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Full-Text Articles in Business
Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy
Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy
Walden Dissertations and Doctoral Studies
Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a …
Strategies To Improve Business Performance With Information From Social Media, Taylor Chan
Strategies To Improve Business Performance With Information From Social Media, Taylor Chan
Walden Dissertations and Doctoral Studies
In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …
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 …
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 …
Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich
Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich
Walden Dissertations and Doctoral Studies
The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …