Discussion Board postings

I need to reply to two individuals postings, which I have listed each of the individuals posting below.

Respond to two or more of your colleagues’ postings in one or more of the following ways:

• Address the content of your colleague’s statement, including their critical analysis of their chosen research studies.
• Compare your critical analysis and explanations with those of your colleague.
• Pose a follow-up question to your colleague for further Discussion.
• Link each colleague’s posting to other colleagues’ postings or to other course materials and concepts, where appropriate and relevant.

Please note that, for each response, you must include a minimum of one appropriately cited scholarly reference.

Return to this Discussion in a few days to read the responses to your initial posting. Note what insights you gained as a result of reading the comments your colleagues made.

First individual post:

I have chosen the work of Gerstein, Hertz, & Hershey (2016) to analyze for this week discussion. Finding a right leader to lead an organization and for other managers to emulate his/her footsteps in the accounting firm. Finding the right leader to changing the course of an organization that is on the wrong side is not easy. This is why it is important for an organization to have the right kind of leader as well as the right kind of employees. Sime Darby Plantation company suffered a loss of RM2.1 billion in 2010 as a result of corporate malpractices and the overestimation in investment choices (Kiong, Hooi, Long, & Azlinnz, 2016). The ultimate leader must be one who has the vision to set an ethical quality at the top and cares about all stakeholders. Undoubtedly, time has come to do away with the awfully risky practice of exploiting shareholder value and hiring leaders who believe in ethical philosophy.

The choice of this study is very current and relevant to my study. The study looked at both pros and cons of possible scenarios for ethical and unethical behaviors of leadership and their effects on corporate bottom line. The study pointed out that Gallup has measured employee engagement using The Q12 Employee Engagement Survey; approximately 70% of American workers are disengaged (Gerstein et al., 2016). Gallup study pointed out that the engaged employees are energetic, creative, enthusiastic about work, passionate about their jobs, motivated and will do everything possible for their organizations to succeed.

The paper has examined many issues pertaining to ethical leadership practice by thorough reviewing literature. Without a thorough literature review, it won’t even be possible to assess the state of the knowledge of my specific topic. To understand this research well, I will need to know the literature adequately and to identify any gaps in the research. It would be impossible to see what knowledge already exists without first review or search what is out there. Saunders, Lewis, & Thornhill (2015) mentioned that critical literature review should be a constructive critical analysis that develops a clear argument about published literature specifies known and unknown research question and a research significant.

Reference

Gerstein, M., Hertz, S., & Hershey, H. F. (2016). What kinds of leaders are needed for today’s accounting firms? Journal of Accounting and Finance, 16(5), 60-72. Retrieved from http://search.proquest.com.ezp.waldenulibrary.org/…

Kiong, T. I. W.; Hooi, L. H; Long, K. O. & Azlinnz, A. N. (2016). Managerial overconfidence, government intervention, and corporate financing decision. International Journal of Management Finance; Bradford. Retrieved from the Walden Library databases.

Saunders, M. N. K., Lewis, P., & Thornhill, A. (2015). Research methods for business students (7th ed.). Essex, England: Pearson Education Limited.

Second individual posting.

The main purpose of writing the literature review is to clarify key aspects of the study (Walden University Library, 2017b). The purpose of my research is to analyze the effects of brand marketing on the customer’s purchasing intentions and consumer’s behavior. Through the study, it is possible to demonstrate the strategies of the brand marketing and the way it influences the customers to make the logical purchasing decisions.

In the recent era of globalization, there is high competition in the international market, and it’s hard for all the firms to gain the powerful competitive advantage over the competitive brands. It is problematic for them to strengthen their customer base without improving brand visibility in the market through brand marketing. In this regard, it is necessary for these firms to implement brand marketing strategic planning so that it becomes possible to influence customer’s purchase decision (Hudson, Huang, Roth, & Madden, 2016).

The proper introduction, useful literature review, as well as appropriate methodology of the research are helpful to conduct the study successfully with context and theoretical framework (Saunders, Lewis, & Thornhill, 2015). The methodology and literature review are advantageous to collect factual data and analyze it efficiently. Literature review evaluates the impacts of brand marketing on consumer behavior and buying decision of the customers.

The literature review, in this study, is beneficial to gather information and ideas that contribute themes in the literature and improve understanding regarding the effects of brand marketing on the customers. Moreover, secondary data collection and quantitative data analysis technique are useful to identify the brand marketing strategies and their impacts on influencing the buying decision of the customers (Walden University Library, 2017a).

The literature review regarding the buying decision of the customers, influencing factors of consumer behavior and the strategies of brand marketing are useful to gain understanding and gathering the knowledge to conduct the research successfully. Secondary data is relevant to increase knowledge so that the researcher can identify primary data and analyze it to understand the impacts of brand marketing on customer’s buying perception. For example, it has been seen that the retail firms promote their products through online website and e-commerce for improving brand visibility and retaining long-term customers. (Hudson, Huang, Roth, & Madden, 2016). Online advertisement through e-commerce facilities and social media advertising are responsible for influencing the purchasing decision of the customers. These are necessary brand-marketing strategies through which the retail firms try to strengthen their client base and maximize organizational objective by ensuring the high competitive advantage in the international retail industry (Hudson, Huang, Roth, & Madden, 2016).

In this study, the critical analysis of the literature review is useful to increases the knowledge and understanding regarding the concept of brand marketing and its impacts. The literature review is also sufficient for resolving the problem of high competition in the market. It is important for the researcher to maximize research philosophy and fulfill the purpose of the study. For example, the electronics companies in the recent years have launched new smartphones over e-commerce facilities and online advertising, which is an appropriate strategy to attract corporate clients and gain high competitive advantage across international electronics market (Hudson, Huang, Roth, & Madden, 2016).