In marketing research, it’s common to observe the resources a consumer spends during the search process or purchase of a product. But what isn’t so easy to observe is who that purchase is for. Is the consumer sacrificing those resources for another?

Dr. Ximena Garcia-Rada, an assistant professor of marketing at Mays Business School, introduces the idea of “consumption sacrifice” in a new study published in the Journal of Consumer Psychology. In this episode of Created at Mays, Dr. Garcia-Rada shares some of the key takeaways from the study, including how consumers are sacrificing their time, money, or preferences to purchase something for a loved one and the impact this may have on business practices.

Read Dr. Ximena Garcia-Rada’s full study here.

The Created at Mays Podcast is a production of Mays Business School and Texas A&M University and is produced by University FM.

• Faculty profile of Dr. Ximena Garcia-Rada

When it comes to entrepreneurship in STEM, women are four to six percentage points less likely than men to pursue those career paths. But the key to bridging that gender gap may lie in access to affordable healthcare.

Dr. Jiayi Bao, an assistant professor of management at Mays Business School, has the findings in a study recently published in the Strategic Management Journal. Dr. Bao shares her insights on how the 2014 Affordable Care Act alleviated some constraints for women entrepreneurs and how policymakers can help open doors for more women to make the transition to STEM.

Read more about Dr. Jiayi Bao’s research on the Created at Mays blog.

The Created at Mays Podcast is a production of Mays Business School and Texas A&M University and is produced by University FM.

• Faculty profile of Dr. Jiayi Bao

Companies often shift strategic direction and studies have shown these shifts or pivoting components of the business model can enhance a firm's performance. But how does one stimulate these strategic shifts? And moreover, how can we measure the impact of these interventions?

A new study led by Dr. Stephen Anderson of Mays Business School tackles these questions through the use of virtual collaboration technology. In this episode, Dr. Anderson explains how he and his colleagues paired business coaches in the U.S. and the U.K. with entrepreneurs in Uganda and studied the impact that virtual coaching sessions had on the strategic direction and performance of these budding businesses.

Read Dr. Stephen Anderson’s full study here.

The Created at Mays Podcast is a production of Mays Business School and Texas A&M University and is produced by University FM.

• Faculty profile of Dr. Stephen Anderson