Research
Michael Parent
Research warns of ambush marketers at global sporting events
Sep 13, 2013
Study focuses on disruptions of London and Beijing Games sponsorships. Sporting enthusiasts around the globe are counting down the days until two of the biggest competitions on the sporting calendar: The 2014 Winter Olympics in Sochi, Russia and the 2014 FIFA World Cup in Brazil. But as fans look forward to both massively popular and financially lucrative events, a study from the Beedie School of Business shows that the persistent effectiveness of ambush marketers leaves […]More...
Olympics study warns of ambush marketers at global sporting events
Aug 16, 2013
Research focuses on disruptions of London and Beijing Games sponsorships.More...
Beedie researchers help companies develop eco-apps
Sep 25, 2012
At the popular seafood restaurant Coast, just a few blocks from SFU’s Segal Graduate School campus in downtown Vancouver, the lunch crowd is filing in. Diners line the big circular bar, working away at outsized platters of Atlantic lobster, Alaskan crab legs, sashimi and oysters. But for environmentally conscious consumers, the savory scene presents a thorny dilemma: How do you know today’s catch won’t be tomorrow’s endangered species? “Most people would like to know that […]More...
Engage consumers using social media
Jun 30, 2012
Beedie researchers urge brands to interact authentically with their customers online It isn’t enough for today’s companies to pay lip service to social media when developing successful marketing strategies, according to 2011 research from the Beedie School of Business. Instead, firms need to focus more on increasing two-way engagement through social media channels. This means garnering consumer participation beyond the monetary level, by creating opportunities for them to spend time with a brand or […]More...
Saving the Planet? There’s an app for that.
Jun 30, 2012
Beedie researchers help companies develop eco-apps At the popular seafood restaurant Coast, just a few blocks from SFU’s Segal Graduate School campus in downtown Vancouver, the lunch crowd is filing in. Diners line the big circular bar, working away at outsized platters of Atlantic lobster, Alaskan crab legs, sashimi and oysters. But for environmentally conscious consumers, the savory scene presents a thorny dilemma: How do you know today’s catch won’t be tomorrow’s endangered species? “Most […]More...
How mutated advertising thrives in Web 2.0 world
Jun 30, 2012
Conversations around ads in digital media can be mapped and interpreted The rules of advertising have changed dramatically since the surge of popularity in social media, which in turn is forcing firms to rethink how they reach consumers online. Not only are audiences consuming video via non-traditional media, but in a major shift facilitated by inexpensive media software, they are also creating the content. A 2011 Beedie study notes that this new wave of digital […]More...