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Full-Text Articles in Business
Sustaining Dental Practices Longer Than 5 Years, David Gagner
Sustaining Dental Practices Longer Than 5 Years, David Gagner
Walden Dissertations and Doctoral Studies
Dentists graduate dental school ready to practice dentistry, but 85% do not feel prepared by the dental school to open and manage the operations of a general dental practice. General systems theory grounded this multisite case study. The research provides information on 3 solo practitioner dental practices that sustained beyond 5 years in the Washington, DC suburbs. At each operating practice, the dentist who owned the practice and 1 employee that also worked at the practice during the first 5 years were interviewed. The dentist provided marketing documents used during the first 5 years of the practice operations. Data triangulation …
Marketing Strategies For Increasing Latino Enrollment In Higher Education, Melissa Rocio Gomez De La Fuente
Marketing Strategies For Increasing Latino Enrollment In Higher Education, Melissa Rocio Gomez De La Fuente
Walden Dissertations and Doctoral Studies
Many leaders of higher education institutions in the United States face changes in student demographics, tightened regulatory environments, and reduced state funding. University leaders have an opportunity to leverage targeted marketing strategies in order to increase their institutions' market share in the Latino student segment. The purpose of this study was to explore the strategies that some university leaders use to increase Latino student enrollment in higher education programs. The marketing mix and the Ps of marketing theory comprised the study's conceptual framework. Semistructured interviews were conducted with 3 marketing experts from the higher education sector, who were selected by …
Marketing And Microbusiness, Joran Premo-Hurt
Marketing And Microbusiness, Joran Premo-Hurt
Walden Dissertations and Doctoral Studies
Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic …
Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik
Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik
Walden Dissertations and Doctoral Studies
The advent of digital cameras, including those in smartphones, has caused an upheaval in
the photo industry that led to the bankruptcy of Kodak and the closure of most
independent photo stores. The purpose of this multiple case study was to explore
marketing strategies that specialty photo retailers in the United States have used to grow
revenues after the shift to digital imaging technologies. The conceptual framework of this
study was Rogers's diffusion of innovations model specifying typical movement of
information through communications channels in a social system over time. Data sources
included semistructured interviews with 5 photo retailers, photos …
Performance Factors That Influence Marketing Measurement In Successful Small Businesses, Tareion M. Fluker
Performance Factors That Influence Marketing Measurement In Successful Small Businesses, Tareion M. Fluker
Walden Dissertations and Doctoral Studies
During the 2009 economic recession, United States business leaders cut marketing expenditures between 33% and 50% more than they did for any other business expenditure to mitigate financial loss because business leaders often regard marketing as an expense and not an investment. Since there is not a widely applied marketing measurement standard, this multiple-case study focused on finding key performance indicators that healthcare and sales small business leaders in eastern United States with less than 500 employees, and marketing evaluation practices in place, used to evaluate the effectiveness of their marketing. Institutional theory was used as the conceptual framework to …
Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas
Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas
Walden Dissertations and Doctoral Studies
Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with …
Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty
Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty
Walden Dissertations and Doctoral Studies
Business leaders often leave more than half of the world's population the bottom of the pyramid (BOP), a $5-trillion market of potential consumers untapped for products and services on account of failing to see BOP markets as profitable for business, yet business leaders who have managed inclusive BOP marketing in Nigeria have experienced profit margins as high as 120%. The purpose of this multiple case study was to explore strategies of business leaders who market to BOP consumers in Nigeria and maintain a profit. The study population consisted of 3 business leaders in the Dallas and Fort Worth metropolitan area …
Marketing Strategies Used By Franchise Small Businesses To Retain Customers, Hilda Jordan Arline
Marketing Strategies Used By Franchise Small Businesses To Retain Customers, Hilda Jordan Arline
Walden Dissertations and Doctoral Studies
Franchised small businesses will not survive their first 5 years if they cannot implement marketing strategies that appeal to their customers. The purpose of this multiple case study was to explore the marketing strategies that successful franchise small business leaders used to retain customers. The population comprised 4 business leaders at franchise small businesses in North Carolina. Competitive advantage theory and blue ocean theory grounded this study. Data were collected using semistructured face-to-face interviews and review of company marketing materials. Data were thematically analyzed, and 6 themes emerged: personalization of customer service, market segmentation, innovative advertising, networking, brand identity, and …