Academic Papers

Brand & Consumer Price Perceptions – 2001
Can being a brand allow greater flexibility in consumer pricing. This is a literary review that covers:

  • Brand description & identity.
  • Brand vision & culture.
  • Brand relationships.
  • The difference between price and value.

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House Brands – A Literary review – 2001
This review specifically looks at house brands and what makes them work. The review covers:

  • What is a house brand.
  • Factors that influence success.
  • Is the presentation of a house brand positive?

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Prospect Theory & Customer Choice – 2001
Why do consumers make the decisions they do? Prospect theory is a consumer choice model. It is an asymmetrical model that often leads to what can seem illogical decisions. Understanding consumer choice is a key to a successful product strategy. The study reviews:

  • The editing process.
  • Coding information.
  • Probability and risk assessment. 

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What Makes a Brand – 2002
This paper looks specifically at the role of marketing communication in brand building. The paper is in the structure of a literary review and covers:

  • What is a brand.
  • Brand essences.
  • Brand identity.
  • Brand vision & culture.
  • Brand positioning.

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The Learning Organisation – 2002
This is a literary review that investigates the link between an oganisations propensity to learn and their marketing orientation.
It reviews:

  • The learning process.
  • Adopting the learning process.
  • Continuous learning.
  • Product innovation
  • Marketing orientation.

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Data Analysis – A Case Study – 2002
There is so much information available for decision making. Using a fictitious shopping centre this review looks at what are the important factors and data to consider when making decisions. How to collect and interpret that data.

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Starbucks – A Case Study – 2003
Starbucks became the largest coffee shop chain in the world in a remarkable short period of time. This study reviews the strategic initiatives that lead to this success. The case study reviews:

  • Market segmentation.
  • Sustainable competitive advantage.
  • Leveraging partnerships.
  • Preserving brand equity.
  • Delivering continual growth.

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E-Marketing Strategic Initiatives – 2003
Micropayments are now technically possible. This study investigates the micropayment market in Australia in the context of a fictitious new entrant MobiBuy. The study reviews a typical pre entry process and includes.

  • A situation analysis.
  • Marketing objectives.
  • Marketing strategies.

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E-Business in Australia’s Mobile Phone Market – 2003
A comprehensive review of E-business in Australia’s mobile phone market. The review covers:

  • Market structure.
  • Key stakeholders.
  • Industry issues.
  • E-business impacts.

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Determining a Retail Trade Area – 2003
Using a fictitious clothing company this report analyzes what factors are important in determining where a retail store is located. The report covers:

  • The market.
  • Location alternatives.
  • Meeting the market.
  • Trade areas.

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Assessing Market Performance using a Marketing Audit – 2004
What is a marketing audit? How can it be used to evaluate past performance and frame future strategies? This paper reviews a number of contemporary marketing audit models.

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Strategic Marketing – A Case Study – 2004
Packaging initiatives can make or break a product. They offer a unique way to position a product in a consumers mind.
The case study reviews at a fictitious shaving gel product pitched at the female market.
The case study reviews:

  • A situation analysis.
  • Strategic implementations.
  • Alternative strategies.
  • Strategy recommendations.
  • Implementation and evaluation plans.

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Practical Challenges with a Mass Customization Strategy – 2005
Market segmentation taken to it’s extreme means creating products for a market of one. Technology today allows this to happen in an economical way in certain industries. However because we can is often not a good reason to do something. A number of “living and dead” companies that participated in the mass customization market were interviewed.
This study tries to determine what were the antecedents of success in practical mass customization markets were.
The study covers:

  • Current developments in mass customization.
  • Legacy systems.
  • Company structure.
  • Customer & market segmentation.
  • Linkage to contemporary marketing theory.

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