Business Commons^™

Social Media Marketing Strategies For Increasing Small Businesses’ Revenues, Damaris Ramos

Walden Dissertations and Doctoral Studies

Many small business leaders lack social media marketing strategies, which can negatively affect sales revenue. Small business leaders who fail to increase revenues are at a higher risk of failure. Grounded in the resource-based view, the purpose of this qualitative multiple case study was to explore social media marketing strategies small business leaders use to increase revenue. The participants were 13 small business leaders in central Florida who successfully managed social media marketing strategies to increase revenues. Data were collected from semistructured interviews, reviewing businesses’ social media, financial reports, and interview notes. Thematic analysis was used to analyze the data. …

Marketing Strategies That Chinese Business Leaders Use To Increase Sales Of Smartphones, Byron Edward Johns

Walden Dissertations and Doctoral Studies

Chinese smartphone manufacturing business leaders are experiencing difficulties associated with entering into the U.S. market, partly because of U.S. government concerns that the technology could be used by the Chinese government to gather intelligence. Grounded in Rogers’ diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore marketing strategies Chinese smartphone marketing business leaders used to increase their smartphone sales in the United States. Data were collected from semistructured interviews and company documents from 3 Chinese smartphone marketing business leaders with successful experience in using marketing strategies to increase their smartphone sales in the United …

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 …

Strategies To Increase Per Capita Consumption Of Rosé Wines, Debbian Rose-Marie Spence-Minott

Walden Dissertations and Doctoral Studies

Some marketing strategies executed to stimulate the consumption of wines and spirits do not affect an increase in per capita consumption. Wine business leaders must find ways to increase per capita consumption to sustain business profitability, as the wine category experienced no new growth. Grounded in the theory of segmentation, the purpose of this qualitative single case study was to explore marketing strategies adult beverage leaders used to increase per capita consumption of rosé wines in New York. The participants were 4 marketing leaders of an adult beverage company with operations in New York, who successfully executed strategies to increase …

Entrepreneurial Marketing In Online Home-Based Businesses: Narratives From Immigrant Entrepreneurs, Craig Daniel Smith

Walden Dissertations and Doctoral Studies

Although the formation of an online home-based business may be a relatively simple and low-cost endeavor, entrepreneurial marketing researchers suggest that immigrant entrepreneurs must access appropriate resources to effectively market an online business for breakout from low-growth, ethnic enclave markets. The purpose of this qualitative narrative inquiry study was to explore the entrepreneurial marketing experiences of immigrant entrepreneurs in the United States operating online home-based businesses, and the implications of these experiences for supporting breakout from traditionally restricted markets. To address this gap, a narrative inquiry method was used to collect data from immigrant entrepreneurs. This study was framed by …

Small Business Restaurant Marketing Strategies For Sustainability, Lyle John Hubbard

Walden Dissertations and Doctoral Studies

Approximately 52% of food and accommodation businesses survive 5 years or more. Small business restaurant owners face greater challenges in marketing and sustainability than larger and well-established chain restaurants. The purpose of this multiple case study was to explore the successful marketing strategies of small business restaurant owners who sustained their businesses 5 years or more. The population was small business restaurant owners in Eugene, Oregon. The conceptual framework for this study was Porter's 5 forces. Data collection included semistructured interviews with 4 business owners, and data analysis consisted of coding and thematically analyzing interview data and data collected from …

Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards

Walden Dissertations and Doctoral Studies

Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial …

Senior Marketing Executives' Strategies To Implement Multicultural Marketing Campaigns, Derine Mccrory

Walden Dissertations and Doctoral Studies

The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were …

Marketing Strategies During The Product Life Cycle In The Pharmaceutical Industry, Natasa Naneva

Walden Dissertations and Doctoral Studies

Development and implementation of effective marketing strategies during various stages of product life cycle in the pharmaceutical industry are critical to an organization's successful performance in the marketplace in the 21st century. Guided by the general systems theory developed by Bertalanffy and the evolutionary systems theory developed by Laszlo and Laszlo, the purpose of this single case study was to explore best practices among marketing managers within pharmaceutical companies related to marketing strategies during various stages of product life cycle. Data were gathered via semistructured interviews with 3 purposefully selected managers who have successfully developed marketing strategies in a central …

Effective Internet Marketing Strategies For Online Fashion Jewelry Businesses, Zohreh Daemi

Walden Dissertations and Doctoral Studies

Small business owners who fail to apply effective Internet marketing strategies could negatively affect customers' purchasing decisions, and business profitability and sustainability. The purpose of this multiple case study was to explore effective Internet marketing strategies online fashion jewelry business owners used to maintain or increase profit levels. Competitive advantage theory was the conceptual framework for the study. Data were collected via semistructured interviews with 3 online fashion jewelry business owners located in the northeastern region of the United States who were in the same business for more than 5 years and generated at least $100,000 in annual revenue. Additionally, …

Small Business Marketing Strategies For Physical Therapy Practice Owners, Matthew Lane Daugherty

Walden Dissertations and Doctoral Studies

The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were …

Customer Relationship Management In The E-Retailing Environment, Nikki R. Hicks

Walden Dissertations and Doctoral Studies

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of …

Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons

Walden Dissertations and Doctoral Studies

Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who …

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 …

Financial Advisors' Marketing Strategies To Minorities, Jonica Rowland

Walden Dissertations and Doctoral Studies

Independent financial advisors face challenges with successful marketing strategies as competition from web-based resources, large U.S. financial services, and wealth advisors' corporations increase. The purpose of this exploratory case study was to understand financial advisors' perceptions, experiences, and marketing strategies to improve their companies' sustainability by targeting a broader population base, including minorities, who need assistance with retirement planning strategies. Consumer culture theory was the conceptual framework for this study. Purposeful sampling was the basis for selecting 7 financial advisors from the mid-Atlantic region of the United States for face-to-face interviews. Semistructured interviews with open-ended questions were used to identify …

Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie

Walden Dissertations and Doctoral Studies

Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company …

Marketing Strategies: How Small Restaurant Businesses Use Social Media, Tasheenia Bennett

Walden Dissertations and Doctoral Studies

Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's …

Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler

Walden Dissertations and Doctoral Studies

Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially

affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional

membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data

collection occurred using semistructured …

Small Business Marketing Strategies For The First 5 Years, Shiina Pai

Walden Dissertations and Doctoral Studies

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners …

Small Business Strategies For Sustainability Beyond 10 Years, Gabriel E. Warren

Walden Dissertations and Doctoral Studies

Small businesses are vital to the health of the United States economy, as they account for approximately 50% of all jobs and 99% of all firms. Historically, there has been a problem with small businesses being able to sustain their operation beyond 10 years. The purpose of this multiple case study was to explore the business strategies some small business owners used to sustain their company beyond 10 years of operation. The sample consisted of 3 small business owners who have been in operation for 10 or more years in Birmingham, Alabama. The conceptual framework for this study was the …

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 …

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 …

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 …

A Study Of Large Hotel Occupancy Rates On The Island Of St. Lucia., Sean J. Matthew

Walden Dissertations and Doctoral Studies

Over the past several years, some hotels in St. Lucia, Caribbean have experienced declining occupancy rates and revenues. The failure of general managers of large hotels on the island to increase and sustain occupancy levels may threaten the economic stability of the island. The purpose of this multiple case study was to explore strategies that general managers from 3 large hotels on the island in St. Lucia have used to increase and sustain occupancy levels in their hotels. The general managers selected for each case had over 15 years of experience in managing large hotels in St. Lucia. The conceptual …

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 …

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 …

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

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 …

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 Of Mobile Game Application Entrepreneurs, Talaya Waller

Walden Dissertations and Doctoral Studies

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …