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

机译：非洲移民领导的美国小企业的营销策略

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摘要

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.
机译：小型企业在美国经济中起着至关重要的作用，占美国所有企业的99.7％。最初5年内，小型企业的失败率是50％。创建和执行结构合理的营销策略对于业务可持续性至关重要。有效的营销策略可提高小企业的生存率，并支持长期执行优势。本定性多案例研究的目的是探讨非洲移民小杂货店所有者用来维持其业务超过5年的营销策略。人口包括位于布朗克斯县的5名成功的第一代非洲移民小企业主，他们制定了合理的营销策略。 Kohli和Jaworski的市场导向理论是概念框架。 van Kaam数据分析过程用于验证发现。数据分析包括各种思维导图，项目图，参与者参与的探索和文档分析。出现了三个营销策略主题：客户保留率和态度，为潜在购买者提升价值，带来卓越绩效的库存，专注于降低产品和服务成本以满足个人市场需求的常规和非常规营销。调查结果揭示了如何有效使用营销策略，以通过降低小企业失败率，增加利润率和提高购买者价值来提高当地经济的稳定性的几个特征。研究结果的应用可能会通过增加当地社区的就业机会并提高居民的生活水平而带来积极的社会变革。

著录项

  • 作者

    Osei-Sarfo, Sophia.;

  • 作者单位

    Walden University.;

  • 授予单位 Walden University.;
  • 学科 Marketing.;Business administration.;Black studies.
  • 学位 D.B.A.
  • 年度 2018
  • 页码 136 p.
  • 总页数 136
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 建筑科学;
  • 关键词

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