Business Research Forums
All forums take place in Maxcy Hall, room 124
Light lunch will be provided
October 18, 2017
12:30 p.m.-2:00 p.m.
“It It Safe or Risky to Have Cash-Rich Suppliers?”
Dr. Frank Chen
A supplier’s high cash holdings increase its customers demand for cash reserves in anticipation of a supply disruption risk (a risk spillover effect). However, a cash-rich supplier is also more likely to provide a generous trade credit to reduce its customers’ short-term liquidity needs (a trade credit risk effect). We find evidence that a risk spillover effect dominates a trade credit effect. Thus, suppliers’ cash holdings positively affect their customers’ cash holdings. This positive impact is strengthened under the condition of stronger risk spillover effect or weaker trade credit effect, and is also amplified during the financial crisis featured with intense systemic risk and liquidity drain.
November 15, 2017
12:30 p.m.-2:00 p.m.
“Can professional sport leagues successfully market to LGBT fans?”
Dr. Ceyda Mumcu
In May 2014, the Women’s National Basketball Association (WNBA) launched its Pride campaign and became the first professional sport league in the US to explicitly reach out to gay fans. As the public opinion toward homosexuality has been changing, sport marketers need to understand how to reach and respond to heterosexual and gay fans without alienating one or the other. The purpose of this study was to investigate heterosexual and lesbian, gay, bisexual, and transgender (LGBT) fans’ attitudes toward the Pride campaign, and the impact of fandom, attitude toward the Pride campaign and sexual orientation on consumption intentions. One-way ANOVAs, a one-way ANCOVA, and hierarchical multiple regression analyses were performed to investigate the hypotheses. The main finding of the study was that LGB fans had more favorable attitudes toward the Pride campaign than heterosexual fans, yet their consumption intentions were comparable, and attitude toward the Pride campaign had no influence on fans’ consumption intentions.