Marketing and Microbusiness

Marketing and Microbusiness by Joran E. Premo-Hurt MBA, University of Phoenix, 2006 BSN, Salisbury University, 2001 BS, Salisbury State University, 2000 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University April 2016 Abstract Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic interpretations to ensure accurate capture of their intended meaning. The data were triangulated using the audio-recordings, transcriptions, observations, field notes, and Internet documents. From the coded data, 3 main themes emerged: (a) role of business owner as marketing instrument, (b) human capital, time, and self, and (c) relationships and networking. Positive social change may result from helping retail microbusiness owners understand the (a) identity relationship that exists between retail microbusiness owners and their business, (b) importance of active owner involvement in marketing, and (c) significant influence of networking and relationships on profitability. These findings may also promote firm and local economic stability through greater understanding of microbusiness owner marketing orientation and effective mechanisms for the integration of marketing activities into operations.Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic interpretations to ensure accurate capture of their intended meaning. The data were triangulated using the audio-recordings, transcriptions, observations, field notes, and Internet documents. From the coded data, 3 main themes emerged: (a) role of business owner as marketing instrument, (b) human capital, time, and self, and (c) relationships and networking. Positive social change may result from helping retail microbusiness owners understand the (a) identity relationship that exists between retail microbusiness owners and their business, (b) importance of active owner involvement in marketing, and (c) significant influence of networking and relationships on profitability. These findings may also promote firm and local economic stability through greater understanding of microbusiness owner marketing orientation and effective mechanisms for the integration of marketing activities into operations. Marketing and Microbusiness by Joran E. Premo-Hurt MBA, University of Phoenix, 2006 BSN, Salisbury University, 2001 BS, Salisbury State University, 2000 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University April 2016 Dedication As I reflect upon my journey through both the doctoral process and life, there are no words that describe it better than those of Colton Dixon (2014, track 11): “I have won and I have lost. I got it right sometimes, but sometimes I did not. Life's been a journey. I've seen joy, I've seen regret. Oh and you have been my God through all of it. ” I stand in awe of His faithfulness even during my moments of greatest weakness. To my husband, love of my life and best friend, who has cheered me on throughout the highs and lows, I could not have done this without you. To my son, Geoffrey, may you grow to understand and appreciate the importance of dedication and hard work. To my parents, Jeff and Linda Premo, and brother, Daniel Premo, thank you for your steadfast love, prayerful support, and words of encouragement. I love you all. Acknowledgments I would be remise if I did not thank Dr. Janet Booker for her tireless patience, constant encouragement, and outstanding leadership. Her commitment to quality, excellence, and the success of her students is unmatched. To Dr. Arnold Witchel, Dr. Gene Fusch, and Dr. Annie Brown, thank you for your valuable insights and contributions to this journey. Lastly, thank you to Dr. Freda Turner for her support throughout this process.