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Articles 1 - 30 of 101
Full-Text Articles in Marketing
Marketing Strategies To Enhance Awareness And Attract International Patients In The Medical Tourism Industry Of Trinidad And Tobago, Natasha Rachel Rochford-Chance
Marketing Strategies To Enhance Awareness And Attract International Patients In The Medical Tourism Industry Of Trinidad And Tobago, Natasha Rachel Rochford-Chance
Walden Dissertations and Doctoral Studies
Disseminating inadequate service information can limit a business's market appeal and hinder its growth. Business leaders must include comprehensive service information in their marketing strategies, as inadequate service information can make a business seem unappealing to potential clients, undermine competitive position, reduce market share, and diminish profitability. The purpose of this qualitative pragmatic inquiry was to explore the marketing strategies used by medical tourism business leaders in Trinidad and Tobago to attract international patients and increase profitability. The participants were eight medical tourism business leaders with experience in implementing marketing strategies. McCarthy's marketing mix theory of product, price, place, and …
Marketing Strategies To Increase Student Enrollment To Generate Revenue, Jermaine R. Mccain
Marketing Strategies To Increase Student Enrollment To Generate Revenue, Jermaine R. Mccain
Walden Dissertations and Doctoral Studies
Declining student enrollment can reduce district revenue and limit a public school’s ability to sustain educational programs, staffing, and overall organizational effectiveness. Public school business leaders who lack effective marketing strategies to increase student enrollment may experience financial instability, limiting their organization’s capacity to maintain long-term operational sustainability. Grounded in consumer choice theory, the purpose of this qualitative pragmatic inquiry was to identify and explore effective marketing strategies public school business leaders use to increase student enrollment to generate district revenue. Participants were six public school business leaders in the southeastern United States. Data were collected through semistructured interviews and …
Exploring U.S. Sports Marketing Strategies For Maximizing A Fluid Fan Base, Dylan Houseworth
Exploring U.S. Sports Marketing Strategies For Maximizing A Fluid Fan Base, Dylan Houseworth
Walden Dissertations and Doctoral Studies
Fluid fandom, characterized by consumers’ shifting allegiances across players, teams, and organizations, has become increasingly prevalent within the U.S. sports marketplace. Many U.S. sports marketing managers lack clearly defined, evidence-based strategies for effectively engaging fluid fans, creating uncertainty around how to maintain brand loyalty, competitive positioning, and long-term organizational viability. Grounded in Stryker’s identity theory, the purpose of this qualitative pragmatic inquiry was to explore the strategies U.S. sports marketing managers use to engage and maximize a fluid fan base. A purposeful sampling of six sports marketing professionals from U.S.-based organizations was selected, with each participant required to have a …
Effective Strategies For The Implementation Of Environmental Social And Governance Initiatives To Improve Brand Value, Charity Ndisengei
Effective Strategies For The Implementation Of Environmental Social And Governance Initiatives To Improve Brand Value, Charity Ndisengei
Walden Dissertations and Doctoral Studies
Some business leaders lack effective strategies to develop and implement their organization’s environmental, social, and governance (ESG) initiatives to improve the value of the organization’s brand. Business leaders, in particular, are concerned with balancing the improvement of brand value while addressing stakeholder expectations and navigating regulatory complexities. Grounded in institutional and legitimacy theories, the purpose of this qualitative pragmatic inquiry was to explore effective strategies for the implementation of ESG initiatives to improve brand value. Participants included five senior leaders from the energy, nonprofit, technology, and consulting sectors who had implemented ESG initiatives. Data were collected through semistructured interviews and …
Consumer Behavior-Based Strategies Small Business Leaders Use To Increase Online Sales Revenues, Alexander Sakharov
Consumer Behavior-Based Strategies Small Business Leaders Use To Increase Online Sales Revenues, Alexander Sakharov
Walden Dissertations and Doctoral Studies
Many small business leaders struggle to tailor online strategies that drive demand, limiting growth and differentiation in competitive digital markets. Business leaders must adopt data-informed, customer-centered approaches that align digital marketing efforts with consumer behavior and market expectations. Grounded in social exchange theory, the purpose of this qualitative pragmatic inquiry was to explore the online shopping marketing strategies that some small business marketing leaders use to increase demand for products and services. Data were collected through semistructured interviews with six small business leaders from Vancouver, British Columbia; Toronto, Ontario; and Seattle, Washington. The four main themes identified using thematic analysis …
Strategies Used By Public Relations And Communications Executives To Implement Ethical Use Standards For Ai, Karl Bateson
Strategies Used By Public Relations And Communications Executives To Implement Ethical Use Standards For Ai, Karl Bateson
Walden Dissertations and Doctoral Studies
Public relations and communications (PR&C) executives’ ineffective artificial intelligence (AI) strategies to develop and apply ethical frameworks for AI implementation can negatively impact organizations’ brand reputation. Grounded in AI4People and stakeholder theory, the purpose of this qualitative pragmatic inquiry project was to identify and explore the effective AI strategies PR&C executives used to develop and apply ethical frameworks for AI implementation while maintaining their organizations’ brand reputations. The participants were six PR&C executives who used effective strategies to develop and apply ethical frameworks for AI implementation while maintaining their organization’s brand reputation. Data were collected using semistructured interviews, public websites, …
Public Relations As An Approach For Smes To Improve Business Sustainability, Nikkia Tene Mcclain
Public Relations As An Approach For Smes To Improve Business Sustainability, Nikkia Tene Mcclain
Walden Dissertations and Doctoral Studies
Small and medium-sized enterprises (SMEs) often lack dedicated public relations (PR) departments, limiting their ability to build brand identity, and gain market share compared to larger firms with greater resources. Small business owners need PR departments to improve their competitive positioning to satisfy buyers. stay competitive to maintain and increase employment, and satisfy customers. Grounded in the dynamic capability theory, this qualitative multiple case study explored how the development and strategic implementation of PR functions can provide SMEs with a competitive advantage. Participants included seven SME owners in fashion, real estate, beauty, business, technology, and retail, each with experience in …
Effective Strategies For Developing And Implementing Metrics For Successful Social Marketing Campaign Performance, Annette M. Wolf
Effective Strategies For Developing And Implementing Metrics For Successful Social Marketing Campaign Performance, Annette M. Wolf
Walden Dissertations and Doctoral Studies
Ineffective use of marketing metrics by social marketers poses a risk of inconsistent and subjective interpretations of campaign success. Social marketing managers and stakeholders are concerned because unreliable metrics hinder their ability to evaluate performance, justify funding, and replicate effective strategies. The purpose of this qualitative pragmatic inquiry, grounded in general systems theory and foundational social marketing literature, was to explore effective strategies that social marketing campaign managers use to implement metrics sufficient to measure successful campaigns. The participants were ten experienced members of the Social Marketing Association of North America, with effective strategies to implement marketing metrics to measure …
Canadian Small And Medium Enterprises Use Of Social Media To Improve Brand Awareness, Margaret Blackburn Kay Shepherd
Canadian Small And Medium Enterprises Use Of Social Media To Improve Brand Awareness, Margaret Blackburn Kay Shepherd
Walden Dissertations and Doctoral Studies
Small and medium enterprises (SMEs) must grow their brand awareness to attract and sustain business. This study delves into the social media marketing strategies SME managers use to improve brand awareness. Guided by Aaker’s brand equity model as the conceptual framework, the study was to identify key elements SMEs can leverage to strengthen their social media presence. This qualitative multiple case study across sectors included six participants who were managers of SMEs in Ontario, Canada, who had proven their ability to leverage key elements of social media marketing for brand awareness. Data analysis relied on Yin’s five-step process and the …
Strategies To Obtain Working Capital For Small Businesses, Solomon Ambili Atamaya
Strategies To Obtain Working Capital For Small Businesses, Solomon Ambili Atamaya
Walden Dissertations and Doctoral Studies
The inability to obtain working capital can affect small business continuity, especially in the long term. Small business owners must be able to access working capital or else risk business survival through liquidity shortages, lost customers, and falling profitability. Grounded in the pecking order theory, the purpose of this qualitative multiple-case study was to explore the strategies employed by small business owners to obtain working capital for business continuity beyond five years. The participants were eight small business owners in Maryland who had successful strategies to obtain working capital for business continuity beyond five years. Data were collected through semistructured …
Marketing Strategies To Engage Multicultural Consumers, Nazanin Weck
Marketing Strategies To Engage Multicultural Consumers, Nazanin Weck
Walden Dissertations and Doctoral Studies
The lack of marketing strategies that engages multicultural consumers is a concern for marketing managers because it can adversely impact their business profitability and sustained market competitiveness. Grounded in identity management theory (IMT), this qualitative pragmatic inquiry was conducted to explore the marketing strategies that successful marketing managers use to engage multicultural consumers. The participants were six marketing managers from distinct companies in the southeastern United States who specialize in acquiring and engaging multicultural customers. Data were collected through semistructured interviews, analysis of public company documents, and a systematic review of secondary sources, including social media content and corporate websites. …
The Relationship Between Anthropometric Sizing, Fit Issues, And Return Rates In Plus-Size Women's Apparel, Cassondra Smith
The Relationship Between Anthropometric Sizing, Fit Issues, And Return Rates In Plus-Size Women's Apparel, Cassondra Smith
Walden Dissertations and Doctoral Studies
Retail business owners remain concerned with apparel sizing and return sales, as sizing is a frequent predictor of apparel returns and decreased revenue. Grounded in new product development theory (NPD), the purpose of this quantitative correlational study was to examine the relationship between anthropometric apparel sizing standards, sizing and fit issues, and return sales. The participants were 89 women’s bridal apparel owners and leaders within the retail business sector who completed a 5-point Likert-type survey. The results of the multiple linear regression were significant, 3, 85) = 32.301, p < .001, R2 = .533. In the final model, there were two predictors which were significant, sizing and fit (t = 9.718, p = <.001, ß = .735) and sizing standards (t = 2.478, p = .01, ß = .205). A key recommendation is for retail business leaders to acknowledge the growth in the U.S. female apparel consumer. Further, the alignment of sizing standards and product offerings provides functional apparel and mitigates return sales due to sizing. The implications for positive social change include the potential for the apparel industry to acknowledge the growing complexity of women’s sizing, which is influenced by diverse cultural backgrounds and body types. This shift could promote greater inclusivity, enhance consumer confidence, reduce return rates, and foster broader acceptance of diverse female body types within the industry.
Social Media Marketing Strategies To Increase Revenue In The Health And Fitness Industry, Guy Danhoff
Social Media Marketing Strategies To Increase Revenue In The Health And Fitness Industry, Guy Danhoff
Walden Dissertations and Doctoral Studies
Health and fitness business owners are challenged with using effective social media marketing strategies to grab the attention of their target audience and engage them versus viable competitors. Small business owners in the health and fitness industry are concerned about leveraging social media strategies to improve business goal achievement. Grounded in the social exchange theory, the purpose of this qualitative multiple case study was to explore strategies that small business owners use for effective social media marketing to increase customer engagement. Participants were three small business owners of health and fitness businesses within Saint Charles County, Missouri who used social …
Strategies For Financial Sustainability In Family-Owned Nonprofit Organizations, Lance W. Cain
Strategies For Financial Sustainability In Family-Owned Nonprofit Organizations, Lance W. Cain
Walden Dissertations and Doctoral Studies
The mission of many family-owned nonprofit organizations (FONPOs) is to provide goods and services to underserved communities and benefit society. However, less than 50% of FONPO leaders maintain sufficient cash reserves for 30 days of operations, and up to 13% are technically insolvent. Without adequate cash reserves, FONPO leaders risk decreased operational capacity and profitability, and insolvency, which may lead to business closure. Grounded in the resource-based view and commitment–trust theories, the purpose of this qualitative single-case case study was to explore strategies used by some organizational leaders to ensure the financial sustainability of FONPOs. The participants were four senior …
Successful Event Fundraising Strategies For Nonprofit Museums, Stacie Barrett
Successful Event Fundraising Strategies For Nonprofit Museums, Stacie Barrett
Walden Dissertations and Doctoral Studies
Some museum nonprofit organizational leaders are experiencing financial losses. Less than 25% of nonprofit agencies in the United States have enough funds to operate for six months. Museum nonprofit leaders are concerned with financial losses because the decrease in financial support can cause decreased operational funding and prohibit museum nonprofit leaders from carrying out the organizational mission. Grounded in Ajzen’s theory of planned behavior, the purpose of this qualitative single case study was to explore successful event fundraising strategies nonprofit managers use to increase financial support. The participants were three successful nonprofit museum leaders who had fundraising responsibilities. The study …
Global Mindset Strategies For Increasing Hotels' Performance, Robert A. Donato
Global Mindset Strategies For Increasing Hotels' Performance, Robert A. Donato
Walden Dissertations and Doctoral Studies
Between 2010 and 2014 there was a 25% increase in international visitors to the United States, which signifies an opportunity for leaders and managers with a global mindset to take advantage of the opportunities derived from globalization to increase competitive advantage. However, some organizations have not prepared executives and managers to operate in a global environment, which can lead to business failure. The purpose of this multicase study was to gain an understanding of what global mindset strategies hotel executives developed to increase competitive advantage. The target population consisted of the general managers, directors of sales, and directors of catering …
Strategies For New Product Development In An Emerging Market, Uloaku Kelechi Azigbo
Strategies For New Product Development In An Emerging Market, Uloaku Kelechi Azigbo
Walden Dissertations and Doctoral Studies
Some organizational leaders in emerging markets lack strategies for successful development of new products. By 2025, emerging markets will account for 50% of global consumption and represent significant opportunities for organizational leaders to steer their organizations toward market dominance. The purpose of this multiple case study was to explore the strategies that organizational leaders used to successfully develop new products. The target population comprised leaders of 3 organizations in Nigeria who have successfully developed new products. The conceptual framework for this study was the disruptive innovation theory. Data were gathered from semistructured interviews with the organizational leaders and review of …
Effective Internet Marketing Strategies For Online Fashion Jewelry Businesses, Zohreh Daemi
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, …
Financial Advisors' Marketing Strategies To Minorities, Jonica Rowland
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 …
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 …
Funding Strategies For Small- To Mid-Sized Enterprises, Dr. Emmanuel Ekop
Funding Strategies For Small- To Mid-Sized Enterprises, Dr. Emmanuel Ekop
Walden Dissertations and Doctoral Studies
Small firms struggle to survive competition with limited resources, and about 50% of start-up organizations fail after 5 years. The purpose of this qualitative multiple case study was to explore the strategies some beauty salon owners in the mid-Atlantic region of the United States use to access financial resources to support growth for longer than 5 years. The conceptual framework for the study was the resource-based view theory of the firm. Data were collected from 6 beauty salon owners who had succeeded for longer than 5 years. Semistructured face-to-face interviews and review of archival and transcript data yielded data saturation …
Strategies Used By Retail Store Managers To Engage Customers, Jefferson Lee Haddox
Strategies Used By Retail Store Managers To Engage Customers, Jefferson Lee Haddox
Walden Dissertations and Doctoral Studies
Between the years 2013 and 2016, e-commerce sales grew as a percent of total retail sales in the United States from 5.8% to 8.5%, an increase of $129 billion. Some brick-and-mortar (B & M) retailers struggle with maintaining the historic levels of revenue in their stores. A multiple case study design with retail store managers was used to understand what factors engage customers to shop at B & M store locations. The consumer-dominant value creation logic was the conceptual framework. Data were collected from semistructured interviews with 5 retail store managers in Texas who demonstrated successful strategies for engaging customers …
Small Business Marketing Strategies For Physical Therapy Practice Owners, Matthew Lane Daugherty
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 …
Marketing Strategies Of U.S. Small Businesses Led By African Immigrants, Sophia Osei-Sarfo
Marketing Strategies Of U.S. Small Businesses Led By African Immigrants, Sophia Osei-Sarfo
Walden Dissertations and Doctoral Studies
Small businesses play a vital role in the U.S. economy and represent 99.7% of all U.S. businesses. Small business failure rate is 50% within the initial 5 years. Creating and executing a well-formulated marketing strategy is essential to business sustainability. Effective marketing strategy builds small business survival rates and supports long term execution advantages. The purpose of this qualitative multiple case study was to explore the marketing strategies that African immigrant small grocery store owners use to sustain their businesses for longer than 5 years. The population included 5 successful first-generation African immigrant small business owners located in the Bronx …
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 …