The following research builds an understanding of the practical implication of AI to marketing management. The study explores the research problem based on the empiricism of professionals. The investigation regards their perceptual understanding of AI's applicable influence on their responsibilities. Purpose – This thesis seeks to contribute to the management and marketing literature by examining existing theories on marketing management and analyzing the empiricism of marketing managers. The intersection of marketing management, decision-making, and AI is singular in numerous ways. Thus, this thesis will initially aid in developing a correlating theoretical framework for the implications of AI in the role of a marketing manager that was not covered by previous research. Second, illustrate how the marketing management function is evolving and changing. Thirdly, describe the adaptable skills required of marketing managers. In this regard, the study poses the following question: • How is AI affecting the job of a marketing manager? • How is AI affecting marketing mangers’ decision-making and their responsibilities towards the company? Method – The qualitative research methods for this research utilize a thematic analysis of two participatory groups. The chosen data sampling method is non-probabilistic with semi-structured online interviews of open-end questions. Findings – AI is impacting and changing the functional responsibilities of a marketing manager. The results show that the adaption of AI is unavoidable, and marketing managers and companies that are refrained from adapting and embracing AI solutions will have difficulty competing in the market. Furthermore, the findings show that the market is becoming increasingly competitive, and regulatory changes regarding data sharing will make it more difficult for smaller enterprises to remain profit positive. AI solutions are one solution to the problem as managers believe that using AI is one way of dealing with targeting, conversion rates, net profits, and increasing financial accountability.

Asserts that competitive pressures make careful applications of marketing management tools imperative for the survival of time-dependent non-profit organizations. Illustrates a pragmatic tool which a volunteer-dependent organization can use to determine its strengths and weaknesses vis-à-vis the competition. This tool is used to assess the competitive weaknesses and strengths of Big Brothers/Big Sisters vis-à-vis Special Olympics. Concludes by offering constructive advice as to how Big Brothers/Big Sisters can turn a “latent competitive advantage” into a “solid competitive advantage”.

The importance of coordination between independent organizations in a vertical distribution system is stressed in most discussions of marketing channels and inter-organizational relations. The nature and structure of the vertical relation affording effective coordination between autonomous firms or units has been a matter of research interest as well as managerial concern. This thesis attempts to develop and empirically validate a model for understanding the institutional mechanisms for coordination between firms vertically related to each other. An emerging notion in organizational theory and economics is that the firm is a nexus of contracts and economic activities of the firm are governed by contracts ranging from the simple price-quantity contract to more complex adaptive as well as employment contracts. While most or all inter firm relations would be governed by a basic contract, the institutional framework under which any relation would be organized would vary with respect to the use of detailed, sequential contracts; pledges, guarantees and other informal or implicit agreements; and, power, dependency and centralized decision-making. The three institutional mechanisms, contracts, informal agreements, and coalitions differ with respect to their use of bonding mechanisms, power, conflict resolution, and enforcement of obligations. This research attributes the relative predominance of any one institutional mechanism in the vertical relation to relevant industry/market characteristics and firm/transaction considerations within a model unifying theories and concepts from diverse disciplines. Empirical validation of the conceptual model is through a field survey (mail questionnaire) of respondents (mainly top and middle management personnel) drawn from some representative industries. The structural form of the interrelationships between the hypothesized constructs are examined through simultaneous equations modeling and the three-stage least squares estimation procedures. The institutional environment is thus more realistically presented as arising from a combination of environmental and rational selection factors. Moreover, the economic, strategic, relational and transactional properties of inter-organizational relations are considered in one integrated framework. It is hoped that the findings of the study would lead to future theoretical insights that consider the economics, sociology and politics of organizations in a more integrative and realistic framework. / Ph. D.

Die Stadtbibliothek Ebersbach-Neugersdorf liegt in unmittelbarer Nähe zur sächsisch- tschechischen Grenze, die Sprache des Nachbarlandes sowie grenzüberschreitende Begegnungen sind feste Bestandteile des Alltags und des kulturellen Lebens in der Region. Dementsprechend führt die Bibliothek einen kleinen Bestand von Medien in tschechischer Sprache, der bisweilen eine eher zurückhaltende Nachfrage erfahren hat. In der vorliegenden Arbeit werden anhand verschiedener Analysen mögliche Ursachen für die geringen Benutzungszahlen aufgezeigt und darüber hinaus potenzielle Zielgruppen für den tschechischen Bestand ermittelt. Die Grundlage dafür bilden u. a. die Bestands- und Ausleih- zahlen der Stadtbibliothek, Informationen aus Gesprächen mit der Bibliotheksleiterin und Sekundärdaten, die durch verschiedene Einrichtungen bereitgestellt bzw. aus diversen Internetdokumenten entnommen wurden. Die Auswertung zweier Studien zum Leseverhalten der tschechischen Bevölkerung sowie eine Experten-Befragung erlauben Rückschlüsse auf die Bedürfnisse dieser Zielgruppen. Anhand der zusammengetragenen Erkenntnisse werden Ziele und Maßnahmen ausgearbeitet, die zukünftig eine bedarfsgerechte Bestandsentwicklung der tschechischen Medien ermöglichen sollen.:3 Abbildungs- und Tabellenverzeichnis 4 1 Einleitung 5 2 Der tschechischsprachige Bestand der Stadtbibliothek Ebersbach-Neugersdorf 8 2.1 Die Stadt Ebersbach-Neugersdorf 8 2.2 Die Stadtbibliothek Ebersbach-Neugersdorf 9 2.3 Aktuelle Umsetzung der Marketinginstrumente 11 2.4 Nutzungsbezogene Bestandsevaluierung 17 2.5 Konkurrenzanalyse 19 2.6 Marktsegmentierung 21 2.7 Nachfrage-Analyse 26 2.7.1 Bedarfe der ersten Hauptzielgruppe 27 2.7.2 Bedarfe der zweiten Hauptzielgruppe und der Kindergartenkinder 28 2.8 Zwischenfazit 30 3 Ziele und Maßnahmen für die Entwicklung des tschechischsprachigen Bestands 32 3.1 Ziele für den tschechischsprachigen Bestand 32 3.2 Maßnahmen zur Umsetzung von Ziel 1 34 3.3 Maßnahmen zur Umsetzung von Ziel 2 38 3.4 Realisierung und Evaluation der Ziele 44 4 Zusammenfassung 49 Literaturverzeichnis 51 Anhang 1: E-Mail-Korrespondenz I Anhang 2: Titelliste der tschechischen Medien mit Ausleihzahlen IV Anhang 3: Umsatz und Aktivierungsgrad der (tschechischen) Medien am Standort „Über die Grenzen geschaut“ VI Anhang 4: Ausleihzahlen tschechischer Medien der Themengebiete „Reisen“ und „Regionales“ VIII Anhang 5: Null-Listen der Standorte mit tschechischen Medien IX Anhang 6: Bibliotheksstandorte im deutsch-tschechischen Grenzgebiet X Anhang 7: Erreichbarkeit tschechischer Bibliotheksstandorte über den öffentlichen Personennahverkehr XI Anhang 8: Nationalitätenstatistik der Stadt Ebersbach-Neugersdorf XII Anhang 9: Teilnahmezahlen der Tschechisch-Kurse der Volkshochschule Dreiländereck XIII Anhang 10: Nachfrageanalyse - ausgefüllte Fragebögen XIV

This research examined the development of bureaucratic and social norms in a franchised channel of distribution in conditions of both decision uncertainty and nontransferable asset investments. A theoretical model was developed based on Transaction Cost Analysis (Williamson 1976, 1985, 1986) and Social Exchange Theory (Kelley and Thibaut 1978). Additionally, several forms of interpersonal communication were modeled as behavioral outcomes of these norms. This research explored both the norms of the economic exchange between two firms and the interpersonal exchange between the individuals in these firms who interact on a regular basis. The model was tested with a national sample using survey methodology in the farm equipment industry. Merchant wholesalers from 469 dealerships responded to the survey (response rate 47.8%). The model was tested using covariance structures analysis. The specific test was a stacked, two-group model with transaction-specific assets treated as a moderator variable. The pattern of results indicated that dealers who have more transaction-specific assets are likely to use bureaucratic measures to tighten control of the transaction when decision uncertainty is high (expected). However, social norms were not used as a secondary asset safeguard; instead, parties withdrew socially in conditions of uncertainty, regardless of asset condition (not expected). The overall pattern of results suggests that dealers use short-term efficiency measures in periods of stress but that those measures may be less effective in the long-term because of their inhibiting effects on trust, commitment, and shared values. Social norms were the strongest predictors of interpersonal communication (expected). Transaction-specific assets also affected communication between the dealer and the sales rep. Dealers with lower assets (i.e., lower exit barriers) relied more heavily on the sales rep as a conduit of information than did dealers with higher assets. / Ph. D.

Researchers have theorized that Transaction Cost Analysis paradigm draws a connection between transaction specific investment and opportunism with guile. This dissertation investigated this relationship during and after the negotiation process with a focus on contractual safeguarding. It was hypothesized that the pattern of the level of anticipated investment in transaction specific investment was related to choice of governance clause (i.e., contractual safeguarding) in the final negotiated contract. Additionally, it was hypothesized that anticipated investment in transaction specific assets would be related to the amount of opportunism (operationalized as falsity) prevalent in the negotiation process. Also, it was hypothesized that after the contract was formed, the resultant investment in transaction specific assets was inversely related to opportunism (operationalized as a reduction in contract performance quality). Anticipated and resultant investment differ in that anticipated investment is proposed and not committed while resultant is not only committed investment but also includes the investment that would result with the enforcement of the negotiated contract clauses. These relationships were tested using a negotiation simulation utilizing working MBA students as subjects. It was found that the pattern of the level of anticipated investment was related to final negotiated contract clause choice. The anticipated investment level patterns and final negotiated contract clauses were related as follows: 1) anticipated symmetric low investment was related to a market forces form of contractual safeguarding, 2) anticipated symmetric high investment was related to a bilateral form of contractual safeguarding, and 3) anticipated asymmetric investment patterns were related to unilateral clauses favoring the high investor. It was concluded that even in a climate of win-win negotiations and emphasis on trust building, that parties to a contract still desire contractually based safeguards appropriate to their anticipated investment in transaction specific investment. No relationship between anticipated investment level and opportunism in the form of falsity in communications was found. Despite the rejection of this hypothesized relationship, it was concluded that one cannot depend on the anticipation of investment to serve as a disincentive to opportunism in the form of falsity in the negotiation process. No relationship between resultant investment level and opportunism in the form of reduction of quality performance was found. Despite the rejection of this hypothesized relationship, it was concluded that one cannot depend on the presence of resultant investment to serve as a disincentive to opportunism in the form of reduction of quality of contract performance. Contributions derived from this research included a disclosure/falsity scale survey items and a content analysis system for rating false communications ranging from bluffing to lying. / Ph. D.

Problem: In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business. Purpose: The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed. Method: An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company. Theories: The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc Conclusions: The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.

<p><strong>Problem: </strong>In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business.</p><p><strong>Purpose: </strong>The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed.</p><p><strong>Method:</strong> An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company.</p><p><strong>Theories: </strong>The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc</p><p><strong>Conclusions: </strong>The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.</p>

The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.

The thesis deals with an analysis of marketing communication instruments in the destination of Blatensko. On the ground of an analysis the current instruments of marketing communication are identified and the efficiency is evaluated. The one part of the thesis is also the suggestion of an optimal comunication mix and the measures which contribute to the next development of marketing communication of the destination Blatensko.