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Articles 31 - 60 of 108
Full-Text Articles in Marketing
Marketing Strategies During The Product Life Cycle In The Pharmaceutical Industry, Natasa Naneva
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 …
Successful Marketing Strategies Employed By Traditional Am/Fm Radio Stations, Shaquilla Nicole Smith
Successful Marketing Strategies Employed By Traditional Am/Fm Radio Stations, Shaquilla Nicole Smith
Walden Dissertations and Doctoral Studies
An increase in Internet radio adverting spending is negatively affecting the revenue of traditional radio stations. Some general managers and sales directors at traditional radio stations lack marketing strategies to compete effectively with Internet radio. Grounded by the attitude toward the ad theory, the purpose of this qualitative case study was to explore marketing strategies that successful general managers and sales directors used at traditional radio stations to compete effectively with Internet radio. The population consisted of 8 general managers and sales directors at traditional radio stations located in southeast Florida, who demonstrated success in developing marketing strategies to compete …
Strategies For Integrating And Sustaining Disruptive Innovations In Small Businesses, Robert Allen
Strategies For Integrating And Sustaining Disruptive Innovations In Small Businesses, Robert Allen
Walden Dissertations and Doctoral Studies
The evolution of technology has led to a need for business leaders to embrace disruptive technology for the purpose of capturing new markets and remaining competitive. Multiple challenges have been faced by business leaders in the processes of integrating and sustaining disruptive innovations, resulting in the failure to achieve expected efficiency and profitability. The purpose of this multiple case study was to explore strategies used by business leaders to integrate and sustain disruptive innovations. The conceptual frameworks were Roger's diffusion of innovation theory and Christensen's disruptive innovation theory. Semistructured interviews were administered to 10 business leaders and employees from institutions …
Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside
Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside
Walden Dissertations and Doctoral Studies
The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 …
Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin
Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin
Walden Dissertations and Doctoral Studies
Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's theory of enterprise development and von Bertalanffy's general system …
Strategies For Reducing Short-Tenured Employee Attrition In The Retail Grocery Industry, Ogechi Ngemegwai
Strategies For Reducing Short-Tenured Employee Attrition In The Retail Grocery Industry, Ogechi Ngemegwai
Walden Dissertations and Doctoral Studies
The purpose of this multiple case study was to explore strategies that managers in the retail grocery industry use in reducing short-tenured employee attrition in the West Midland states in the United Kingdom. Participants were 4 store managers who had managerial experience in the retail grocery industry, worked as a retail store manager in the West Midlands, and had experience implementing effective strategies to reduce employee attrition. The Herzberg 2-factor theory was the conceptual framework. Semistructured interviews were used to collect data. Data were analyzed using Yin's 5-step data analysis process. The major themes were: training and development, enriched job …
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 …
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 To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai
Strategies To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai
Walden Dissertations and Doctoral Studies
Business leaders must adopt new business practices to sustain their organizations and meet the paradigm of global competition. In the 21st century, innovation and market readiness have become the primary criteria for sustainability of an organization. Some organizational leaders should adopt open innovation strategy to stay competitive and foster a positive impact on their organizations' performance while practicing a systematic inclusion of knowledge from sources outside of the organization. The purpose of this multiple case study was to explore effective strategies business leaders use to cultivate a sustainable open innovation culture. The population consisted of leaders from 200 high technology …
Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan
Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan
Walden Dissertations and Doctoral Studies
Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …
Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie
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 To Improve Online Sales, Paul Barrie Targett
Marketing Strategies To Improve Online Sales, Paul Barrie Targett
Walden Dissertations and Doctoral Studies
Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face …
Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter
Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter
Walden Dissertations and Doctoral Studies
Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …
Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis
Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis
Walden Dissertations and Doctoral Studies
Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major …
Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor
Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor
Walden Dissertations and Doctoral Studies
In Nigeria, almost every business enterprise relies on petroleum products for power or transportation. Shortages of petroleum products cripple business activities and undermine development of the Nigerian economy. The purpose of this multiple case study was to explore supply chain management strategies needed by petroleum business leaders to mitigate shortages and sustain business development in Nigeria. The sample for the study included 10 senior leaders from 2 private-sector Nigerian downstream petroleum supply companies located in the Niger Delta region, who had successfully implemented strategies for petroleum supply. The resource based view theory served as the conceptual framework for the study. …
Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo
Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo
Walden Dissertations and Doctoral Studies
Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange …
Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes
Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes
Walden Dissertations and Doctoral Studies
Corporate organizations are facing a shortage of future senior management leaders. The purpose of this single case study was to explore leadership mentoring strategies used to develop future C-suite executives in the waste industry. Companies may improve business practices by mentoring future generations to understand corporate responsibilities and expectations. The target population came from a regional waste company located in central Florida. The study participants consisted of 3 C-suite executives of the company responsible for the management and mentoring of future C-suite executive mentees. The conceptual framework for this study was rooted in transformational leadership theory. Data were collected using …
Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe
Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe
Walden Dissertations and Doctoral Studies
Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use …
Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii
Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii
Walden Dissertations and Doctoral Studies
Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …
Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas
Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas
Walden Dissertations and Doctoral Studies
Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media …
Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards
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 …
Marketing Strategies Of International Pharmaceutical Companies In The Middle East And North Africa Region, Ali Abou Abbas
Marketing Strategies Of International Pharmaceutical Companies In The Middle East And North Africa Region, Ali Abou Abbas
Walden Dissertations and Doctoral Studies
The declines in oil and gas prices in 2014 by 50% or more led governments in the Middle East and North Africa (MENA) region to decrease healthcare budgets correspondingly by more than 30%. The purpose of this multiple case study was to explore the marketing strategies that managers of international pharmaceutical companies have successfully implemented in the MENA region to ensure profitability after the 2014 decreases in the healthcare budgets, which followed the decline in oil and gas prices. The study involved data collection through semistructured interviews of 6 middle and executive managers working in 2 international pharmaceutical companies located …
Women's Perceptions Toward Mobile Advertising, Shona Dolson
Women's Perceptions Toward Mobile Advertising, Shona Dolson
Walden Dissertations and Doctoral Studies
The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women's perceptions of mobile advertising into the design of …
Successful Marketing Strategies For Promoting Clinical Diagnostic Instrument Validation Packages, Hsiao-Ching Teng
Successful Marketing Strategies For Promoting Clinical Diagnostic Instrument Validation Packages, Hsiao-Ching Teng
Walden Dissertations and Doctoral Studies
Successful marketing strategies for clinical validation packages not only help laboratories increase the accuracy and efficiency of testing, but also facilitate clinical quality awareness and collaboration. False diagnosis and inefficiency in healthcare can be costly, and managers in diagnostic instrument manufacturing organizations need strategies to promote validation packages to help laboratories reduce errors leading to inappropriate treatment. The purpose of this single case study was to explore strategies business development managers use to integrate dynamic capabilities for marketing instrument validation packages aimed to increase clinical laboratory quality and test accuracy. The conceptual framework was Teece's concept of dynamic capabilities. The …
Customer Relationship Management In The E-Retailing Environment, Nikki R. Hicks
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 …
Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson
Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson
Walden Dissertations and Doctoral Studies
The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer …
Senior Marketing Executives' Strategies To Implement Multicultural Marketing Campaigns, Derine Mccrory
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 …
Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons
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 …
Successful Implementation Of Pharmacy Retail Store Loyalty Reward Programs, Cristina D. Reinert, Jill A. Murray
Successful Implementation Of Pharmacy Retail Store Loyalty Reward Programs, Cristina D. Reinert, Jill A. Murray
International Journal of Applied Management and Technology
Loyalty reward programs are utilized within various industries as a key marketing strategy. A successfully implemented loyalty reward program benefits both the consumer and the company. The purpose of this multicase study was to explore strategies that pharmacy retail managers use to deliver loyalty reward programs. The theory of planned behavior was used as the conceptual framework to guide the study. Mobile technology, customer involvement, brand management, and tier-based rewards were the themes that emerged during data analysis. The findings are of interest to pharmacy retail managers and marketers because they are instrumental in implementing a successful loyalty reward program.
Leadership Styles And Employee Motivation In Qatar Organizations, Anas Al Haj
Leadership Styles And Employee Motivation In Qatar Organizations, Anas Al Haj
Walden Dissertations and Doctoral Studies
Organizations in the public sector in Qatar have a reputation for delivering inefficient services. Leaders lack an understanding of motivational factors affecting public sector employee performance. The purpose of this correlational research was to examine the relationship between leadership styles and employee motivation in public companies in Qatar. The independent variables were the transformational, transactional, and passive-avoidant leadership styles. The dependent variable was employee motivation. The moderator variables were employee age and salary. A sample of 92 employees from 4 public sector organizations in Qatar responded to the online survey. The full range leadership theory served as the theoretical foundation …