Marketing


Dean’s Annual Report 2016

UConn School of Business Dean's Annual Report 2016

Transforming Futures

In describing the UConn School of Business at this moment, 76 years into its accomplished history, the word “engaged” captures the essence. Our students, faculty and staff are engaged with each other, with our alumni, with the corporate community and with the University.

The School’s growth has been extraordinary, both in terms of enrollment and creating and maintaining vibrant, effective and relevant academic programs. We are transforming the future—of our students, our state, our industries and our world. There is much to celebrate.

We invite you to read the 2016 Dean’s Annual Report.



I’ve Got to Buy That!

Lenovo Thinkpad X201 Notebook (iStock)

Best Mergers and Acquisitions Significantly Enhance Consumers’ Perception of Products

Consumer-product companies that execute well-thought-out mergers and acquisitions can tap a customer gold mine.

Not only can they appeal to savvy shoppers’ brand preferences, but also boost profits, streamline expenses and increase prominence among vendors. Continue Reading


PROMESA and Puerto Rico’s Pathways to Solvency

Harvard Law School Forum on Corporate Governance and Financial Regulation – Facing a self-declared “death spiral” of public debt, the Governor of Puerto Rico announced a debt moratorium earlier this year, halting payments to bondholders. A series of missed payments followed, including a landmark default on constitutionally guaranteed bonds in July. At the same time, Congress passed the Puerto Rico Oversight, Management, and Economic Stability Act (PROMESA or “promise” in Spanish), which combines a debt restructuring system with federal controls over the island’s finances. But enacting PROMESA is only a first step. Coordination and engagement with creditors is the next step—and an even more complicated one—in Puerto Rico’s long journey towards solvency and fiscal stability.


Business Law Professors Honored for Research

Two UConn business law professors received prestigious research awards over the summer.

Professors Stephen Park and Robert Bird received the Hoeber Memorial Award for Excellence in Research for their article, “The Domains of Corporate Counsel in an Era of Compliance.” The Hoeber award, given in memory of prominent business law professor Ralph C. Hoeber, is awarded by the editors of the American Business Law Journal to recognize excellent research. Continue Reading


Shaping an Emerging Global Agenda

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Professor Park, Colleagues Awarded UConn Academic-Plan Grant to Help Further the Study, Practice of Human Rights in Business

Business law professor Stephen Park and UConn colleagues have been awarded a $265,000 research grant under UConn’s Academic Plan to investigate ways to protect and promote human rights in the business world.Continue Reading


Robin Coulter, Marketing Professor, Receives S. Tamer Cavusgil Award

Robin Coulter and Yuliya Strizhakova (Pierce Harman Photography)
Robin Coulter and Yuliya Strizhakova (Pierce Harman Photography)

Robin Coulter, professor of marketing, University of Connecticut, and Yuliya Strizhakova, associate professor of marketing, Rutgers University received the 2015 S. Tamer Cavusgil Award at the Summer 2016 American Marketing Association Conference held in Atlanta in early August. The Editorial Board of the Journal of International Marketing identified their article, “Drivers of Local Relative to Global Brand Purchases: A Contingency Approach,” as making the most significant contribution to the advancement of the practice of international marketing management in 2015.

 


Stay on the Cutting Edge – Marketing Department Research Series

The Marketing Department hosted an interesting variety of speakers for the Spring 2016 Marketing Department Research Series. This set of speakers reflects the diverse research interests of the marketing faculty. The Marketing Department Research Series seeks to keep abreast of the latest research of leading scholars in the field as well as provide opportunities for doctoral students to interact with these scholars from around the world.  Continue Reading


Gamification and Mobile Marketing Effectiveness

Journal of Interactive Marketing 34 (2016), 25–36

Charles F. Hofacker, Ko de Ruyter, Nicholas H. Lurie, Puneet Manchanda, & Jeff Donaldson

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes.  Full article.