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Full-Text Articles in Business
Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg
Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg
Chancellor’s Honors Program Projects
No abstract provided.
Marketing Strategies For Profitability In Small Independent Restaurants, Wanda Y. Jenkins
Marketing Strategies For Profitability In Small Independent Restaurants, Wanda Y. Jenkins
Walden Dissertations and Doctoral Studies
The restaurant industry is the second largest employer in the United States; however, only 33% of restaurants are successful during the first 3 years of operation. The purpose of this exploratory multiple case study was to determine what marketing strategies small independent restaurant owners need for profitability. Aaker's brand equity model was the conceptual framework used to ground this study. Using a purposeful criterion sampling technique and semistructured interviews, 12 individuals (2 managers and 2 employees from 3 restaurants in Philadelphia) participated in the study. Data collected from interviews and archival business records were analyzed to generate themes, also allowing …