Browsing Drake Management Review by Subject "Marketing"
Now showing items 1-8 of 8
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Creating Consumer Value through Physical and Digital Product Bundles: One Firm's Approach
(Drake Management Review, 2011-10)In recent years, firms have bundled digital products and physical products to create value and gain a competitive edge in the marketplace. In this commentary, we discuss one such approach to value creation. We present the ... -
Customized Pricing: Win-Win or End Run?
(Drake Management Review, 2012-04)Modern technology, particularly as associated with internet shopping, permits excellent estimations of individual consumer willingness to pay. Customized pricing is defined as a pricing strategy based upon such individualized ... -
Exploring the Effect of Narrators’ Accents in Informational Short Films
(Drake Management Review, 2018)Advances in technology have made it increasingly easy to receive information via YouTube and short film clips from around the world. This research examines if a foreign accent has a favorable or an unfavorable effect ... -
In China, Can Sex Appeal for a Low Involvement Product Increase the Chances of it Being Purchased?
(Drake Management Review, 2011-10)Globalization has helped mold China into the economic leader that it is today. Despite the country‘s growing economic ties, Chinese culture remains unique, making it difficult for foreign firms to effectively communicate ... -
Netnography: A Pocket Guide to Conducting Research in Closed Virtual Communities
(Drake Management Review, 2020-04)This paper defines closed virtual communities and outlines a brief guide for researchers (academics and students) who wish to engage in ethnographic studies of online communities, commonly known as a netnography. Although ... -
Organizational Stigma: Sources and Outcomes
(Drake Management Review, 2019-04)Organizational stigma is a useful adaptation of the concept of social stigma, which can be used to understand why some organizations are saddled with the image of being socially unsavory or undesirable. In this paper, ... -
Time is of the Essence? Investigating How Culturally-Based Perceptions of Time Affect Hindsight Bias for Task Completion
(Drake Management Review, 2014-04)Hindsight bias, known as the “Monday Morning Quarterback” syndrome, occurs when individuals feel they would have been able to predict the outcome to past events. This research examined if hindsight effects for ... -
Using Social Media to Build Brand Loyalty: Insights from the Designer Shoe Industry
(Drake Management Review, 2011-10)
