Matching Items (43)
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 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
Description
While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.
ContributorsArd, Dalin Max (Author) / Montoya, Detra (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Influencer marketing has exploded into a multi-billion dollar industry, with millions of influencers spanning thousands of different industries. The beauty industry is one of the most popular industries for influencer marketing, with influencers having the ability to collaborate with popular beauty brands like L’Oréal as well as being able to create their own successful beauty companies. With consumers exposed to thousands of brand deals every day, brands are now searching for the keys to creating an authentic brand partnership with influencers. This thesis looks at the factors that go into authentic influencer marketing to help brands understand what they should be looking for when creating a partnership that consumers would deem as authentic, with a specific emphasis on the beauty industry. This thesis includes a multi-method study using a focus group and a survey. Specifically, the focus group focused on finding common themes related to authenticity and the survey uncovered whether follower count influences consumers’ perception of authenticity. The studies revealed that follower count doesn’t impact how consumers’ perceived authenticity, but authenticity and trust do play a role in whether consumers will interact with an influencer’s paid advertisement. To better understand the research presented in this thesis, an analysis of influencers and the psychology of influence are presented, along with a case study of a successful beauty brand partnership and an in depth look at FTC guidelines.
ContributorsPope, Haley Marie (Author) / Montoya, Detra (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The NFL has a positive history sending teams across the pond to play a “London Series”. These games began in the 2007 season and have since increased popularity and buzz for the NFL as a whole in the London and UK market. Many conversations have occurred and spanned years of speculation of a possible franchise being relocated to London to allow American football fans in the UK market to have their own team as opposed to a few games a year. Because of the massive success of the international series for the NFL and the success that other leagues have seen with having a team outside of its home country, there is an argument for the NFL
to not only move a current franchise to London, but rather to create a brand new NFL franchise in London. Therefore, the objective of this proposal is to give a detailed amount of evidence to support the development of a new NFL franchise in London and provide the proposal for a possible franchise in the London market. The following describes instances of NFL franchises relocating and the effect of the decision.
to not only move a current franchise to London, but rather to create a brand new NFL franchise in London. Therefore, the objective of this proposal is to give a detailed amount of evidence to support the development of a new NFL franchise in London and provide the proposal for a possible franchise in the London market. The following describes instances of NFL franchises relocating and the effect of the decision.
ContributorsKish, Natalie Ann (Author) / Lee, Christopher (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor, Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Historically, advertising was best when it was informative because people did not look at advertising for entertainment. Stories, however, were helpful in selling products and promoting trials. Advertising has since evolved with society. Copious amounts of research still go into advertising but some old principles get left in the past. Some can be adapted to today’s digital world while others simply do not ring true anymore. Today, the best of the best showcase in the Super Bowl. This has proven to be very beneficial to those that dazzle and entertain viewers.
The USA Today Ad Meter has been used for decades to rank Super Bowl ads and can show us what works well. All ads that run during the Super Bowl are rated by thousands of viewers and then ranked based on average ratings. The Ad Meter is the most used tool to look at these ads and discern what viewers enjoyed seeing. Entertaining ads do very well on the Ad Meter while informational and simple ads often sink. The Ad Meter does a good job telling advertisers what worked but it does not tell us why it worked or what people want to see.
These entertaining ads do well on the ad meter because, according to the following research study, people prefer entertainment in Super Bowl advertising, whether the product is relevant or not. People are willing to watch a Super Bowl ad that is longer than a normal ad would be because they expect entertainment and the length allows for a story to develop. People also have a strong preference for humorous Super Bowl ads but the emotional/meaningful ads that make it into the top 5 are almost the exception to the rule because the results of the research performed here show very little preference for these ads. While the Super Bowl still seems to be a beneficial way to advertise, the price is a big barrier to entry. Luckily, digital culture gives smaller businesses the power to capture viewers in other ways. The study’s findings suggest that many younger participants often just watch Super Bowl ads on YouTube after the game. Younger people are also watching the Super Bowl less and becoming numb to scrolling through ads on social media. It is important, now more than ever, for advertisers to have attention grabbing tactics for a generation with such short attention spans. Advertisers need to follow the trends to keep up with social media, but it will be worth it.
The USA Today Ad Meter has been used for decades to rank Super Bowl ads and can show us what works well. All ads that run during the Super Bowl are rated by thousands of viewers and then ranked based on average ratings. The Ad Meter is the most used tool to look at these ads and discern what viewers enjoyed seeing. Entertaining ads do very well on the Ad Meter while informational and simple ads often sink. The Ad Meter does a good job telling advertisers what worked but it does not tell us why it worked or what people want to see.
These entertaining ads do well on the ad meter because, according to the following research study, people prefer entertainment in Super Bowl advertising, whether the product is relevant or not. People are willing to watch a Super Bowl ad that is longer than a normal ad would be because they expect entertainment and the length allows for a story to develop. People also have a strong preference for humorous Super Bowl ads but the emotional/meaningful ads that make it into the top 5 are almost the exception to the rule because the results of the research performed here show very little preference for these ads. While the Super Bowl still seems to be a beneficial way to advertise, the price is a big barrier to entry. Luckily, digital culture gives smaller businesses the power to capture viewers in other ways. The study’s findings suggest that many younger participants often just watch Super Bowl ads on YouTube after the game. Younger people are also watching the Super Bowl less and becoming numb to scrolling through ads on social media. It is important, now more than ever, for advertisers to have attention grabbing tactics for a generation with such short attention spans. Advertisers need to follow the trends to keep up with social media, but it will be worth it.
ContributorsGriffin, Karina (Author) / Montoya, Detra (Thesis director) / Giles, Charles Bret (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans experience life in the U.S. vastly different, the common steps of self-identity, acculturation and assimilation persist. However, what is often missed with this seemingly linear process is the delineating step: retro acculturation. Their sense of disconnect sparks a feeling of blurred identity, introducing the phenomenon of retro- acculturation, or an individual’s conscious efforts to connect to their heritage in new ways. Understanding the “why” behind this revelation is essential in understanding the “how”- or the actions taken by the individual to connect with their withdrawn culture. A deeper understanding of retro-acculturation and its processes is essential to leveraging a successful marketing effort in order to reach this demographic. As this population steadily reaches a larger population and quickly gains consumer buying power, it is important to be taking note of new and innovative ways of making lasting impressions on this demographic. This study focuses on exploring and discovering why individuals experience retro-acculturation and their triggers, as well as what approaches they use to connect to their heritage culture. Additionally, the insights gained were leveraged to provide recommendations as to how business can more effectively market to reach this demographic.
ContributorsHanson, Rebecca Jane (Co-author) / Burgess, Julia (Co-author) / Montoya, Detra (Thesis director) / Riker, Elise (Committee member) / School of International Letters and Cultures (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Trends in the beauty industry begin when large portions of the market shift to focus on a specific idea. These trends can be fleeting, or they can be permanent, but they have the ability to alter the course of the industry for decades. Every trend that comes and goes must be analyzed by brands to determine if it is worth following or if it would be more advantageous to take a different path. Some of the biggest trends in the beauty industry right now are inclusivity, sustainability, and clean beauty. I conducted a survey to determine the importance of these trends through consumers’ level of awareness and how the trends effect their purchasing decisions. I found that consumers are very aware of all three trends and that their willingness to purchase from brands that are more inclusive, sustainable, and clean is correlated with how much they are willing to spend on products from brands that follow the trends. The results from the survey suggest that there is a high demand for brands that are inclusive, sustainable, and clean. Therefore, it could be a good idea for brands to follow one or multiple of these trends and incorporate them into their marketing strategies.
ContributorsChavez, Melissa (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
As graduation season approaches each year, companies are seeking to hire the top talent from different universities all over the world. The battle to hire recent college graduates stems from the desire to hire young, hungry, and excited employees. However, with young age comes a lack of experience and exposure to the work force. The purpose of this thesis is to understand how recruiters from large corporations decide which candidates to hire, specifically candidates who are recent college graduates. Given that recent college graduates have little to no experience, it can be challenging for recruiters to determine their potential performance in each role. In comparison to seasoned professionals who have years of industry experience under their belts, it can be challenging for a recruiter effectively determine a young professional’s skills, work ethic, and industry knowledge.
I have identified and explained the different hiring methods that companies use when recruiting new talent to provide background information for my research. Furthermore, I have also interviewed several recruiters from large corporations in order to gain a further understanding of the university recruitment process, including what works and what doesn’t work. From the gathered research, I discovered key findings surrounding the topics of the interview process itself, how to properly assess a candidate, key components of the process and suggestions for enhancing the process. With this information, I have established recommendations for interviewing college graduates such as incorporating a pre-hire assessment into the process, implementing an on-site experience, condensing the process and clearly defining the interview protocol.
I have identified and explained the different hiring methods that companies use when recruiting new talent to provide background information for my research. Furthermore, I have also interviewed several recruiters from large corporations in order to gain a further understanding of the university recruitment process, including what works and what doesn’t work. From the gathered research, I discovered key findings surrounding the topics of the interview process itself, how to properly assess a candidate, key components of the process and suggestions for enhancing the process. With this information, I have established recommendations for interviewing college graduates such as incorporating a pre-hire assessment into the process, implementing an on-site experience, condensing the process and clearly defining the interview protocol.
ContributorsThurman, Brittney Victoria (Author) / Montoya, Detra (Thesis director) / Dietrich, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The Golf Equipment Industry is flooded with many competitors, all looking to expand and grow with their various customer bases. In an industry which demands rapid new-product developments and offerings, companies must position their various brands in a way that appeals to both current and future customers. In tailoring product offerings and leveraging existing brand equity, effectively manipulating brand portfolios, companies must assess the risk of brand dilution effects when fulfilling company-wide growth initiatives. The following project will present research-based marketing principles with marketplace examples from various industries; specifically looking at marketers’ strategies in manipulating brand portfolios through the use of brand architectures, upward/downward line stretches, and brand extensions. Essentially, this paper will present the importance of manipulating brand portfolios in a variety of industries (including the golf industry), exciting current and new customer bases, eventually establishing an understanding of the risks associated with each leveraging strategy.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
ContributorsMilroy, Thomas Carlo (Author) / Montoya, Detra (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Companies are constantly looking for a way to increase sales and productivity from their workforce. A popular way to spark motivation and competition is through employee sales contests or incentive-based plans. In theory, these contests are geared to include every employee at the sales level in the organization and are thought to boost motivation across the board. But, sales contests receive substantial attention regarding their effectiveness from the academic and professional press due to some unethical incidents happening at large corporations. There have been many studies regarding the effectiveness of contests, but many have inconclusive results and do not produce a definite answer. Because of this, further research is needed to confirm the effectiveness of such contests used in the professional world. Further research would require a study that is much longer in length, as there are many variables that are behind the psychological factors associated to sales contests.
I conducted a study on the effective design, implementation, motivational factors, and takeaways upon completion of such contests. The purpose of this study is to find out whether or not sales contests are an effective way of motivating a diverse workforce. The results suggest that sales contests are a hyper-efficient tool to increase employee motivation but must be prepared for and implemented correctly in order to achieve efficient results. I recommend that sales managers use contests as a tool to gauge the motivational and behavioral changes in their employees resulting from such contests, instead of just trying to gain more revenue. Also, to combat the growing threat of unethical behaviors as a result of running sales contests, leaders need to implement appropriate measures, like unethical behavior diversion courses.
I conducted a study on the effective design, implementation, motivational factors, and takeaways upon completion of such contests. The purpose of this study is to find out whether or not sales contests are an effective way of motivating a diverse workforce. The results suggest that sales contests are a hyper-efficient tool to increase employee motivation but must be prepared for and implemented correctly in order to achieve efficient results. I recommend that sales managers use contests as a tool to gauge the motivational and behavioral changes in their employees resulting from such contests, instead of just trying to gain more revenue. Also, to combat the growing threat of unethical behaviors as a result of running sales contests, leaders need to implement appropriate measures, like unethical behavior diversion courses.
ContributorsWitt, Tyler Lee (Author) / Montoya, Detra (Thesis director) / Dietrich, John (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05