Charles T. Crespy

Change and Growth: Advances in the Use of Cases in Marketing

The story goes like this. As a young woman her father told her there were three secrets to success in life: 1) find something you like, 2) stick with it and 3) get better at it. She became a successful entrepreneur on her fourth try and in so doing became an inspiration to all.

Integrating ethics into the public administration curriculum: A three-step process

This article provides a three-step process for analyzing public policy dilemmas with ethical implications. A framework is proposed that builds on existing ethics theories and attempts to provide a relevant, usable approach for decisionmaking. A review of current thought in ethics indicates a concern for two areas: (a) responsibilities to relevant constituencies; and (b) adherence to moral obligations. The framework presented herein directly addresses both of these areas of concern. The authors have found this approach to be useful for classroom applications. This process is simple to explain, understand, and apply to a range of administrative situations. Students find the framework a memorable tool, useful in structuring deliberations with ethical implications. Sample applications of the framework provide examples for educators interested in integrating ethics into their advanced undergraduate and graduate courses.

Learning Hierarchies and the Marketing Curriculum: A Proposal for a Second Course in Marketing

This article proposes changes in the content and sequencing of the marketing curriculum, based on research findings in educational psychology. The marketing curriculum would benefit from a redesign based on the structures found in learning hierarchies. The authors propose a second course in marketing that bridges the gap in most marketing curricula between basic knowledge acquisition (marketing principles) and complex problem solving (upper-level and strategy courses). The proposed course provides a more ordered and logical learning sequence for marketing students that is based on a validated learning theory.

Contrasting export strategies: A discriminant analysis study of excellent exporters

This paper studies the export activities of excellent exporters. “E”-award-winning exporters are divided into tercile extremes based on performance, and then the highest performing group, excellent exporters, is contrasted with the lowest performing group through the use of discriminant analysis. Results from a broad range of self-identified business activities indicate that high-performing exporters were more willing to accept risks in dealing with customers in South America than were lower performing exporters.

Integrating Analytic Methods into Marketing Research Education: Statistical Control Charts as an Example

In the last 50 years, methods of analysis for both static populations (enumerative methods) and dynamic populations (analytic methods) have emerged from the field of statistics. Marketing educators, however, have been slow to adopt analytic methods including statistical control charts. This paper presents how newer, realtime, on-line marketing data can, in specific situations, be more appropriately analyzed using statistical control charts. Implications for integrating these and other analytic methods into marketing research education are offered.

Global Marketing: A New Manifest Destiny?

Recent years have witnessed a “global” evangelism that has permeated both the trade and the academic press. The global doctrine has emerged as a new manifest destingy heralding the inevitability of a one market world (Levitt; 92).