Leveraging Intercollegiate Athletics to Support Academic Giving at NCAA Division I Institutions

On average, National Collegiate Athletic Association Football Bowl Division (top-level of U.S. Intercollegiate athletics) schools raise 15% of their athletic budget from private fundraising. Key questions remain as to how increased emphasis on athletic fundraising influences academic giving. Some authors claim symbiotic effects while others assert that athletic gifts “crowd out” academic giving. The current study analyzes the largest single-institution set of individual donor data available to date. First time donors were more than twice as likely to give to athletics as academics. Fifty-one percent of donors making gifts to both athletics and academics (SPLIT donors) made their initial gift to athletics. Problematically, the conversion rate of athletic-only to split donors has fallen to less than 1%. On three different retention measures split donors have higher retention rates than athletic-only donors, who have higher retention rates than academic-only donors. Among split donors, 41.67% give their largest gift to support an academic program. Rather than competing, development officers would be better advised to systematically cultivating donors to support both athletics and academics.     

Role of the Internet Site in the Promotion Management of Sports Teams and Franchise Brands

This study examines the role that a website plays in the development of fan allegiance and as a promotion management tool for a sports team and brand. Research indicates that the combination of sports, media (television in particular), and sponsorships when employed in an integrated manner, can develop consumer connection to brands. This study suggests that the Internet is also an important part of an integration strategy of sports, media, and promotion. By working with a new team in the AIFA indoor football league, the researchers were able to determine what helped make fans allegiant to the team before the franchise's inaugural game. The results show that even before the team played its inaugural home contest, fans had become allegiant to the franchise brand and team by using the team internet site. These results indicate that an internet site can serve as a strong promotional tool in an integrated marketing plan of sports, media, and promotion to move fans toward brand loyalty and toward primary goals of the firm, including increased sales.     

Genre and Postemergency Contexts: The Nexus of Strategic Communications

This article explores why organizations choose to enact public relations discourse genres after an emergency situation —organizational crises, disasters, and issues—has been resolved. In the aftermath of emergency situations, we argue that organizational communicators employ discourse messages according to five governing “commitments,” which corporate officials use to shape postemergency messages the way they do. This essay, then, is not so much a retrospective analysis of what happened in selected emergency situations but, rather, is more a prospective explanation about how to use these five governing commitments when anticipating emergencies that could happen. Organizational learning and organizational renewal are addressed accordingly. In this argument we draw upon literature in linguistics, rhetorical theory, and organization studies. Examples of postemergency situations are used to bridge theory and practice to show how what was done retrospectively can be done prospectively to prepare for communication during postemergency contexts.     

Muy local: Differentiating Hispanic and Caucasian shoppers of locally produced foods in US grocery

The current study reviews consumer purchasing of locally produced foods in retail grocery stores across Hispanic and Caucasian groups in the United States. Six hypotheses were tested via the creation and evaluation of a measurement model within the structural equation modeling process. Results suggested that group differences exist between Hispanic and Caucasian consumers across the constructs of attitudes, perceived product availability, subjective norms, intention to purchase and extent of purchase. Implications for marketing strategies across groups and product categories are provided, along with future research directions.     

Adaptation of Marketing Mix Elements in International Markets

ABSTRACT

This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. The study is based on a survey of executive-level managers in U.S.-based companies that market products internationally. The survey obtained information on the extent of adaptation across the marketing mix elements and on company, industry, and market factors that influence this process. The results indicate that adaptation is greatest for distribution, followed by price, promotion, and product. Product adaptation is influenced by market factors, price adaptation is influenced by market and industry factors, promotion adaptation is influenced by market factors, and distribution adaptation is influenced by company factors. The results of the research can be used to both understand and manage the extent of adaptation necessary for products in international markets.     

Untangling the muddled management of public affairs

Many companies do not realize the importance of understanding the public affairs sector of their business environment and underestimate the need for individual company mechanisms to manage public affairs.     

An investigation of real estate agent service to home sellers: Relevant factors and attributions

This study examines real estate agent service from a frequently neglected perspective – that of the home seller. Using qualitative data from 32 in-depth interviews in the US, we identify seven factors that are important to home sellers in evaluating real estate agent service: communication, effort, advertising, guidance, professionalism, representation, and results, with communication and results being the most important, and communication faring the worst (related to home seller expectations). In addition, we employ content analysis to investigate attributions made by home sellers in evaluating the process and outcome aspects of the service received from their agent. We find that process factors (whether positive or negative) are attributed to the agent. In contrast, attributions for outcome are more complex, exhibiting a chronological interaction effect, tied to process evaluations.     

New Challenges for International Business Research: A Review of Extant Research and the Unique Contributions of John Dunning

Relative to other fields, international business is a young field of study. Tracing its origins to the mid-1950s, the field began to develop unique theories and paradigms in the 1970s and 1980s. The field has developed rich research streams since and has become firmly established as an independent field of study and important part of university curricula. John Dunning (1902–2009) is widely regarded as a father of the field, carving out unique theories from his primary field of economics and through his efforts hiring and training future prominent international business scholars. This article examines the evolution of the international business field and unique contributions of John Dunning's research to the development of extant theory. It then reviews Dunning's last contribution—his fifth and last book entitled New Challenges for International Business Research: Back to the Future.     

Intercollegiate Athletics as an Institutional Fundraising Tool: An Exploratory Donor-Based View

Previous research has indicated that intercollegiate athletics programs may be successful at attracting new donors to higher education institutions. Research has also shown that major donors who support both athletic and academic programs at an institution give more total dollars to the institution than other donors and are retained at higher rates. Through 65 in-depth interviews with donors making gifts to both athletic and academic programs at NCAA FBS (top athletic division) institutions, this exploratory research seeks to understand how intercollegiate programs influence donor decisions. Donors were questioned as to their motives for giving, specific changes in their historical giving patterns, and their future giving intentions. Several consistent themes emerged from donor interviews that provide insight into previous empirical findings and direction for both fundraising practice and future research.     

Analogical Encoding Fosters Ethical Decision Making Because Improved Knowledge of Ethical Principles Increases Moral Awareness

Journal of Business Ethics - The current paper examines whether knowledge of an ethical principle influences moral awareness and ethical decision making. Using hypothetical scenarios (Studies 1 and...