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Full-Text Articles in Business
Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco
Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco
Walden Dissertations and Doctoral Studies
Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing …
Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney
Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney
Walden Dissertations and Doctoral Studies
Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …