producers, and decided to take a deeper look into the current state of the wine industry. We found millennials are growing consumers of wine, and being part of the millennial generation ourselves, we decided our own personal insight could be used in our research efforts to come up with a new concept for wine. Through primary and secondary research, we were able to find relevant trends in the wine industry in regards to millennials. The focus was to create a unique marketing plan for a new wine brand concept that would eventually be sold to an established winery or wine distributor. Key questions we wanted to answer with our primary and secondary research included: What consumer segment in the wine industry is the most attractive to enter? What are the current trends in regards to wine within this consumer segment? What are this consumer segment's preferences for branding in the wine industry? What are this segment's habits in regards to drinking at social occasions? Are there social constructs in regards to what container wine can be served in? What is the ideal container to pursue other than the standard wine bottle for this consumer segment? This paper aims to find related research to support our idea of creating a new brand of wine. We will discuss the background and related readings that we used to create our target market and branding idea, the methodology in which we conducted our surveys, and analyze the data from these surveys in order to finally conclude with our thesis recommendations for how to proceed with a marketing plan.
ContributorsSeeley, Carissa (Co-author) / Haagen, Jenna (Co-author) / St. Peter, Katie (Co-author) / Gray, Nancy (Thesis director) / Eaton, Kathryn (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Anytime a new product is brought to market or a new business is established, there are several legal and regulatory matters that must be addressed in order to achieve sustainable success. There are certain legal implications that every new business needs to consider, such as business structure, obtaining intellectual property, necessary licenses, agreements, liability, etc. In addition, there are also some regulations and laws that apply to only certain types of businesses. For products created for individuals with disabilities, some of these regulations include the Americans with Disabilities Act (ADA), the Web Content Accessibility Guidelines (WCAG), the Telecommunications Act of 1996, and the Individuals with Disabilities Act (IDEA). In this thesis, I study the disability product market, and the major legal and regulatory obstacles that a company might face in creating and marketing a product for consumers with either a mobile or visual disability. The research I conducted was based on a year-long project I completed in an interdisciplinary program called InnovationSpace. This paper introduces the program and our product, including a summary of the business model we created. Then, I discuss the findings of my research, before developing a plan for complying with the laws when taking our product, Naavi, to market. The major strategy discussed includes getting our product involved in public school districts through the IDEA, to give visually disabled students access to our product by making it a required component of their Individualized Education Plans (IEPs). Being able to do so would give our company an enormous business-to-business customer, which would be great for our company while simultaneously offering these students an opportunity to learn a valuable skill that can improve their daily lives.
ContributorsLeclair, Jordan Tyler (Author) / Trujillo, Rhett (Thesis director) / Koretz, Lora (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
I Am Not A Millennial is an honors thesis project that combines research with a creative application to determine the best practices for companies and advertising agencies. The thesis consists of three main sections: an overview of what a millennial is, bursting the millennial hype bubble, and discussion of whether new targeting techniques, new ideas for content, or new ways of advertising are necessary to engage the Millennial consumer. The thesis will first look at the Millennial Generation to answer the question of "Who are they?" with the emphasis on removing the negative stereotypes from the Millennial generation. This section will be supported by the following section which will discuss the lack of statistical information that truly separates the Millennial generation from its predecessors. Finally, by presenting information on my experiences leading a student-run advertising non profit, case studies, and working within an account management department of an advertising agency, this thesis will present conclusions that advertising agencies and businesses need to develop targeting and content practices that focus in on consumers' interests and tell the story of "why" in order to connect with Millennials.
ContributorsCondo, Ashley Roelle (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Orbiting space debris is an active issue that affects the capability of space launch for future satellites, probes, and space shuttles, and it will become a nearly insurmountable problem without action. Debris of varying sizes and speeds orbit the Earth at a range of heights above the atmosphere and need to be removed to avoid damage to crucial equipment of active orbiting satellites including the International Space Station. Finding a feasible solution to space debris removal requires that several facets be covered to become a reality; these include being aware of the problem in magnitude and source. This literature assessment covers the magnitude of space debris in low-earth and geosynchronous orbit as well as collision events which have increased the amount of space debris. There have been efforts made by several space agencies to control the amount of space debris added to orbit by current and future launches over the last decade \u2014 serving as a temporary fix before removal can be executed. This paper explores known removal efforts through mitigation, projects conceived and tested by DARPA, related space policies and laws, CubeSat technology, and the cataloguing of known space debris. To make space debris removal a reality, roadblocks need to be removed to acquire permission from states or countries for space missions. For example, these restrictions are in place to protect the assets of several countries and organizations. Guidelines set to curb the growth of space debris fail to prevent the growth due to the restrictions for ownership rights making them not as effective. This paper covers space policy and laws, the economy, satellite ownership, international conflict, status of space debris, and the overall feasibility of space debris removal. It will then discuss currently proposed solutions for the removal of space debris. Finally, this paper attempts to weight the advantages and disadvantages of the idea that space debris removal should include the opportunity to recycle materials. For example, defunct satellites and other discarded space crafts could be used for future launches. It will conclude with a personal exploration of what materials can be recycled, what chemical processes can be used to break down materials, and how to combine recycling and chemical processes for space-based recycling stations between Earth and the moon. The overall question that drives the search for making space debris removal a reality is whether it is feasible in multiple areas including technologically, legally, monetarily, and physically.
ContributorsBreden, Elizabeth Catherine (Author) / Foy, Joseph (Thesis director) / Thoesen, Andrew (Committee member) / Maximon, Leonard (Committee member) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Brown adipose tissue (BAT) is thought to be important in combating obesity as it can expend energy in the form of heat, e.g. thermogenesis. The goal of this study was to study the effect of injected norepinephrine (NE) on the activation of BAT in rats that were fed a high fat diet (HFD). A dose of 0.25 mg/kg NE was used to elicit a temperature response that was measured using transponders inserted subcutaneously over the BAT and lower back and intraperitoneally to measure the core temperature. The results found that the thermic effect of the BAT increased after the transition from low fat diet to a high fat diet (LFD) yet, after prolonged exposure to the HFD, the effects resembled levels found with the LFD. This suggests that while a HFD may stimulate the effect of BAT, long term exposure may have adverse effects on BAT activity. This may be due to internal factors that will need to be examined further.
ContributorsSion, Paul William (Author) / Herman, Richard (Thesis director) / Borges, Chad (Committee member) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Cystic Fibrosis (CF) is a genetic disorder that disrupts the hydration of mucous of the lungs, which promotes opportunistic bacterial infections that begin in the affected person’s childhood, and persist into adulthood. One of the bacteria that infect the CF lung is Pseudomonas aeruginosa. This gram-negative bacterium is acquired from the environment of the CF lung, changing the expression of phenotypes over the course of the infection. As P. aeruginosa infections become chronic, some phenotype changes are known to be linked with negative patient outcomes. An important exoproduct phenotype is rhamnolipid production, which is a glycolipid that P. aeruginosa produces as a surfactant for surface-mediated travel. Over time, the expression of this phenotype decreases in expression in the CF lung.
The objective of this investigation is to evaluate how environmental changes that are related to the growth environment in the CF lung alters rhamnolipid production. Thirty-five P. aeruginosa isolates from Dartmouth College and Seattle Children’s Hospital were selected to observe the impact of temperature, presence of Staphylococcus aureus metabolites, and oxygen availability on rhamnolipid production. It was found that the rhamnolipid production significantly decreased for 30C versus 37C, but not at 40C. The addition of S. aureus spent media, in any of the tested conditions, did not influence rhamnolipid production. Finally, the change in oxygen concentration from normoxia to hypoxia significantly reduced rhamnolipid production. These results were compared to swarming assay data to understand how changes in rhamnolipid production impact surface-mediated motility.
The objective of this investigation is to evaluate how environmental changes that are related to the growth environment in the CF lung alters rhamnolipid production. Thirty-five P. aeruginosa isolates from Dartmouth College and Seattle Children’s Hospital were selected to observe the impact of temperature, presence of Staphylococcus aureus metabolites, and oxygen availability on rhamnolipid production. It was found that the rhamnolipid production significantly decreased for 30C versus 37C, but not at 40C. The addition of S. aureus spent media, in any of the tested conditions, did not influence rhamnolipid production. Finally, the change in oxygen concentration from normoxia to hypoxia significantly reduced rhamnolipid production. These results were compared to swarming assay data to understand how changes in rhamnolipid production impact surface-mediated motility.
ContributorsKiermayr, Jonathan Patrick (Author) / Bean, Heather (Thesis director) / Misra, Rajeev (Committee member) / Haydel, Shelley (Committee member) / School of International Letters and Cultures (Contributor) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Almost every form of cancer deregulates the expression and activity of anabolic glycosyltransferase (GT) enzymes, which incorporate particular monosaccharides in a donor acceptor as well as linkage- and anomer-specific manner to assemble complex and diverse glycans that significantly affect numerous cellular events, including tumorigenesis and metastasis. Because glycosylation is not template-driven, GT deregulation yields heterogeneous arrays of aberrant intact glycan products, some in undetectable quantities in clinical bio-fluids (e.g., blood plasma). Numerous glycan features (e.g., 6 sialylation, β-1,6-branching, and core fucosylation) stem from approximately 25 glycan “nodes:” unique linkage specific monosaccharides at particular glycan branch points that collectively confer distinguishing features upon glycan products. For each node, changes in normalized abundance (Figure 1) may serve as nearly 1:1 surrogate measure of activity for culpable GTs and may correlate with particular stages of carcinogenesis. Complementary to traditional top down glycomics, the novel bottom-up technique applied herein condenses each glycan node and feature into a single analytical signal, quantified by two GC-MS instruments: GCT (time-of-flight analyzer) and GCMSD (transmission quadrupole analyzers). Bottom-up analysis of stage 3 and 4 breast cancer cases revealed better overall precision for GCMSD yet comparable clinical performance of both GC MS instruments and identified two downregulated glycan nodes as excellent breast cancer biomarker candidates: t-Gal and 4,6-GlcNAc (ROC AUC ≈ 0.80, p < 0.05). Resulting from the activity of multiple GTs, t-Gal had the highest ROC AUC (0.88) and lowest ROC p‑value (0.001) among all analyzed nodes. Representing core-fucosylation, glycan node 4,6-GlcNAc is a nearly 1:1 molecular surrogate for the activity of α-(1,6)-fucosyltransferase—a potential target for cancer therapy. To validate these results, future projects can analyze larger sample sets, find correlations between breast cancer stage and changes in t-Gal and 4,6-GlcNAc levels, gauge the specificity of these nodes for breast cancer and their potential role in other cancer types, and develop clinical tests for reliable breast cancer diagnosis and treatment monitoring based on t-Gal and 4,6-GlcNAc.
ContributorsZaare, Sahba (Author) / Borges, Chad (Thesis director) / LaBaer, Joshua (Committee member) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its current revenue stream, prompting this investigative study. Upon completing this project, three business problems that are limiting Endgame's revenue growth were identified. The issues identified were: food sales, visibility/access, and alcohol sales. To better understand each of these issues a study was conducted in the form of ethnography research and a survey was distributed to Endgame's target market. Two instances of observational research were conducted and a survey was distributed to 400+ students in the W. P. Carey School of Business. The data collected revealed underlying sentiments about Endgame's food/beverage service and issues related to locating the bar. This investigation revealed that ordering food and beverages at Endgame is difficult and not a straight forward process. This led to a set of recommendations related to creating an efficient and simple ordering process. The study also showed that Endgame (which is on the second floor of a building) lacks the appropriate signage to indicate its location. Using this information, recommendations were made for Endgame to create additional signage near stairs and elevators to indicate their location. The research also revealed a general lack of consumer awareness in relation to alcoholic beverages that contributed to low sales. This led to a strategy to revitalize Endgame's marketing campaign and a redesign of their beverage menu. Outside of the three business problems found during observational research, several other areas were examined in the survey at the request of Endgame's management. These areas revealed additional understandings into consumer behavior and feelings towards Endgame. These customer insights along with the recommendations given in this paper will be used by Endgame to increase their overall business revenues.
ContributorsPaplham, Tyler James (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
For this thesis, the authors would like to create a hypothetical Private Equity Real Estate Investment firm that focuses on creating value for partners by taking an opportunistic approach to acquiring under-performing urban multi-family properties with large upside potential for investing. The project will focus on both the market analysis and financial modeling associated with investment strategy and transactions. There is a substantial amount of complexity within commercial real estate and this thesis seeks to offer an accurate and comprehensive documentary of the process, while simplifying it for everyday readers. Additionally, there are a significant amount of risk factors associated with investment decisions, so the best practices from the industry documented in this manuscript are valuable tools for successful investing in the future. To gain the most profound and reliable industry knowledge, the authors leveraged the experience of dozens of industry professionals through research and personal interviews. Through careful analysis, the authors were able to ascertain the current economic position in the real estate cycle and to create a plan for future investing. Additionally, they were able to identify and evaluate a specific asset for purchase. As a result, the authors found that multifamily properties are a sound investment for the next two years and that the company should slowly start to shift directions to office and retail in 2018.
ContributorsBacon, David (Co-author) / Soto, Justin (Co-author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05