Articles, essays, and talks of Rey Lugtu

(This paper was presented to the Marketing class under Dr. Conception, Doctor of Business Administration Program, De La Salle Professional Schools Inc, March 1, 2003) BACKGROUND OF THE STUDY Introduction Filipinos have a natural liking for food, so much so that eating out has become a national past time. As one foreign writer plainly put it: “As I gazed out, the signboards of McDonalds, KFCs and Jollibees were everywhere. What I noticed was there was a lot of "eat-outs". This immediately gave me an idea that the people of this country enjoy eating out. This was further confirmed by my visits to the various places in Manila especially to the various shopping malls. I noticed people young and old enjoying the delicious meals and chatting. Even when eating, the kids seem to be dancing”. (James 2001) The popularity of eating out can be attributed to the improvement in the incomes among Filipinos and economic development in general. In fact according to one report, the expansion o...

(Published in the cover story of Asian Communications, an international trade journal, July 2002 issue) Reynaldo C Lugtu jr, who is writing his business administration doctorate at De LaSalle University, The Philippines, links SMS to productivity and organisational identification. SMS text messaging to mobile phones has caught everyone by surprise. An astounding 75 billion text messages were sent globally in Q1 2002, representing an increase of more than 50 per cent on the same period in 2001. The Philippines, text capital of the world, exchange an average of 120 million text messages per day - or more than 10 text messages per subscriber per day. According to Mobile Lifestream, a research firm, SMS will be used for another seven years because handsets, standards and awareness are all here today. Despite all these, SMS is still largely a consumer phenomenon and corporate applications are limited. At the basic level, many workers send SMS for collaboration, providing appointmen...

(Published in 160 Characters SMS and Mobile Messaging Association, a leading UK-based not-for-profit membership association for mobile messaging professionals, www.160characters.org; May 10, 2002) Executive Summary This study examined the correlation between patters of SMS use among employees and its organizational outcomes as productivity, efficiency, collaboration, and organizational identification. The frequency of SMS per day, SMS frequency exchanged with co-workers and managers, and SMS time sent are correlated to organizational outcomes. Cellphone ownership, i.e. if cellphone is issued by company or not, strongly correlates with organizational identification. Likewise, the level of an employee in the organization strongly correlates with the value attached to the SMS message. Background of the Study Introduction SMS, which stands for Short Message Service, has been around since December 1992. It is part of the GSM digital mobile standard, which means that it works in many parts ...