Technological Institute of the Philippines - Quezon City

College of Business Education

MAN - 011 Business Research

Submitted by:

Lobenia, Sherani Mae - Leader

Bayos, Lyrica

Cabigas, Jarred

Delos Santos, Chrystal

Gayo, Sheila May

Ines, Ian Carlo

Outline of Literature Review

 Topic

Name: Lobenia, Sherani Mae P.

Topic 1
Title: Research on the Impact of Event Sustainability on Brand Equity in Event Activities:
A Case Study of Hainan Expo
Authors: Xiaoxi Cheng and Ao Cheng
Book/Journal: Google Scholar
Year Published: 2023
DOI/URL:https://www.mdpi.com/2071-1050/15/17/12906

Information: This study examines the perspective of event participants on sustainability

practices, focusing on the China International Consumer Products Expo as a case
study. Using quantitative methods and structural equation modeling, the research
explores the impact of sustainability practices on brand equity. The study reveals
several key findings. Firstly, sustainability practices encompass multiple dimensions,
including environmental, economic, social, and policy aspects. Secondly, all four
dimensions of sustainability practices positively influence brand image. Thirdly, social,
environmental, and policy sustainability practices have a positive impact on participants
willingness to pay a price premium. Lastly, both brand image and willingness to pay a
price premium significantly contribute to brand loyalty. These findings provide valuable
insights for enhancing sustainability practices in the event industry and offer event
organizers new ideas and approaches to improve brand equity.

Topic 2
Title: New Product Launch Success: A Literature Review
Author: Alexandria Salmen
Book/Journal: Google Scholar
Year Published: 2021
DOI/URL: https://acta.mendelu.cz/artkey/acu-202101-0014_new-product-launch-
success-a-literature-review.php

Information: This article provides an overview of the current state of knowledge

regarding launching new products and the factors that contribute to launch success.
The existing research covers a wide range of topics, but the lack of method and
indicator comparability, as well as the abundance of specific topics, often leads to
confusion. The article utilizes an integrative review approach, combining semi-
structured methods to analyze relevant studies and present an up-to-date overview.
Name: Bayos, Lyrica B.

Topic 1
Title: Exploring Organizational Sustainability: Themes, Functional Areas, and Best
Practices
Author: Waqas Nawaz and Muammer Koç
Book/Journal: Google Scholar
Year Published: 2019
DOI/URL: https://www.mdpi.com/2071-1050/11/16/4307

Information: This research looks into the investigation of organizational sustainability

reveals several themes and functional aspects that organizations employ to achieve
sustainable practices. Environmental sustainability focuses on minimizing resource
consumption and reducing waste, while social sustainability emphasizes employee
welfare and community development. Achieving organizational sustainability requires
organizations to embed sustainability principles into their core functions and measure
their performance regularly.

Topic 2
Title: Innovative Events: Product Launches, Innovation and Firm Performance
Author: Max Nathan, Anna Rosso
Book/Journal: Google Scholar
Year Published: 2022
DOI/URL: https://www.sciencedirect.com/science/article/abs/pii/S0048733321001700

Information: This research has shown that firms that consistently invest in innovation
tend to outperform their competitors and achieve sustainable growth. They are better
equipped to adapt to market changes, create products that meet evolving customer
needs, and stay ahead of industry trends. On the other hand, firms that fail to innovate
or adapt may experience declining performance and struggle to remain competitive in
the long run. By embracing innovation and successfully introducing new products and
strategies, companies can position themselves for success in today's dynamic and
competitive business landscape.

Name: Cabigas, Jarred V.

Topic 1
Title: Will sustainability change the business model of the event industry?
Authors: Fiona Pelham
Book/Journal: World Wide Hospitality and Tourism Themes
Year Published: 2011
DOI/URL: https://www.emerald.com/insight/content/doi/10.1108/17554211111142149/
full/html?
fbclid=IwAR3rnlSqSLc5_wLxT_ZiS4RM3I5tWeW759j2K8TT369LGpWH6X6gwlr81RA

Information: The purpose of this research is to present answers to the question on will
sustainability change the business model of the event industry, The study discusses the
current demand of sustainability within the event industry and found out that within a
short time period, the demand for sustainability will increase and will make a good
business model.

Topic 2
Title: The impact of new product launch strategies on competitive reaction in industrial
markets
Author: Marion Debruyne, Rudy Moenaertb, Abbie Griffinc, Susan Hardt, Erik Jan
hultinke, Henry Robben.
Book/Journal: Journal of Product Innovation Management
Year Published: 2003
DOI/URL: https://onlinelibrary.wiley.com/doi/abs/10.1111/1540-5885.1920159

Information: This study has proven that many characteristics of the new product launch
event strategy have a significant impact on both the occurrence of nature and
competitive reactions. The article discusses theoretical and managerial implications of
these results, as well as thoughts for future research that may add more insight.

Name: Delos Santos, Chrystal

Topic 1
Title: The effect of sustainability in the adoption of technological, service, and
business model innovations
Authors: Tero Rantala, Juhani Ukko , Minna Saunila , Jouni Havukainen
Book/Journal: Google Scholar
Year Published: 2018
DOI/URL: https://doi.org/10.1016/j.jclepro.2017.10.009

Information: This paper discusses the interplay between sustainability and the
adaptation of various types of innovation. This study presents the explanatory
sustainability factors behind horse industry operators' willingness to adopt
technological, service, and business model innovations.

Topic 2
Title:
Author:
Book/Journal:
Year Published:
DOI/URL:

Information:

Name: Gayo, Sheila May P.

Topic 1
Title: Event quality, perceived value, satisfaction and behavioral intentions in an event
context
Authors: John Armbrecht
Book/Journal: Scandinavian Journal of Hospitality and Tourism
Year Published: 2021
DOI/URL: https://www.tandfonline.com/doi/full/10.1080/15022250.2021.1877191

Information: This article discusses the significance of understanding event attendees'

experiences and how they can aid researchers in conducting studies and serve as a
measure of their research into the factors that influence their choices, behaviors, and
decisions. Studying an event attendee's cognitive and behavioral skills can serve as
data and the foundation for their experience at product launch events.

Topic 2
Title: Immersive event experience and attendee motivation: a quantitative analysis using
sensory, localisation, and participatory factors
Author: Abiola Sobitan and Peter Vlachos
Book/Journal: Journal of Policy Research in Tourism, Leisure and Events
Year Published: 2020
DOI/URL: https: https://www.tandfonline.com/doi/abs/10.1080/19407963.2020.1721638

Information: The focus of this article is to provide an analysis of the factors that
influence an attendee's motivation. This study conducted quantitative research and
discovered that the aspect of immersive events affects an attendee's engagement in an
event where creative techniques and technological advances contribute through
fostering the drive and experience of event attendees.

Name: Ines, Ian Carlo A.

Topic 1
Title: Marketing destinations and venues for conferences, conventions and business
events
Author(s): Tony Rogers, Rob Davidson
Book/Journal: Routledge
Year Published: 2015
DOI/URL: https://books.google.com.ph/books?
hl=tl&lr=&id=Fo_4CgAAQBAJ&oi=fnd&pg=PP1&dq=Marketing+destinations+and+venu
es+for+conferences,+conventions+and+business+events&ots=GNGvuKdZpl&sig=RM-
E571sWGmon0Q0GcuainjDtvk&redir_esc=y

Information: Marketing Destinations and Venues for Conferences, Conventions and

Business Events is a comprehensive guide for students on marketing and promotion in
the rapidly expanding global business event sector. It covers topics such as technology,
social media, sponsorship, partnership issues, economic changes, and sustainable
meeting locations. The 2nd Edition has been updated with new content on growth areas
and emerging markets, as well as mature markets, destinations, and venue operators.
The book is accessible, global, and informative, making it an essential reading for future
business events and conference managers.

Topic 2
Title: Determinants of a sustainable new product development
Author(s): Harald Gmelin, Stefan Seuring
Book/Journal: Journal of Cleaner production 69, 1-9,
Year Published: 2014
DOI/URL: https://www.sciencedirect.com/science/article/abs/pii/S0959652614000663

information:
This study seeks to establish a conceptual framework that highlights the linkages
between new product development and sustainability. In order to achieve sustainable
new product development, it emphasizes the significance of life-cycle management and
product life-cycle management. The paper extends existing research on
environmentally friendly new product development by providing a fresh conceptual
framework for product life-cycle management in sustainable new product development.
It also offers a life-cycle management-focused strategy to encourage cooperation via
process harmonization, complexity reduction, and technology.

Outline of Theoretical Framework

Name: Lobenia, Sherani Mae P.

The Planned Behavior theory was published in 1991, developed by Icek Ajzen, is a well-
known social psychological theory used to understand and predict human behavior,
including consumer behavior. It offers a comprehensive framework that benefits
researchers, marketers, public health practitioners, environmental organizations, and
policy makers. By considering factors such as attitudes, subjective norms, and
perceived behavioral control, this theory enables the design of effective interventions,
campaigns, and policies. Applying this theory in our research, we can explore how
attendees' perception of both sustainable and traditional product launch events
influences their behavioral intentions and purchase behavior. By examining attitudes
towards sustainability, subjective norms pertaining to eco-friendly practices, and
perceived control over purchasing sustainable products, as well as comparing them to
their counterparts in traditional product launch events, valuable insights into attendees
purchase intent can be gained.

Name: Bayos, Lyrica B.

Theory of New Product Development

Name: Cabigas, Jarred V.

Name: Delos Santos, Chrystal

Name: Gayo, Sheila May P.

The article Green Marketing Consumer-Level Theory Review: A Compendium of

Applied Theories and Further Research Directions, written by Christopher Groening,
Joseph Sarkis, and Qingyun Zhu, was published in 2018. The purpose of this article is
to investigate the significance of a broader understanding of individual-level consumer
behavior theories in green marketing, which will provide practical guidance for
marketers and product launch specialists in the effective planning of product launch
events. This theory aims to help our study regarding attendees' perceptions and to be
able to get their opinion and belief in the impact of their green purchase intent and how
it affects their actual green purchase behavior towards the two product launch events.

Name: Ines, Ian Carlo A.

The buying decision process and types of buying decision behaviour theory in 2019, by
Maria-Cristiana Munthiu, The choice to purchase something is not made immediately.
Businesses should look at the process that goes on behind the scenes of actual
purchases. The five stages of the decision-making process problem recognition,
information search, alternative evaluation, purchase decision, and post-purchase
behavior are presupposed by the consumer and include motivation, perception,
learning, memory, personality, and attitude. We can identify customer behavior and how
participants' impressions of sustainable and conventional product launch events differ
by executing this idea.

Outline of Conceptual Framework

Name: Lobenia, Sherani Mae P.

Independent Variables:
- Sustainable Product Launch Event: This variable represents the event that focuses
on launching a sustainable product, incorporating eco-friendly practices, materials, and
messaging.
- Traditional Product Launch Event: This variable represents a conventional product
launch event that follows traditional practices without a specific emphasis on
sustainability.

Name: Bayos, Lyrica B.

Name: Cabigas, Jarred V.

Name: Delos Santos, Chrystal

Name: Gayo, Sheila May P.

Dependent Variable:
- Attendee event perceptions: this variable is essential to this research because it
enables us to gain an overview of the factors influencing their attendees' beliefs about
the two product launch events.

Research Paradigm
Input: Attendee event perceptions
Process: Data Gathering
Output: To assess the impact of these differing perceptions among attendees.

Name: Ines, Ian Carlo A.