Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 4, Financial Bootstrapping, the author analyzes the entrepreneur's decision-making process to provide deeper insight into success factors for a new venture. Summarizing current research on bootstrapping, he considers the motivation behind why an entrepreneur decides to utilize bootstrap funding, either personal preference or necessity. He describes characteristics of three different types of bootstrappers, cost-reducing, capital-constrained, and risk-reducing, with examples from Goldstar and Pandora. Second, he reviews three approaches to bootstrapping: cash cycle exploitation, minimizing investment, and joint utilization.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 5, the author shares practical guidance for an entrepreneur to achieve both happiness and wealth in a new venture. He outlines a model for survival and growth, based on sending "legitimized signals" to attract customers. First, he recommends organizing activities such as assembling a prototype, obtaining permits or licenses, and preparing marketing materials. Second, he recommends the strategic activity of creating a business plan and details the components of an effective plan. Third, he recommends capital-gathering activities involving financial, human, and social factors to build resources that add legitimacy to the venture.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 6, Typologies for Strategic Bootstrapping Success, the author shares insight into how entrepreneurs can become legitimate and profitable, and thus able to move beyond bootstrapping as a source of funding. He describes four types of entrepreneurial ventures that he believes are most successful. Two types are based on behaviors: the hyper-networked entrepreneur and the sharing entrepreneur. The other two types are based on business model types: digital and fragmented. He ends with practical points of consideration for a strategic bootstrapping approach.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 1, Past, Present, and Future Opportunities for Mobile Marketing, the authors present a brief overview of the rise of smartphones and mobile technology. They review current research about consumer use of different smartphone platforms, compare smartphone use versus tablets, and characterize the marketing opportunity for mobile devices. They argue that the companies must incorporate mobile marketing into their plans to address how the strong and rapid growth of mobile devices is changing consumer behavior. They end with a series of questions to help the reader understand mobile behavior.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. Chapter 2, Calling and Messaging, considers how mobile technology is changing the way people communicate. The authors cite research about the decrease of landlines, increase in video calling, and shift from voice calling to text messaging as critical factors in the need for mobile marketing. They explore mobile messaging and highlight important considerations for using a short messaging system (SMS) as a marketing tool. They also consider the benefits and challenges of visual messaging, such as multimedia messaging service (MMS) and rich media messaging (RMM), as well as instant messaging (IM), with real-world examples from Express and Taco Bell. They examine shifts in email marketing for mobile devices and offer practical guidance on effective email campaigns, as well as on measuring success through churn (opt-out rate) and other data.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 3, Search and Web, the authors consider how consumers use mobile devices to find information. They cite research to support the popularity of mobile devices for web searches, advising marketers to respond accordingly and reviewing search engine design features such as "click to call." They highlight the importance of a responsive web design that works across multiple channels (desktops, tablets, and mobile devices) and consider the challenges of this type of design. The authors also offer guidance on mobile search engine optimization (SEO) and share practical tips from Google. They conclude with thoughts on measuring success for campaigns.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 4, Mobile Applications (Apps) looks at the popularity and benefits of Apps versus websites. The authors discuss how the features and functions of mobile Apps provide more sophisticated web experiences for customers. They review different types of Apps, such as pre-installed and paid, and consider the challenges in developing an App, offering practical guidance. They explore methods for measuring success, including frequency of use and other data points. The chapter includes a brief overview of the Carolina Hurricanes App.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 5, Social Media Networks, the authors explore networks such as Facebook and Instagram, as well as how those network participants (e.g. followers) interact with specific brands on social media. They suggest that branding on social media requires companies to not only to have interactive conversations, but also to invest more resources in this social media marketing. They examine how to build a customer base through mobile customer relationship management (CRM), and suggest that measuring success of social media marketing is challenging.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. Chapter 6, Mobile Advertising (26 pages), examines how advertising for mobile devices is different from other media. The authors suggest that mobile marketing is growing and offers marketers the ability to more specifically tailor content to a target and provide an interactive experience. They explain that there is a lack of standardization in mobile advertising and review different tools, such as interstitial banners, rich media ads, and native ads. They consider social media ads, such as promoted tweets on Twitter, as well as video ads and sponsorship ads. They suggest criteria for effective ad display on specific devices with several visual examples from companies such as CNN and Walgreens. They also consider ways to target mobile advertising, including audience profile and location and share insight on measuring success.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 7, Accessing Content, the authors consider how consumers receive content through either pull tactics to attract people who are actively searching or push tactics to inspire action. They review key considerations and visual examples of pull tactics, including quick response (QR) codes, mobile messaging, and near-frequency codes (NFC). They also review three push tactics: messaging, opt-in notifications within apps, and location-based services such as iBeacon.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 8, Mobile Marketing Strategy and Resources, the authors emphasize the need to move quickly in a rapidly changing environment. Thus, they present a model for actionable long-term vision that marketers going through a lengthy strategic planning session. The NOTE model is broken into four stages: needs, objectives, tactics, and execution. The authors summarize key considerations for each stage of the model and then apply the model to a fictitious company as example. They also share insights from Jeffrey Donnell, Product Development & Innovation Manager at Whirlpool Corporation, about the value of being a "pocket brand," or a brand that utilizes mobile marketing to create relevant customer value.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 1, Ethics in Commerce, provides historical and philosophical context for the overall discussion of ethical management and the author's focus on ethical conduct for companies doing business globally. He defines social responsibility as the broader concept of caring about others versus ethics, which provide more specific and practical guidance. He considers different perspectives on ethics in globalization, from those who believe a company should engage in ethical outreach as they enter new countries to those who believe a company should accept the environment in new countries. He also outlines the factors that he believes have brought ethics to the forefront of management discussions, including an overview of how an ethical or unethical public perception can impact a business.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 2, Ethics and the Strategic Determination, the author begins with an overview of global business and the factors that influence a company's decision to operate in another country. He recommends that a company include ethics as part of corporate strategy and applies ethical components to SWOT analysis and Porter's 5 Forces using companies such as Nike and ExxonMobil to illustrate. He explores how the human rights environment in country impacts a global business, with an analysis of the Alien Tort Claims Act and comments on handling human rights violations. He examines other challenges to ethical conduct including foreign national labor practices, the impact of non-government organizations (NGOs), media attention, public perception and pressure for transparency. He also reviews the U.S. Sarbanes-Oxley Act which drew public attention to unethical practices and how ethics can impact corporate branding.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. In Chapter 3, Ethical Value Development, the author examines how ethics develop and introduces the concept of a global ethical conduct code. He posits that public awareness of recent human rights violations has increased pressure on global firms to be proactive in defining and implementing a code of ethics. He considers the role of companies as social institutions with analysis of Milton Friedman's economic theory of being profitable while conforming to the basic rules of society. He looks at corporate reputations and how unethical practices can have negative impact on finances and long-term success. He contrasts social responsibility and ethics, and shares perspectives from different countries. He also explores the realm of public perception and if people are already biased against corporations, which the author interprets as a need for a proactive approach to ethics. He also considers how global businesses influence local labor relations.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. In Chapter 4, Ethics Unabridged (68 pages), the author examines how the role of ethics in management decisions has taken on greater importance. He explains how ethics have become a critical factor for success. He describes how history, public demand for transparency, and the constant media access due to the Internet, have shaped the current business landscape in terms of the need for ethical standards. He reviews two approaches to corporate social responsibility, institutional and profit maximization, and provides both historic and contemporary examples. He also explores the more recent developments in responsible leadership. The chapter ends with a review of the Principles for Responsible Management Education developed by the Globally Responsible Leadership Initiative.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 5, Time for a Change? (45 pages) presents the author's theory that every multinational business should develop a global code of conduct. He offers three evaluation methods for transnational companies in determining the kind of ethical strategy needed. He reviews several resources, including the UN Universal Declaration of Human Rights and the Global Sullivan Principles, and outlines several ethical philosophies that influence personal ethics. He also considers how different mindsets influence global strategy application and presents a matrix of ethical directions according to cultural relativism and ethical imperialism. He concludes with a recommendation of 4 elements that constitute an appropriate ethical approach.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 6, A Universal Code Template (46 pages), starts with an analysis of the Herzberg theory of work motivation and Maslow's hierarchy of needs as they relate to the motivation behind ethical strategy. The author explores the concept of "connected capitalism" through Coca-Cola's development of a corporate moral compass. He offers practical guidelines for constructing a code of conduct, using the Vitruvian Man model as an example of balancing integrates absolutes and relatives. He also explains the importance of verification and monitoring, with recommendations for organizational structure and implications for managers. He considers the ultimate cost-benefit of ethical practices and provides an in-depth analysis of the codes of conduct for Nike Inc. and Gap Inc. as best practice. He ends with a look at historic examples of ethical conduct.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. In Chapter 7, Global Ethical Strategies and Conclusions (19 pages), the author recommends that a global business determine its strategic position: neutrality, deflection, or proactive change. He offers practical tools to guide ethical decision-making, including a list of questions to identify "deal-breakers," a model to evaluate entry into a potential country, and a process to evaluate potential foreign partners. He further recommends a global ethical-positioning scale in advance of facing an ethical violation. He provides the 4W approach as a series of questions to help a company handle an infraction in the absence of a prior plan. He concludes by revisiting the importance of having an ethical strategy to guide global business.

Sarah would soon graduate from Stanford GSB, and had received entry-level job offers from a number of wealth management firms. A tech-savvy Millennial, she wanted a career that would provide both intellectual challenges and a healthy work/life balance. She had five job lucrative offers to evaluate, and needed to weigh her options carefully. This case describes a hypothetical scenario of a student deciding which wealth management firm is the best fit for her interests, work style, and long-term career goals. The case provides a comprehensive overview of five distinctly different types of wealth management firms, with business models ranging from a traditional private bank with portfolio teams that sold the bank's products to clients, to an investment firm that delivered institutional-quality management to private clients, to a new venture using a technology-driven model designed to replace individual advisers entirely. The business model and fee structure of each type of firm are discussed in detail, along with additional insights into how the firms operate.

Just a few years after its 2005 opening, Georgia Aquarium faced a challenge common to all experience-based businesses: After an initial rush of traffic, attendance declines as the novelty wears off. So the facility brought in V. Kumar, a Georgia State University expert on marketing research and customer engagement, who used data analysis and marketing models to identify and acquire the most-valuable future customers. Kumar's team found the top zip codes of visitors and high-spending season-pass holders and then targeted media spending at residents in zip codes with similar demographics. The big payoff in increased attendance and revenue shows that marketing science can be a potent tool for other experienced-based businesses too. This reprint contains two additional Idea Watch articles. "The Downside of Discounts" provides a visual analysis of the frequency and extent of B2B discounts and the speed with which they erode the average price for all customers. "How Government Assistance Drives Start-Ups" describes several studies showing that public subsidies and insurance prompt more people to start companies.