The tale of David versus Goliath helps illustrate business research on the origins and implications of marketplace inequality. Dr. Andre Maciel, assistant professor of marketing, shared top honors after presenting his research in the virtual Faculty Research and Creative Activity Slam at the University of Nebraska–Lincoln along with eight faculty members representing a wide range of disciplines.
Business research varies, using multiple methods that draw from disciplines including economics, sociology, psychology and more, Maciel said. His research includes the producer side, where access to capital can differ widely between large firms and small and medium firms, and the consumer side, where racial minorities are sometimes treated as potential criminals.
“Within the landscape of inequality, I researched the little guy — the challenger, the marginalized — and how they can contest inequality. In other words, I studied David versus Goliath kinds of situations as they happen in the marketplace,” he explained. “Why is this research important? Small and medium employers account for 99% of the employers in the U.S., and they’re an economic pillar of Nebraska. Therefore, directly addressing the concerns of such companies can impact the research we do at the College of Business and the university.”
Maciel cited two projects. In the first, he studied the craft brewing industry and how smaller companies could compete with larger ones by creating networks to promote themselves to consumers, media and lawmakers. In the second, Maciel researched how members of minority groups feel unwelcome in stores. It’s not enough for businesses to label themselves as welcoming or safe places. They must commit to providing jobs to people from marginalized groups, he said.
Each faculty member presented a five-minute talk about their work during the Nebraska Research Days activities on November 4. Maciel and Dr. Rochelle Dalla, professor of child, youth and family studies, tied for the win in a faculty vote. Both eschewed a runoff vote and agreed to split the $1,000 prize money. The slam was moderated by Nathan Meier, assistant vice chancellor for research, and Jocelyn Bosley, assistant director for education and outreach at the Nebraska Materials Research Science and Engineering Center.
Read about all eight competitors and presentations: https://news.unl.edu/newsrooms/today/article/dalla-maciel-share-faculty-slam-honors/
Watch the video of Maciel's presentation: https://business.unl.edu/research/#andre-research