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Integration of Faith and Learning: Character Assignment
Reagan Ream
School of Business, Liberty University
BUSI 520: Strategic Marketing Management
Dr. Ashlie Roeder
August 29, 2021
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Over the years, there have been thousands of businesses that started with high hopes and
ended in, what society today calls, failure. There are various factors that can be attributed to the
reason for these businesses closing, but, according to an article by Melissa Horton, the four most
common reasons for these failures are finance hurdles, poor management, ineffective planning,
and poor marketing techniques (Horton, 2021). Each topic has equal importance and should be
valued equally when it comes to creating and starting a business, but according to a study in the
Asia Pacific Journal of Marketing and Logistics, poor marketing strategies and techniques can
really hinder the outcome of a business or company (En-Chi, 2014, p. 508). In the study
conducted by En-Chi, the respondents, when asked what they look for and value in a company or
business’ “spokes-character” with an overwhelming majority listing likeability as their highest
attribute (En-Chi, 2014, p. 507). This was also found in another study conducted to determine the
likeability and character certain businesses, those associated with it, and the products they offer
