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Articles 1 - 27 of 27
Full-Text Articles in Marketing
Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson
Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson
Walden Dissertations and Doctoral Studies
The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer …
Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter
Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter
Walden Dissertations and Doctoral Studies
Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …
Strategies For Integrating And Sustaining Disruptive Innovations In Small Businesses, Robert Allen
Strategies For Integrating And Sustaining Disruptive Innovations In Small Businesses, Robert Allen
Walden Dissertations and Doctoral Studies
The evolution of technology has led to a need for business leaders to embrace disruptive technology for the purpose of capturing new markets and remaining competitive. Multiple challenges have been faced by business leaders in the processes of integrating and sustaining disruptive innovations, resulting in the failure to achieve expected efficiency and profitability. The purpose of this multiple case study was to explore strategies used by business leaders to integrate and sustain disruptive innovations. The conceptual frameworks were Roger's diffusion of innovation theory and Christensen's disruptive innovation theory. Semistructured interviews were administered to 10 business leaders and employees from institutions …
Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes
Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes
Walden Dissertations and Doctoral Studies
Corporate organizations are facing a shortage of future senior management leaders. The purpose of this single case study was to explore leadership mentoring strategies used to develop future C-suite executives in the waste industry. Companies may improve business practices by mentoring future generations to understand corporate responsibilities and expectations. The target population came from a regional waste company located in central Florida. The study participants consisted of 3 C-suite executives of the company responsible for the management and mentoring of future C-suite executive mentees. The conceptual framework for this study was rooted in transformational leadership theory. Data were collected using …
Funding Strategies For Small- To Mid-Sized Enterprises, Dr. Emmanuel Ekop
Funding Strategies For Small- To Mid-Sized Enterprises, Dr. Emmanuel Ekop
Walden Dissertations and Doctoral Studies
Small firms struggle to survive competition with limited resources, and about 50% of start-up organizations fail after 5 years. The purpose of this qualitative multiple case study was to explore the strategies some beauty salon owners in the mid-Atlantic region of the United States use to access financial resources to support growth for longer than 5 years. The conceptual framework for the study was the resource-based view theory of the firm. Data were collected from 6 beauty salon owners who had succeeded for longer than 5 years. Semistructured face-to-face interviews and review of archival and transcript data yielded data saturation …
Strategies To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai
Strategies To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai
Walden Dissertations and Doctoral Studies
Business leaders must adopt new business practices to sustain their organizations and meet the paradigm of global competition. In the 21st century, innovation and market readiness have become the primary criteria for sustainability of an organization. Some organizational leaders should adopt open innovation strategy to stay competitive and foster a positive impact on their organizations' performance while practicing a systematic inclusion of knowledge from sources outside of the organization. The purpose of this multiple case study was to explore effective strategies business leaders use to cultivate a sustainable open innovation culture. The population consisted of leaders from 200 high technology …
Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii
Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii
Walden Dissertations and Doctoral Studies
Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …
Strategies For Reducing Short-Tenured Employee Attrition In The Retail Grocery Industry, Ogechi Ngemegwai
Strategies For Reducing Short-Tenured Employee Attrition In The Retail Grocery Industry, Ogechi Ngemegwai
Walden Dissertations and Doctoral Studies
The purpose of this multiple case study was to explore strategies that managers in the retail grocery industry use in reducing short-tenured employee attrition in the West Midland states in the United Kingdom. Participants were 4 store managers who had managerial experience in the retail grocery industry, worked as a retail store manager in the West Midlands, and had experience implementing effective strategies to reduce employee attrition. The Herzberg 2-factor theory was the conceptual framework. Semistructured interviews were used to collect data. Data were analyzed using Yin's 5-step data analysis process. The major themes were: training and development, enriched job …
Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor
Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor
Walden Dissertations and Doctoral Studies
In Nigeria, almost every business enterprise relies on petroleum products for power or transportation. Shortages of petroleum products cripple business activities and undermine development of the Nigerian economy. The purpose of this multiple case study was to explore supply chain management strategies needed by petroleum business leaders to mitigate shortages and sustain business development in Nigeria. The sample for the study included 10 senior leaders from 2 private-sector Nigerian downstream petroleum supply companies located in the Niger Delta region, who had successfully implemented strategies for petroleum supply. The resource based view theory served as the conceptual framework for the study. …
Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin
Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin
Walden Dissertations and Doctoral Studies
Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's theory of enterprise development and von Bertalanffy's general system …
Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside
Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside
Walden Dissertations and Doctoral Studies
The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 …
Strategies To Improve Business Performance With Information From Social Media, Taylor Chan
Strategies To Improve Business Performance With Information From Social Media, Taylor Chan
Walden Dissertations and Doctoral Studies
In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …
Effective Strategies Small Retail Leaders Use To Engage Employees, Dr. Janet Lynn Deskins
Effective Strategies Small Retail Leaders Use To Engage Employees, Dr. Janet Lynn Deskins
Walden Dissertations and Doctoral Studies
Research suggests that 70% of North American employees are disengaged in the workplace. Some small retail managers lack strategies for engaging employees. Using the employee engagement framework, the purpose of this descriptive case study was to explore successful strategies that small retail managers use to engage employees. The target population was small retail leaders, purposefully selected because of their success with engaging employees at an Orlando, Florida, company. Data collection was through face-to-face interviews with 5 leaders; and a review of archived organizational documents, including company memorandums, central email software, and online customer reviews through social media websites such as …
Strategies For Crisis Preparedness Of Tourist Destinations, Carrine V. M. Todman-Lewis
Strategies For Crisis Preparedness Of Tourist Destinations, Carrine V. M. Todman-Lewis
Walden Dissertations and Doctoral Studies
Billion-dollar disasters are projected to increase at a statistically significant rate of 5% annually. Crises affect the viability and lucrativeness of tourism business and implicate destinations in the process. Crisis preparedness is vital to improving outcomes and reducing consequential effects in the tourism industry-a key contributor to socioeconomic progress and infrastructural development worldwide. The study was an exploration of the strategies used for crisis preparedness to reduce business interruptions and improve the image of destinations affected by large-scale natural disasters and human-induced crises. A multiple case study was conducted based on the cycle of preparedness framework. Data were gathered from …
Strategies To Teach Customer Service Skills, James Francis Ortman
Strategies To Teach Customer Service Skills, James Francis Ortman
Walden Dissertations and Doctoral Studies
Business managers' failure to retain dissatisfied customers leads to millions of dollars in lost revenue. The purpose of this single case study was to explore managers' training strategies to teach sales associates customer service skills. The sample included 3 training managers from the mobile phone industry in Michigan who recorded a 25 % increase in customer retention after implementing customer service training. The conceptual framework for this study was human capital theory. Data were collected from semistructured interviews and training documents. Data analysis entailed using coding techniques and cluster analysis. Member checking applied to clarify the interpretation of participants' responses …
Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark
Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark
Walden Dissertations and Doctoral Studies
Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis …
Marketing Strategies Of Small Traditional Travel Agencies In A Technology-Driven World, Charice Hayes
Marketing Strategies Of Small Traditional Travel Agencies In A Technology-Driven World, Charice Hayes
Walden Dissertations and Doctoral Studies
In 2012, there was a 70% increase in online travel booking, resulting in small traditional brick-and-mortar travel agencies having serious difficulties with obtaining and retaining customers. The purpose of this case study was to explore online marketing strategies that leaders of small traditional travel agencies have used to successfully obtain and retain customers. Technology disruption theory was the conceptual framework of this study. Using criterion sampling, the population for this study consisted of 3 leaders of small traditional travel agencies located in the state of Maryland. Data collection consisted of interviews, observations, and review of documentation, such as displays, websites, …
Strategies To Implement Iso 9001 In A Government Organization In Jamaica, Yvette M. Castell
Strategies To Implement Iso 9001 In A Government Organization In Jamaica, Yvette M. Castell
Walden Dissertations and Doctoral Studies
Managers of government organizations in Jamaica often have difficulty implementing the International Organization for Standardization (ISO) 9001 standard. Jamaica's Minister of Industry, Investment, and Commerce considered ISO 9001 certification as critical for international competitiveness as lacking the standard had the potential to become a barrier to trade. The purpose of this single case study was to explore the strategies that managers of a government organization in Jamaica used to implement ISO 9001 successfully. The conceptual framework was the total quality management concept encompassing Deming's plan-do-check-act cycle. Data collection entailed organizational document reviews and semistructured interviews of 4 managers in an …
Marketing Strategies Restaurant Leaders Use To Develop Their Customer Base, Carrie Weinreich
Marketing Strategies Restaurant Leaders Use To Develop Their Customer Base, Carrie Weinreich
Walden Dissertations and Doctoral Studies
Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and …
Strategic Managerial Responses To Critical Service Events In Restaurants, Douglas Grant Edwards
Strategic Managerial Responses To Critical Service Events In Restaurants, Douglas Grant Edwards
Walden Dissertations and Doctoral Studies
Inappropriate managerial responses to critical service events (CSEs) in restaurants contribute to an increased rate of customer defection and restaurant failure. Some restaurant managers lack employee-training strategies that may enhance service recovery from CSEs. This case study explored what employee-training strategies participants deemed essential to enhance service recovery to CSEs. The population for this study was restaurant managers from a U.S. regional chain in South Carolina with at least 3 years of employee-training experience. Organizational learning theory was the conceptual framework for this study. Data collection included semistructured face-to-face interviews with restaurant managers and an exploration of company archival documents …
The Effect Of Workspace Layout On Individual Perceptions Of Creativity Across Generational Cohorts, Leslie Estelle Barrett
The Effect Of Workspace Layout On Individual Perceptions Of Creativity Across Generational Cohorts, Leslie Estelle Barrett
Walden Dissertations and Doctoral Studies
Organizations strategically design the physical work environment to enhance employees' creativity. Understanding the impact of workspace layout on individual perceptions of creativity across generational cohorts can be vital to sustaining organizational competitiveness. Researchers have theorized that workspace layout affects employees' perceptions of creativity; however, few studies have looked at the effect of generational cohort on this relationship. A quantitative study was conducted to examine the effect of workspace layout on individual perceptions of creativity across generational cohorts. A sample of 162 participants completed an online demographics questionnaire as well as aKEYS, a modified version of the KEYS to Creativity and …
Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood
Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood
Walden Dissertations and Doctoral Studies
Greenwashing means the advertisement of goods and services that are alleged to be of benefit to the environment, and is a phenomenon that persists as an advertising tactic in corporate marketing. Research has found that consumers are distrustful of greenwashing, as many claims of eco-friendly products have been shown to be false. This crisis of confidence recalls scandals of the past decade related to insider trading, price fixing, and lack of corporate social responsibility placing the brand equity of major corporations at risk. Given a limited understanding among corporate leaders of consumers' experiences with greenwashing, the purpose of this phenomenological …
Small Seasonal Business Strategies To Increase Profits Through Community Collaboration, Kevin B. Gibbons
Small Seasonal Business Strategies To Increase Profits Through Community Collaboration, Kevin B. Gibbons
Walden Dissertations and Doctoral Studies
Seasonal small business owners (e.g., boating and golf industries), primarily within the upper and Midwestern United States, face challenges for profit and growth because of a brief business potential year and limited time to establish a reliable and committed customer base. The purpose of this case study was to explore strategies that seasonal small business owners in Oakland County, Michigan may use to collaborate with local associations and charitable organizations to increase profits. Stakeholder theory served as the conceptual framework for this study. A purposive sample of 4 successful small seasonal business owners in Oakland County, Michigan participated in face-to-face …
Employee Conduct When Administering Government Contracts In The Defense Logistics Agency, Sandra Genevieve Haynes-Michaels
Employee Conduct When Administering Government Contracts In The Defense Logistics Agency, Sandra Genevieve Haynes-Michaels
Walden Dissertations and Doctoral Studies
The Office of the Inspector General in the Department of Justice reported cases of government contracting employees accepting bribes totaling over $540 million within a 6-year period. The purpose of this case study was to explore the perceptions of government contracting managers regarding the knowledge needed to mitigate employees' unethical behaviors when administering government contracts. Previous studies on government contracting employees' unethical behaviors focused on employees' behaviors, but lacked data concerning managers' roles in mitigating employees' unethical behaviors. The study's conceptual framework was stakeholder theory. The data were gathered through semistructured interviews conducted with 21 government contracting managers in the …
Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich
Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich
Walden Dissertations and Doctoral Studies
The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …
Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker
Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker
Walden Dissertations and Doctoral Studies
Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were …
The Joint Impact Of Brand Value And Advertising On Corporate Financial Performance And On Stock Return: A Case Study Of The Computer Industry, Alladin O. Ukiwe
The Joint Impact Of Brand Value And Advertising On Corporate Financial Performance And On Stock Return: A Case Study Of The Computer Industry, Alladin O. Ukiwe
Walden Dissertations and Doctoral Studies
Firm's advertising and marketing expenditures do not always translate to measurable financial returns. Understanding brand value appropriation and financial consequences of advertising is important for more focused investments in branding and marketing. This quantitative study sought to understand the joint effects of advertising expenditure and brand value (BV) on firms return on assets (ROA) and on stock return (SR) in the computer industry. The theoretical framework of the study was the resource-based view theory that proposes that the intangible assets of a corporation have a direct relationship to its ability to sustain its competitive advantage. The key research question involved …