Brand alliance is a marketing strategy where two brands collaborate. Brand alliances are fascinating, but the outcomes are difficult to predict. Studying why brands decide to join a brand alliance and what successful brand alliances have traditionally looked like can help identify profitable opportunities. Consumer reactions to brand alliances are also an important aspect of this relationship. Consumer feedback can be gathered instantly through social media analysis. Brand alliances are an increasingly common phenomena, as companies realize that these partnerships will cost fewer resources and can generate more revenue. This paper investigates the concept of brand alliance, specifically why brand alliances form and what aspects of brand alliance make the strategy successful. The focus will be on two kinds of brand alliances: ingredient branding and co-location.

This thesis serves to investigate the ways in which artificial intelligence (AI) is changing the accounting industry. The major research questions are: How is AI impacting the field of accounting? What are the potential impacts of AI on employment in the accounting field? To answer these questions, various AI methodologies were found. These methodologies do not have the same level of intelligence; therefore, they were organized under a framework of intelligence for better understanding. Similarly, the most practiced accounting processes were identified and arranged based upon the intelligent framework. After this process was completed, we arrived at the relationship between accounting processes, the applicable AI methodologies, and the associated levels of intelligence. This mapping enables us to see more clearly that the implementation of AI will impact accounting processes differently. Some processes are poised for an imminent take-over by AI. Other processes seem unlikely to be taken over by AI.  These conclusions may be used to assist future accountants and prepare them for the evolving industry that is requiring technological skills. These conclusions provide a more realistic assessment for future accountants.

The growth of the cosmetics industry in recent years has made the purchasing of cosmetics more widespread as online shopping and social media have attracted new markets to the industry. The cosmetics industry has undergone changes to better accommodate these growing markets, and the demands of the consumers within them. So far, little research has been done on how ecommerce changes the way consumers purchase cosmetic products. This research project explores what factors currently affect consumer’s purchasing habits in the cosmetics industry. A survey was implemented to evaluate how cosmetic consumers across generations rate the significance of ingredients, production, environmental safety, labor rights, and trade practices within the cosmetics industry regarding their purchasing habits. The findings from the survey indicate that Gen X, followed closely by Gen Z, are the most active cosmetic consumers that engage in research regularly prior to their purchases. Compared to other generations, Gen X participates the most in the industry, and expresses the highest rates of interest and concern across all factors of the cosmetics industry. The data from this research also indicates that ingredient usage, environmental safety, and labor rights are the most important and most researched factors in a cosmetic consumer’s purchasing process. The insight from cosmetic consumers through this research better illustrate consumer buying power, market demands, and what factors cosmetic firms should focus on to better market their products and appeal to the most important needs and concerns of their customers.

While many people have heard the term “multilevel marketing”, most may not know what the term means and are not aware that the business model is controversial. Multilevel marketing, also known as MLM, sometimes referred to as network marketing or relationship marketing, is a version of direct selling where products are sold and bought through various channels of independent distributors. Many do not want to discuss the messy, unethical, and illegal business practices that may go on in the MLM community. With tactics such as undisclosed earnings and empty promises of effortless riches, MLM corporations enlist a variety of people who are looking for an easy and quick way to make money on the side, such as college students and mothers. While there is some research on the legal and moral issues of MLM — and that of MLM in relation to gender — there is little scholarly research using personal experiences to connect gender to the recruitment practices of MLM businesses. Not only do those at risk of being targeted by MLM deserve to know what warning signs to look for in a company, but victims of this system must have their voices and stories heard. Using surveying as a methodology, this research explores the cautionary signs and unethical recruitment practices of MLM corporations, with a specific emphasis on gender. This paper proves the hypothesis that MLM distributors and recruiters disproportionately target women, with 89% of those approached and 96% of participants in MLM identifying as female.

This theoretical research endeavors to find common ground in the ostensibly inconsistent results of studies on the impact of cultural similarities and differences on strategic partnerships. Some findings suggested that partners have to possess similar cultural characteristics in order to achieve success while others showed that cultural distance had a positive effect on efficiency and the competitiveness of partnerships. This paper systematically analyzes the equivocal evidence of influence of both commonalities and differences on partnerships’ outcomes, highlighting conditions under which they can be either beneficial or dysfunctional. Several propositions are formulated in regard to the role of qualitative and quantitative differences in both organizational and national cultures. Further, the theoretical and practical implications are also discussed.

According to the case study, the company, TATA Motors wants to have a multiband approach to competing in the global car industry. Based on the case-study, I analyzed the company as a whole in the global car industry and based on my findings figured out their SWOT (strengths, weaknesses, opportunities and threats). After figuring out their SWOT analysis, I suggested potential strategics that could possible lead to becoming stronger and having a chance in competing in the global car industry.

This research paper gives a detailed analysis of semi-strong form of market efficiency when there are being used Active vs Passive portfolio strategies. This study shows if the market can be outperformed through the comparison of the returns of two portfolios with 20 stocks each. On a daily basis, market efficiency, through the semi-strong form, provides investors and all market participants with the same information and prices which respond respectively to the information given in any market. At this moment no one will have the possibility to outperform and profit anyone, given the same tools. Market efficiency won't allow investors to make a profit above the average because it gives them the opportunity to be rational and make reasonable choices. Both portfolios used to conduct this study were created through Bloomberg Terminals for a period of 12 weeks. Active portfolio stocks are chosen through an extensive analysis in detail as how the market was performing and what stocks were predicted to have the greatest return. On the other hand, the passive portfolio stocks were chosen not through an extensive analysis but are expected to have returns as closely as it can be possible. Each portfolio has equity indices; these portfolios will be compared with the market index for better insights and understanding. This study indicates if market is outperformed, or if market is efficient as well as will give the answer to questions like how market efficiency affects the economy, how would the economy be better off.

The purpose of this thesis is gathering research on Kentucky University Men’s Basketball program and the revenue that is generated by the players success. Based on that research, a compensation plan will be created in order to provide the players the financial stability for then they graduate. Having access to this public information in order to see the financial success for the Men’s Basketball program is significant to the thesis in building the plan. In addition, I would like to research how much the university received in revenue for a year that is generated specifically from the Men’s Basketball program festivities. The annual March Madness tournament generates millions of viewers on national television, bringing these prestigious schools to the public eye. With that being said, admission rates also increase due to this tournament, especially if they go into the Sweet Sixteen. Many sports articles such as ESPN will provide me with the information I need to complete my research to develop my thesis. This topic has been heavily debated over the years, and with college basketball athletics becoming a billion-dollar industry, it has attracted a lot of publicity. The main debate is if whether or not the athletes should be compensated for their hard work and dedication to their craft. There has been bills proposed in different states for the “Fair Pay to Play Act,” and there will be research done to see if whether or not that is a good idea and refute the argument by providing information on my compensation plan which is the better option. Many believe that not compensating athletes is wrong. This thesis will agree with that statement, but instead create a different alternative to compensating the players under Fair Pay to Play to provide for these players futures after basketball.

“PAWSitively Fit Club” founded by Samantha Roy, creates a way for our health conscience society to bring their dogs to the gym like you would with kids. This business plan will show the demand for canine/human fitness facilities, identify a target market to market “PAWSitively Fit Club” to. This business plan will analyze the emerging industry of canine/human fitness facilities and explain the “Human Canine Fitness Certification”. It will directly impact the wave of obese dogs and humans by promoting a fun, active lifestyle with a supportive community. The main questions this business plan will answer are: What business is PAWSitively Fit Club in? What service does it provide? Who is the target audience and what do they value? What is the vision and mission for the company? What is the sales and marketing strategy? Who is the competition? How do we find more of the right people? How will it on-board, train and develop the “right people”? Does it have the physical plant and equipment it will need? Do we have the capital we need? Will it generate the profits it needs? How will the business measure its success? What is our exit strategy? What are the short and long-term goals of the business?

Marketing is crucial for the success of any business. The goal of this thesis is to create a 1 year marketing plan for The Zoo in Forest Park, in Springfield, MA. The Zoo in Forest Park is a private non-profit zoo located in the middle of a public park. The Zoo in Forest Park opened 125 years ago and has undergone several large changes throughout their years of operation including downsizing to their current size of 735 acres. The primary change they are attempting to currently undergo is that they would like to change their focus from entertainment to education, rehabilitation, and conservation. The marketing plan will create a strategy for rebranding The Zoo based on a situation analysis, product analysis, and competitive analysis. This plan will be used by The Zoo in Forest Park to update their old marketing materials, host new events and recreate more programs that reflect the new mission of education, conservation and rehabilitation.