Marketing Strategies of Mobile Game Application Entrepreneurs

Marketing Strategies of Mobile Game Application Entrepreneurs by Talaya C. Waller MBA, Troy University, 2007 BBA, Georgia State University, 2006 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2015 Abstract Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter’s theory of economicMobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter’s theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. The entrepreneurs responded to open-ended questions designed to determine how they successfully marketed their mobile game applications. Moustakas's modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The primary themes that emerged from the analysis were marketing challenges, social network influences, financing opportunities, innovative marketing approaches, and marketing strategies. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages. The knowledge generated from this study may help mobile game entrepreneurs successfully market their mobile game applications and sustain their business. An increased number of businesses may lead to social change by helping to create jobs, thus reducing unemployment. Marketing Strategies of Mobile Game Application Entrepreneurs by Talaya C. Waller MBA, Troy University, 2007 BBA, Georgia State University, 2006 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2015 Dedication I dedicate this study to the many people who motivated and inspired me to attain my highest level of educational achievement. I dedicate this study to my parents, Gary and Dewonda Waller. I am forever indebted to them for their continued investment in my professional endeavors, spirituality, and constant pursuit of happiness. I also dedicate this study to Malala Yousafzai, a student who served as an education and women’s rights activist in Pakistan. In 2012, members of the Taliban shot Malala in the head and neck for speaking out against their attempts to ban girls from attending school in her town. Malala risked her life to speak out against the injustice of the Taliban. Malala is a young humanitarian, whose story reminds me that many people around the world do not have the right to obtain an education. Malala inspires me not only to appreciate education, but also to continue to use my research to improve and enrich the quality of life for others. Acknowledgments This educational journey has introduced me to another level of intellectual fulfillment. I want to acknowledge God for blessing me with the will and determination necessary to pursue and earn a doctorate. I express gratitude to my parents and my grandparents for their unconditional love and encouragement. I thank my committee members for their guidance, time, and recommendations. To the participants of my interview process, a warm thank you for your time and assistance. I also thank the Walden University academic instructors and fellow scholars for sharing their knowledge and experiences.