Wichita State University
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About the Faculty – Dr. Sina Aghaie
Sina Aghaie, Ph.D., was trained as a mechanical engineer and business researcher to apply quantitative methods to solve business-related problems. He graduated from the Darla Moore School of Business, University of South Carolina and currently is an assistant professor of Marketing at the W. Frank Barton School of Business, Wichita State University. His research interests lie within competitive dynamics, namely market entries and market exits as well as the adoption of new technology by consumers. His research has been published in the European Journal of Marketing, Journal of Business Research, and Journal of Marketing Theory and Practice. He teaches Data-driven Marketing Metrics, Marketing Strategy, and Marketing Analytics.
About the Barton School of Business
Located in Kansas’ business hub and with significant ties to the business community, the W. Frank Barton School of Business provides extensive applied learning opportunities. With in-person and online options, Barton School undergraduate and graduate programs are tailored to transform the lives of its students. It also holds a double AACSB accreditation for business and accounting, which puts it in the top 1% of business schools worldwide. The Barton School was established as the university’s College of Business Administration and Industry in 1926 and has thousands of graduates around the world.
About Helm Inc.
Headquartered in Plymouth, Helm has been helping brands enhance their appeal and inspire loyalty through our evolving set of unique, customizable, and client-focused services. Helm develops brand marketing services, engagement marketing services, and retail network services. Working with some of the world's largest brands, Helm has developed an innovative approach to solution development. Our advanced business intelligence combined with our leading-edge technologies create a comprehensive approach to custom business services and solutions. Helm, your brand is our passion.
The W. Frank Barton School of Business at Wichita State University has partnered with Helm Inc., a leading technology and services provider serving the automotive aftermarket, to initiate a collaborative research project to create “data-driven consumer insights.” With substantial undergraduate students’ involvement, this project investigates consumer attitudes and preferences toward extended warranties across multiple product lines and identifies the key factors driving consumer decisions to adopt extended service programs.
“Although the project is an academically oriented initiative, it will be the ultimate applied learning experience for our students as well,” said Dr. Sina Aghaie, Assistant Professor of Marketing at the Barton School and research faculty lead on the project. “This is an entire semester of putting theory and knowledge to work, and making a tangible, real-world difference that is seldomly accessible to college students.”
The project will be split into three parts concluding at the end of the Fall 2023 semester. Students will produce a comprehensive report of in-depth analysis of business models employed by companies offering extended warranties in the consumer electronics, consumer appliances, and vehicle industries. Students will also identify key factors driving consumer decisions in the aforementioned industries. Finally, the research team will conduct additional data analysis by implementing advanced machine learning techniques on consumer reviews for extended warranties to determine the driving factors of extended warranty adoption. Helm’s oversight team will work with Dr. Aghaie and the students throughout the project to provide data, assist with access to vehicle extended service markets and work with WSU students and faculty to publish the work.
“Partnerships with industry leaders can create enriching opportunities and value creation for our school and companies like Helm,” said Dr. Larisa Genin, Dean of the Barton School. “This deep dive research project will unlock minds and doors for our students while also providing Helm with the information they need to grow and innovate.”
Helm first formed in 1943 as a commercial trade bindery based in Detroit, Michigan. The company has since grown into a North American leader in tech enabled services and software for Brand Marketing Services, Engagement Marketing and Retail Network Marketing serving some of the most recognizable brands in the world. In 2018, Helm was acquired by Banyan Technologies Group.
“We are very excited to partner with the Barton School on this unique, innovative and powerful project,” said Tanvir Arfi, Chairman and CEO of Banyan Technologies Group, member of the Barton School’s Dean’s Advisory Board and WSU alumnus. “I have seen firsthand the quality of the faculty, staff and students at the Barton School. Working together on this important research will be mutually beneficial and our team is looking forward to getting started.”