Business Commons^™

Effective Marketing Strategies Of Profitable Small Businesses, Xoriunstance T. Brown

Walden Dissertations and Doctoral Studies

The inability to achieve profitability can negatively impact business operations. Small independent insurance agency owners who fail to maintain profitability are at a higher risk of failure. Grounded in the dynamic capabilities model, the purpose of this qualitative multiple case study was to explore effective marketing strategies leaders of small independent insurance agencies use to achieve and maintain profitability. The participants comprised 3 independent insurance agents in Fort Lauderdale, Florida, who effectively used marketing strategies to achieve and maintain profitability. Data were collected from semistructured interviews, company websites, and company documents. Yin’s 5-step thematic analysis, which included compiling, disassembling, interpreting …