Lindsey M. Higgins

Transferring Experience Through Team Teaching: The Chance of a Lifetime

While team teaching has its difficulties and is used relatively infrequently, research suggests potential benefits. An innovative team teaching approach was designed where faculty and industry professionals coordinate instruction and are in the classroom at the same time. Students associated this approach with greater depth of knowledge and a richer experience. There are costs associated with this team teaching approach, however the benefits to faculty in the form of enthusiasm, experience, and engagement transfers, combined with the value from incorporating industry, suggest that in the right circumstances team teaching is a viable and valuable format.

Millennials as luxury wine buyers in the United States

Purpose Millennials have an interest in luxury and premium products across all types of goods, but little is known about how this translates into their preferences for wine. In general, Millennials are spending less per bottle on wine than older generations, but what are the characteristics of the subset of Millennials who are spending more on wine? The purpose of this article is to develop an understanding of Millennials’ buying habits with regard to higher-priced, luxury wines. Design/methodology/approach A survey instrument was designed and used to collect responses from 189 Millennial wine drinkers in the US. Statistical tests and a binary probit model were used to analyze the results. Findings The findings suggest that there is a subset of US Millennials that present a viable market for luxury wines. Research limitations/implications This research is limited by the sample itself, as a relatively small, convenience sample of Millennial wine drinkers. Practical implications Wineries interested in targeting a Millennial crowd will benefit by recognizing that male, married Millennials with annual incomes of over

Are there differing strategies for social media use by winery size in California

50,000 are more likely to buy higher-priced wines. In addition, findings suggest that traditional and non-traditional outlets for wine information are being used as these Millennials seek out information about wine. Originality/value While Millennial wine consumers are still developing their tastes, this is one of the first articles to isolate the Millennials who are buying higher-priced wines. This research sheds light on a potentially lucrative consumer segment.

Wine on Facebook: A Look at Millennials’ Wine Information Search

Marketing through social media is touted for being a relatively inexpensive way for brands to engage with consumers and solidify a brands image in the minds of consumers. While wineries of all sizes have increased usage of social media, the results of a survey of 260 California wineries suggest that smaller wineries have not taken advantage of social media strategies the way larger producers have. In spite of these findings, smaller wineries still indicate that social media is an important channel for driving sales and customer visits to their tasting rooms. This research provides unique insight into the marketing strategies being utilised by limited production and entrepreneurial wineries and provides practical recommendations for those wineries hoping to capitalise on social media marketing strategies.

Lighting the flame of entrepreneurship among agribusiness students

A survey collected information related to Millennials’ wine purchasing behavior, and their wine information search process. Approximately 30% of the sample reported using Facebook as a source of information on wine. Millennials that report using Facebook for information about wine are more likely to engage with multiple social media platforms and are more apt to use technology for information. Those who use Facebook for wine information are more likely to drink wine at a party, purchase more wine each month, and spend more on wine each month. These Facebook Millennials are more likely to consider varietal when purchasing wine and are more likely to consider themselves wine enthusiasts. In addition, they are more likely to focus on the convenience of wine packaging alternatives.

Do generations matter for wine segmentation

Entrepreneurship and innovation play a key role in combating problems facing agribusinesses, including the need for water conservation, sustainable packaging, and environmental protection. These issues have led to an increasing demand for college graduates with technical skills and innovative ways of thinking. The objective of our research is to provide insight into character traits that signal entrepreneurial skills. We conducted a survey to examine entrepreneurial interests and perspectives among U.S. agribusiness students. A cluster analysis revealed that entrepreneurial-minded students were more likely to be male, consider themselves risk takers, and have parents directly engaged in production agriculture. Our results emphasize the importance for universities to build students’ experiences through industry partnerships, where students can interact with entrepreneurial mentors and get hands-on knowledge through applied coursework and internships in entrepreneurship. In addition, our study aids industry managers to learn more about future employees and their perceptions of entrepreneurial activities.

Hands-On Learning: A Problem-Based Approach to Teaching Microsoft Excel.

ABSTRACT Segmenting wine consumers by generation is a popular and commonly discussed marketing strategy. However, much of the academic research related to generational segmentation is dated and in need of further study. Wine tastes are malleable, and as consumers within each generation age, their preferences for wine and wine buying habits change. The aim of this research was to further define the differences between generations with regard to wine preferences and purchasing behavior, paying specific attention to those that are heavy spenders. Through statistical tests and a binary probit model, results suggest significant differences between generations and an apparent need for distinctly different marketing strategies when targeting one generation compared to the other. Heavy spenders tend to be male, Baby Boomers, use magazines for information about wine and are wine enthusiasts.

Nutritional Impact of Child-Directed TV Food Advertising Regulation: Are We Rearranging the Deck Chairs on the Titanic?

ABSTRACT The development of a students ability to make data-driven decisions has become a focus in higher education (Schield 1999; Stephenson and Caravello 2007). Data literacy, the ability tounderstand and use data to effectively inform decisions, is a fundamental component of information competence (Mandinach and Gummer 2013; Stephenson and Caravello, 2007). This commentary highlights the structure of a data literacy course that aims to simultaneously teach problem-solving skills and Microsoft Excel skills through real-world examples and problem based learning. This commentary aims to provide insight to other educators teaching similar courses regarding using technology as a tool for developing a students problem solving ability.

A healthy indulgence? Wine consumers and the health benefits of wine

The advertising of foods high in saturated fat, sodium, or sugar (HFSS) has garnered particular attention. Little is known about the impact of regulations on household expenditures measured in terms of the key causes of diet-related maladies (overconsumption of calories, saturated fat, sodium, and sugar). Using the UK Living Costs and Food Survey from 2001 to 2012, and households with children 16 years old or under as a control group, we found that the self-regulation of advertising has a significant impact on sugar expenditure of 5.91 grams per capita/day. Co-regulation leads to a larger sugar expenditure reduction, in addition to a sodium reduction of 0.12 grams per capita/day and, in some cases, saturated fat reduction. Calorie expenditure is not significantly affected by either self-regulation or co-regulation, which leaves the question of whether children are being protected by TV advertising regulations.