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- Invited Research Lectures
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Book Chapter Dahlstrom, Robert, Arne Nygaard, and Emily Plant. “Exploring the Role of Governance in Sustainable Franchised Distribution Channels.” Engineering Earth: The Impacts of Mega-Engineering Projects. Ed. Stanley Brunn. Springer, 2011. 839-850. Conference Proceedings Mohr, Jakki, Ruth Pogacar, and Emily Plant. “Establishing Knowledge of Careers in Marketing at the Lower Division: A Strategy to Set Expectations and Influence Motivations for Choosing Marketing as a Major.” Marketing Educators’ Association 2013 Annual Conference Proceedings. Portland: MEA, 2013. 173-180. Other Publications Plant, Emily, Lee Meyer (2009). “Dead Stock Disposal- Solutions and Future Programs” Published in “Kentucky Farm Bureau Policy Development Brief, July 2009”. Invited Research Lectures University of Kentucky, Department of Agricultural Economics. “Marketing Your Equine Business”, April 2014 & 2015. RESEARCH CITATIONS IN POPULAR PRESS “An Estimation of the Impact of Mandatory Medical Condition Disclosures on Thoroughbred Yearling Prices.” Cited in: The Paulick Report, “Disclosures at Auction: The Price Tag of Honesty?”, June 26, 2013 http://www.paulickreport.com/news/ray-s-paddock/disclosures-at-auction-the-price-tag-of-honesty/ “A Dead Horse: You Can’t Beat It” Cited in: The Forum, “Researching Equine Law: The Law of the Horse”, April 16, 2013 http://www.vuslforum.org/2013/04/1-ready-for-editing/researching-equine-law-the-law-of-the-horse/ CONFERENCE PROCEEDINGS Mohr, Jakki, Ruth Pogacar, and Emily Plant (2013), “Establishing Knowledge of Careers in Marketing at the Lower Division: A Strategy to Set Expectations and Influence Motivations for Choosing Marketing as a Major,” in Proceedings of the Marketing Educators’ Association, eds. Deborah Brown McCabe and Gregory S. Black, Marketing Educators’ Association, 173-180. CONFERENCE PRESENTATIONS Holloway, S. Martin, D. Plant, E. Schouten, J., & Tilleman, S.G. (August 2014) From Evangelical Roots to Capitalist Returns: Market Formation from Community Beginnings. Academy of Marketing Sciences World Marketing Congress. Lima, Peru. Paper presented by Diane Martin and John Schouten. Pogacar, Ruth, Emily Plant, and Laura Felton Rosulek (August 2014), “Brand Name Biases: Attributes Selected For (And Against) by Name Inventors”. Poster presentation at the American Marketing Association Summer Marketing Educators’ conference, San Francisco, CA. Tilleman, Suzanne and Emily Plant (March 2014) “The Emergence of Organic Food Supply Chains in the United States: No Country for Old Tomatoes”. Developmental paper presentation at the Western Academy of Management Conference, Napa CA. Pogacar, Ruth, Emily Plant, and Laura Felton Rosulek (July 2013). “Invented vs. Inherited Brand Names: What’s the Difference?” Paper presented at the International Association for Consumer Research conference, Barcelona, Spain. Co-Author Ruth Pogacar presented this paper at the conference. Mohr, Jakki, Ruth Pogacar, and Emily Plant (April 2013). “Establishing Knowledge of Careers in Marketing at the Lower Division: A Strategy to Set Expectations and Influence Motivations for Choosing Marketing as a Major.” Paper presented at the Marketing Educators’ Association conference, Portland, Oregon. Co-Author Ruth Pogacar presented this paper at the conference. Plant, Emily, Christina Stowe, and Brian Chezum (November 2012). “An Empirical Analysis of Reputation Effects”, paper presented at the Southern Economic Association Annual conference, New Orleans, Louisiana.
Plant, Emily and Jill Stowe (2011). “An Estimation of the Impact of Mandatory Medical Condition Disclosures on Thoroughbred Yearling Price,” paper accepted for presentation at the Southern Economic Association Annual conference, Washington, DC. Plant, Emily (2011). “A Dead Horse: You Can’t Beat It,” presented at the Association of Marketing Theory and Practice, Panama City Beach, FL. Plant, Emily (2009). “Making the Final Decision,” presented at The University of Kentucky Von Allmen Center for Green Marketing Symposium, Lexington, KY. Plant, Emily (2009). “The Price of Dreams: An Examination of the Market for Thoroughbred Yearlings,” presented at the Southeastern Marketing Symposium, Tuscaloosa, AL. Plant, Emily (2009). “Market Signaling Effects on Business Performance Outcomes,” presented at the International Network for Social Network Analysis Conference, San Diego, CA. Marineau, Josh, Ajay Mehra, and Emily Plant (2008). “What’s A Friend When You Have Thousands? The Implications of Online Social Networking for Social Network Theory,” presented at the International Network for Social Network Analysis Conference, St. Pete Beach, FL. UNIVERSITY GRANTS / EXTERNAL FUNDING University of Montana School of Business Administration, Summer Grant Program, 2013- “A New Approach to Revealing Hidden Information in a Lemons Market” University of Montana School of Business Administration, Summer Grant Program, 2012- “An Empirical Analysis of Reputation Effects” University of Montana, University Grant Program, 2011- “The Emergence of Organic Food Supply Chains in the United States.” University of Kentucky Von Allmen Center for Green Marketing Research Grant, 2009- “The Problem of Unwanted Horses.” RESEARCH AND PUBLICATIONS IN PROGRESS Stowe, Christina and Emily Plant (2014). “A New Approach to Revealing Hidden Information in a Lemons Market” This paper uses a unique proprietary dataset to examine the role of agents in a marketplace. The results suggest that expert marketplace agents might not be particularly effective in selecting future racehorses at yearling auctions. Revise and Resubmit: Journal of Sport Economics The market for young Thoroughbred horses is characterized by asymmetric information, where sellers know more about the quality of a horse than buyers, but where neither party has full information. In this market, buyers attempt to overcome the adverse effects of asymmetric information by gathering additional information to assist in their purchase decisions. The traditional form of information-gathering is through the use of hired bloodstock agents, who are experts in evaluating the potential of a young Thoroughbred. Bloodstock agents evaluate horses based on a combination of its pedigree, a qualitative analysis of their physical conformation, and any medical issues. More specifically, technology has led to a handful of biomechanics companies that utilize quantitative measurements of physical aspects of a horse to forecast a horse’s future racing potential. Using data from Thoroughbred auctions, this paper examines the effectiveness of biomechanics data in predicting the future success of a racehorse. We examine how effectively a variety of biomechanics data predict racetrack performance, and in addition, we investigate whether this data predict sales prices effectively. Finally, we compare the performance of biomechanics data against the more traditional use of bloodstock agents in determining the success of racehorses.
This research tests a theory of consumption-driven market emergence (CDME): a process wherein embedded entrepreneurs, multiple and dispersed actors from a particular habitus, innovate products outside of mainstream market logics leading to the distributed development of communities of practice around the innovations. A key feature of CDME is the introduction of a market catalyst, an actor that provides critical elements of infrastructure that, in turn, allow the emergence of a fully functioning, relatively efficient and legitimized market. In this article we examine how the organic foods market emerged from a widespread collection of ideologically driven farmers and consumers into a high-growth and profitable commercial market. We test a model of CDME with secondary data reflecting the dynamics of the organic farming industry. Results from the fixed effects panel data estimation show strong support for the model. Mohr, Jakki, Ruth Pogacar, Emily Plant, and Justin Angle (2014). “Establishing Knowledge of Careers in Marketing at the Lower division: A Strategy to Set Expectations and Influence Motivations for Choosing Marketing as a Major”. Target Journal: Marketing Education Review. Paper was presented at the Spring 2013 Marketing Educators Conference, and is in preparation for journal submission. Marketing students rank among the lowest performers in undergraduate business programs, often drawn to the major by the stereotype that marketing is the easy path to graduation. As a result, there exists a fundamental disconnect between the culture of undergraduate business students and the demands of the modern marketing profession. This article presents a strategic curriculum innovation designed to tackle this misconception: a lower-division marketing course that familiarizes students with real-world marketing careers and sets accurate expectations for the analytical and quantitative skills these careers require. Utilizing pre- and post-course survey measures Utilizing pre- and post-course survey measures with comparison to the standard, introductory marketing course (control), we find that the experimental “Careers in Marketing” course significantly increased students’ marketing knowledge as well as their perceptions of marketing as a quantitative discipline, versus the control course. Furthermore, this novel course positively influenced students’ motivations for majoring in marketing, shifting these motivations away from the avoidance of rigorous and quantitative work. This study is the first (to the authors’ knowledge) empirical test of the efficacy of such lower-division curriculum innovation. Plant, Emily, Christina Stowe, Brian Chezum, and Keith Evans (2014). “An Empirical Analysis of Reputation Effects” This paper is an extension of Emily’s dissertation, and is the paper that was funded by the 2012 SoBA summer research grant. This paper was presented in November at the 2012 Southern Economic Association Conference, and was presented at a SoBA Brown Bag on March 7, 2013. Final data analysis is underway. Signaling is a method marketers use to overcome the problem of information asymmetry in a marketplace. Signals convey information to marketplace participants regarding the unobservable quality of a product. In general, there is a lack of empirical evidence for signaling hypotheses, particularly that which links signaling to business performance outcomes. This research proposes that reputation serves as a marketplace signal to convey unobservable information about products offered for sale, even in a context where neither buyer nor seller knows the true quality of a good prior to sale. This hypothesis is tested empirically with longitudinal data in the context of an auction for heterogeneous goods. Results indicate that certain consignors do in fact receive a reputation premium for their offerings at auction, while others incur a reputation penalty. Robert, Marion, C. Jill Stowe, and Emily Plant (2014). “Ready to Run: Price and Performance Determinants of Thoroughbreds from Two-Year-Olds in Training Sales.” This paper utilizes data from all U.S. two-year-old in-training sales in 2005-2006 and estimates the determinants of prices and future performance for 5,174 two-year-old Thoroughbreds. The results reveal that the time in which these prospective racehorses run a standardized distance is the most statistically significant determinant of market price. Other individual horse characteristics, pedigree quality variables, and the sale quality are also found to be price determinants. Furlong sprint time is also found to be an indicator of future racing performance. One additional result of interest is the reappearance of the premium buyers are willing to pay for horses by sires of unknown quality. Aten, Kathryn, Suzanne Tilleman, and Emily Plant (2014). “Frames, Fear, and Trust” Imagine two futures…it’s 2015 and nanotechnology is all around you. The nanotechnology field encompasses dozens of start-up ventures that have developed products from nanotechnology and hundreds of large manufacturers that make use of them. Or…it’s 2015 and nanotechnology has been has been mostly forgotten. After public opinion turned against nanotech in the late 2000’s, the incentives to develop nano-enabled products evaporated and products containing nanoparticles disappeared (paraphrased from Nordan, 2005). Pogacar, Ruth, Emily Plant, and Laura Felton Rosulek (2014), “Language and Services”. Target Journal: Journal of Business Research, Special Issue – The Role of Language Use in Services. (6-10% acceptance rate, A Cabell’s “High Influence” journal) Consumers’ first impressions of a firm are often based on the brand name (cite). This is of critical importance because names convey meaning (Klink 2000) and the language used can influence perceived brand authenticity (Salciuviene, Ghauri, Streder & de Mattos, 2010). Names may be especially important to service firms because the human component is of greater importance for services than for non-services (Bitner, Booms and Tetreault 1990) and names are a human attribute. We therefore examine the sound patterns in a real-world sample of top service firm names to determine the sounds typical of successful service brands (study 1). We then test these against sounds less typical of successful service brands in samples from India, China, the United States, and Brazil (study 2). Results suggest that in an increasingly global marketplace, the most successful names may be those that convey desirable meaning without overtly signaling a specifically linguistic origin, because these names appeal to the broadest number of consumers. Pogacar, Ruth, Emily Plant, and Laura Felton-Rosulek (2013). “Invented vs. Inherited Brand Names: What’s the Difference?” The competition for desirable brand names is increasingly fierce. This is evidenced by the success of boutique naming firms charging hefty fees to design names such as “Blackberry” and “Pentium” (Colapinto, 2011). The importance of a well crafted brand is well-established; names that resonate with consumers can contribute to brand name memory (Lowrey, Shrum, & Dubitsky, 2003), recognition, and recall (Cortese, 1998), as well as overall brand performance (Aaker & Keller, 1990). However, despite the proliferation of boutique naming firms that have sprouted in response to increasing mainstream demand, there is little scientific evidence for their methods. This begs the question, how do invented brand names differ from brand names that are inherited from the person or place associated with the company’s founding? An analysis of top ranked brand names reveals linguistic differences between invented and inherited brand names. These discrepancies may be due, in part, to sound symbolism. Sound symbolism - the link between sound and meaning - can convey product attribute information, enhance affinity, and increase purchase intentions. Furthermore, sound symbolism may be one factor contributing to the prevalence of certain linguistic attributes among invented brand names. Plant, Emily and Suzanne Tilleman (2013). “The Emergence of Organic Food Supply Chains in the United States”. Data collection in process, paper in progress. The authors decided to extend the original frame of this paper out several additional years necessitating additional time in data collection. This paper will be submitted to the 2014 Western Academy of Management Conference. Target Journal: Marketing Science, Organizational Science, The Journal of Agricultural and Food Industrial Organization. This research contributes to the understanding of the creation and evolution of channels of organic food supply chains, which has important implications for social movement theory. The study provides a robust longitudinal test of questions regarding the creation and evolution of the organic foods supply chain. Dahlstrom, Bob, Aaron Levin, and Emily Plant (2013) “Too Much Information: An Empirical Examination of Over-Segmentation in the Consumer Packaged Goods Market”. Target Journal: The Journal of Marketing. The authors use a case-study approach to trace company reaction to marketplace information. In the early 2000’s, several academic studies were published in medical journals which suggested a link between high-fructose based sweeteners and negative effects on the human body. Tracing the coverage of these academic studies in popular-press coverage, it is possible to specifically identify the events that led marketers to begin offering food products without high-fructose corn syrup. Marketers believed that they were making a wise strategic move to respond to consumer concerns, but the evidence suggests that consumers did not “put their money where their mouth was” by actually purchasing these new offerings. Dahlstrom, Robert and Emily Plant (2011). “The Fight for Water: an examination of United States water rights laws.” Preliminary data collection, literature review in progress. Target Journal: Journal of Marketing. There are three basic legal options for managing water rights: absolute sovereignty, riparian rights, and prior appropriation. This paper will investigate the relationship between the different options for controlling water rights, and how these options eventually affect the quantity and quality of the water available to each state. Water is an increasingly scarce resource, and represents a channel of distribution that impacts each and every human being and business operation. TEACHING EXPERIENCE, University of Montana Summer 2012-2014 International Experience, Italy, 1 section. Led graduate and undergraduate Montana University System students in an intensive two-week program hosted by the University of Brescia, Italy. Responsible for planning, organizing, and executing the three credit course. Prepared new content for module on International Marketing, managed student International Marketing Plans, and worked diligently to provide a unique learning experience for our students. Spring 2015 Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.9/5; 4.9/5) Fall 2014 Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.8/5; 4.9/5) Spring 2014 Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.8/5; 5.0/5) Marketing Communications, 1 section (Instructor Effectiveness Rating: 4.9/5)
Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.8/5; 5.0/5) Principles of Marketing, 1 section (Instructor Effectiveness Rating: 4.8/5)
Marketing Research, 2 sections (Instructor Effectiveness Rating: 5/5; 5/5) Principles of Marketing, 1 section (Instructor Effectiveness Rating: 4.7/5)
Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.8/5; 4.9/5) Principles of Marketing, 1 section (Instructor Effectiveness Rating: 4.5/5)
Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.9/5; 4.6/5) Principles of Marketing, 1 section (Instructor Effectiveness Rating: 4.7/5)
Marketing Research, 2 sections (Instructor Effectiveness Rating: 5/5; 4.77/5) Spring 2011 Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.46/5; 4.3/5) Marketing Communications, 1 section (Instructor Effectiveness Rating: 4.65/5) Entertainment Management 495- 1 section, one four week block (Instructor Effectiveness Rating: 4.75/5) Fall 2010 Marketing Research, 2 sections (Instructor Effectiveness Rating: 4.13/5; 4.25/5) Guest Lecturer, other:
Invited Scholarly Lectures University of Kentucky, Department of Agricultural Economics. “Marketing Your Equine Business”, April 2014. University of Kentucky, Department of Agricultural Economics. “Marketing Your Equine Business”, April 2015. University of Kentucky, Department of Agricultural Economics. “Equine Business and Markets”, September 2015. Darley Flying Start, Lexington KY. “Quantitative Decision Making and Stallion Assessment”, April 2015. The Darley Flying Start program is a highly-selective, intensive two year study of the Thoroughbred industry. The program admits only twelve students per year, and is a combination of in-class and hands-on experience. I was invited to give a lecture on my research approach in the industry. SERVICE AND PROFESSIONAL ACTIVITIES Service in University of Montana Committees
Service to the Profession
Other Service
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