In today’s age of large corporations and superstores consuming the marketplace, small businesses must fight to stay afloat. In order to compete with these market giants, understanding the industry and establishing goals for the future are increasingly important. These ideals are especially...

Cultivating two-way interpersonal relationships between business leaders and students is essential to enhancing a graduate’s theoretical and practical knowledge of the corporate world, according to Notre Dame Commerce/Arts student Gemma Thomson.With the success of The University of Notre Dame...

One of the chief concerns of any business is to maintain steady, profitable growth in a rapidly evolving marketplace. The only way to achieve this goal is to constantly evaluate the company?s strength and position within that marketplace, and look for ways to improve. The iFixit company has...

This work elaborates the impacts of strategically constructed silos that are not byproducts of flagging cross-departmental cooperation or the cumulative effect of decades of decentralized command and control. Rather, these silos are strategically intended structures within organizations. Most...

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement attitudes. After conducting a pre-test to discover an appropriate product for the Generation Y target market, we ran an experiment examining OVCs, television, and magazine...

This study was undertaken to determine whether there is market potential for Word-of-Mouth Bakery to expand its current operation in food retailing in Modesto and the surrounding areas. A Case Study was conducted on Panera Bread Company to use as a competitive analysis to compare Word-of-Mouth...

This study was undertaken to determine which strategies would allow the Cal Poly Organic Farm to operate as a profitable business without compromising educational and agricultural objectives. Three strategies were analyzed to determine the most profitable approach. The first strategy, expanding...

This paper looks at the under-researched area of assessing organisational green performance and its drivers from the consumer’s point of view. Drawing on the green literature, a model is advanced in which certain environmental attitudes held by consumers drive or restrain the performance...

In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues...

This paper explores the question: “What do NGO representatives working on market campaigns believe that market campaigns effectively contribute to social change? How do these NGO representatives see their work contributing to a larger Global Justice Movement, if at all? How do their worldviews...