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Case study
Publication date: 20 January 2017

Mark Jeffery and Justin Williams

In 1992 Joe Jackson, former manager of DuPont Motorsports for twelve years, was angling to get the paint business at Rick Hendrick's sixty-five automotive dealerships…

Abstract

In 1992 Joe Jackson, former manager of DuPont Motorsports for twelve years, was angling to get the paint business at Rick Hendrick's sixty-five automotive dealerships across the United States. In order to win the Hendrick car dealership paint contract, Jackson and Hendrick met to discuss the possibility of sponsoring Hendrick's new team and rookie NASCAR driver—Jeff Gordon. As a result of that meeting, DuPont signed on to be the primary sponsor. By 2006 Gordon was a NASCAR superstar, and the DuPont logo—viewed by millions—was a household brand. While this level of exposure was exciting for the company, executives at DuPont could not help but wonder if they were fully leveraging this tremendous marketing opportunity. Gordon was on fire—but was DuPont maximizing the heat? The DuPont-NASCAR case tasks students and executives with designing a creative marketing campaign to activate the NASCAR sponsorship opportunity and maximize value beyond conventional sponsorship marketing. This open-ended challenge encourages students and executives to think outside of the traditional marketing tactics typically employed by business-to-consumer (B2C) NASCAR sponsors. Additionally, the nature of DuPont creates the need to develop a multi-dimensional plan that caters to a breadth of brands. Beyond designing a new marketing campaign, a key objective of the case is to focus students and executives on designing metrics for measurement of the return on investment (ROI) into a campaign plan. As a first step, it is important to clearly articulate the campaign, business strategy, and key business objectives mapped to the strategy.

Students and executives learn how to design a marketing campaign for measurement. Specifically, they are tasked with designing a new marketing campaign for DuPont to activate the DuPont/NASCAR relationship. Students and executives must define metrics for measurement and learn to use a balanced score card approach. Since the DuPont sponsorship of Hendrick Motorsports is a brand campaign built to reach the DuPont business-to-business (B2B) customer, both non-financial and financial metrics are used. The key to success is to have a clearly defined sponsorship marketing strategy and business objectives. The case teaches students and executives how to define key metrics and articulate a methodology for campaign measurement pre and post to quantify the return on investment (ROI).

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Case study
Publication date: 10 September 2015

William Ritchie, Dusty Williamson, John Ni, Ali Shahzad and George Young

Located in the Mid-Atlantic region of the United States, Eastern Truss Company produced trusses used in construction of both large warehouses and custom homes. This case…

Abstract

Synopsis

Located in the Mid-Atlantic region of the United States, Eastern Truss Company produced trusses used in construction of both large warehouses and custom homes. This case presents the student with the opportunity to analyze the critical factors associated with the decision of whether Eastern should adopt a new production technology and whether cash flows from reduction of temporary workers will cover adoption coasts. The student must evaluate the decision to adopt the production technology through the lens of operations management tools. This case is appropriate for undergraduate business studies in the field of operations management.

Research methodology

Case study.

Relevant courses and levels

Undergraduate operations management.

Details

The CASE Journal, vol. 11 no. 3
Type: Case Study
ISSN: 1544-9106

Keywords

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Book part
Publication date: 3 September 2016

Abstract

Details

Global Talent Management and Staffing in MNEs
Type: Book
ISBN: 978-1-78635-353-5

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Article
Publication date: 19 September 2016

Stuart Hannabuss

Abstract

Details

Reference Reviews, vol. 30 no. 7
Type: Research Article
ISSN: 0950-4125

Keywords

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Book part
Publication date: 3 September 2016

Justin Williams and Ramudu Bhanugopan

This study examines the interactive effects of work values and organisational commitment on localisation.

Abstract

Purpose

This study examines the interactive effects of work values and organisational commitment on localisation.

Methodology/approach

This study draws on human capital theory, and reports on a survey of 200 expatriate managers working in Qatar.

Findings

We find that localisation is negatively associated with work values and positively associated with organisational commitment. Furthermore, work values appear to influence organisational commitment.

Originality/value

Despite a surfeit of literature on localisation of human resources, few studies previously have explored its relationship with work values and organisational commitment. This chapter presents empirical research on the issue from Qatar, a country in a region which remains under-researched in the literature.

Details

Global Talent Management and Staffing in MNEs
Type: Book
ISBN: 978-1-78635-353-5

Keywords

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Article
Publication date: 23 August 2011

Justin Williams, Ramudu Bhanugopan and Alan Fish

This paper seeks to provide an overview of the concept of “localization” of human resources in Qatar. Relative to the rest of the Gulf Cooperation Council countries…

Abstract

Purpose

This paper seeks to provide an overview of the concept of “localization” of human resources in Qatar. Relative to the rest of the Gulf Cooperation Council countries (GCCCs), economic development began late in Qatar due to political and economic factors such as the influx of an immigrant labour force and changes in the education system. Now, with one of the fastest growing economies in the world, and the highest per capita income, Qatar has vigorously embraced rapid economic expansion. However, in a small country awash with natural resources, and with a population engulfed by expatriates, the issue of “localization” is a pressing economic and social issue.

Design/methodology/approach

This paper reviews the national human resource situation in this atypical context, and seeks to determine the factors that impact on “localization” in this small, yet important Gulf nation.

Findings

There are some common barriers to “localization” throughout the GCCCs. These can be summarized as: an inefficient quota system; a culture that is focused more on prestige than performance; strict cultural practices concerning women in the workforce; education systems that are not market driven; and an inequitable social contract and distribution of oil and natural gas wealth in the GCCCs.

Originality/value

While much attention has been directed to the concept of “localization” in developing countries, “Qatarization” has received no attention in the scholarly literature, despite the resounding political and economic role that Qatar has in the GCCCs.

Details

Education, Business and Society: Contemporary Middle Eastern Issues, vol. 4 no. 3
Type: Research Article
ISSN: 1753-7983

Keywords

Content available
Article
Publication date: 23 August 2011

Kay Gallagher and James Pounder

Abstract

Details

Education, Business and Society: Contemporary Middle Eastern Issues, vol. 4 no. 3
Type: Research Article
ISSN: 1753-7983

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Book part
Publication date: 3 October 2018

Orly Shapira-Lishchinsky

Abstract

Details

International Aspects of Organizational Ethics in Educational Systems
Type: Book
ISBN: 978-1-78714-778-2

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Book part
Publication date: 3 September 2016

Abstract

Details

Global Talent Management and Staffing in MNEs
Type: Book
ISBN: 978-1-78635-353-5

To view the access options for this content please click here

Abstract

Details

International Aspects of Organizational Ethics in Educational Systems
Type: Book
ISBN: 978-1-78714-778-2

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