UNT merchandising team ---Finalist in international retail competition
December 07, 2009

UNT merchandising students, Miranda Alvarado (graduate) and Stacy Lee (undergraduate), were selected as one of six finalist teams in an international "Lotte Green Marketing Strategy Competition."  Lotte, a major Korean retailer, hosted the competition that was sponsored by the Ministry of Environment, Republic of Korea.  Open to both bachelor's and master's students, the School of Merchandising and Hospitality Management research team was the only international competitor selected as a finalist. Drs. Dee Knight and Haejung Kim mentored the students throughout the research project and traveled to Seoul, South Korea for the marketing presentations.

 

The final competition was held on November 21, 2009 at Yonsei University, Seoul during the 2009 Korean Academy of Marketing Science/Korean Strategic Marketing Association Fall Conference.  Representing the UNT research team, Alvarado delivered "O.P.E.N. (On-demand, Personal, Engaged, and Networked) Lotte: Sustainability Framework for Global Consumers."  Using sustainability strategies as a proxy for organizational management quality, their proposal recommended that Lotte pursue innovative sustainability-related practices, while collaborating with internal, local, and global consumers to increase competitive advantage through transparency and trustworthiness. Through this proposition the team envisioned Lotte developing deeper relationships with consumers to foster a sense of community in both real and virtual realms.  Alvarado and Lee's proposal received honorable mention in the competition. 

 

As a powerful retailer in the Korean market, Lotte retains the right to adopt the green marketing strategies proposed by the student groups.  This award is yet another example of the international recognition that SMHM students and faculty are achieving for quality programs and cutting-edge research.

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