Bachelor of Commerce Best Business Research Papers, Vol. 03 (September 2010)
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This issue was originally published September 12th, 2010.
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Item Bachelor of Commerce Best Business Research Papers, Volume 3 (September 2010)(Bachelor of Commerce Best Business Research Papers, 2010)Complete issue for Volume 3, September 2010Item Note from the editors(Bachelor of Commerce Best Business Research Papers, 2010) Galang, M. CarmenItem Potato chips in the Netherlands: An analysis of firm strategy and consumer purchasing behavior(Bachelor of Commerce Best Business Research Papers, 2010) Francisty, DavidPotato chips sales are a multi-million dollar industry in the Netherlands. The purpose of this report is to analyze firm specific strategies and consumer purchasing behaviors in relation to this industry. A fundamental question is assessed throughout the report, while consistently considering the four principles of marketing (Price, Place, Product, and Promotion): How can small start-up producers strengthen their market position against global conglomerates in the Dutch potato chips market? Hoeksche Chips, a local Dutch start-up chips producer, is used as a comparison and a tool for discussion. Primary data collection, from 207 survey respondents, is analyzed and SPSS outputs considered. Results indicate that consumer’s purchasing decisions are influenced by their perceived level of product quality. Consumers find taste, flavour selection, and price as the three most important buying factors. They are unwilling to pay a premium for locally produced chips, and do not consider a chips’ healthiness as an important purchasing factor. This study concludes with a recommendation that by adapting the four principles of marketing, new start-ups can strengthen their existing strategies and be better positioned to navigate the challenges of business in the Netherlands.Item Entrepreneurship in Japan: Causes, effects and outcomes(Bachelor of Commerce Best Business Research Papers, 2010) MacInnis, AndyThis paper is directed to any potential Japanese entrepreneurs. It uses the Global Entrepreneurship Monitor’s three components of entrepreneurship to measure the state of entrepreneurship in Japan. The three components are: Entrepreneurial attitude, entrepreneurial activity and entrepreneurial aspiration. The paper examines the traditional business characteristics of the Japanese economy, as well as cultural and demographical issues which may affect entrepreneurship components. I also examine the effects of post-industrialism on Japan, and what that signifies for the economy and potential entrepreneurs. Finally the government and educational facilities’ roles in entrepreneurship are explored. I also discuss examples of recent Japanese entrepreneurial endeavours which have had some mixed success. Sources of research include an interview with Dr. Michael Lacktorin, of the Center for Entrepreneurship and Leadership Studies, a visit to a local Japanese business incubator, a student survey conducted at Akita International University and many sources of secondary research. I have concluded that although the Japanese are very hesitant to conduct entrepreneurial activity, the current economic climate in Japan is a changing one, and one which will likely welcome entrepreneurial innovation and new business practices. A reduction in manufacturing is leading to an upswing in service businesses – businesses Japan appears reluctant to embrace. Major obstacles in starting new businesses in Japan included protectionist government policies, a negative attitude towards entrepreneurs, as well as a difficult market in which to sell new products.Item Austrian Airlines: An analytical examination using Porter’s Diamond(Bachelor of Commerce Best Business Research Papers, 2010) Forman, BrettAustrian Airlines’ long history of operating as an Austrian owned company has finally come to an end after their poor performance in 2008. This paper analyses the means by which Austrian Airlines has been able to compete globally for so many years in the competitive airlines industry and proposes reasons for their past success. The four components of Michael Porter’s Diamond of National Advantage were used to analyze the company, in combination, with two other variables that have an effect on all four of the components, the government and chance. The main four components of Porter’s framework include firm strategy, structure, and rivalry; demand conditions; related and supporting industries; and factor conditions which together work as a framework to determine the factors that allow Austrian Airlines to have a national comparative advantage. The information used in the paper was gathered from the company’s annual report, various online sources that are not affiliated with Austrian Airlines, Michael Porters book “The Competitive Advantage of Nations” and primary data from a customer satisfaction survey. From this analysis, it is evident that Austrian Airlines derives its ability to compete from many different sources such as the country’s geographical location and the supporting industries located around their main airport hub in Vienna. It will become more apparent in the coming year, when more information is published, as to why the company’s performance in 2009 was so poor which forced the privatization of the company.Item Global cork demand: The competitive challenges facing Portuguese producers(Bachelor of Commerce Best Business Research Papers, 2010) McCombe, DanielThis paper profiles and examines the competitive landscape of the Portuguese cork industry through the lens of an individual producer, Jan Dalhuisen, a plantation owner and cork producer of over 20 years. His unique experience as a cork producer, summarized in the form of an article, is used as a reference point in identifying linkages in the competitive challenges he faces to those facing the domestic and global cork industry. Foremost, domestic market conditions of the industry are examined, analyzing the evolution of the primary factor input of production: labour. Next, emerging trends in production of this unique market in Portugal are evaluated. The focus, in these two areas is to find determinants of domestic supply and demand conditions and ascertain how they are effecting the macro-economic environment. That is, what economic forces in the domestic cork industry are impacting the global competitiveness of individual producers? Second, global supply and demand trends are assessed, specifically, changes in the landscape of the wine bottling industry, its historic use of traditional cork stoppers, and the emergence of substitutes. In respect to substitutes, global market data is examined to assess if their emergence has had significant impact on global pricing trends of natural cork. Finally, the implications of all observations for manufacturers and producers in the Portuguese cork industry are stated. Individual and collaborative strategies for industry members to utilize are discussed, all with the clear objective to improve competitiveness for the Portuguese industry as a whole, as well as sustain profitability for small scale producers.Item Sustainability within the French luxury consumer-goods market: The role of business and consumer demand(Bachelor of Commerce Best Business Research Papers, 2010) Simkus, LisaThe business case for sustainability is becoming one of the most important considerations for businesses today. Although there have been large improvements in reporting, transparency and sustainable initiatives in many industries, the consumer goods luxury market is failing to meet the mark. Evidence for this is found in the WWF’s Report that ranked ten luxury businesses in terms of their initiatives. No company was ranked higher than a C+. The purpose of this paper is to explore the French luxury industry as a market leader with the power and influence to shape the sustainable development of this industry. In particular, the initiatives of French luxury conglomerate, LVMH, are explored as an archetypal corporation within the industry with the power to shape consumer tastes. Although there does seem to be a drive towards sustainability within the luxury goods industry, these initiatives and reports put out by luxury companies are often seen as “greenwashing”. Therefore, this paper explores what the true drivers behind adopting sustainability are. The hypothesis raised it that consumer demand for sustainability has perhaps the greatest influence. As such, a survey was conducted of French and Canadian citizens to compare their awareness and demand for sustainability; it was found that there is less awareness and demand for sustainability within France. This paper will argue that this difference is due to a culture that highly values luxury as part of their cultural capital. As such, it is up to businesses to use their influence and make sustainability the new consumer trend.