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Successful Marketing Strategies For Small Business Sustainability, Jasmine Davis

Walden Dissertations and Doctoral Studies

Small businesses play a significant role in the health of the U.S. economy, but 50% of small businesses close before reaching 5 years of operation. Some small business owners do not utilize effective marketing strategies to guide them towards sustainability in business. Grounded in hybrid typology, the purpose of this qualitative multiple case study was to explore marketing strategies small business owners use for sustainability. The participants comprised three small business owners located in the Midwest Region of the United States, with a business in operation for at least 5 years. Data were collected from semi-structured interviews, public company documents, …