東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Marketing Strategies of U.S. Small B...

Osei-Sarfo, Sophia.

FindBook

Google Book

Amazon

博客來

Marketing Strategies of U.S. Small Businesses Led by African Immigrants.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing Strategies of U.S. Small Businesses Led by African Immigrants./
作者:	Osei-Sarfo, Sophia.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
面頁冊數:	136 p.
附註:	Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
Contained By:	Dissertation Abstracts International79-12A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10843577
ISBN:	9780438258952

Marketing Strategies of U.S. Small Businesses Led by African Immigrants.
Osei-Sarfo, Sophia.

Marketing Strategies of U.S. Small Businesses Led by African Immigrants. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 136 p.

Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.

Thesis (D.B.A.)--Walden University, 2018.

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 County who had developed a well-formulated marketing strategy. Kohli and Jaworski's marketing orientation theory served as the conceptual framework. The van Kaam data analysis process was used to validate findings. The data analysis included diverse mind maps, project maps, explorations with participant response and document analysis. Three marketing strategy themes emerged: customer retention and attitudes, inventory that promote value for potential buyers that result in superior performances, conventional and unconventional marketing that focuses on lowering cost of product and services to meet market needs of individuals. The findings revealed several features of how to use marketing strategies effectively to improve stability in the local economy by reducing small business failure rates, increasing profitability, and promoting buyer value. Application of the findings may result in a positive social change by increasing local community employment opportunities and enhancing residents' standards of living.

ISBN: 9780438258952Subjects--Topical Terms:

536353
Marketing.

Marketing Strategies of U.S. Small Businesses Led by African Immigrants.
LDR:02673nmm a2200313 4500 001 2203617
005 20190531105741.5
008 201008s2018 ||||||||||||||||| ||eng d
020 $a 9780438258952
035 $a (MiAaPQ)AAI10843577
035 $a (MiAaPQ)waldenu:21070
035 $a AAI10843577
040 $a MiAaPQ $c MiAaPQ
100 1 $a Osei-Sarfo, Sophia. $3 3430421
245 1 0 $a Marketing Strategies of U.S. Small Businesses Led by African Immigrants.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2018
300 $a 136 p.
500 $a Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
500 $a Adviser: Frederick Nwosu.
502 $a Thesis (D.B.A.)--Walden University, 2018.
520 $a 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 County who had developed a well-formulated marketing strategy. Kohli and Jaworski's marketing orientation theory served as the conceptual framework. The van Kaam data analysis process was used to validate findings. The data analysis included diverse mind maps, project maps, explorations with participant response and document analysis. Three marketing strategy themes emerged: customer retention and attitudes, inventory that promote value for potential buyers that result in superior performances, conventional and unconventional marketing that focuses on lowering cost of product and services to meet market needs of individuals. The findings revealed several features of how to use marketing strategies effectively to improve stability in the local economy by reducing small business failure rates, increasing profitability, and promoting buyer value. Application of the findings may result in a positive social change by increasing local community employment opportunities and enhancing residents' standards of living.
590 $a School code: 0543.
650 4 $a Marketing. $3 536353
650 4 $a Business administration. $3 3168311
650 4 $a Black studies. $3 2122689
690 $a 0338
690 $a 0310
690 $a 0325
710 2 $a Walden University. $b Management. $3 3168394
773 0 $t Dissertation Abstracts International $g 79-12A(E).
790 $a 0543
791 $a D.B.A.
792 $a 2018
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10843577