A stochastic optimization model was developed to determine optimal testing strategies, costs, and risks for dual marketing of genetically modified (GM) and non-GM wheat in an export supply chain. The optimal testing strategy is derived that minimizes disutility of additional system costs due to...

With developments such as an increase in competition, busier and more sophisticated consumers, companies attempt to achieve a competitive advantage through increased brand equity of their product offerings. Increased brand equity often translates into increased brand loyalty, which in turn means...

This paper examines the linkages among agricultural total factor productivity, farm size, and farm household participation in the off-farm labor market for the Southeastern states for the period 1960-1996. We find evidence of a simultaneous relationship between productivity and measures of farm...

ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon theircurrent brand image and subsequent brand positioning amongst Stellenbosch students as theirtarget audience’. It was therefore considered necessary for the author of this research...

ENGLISH ABSTRACT:Against the background of the challenge marketers face in influencingconsumer perceptions of brands, this study attempts to assess the effect ofthe senses on the perception of a brand. Perception is the way in whichconsumers interpret the world around them, with the senses as...

ENGLISH ABSTRACT:Many studies have been conducted on the occurrence of brand image transfer,but very few of them have focused on one of the most important determinantsof such transfer namely, brand fit. Brand image transfer is the transfer of brandassociations, attributed to another entity, to...

Any brand has a specific identity that the company wants to portray to consumers in its targetmarket – its brand identity – what the brand stands for. This is also the case for Oakley, aluxury brand competing in the sports and fashion industries. In essence the brand identity ofa company is...

ENGLISH ABSTRACT:Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how...

The retail and distribution industry in Botswana's deregulated economy is one of the largest and most difficult sectors in which to operate, mainly because of levels of competition amongst Botswana companies and the global competitive industry, in general. Hill (2000:539) postulates that...