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Full-Text Articles in Business
Strategies To Implement Social Media Marketing In Small Businesses, Theodora Ijang Nyamboli
Strategies To Implement Social Media Marketing In Small Businesses, Theodora Ijang Nyamboli
Walden Dissertations and Doctoral Studies
The lack of consumer engagement can have adverse effects on business outcomes. Small business managers (SBMs) and owners who fail to engage consumers are at a higher risk of failure. Rooted in the theory of diffusion of innovation theory, the purpose of this qualitative exploratory multiple case study was to explore strategies SBMs use to develop and effectively implement marketing strategies to improve consumers' engagement. The participants comprised six business managers of six successful small businesses in Maryland who effectively used social media marketing strategies to engage consumers for at least 5 years. Data were collected via semi-structured interviews and …
Corporate Venturing In The Media & Entertainment Industry: Contextual Factors That Influence Corporate Venture Decision Making, Graylind R. Wherry
Corporate Venturing In The Media & Entertainment Industry: Contextual Factors That Influence Corporate Venture Decision Making, Graylind R. Wherry
Theses and Dissertations
This research study focuses on Corporate Venturing (CV) within the Media and Entertainment(M&E) industry and investigates factors that influence CV decision-making. CV provides a viable strategy to facilitate innovation and organizational change within companies; however, this area is understudied within the M&E industry. Companies that make up the entertainment industry may not have specific insight into how best to exploit this opportunity. Specifically, this study looks at the influence of firm characteristics, industry characteristics, and other outside factors using the PESTLE strategy model characteristics impacting the parent or venture unit's CV decision-making within the M&E industry. In terms of this …