Date of Conferral
2020
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Lisa A. Cave
Abstract
The growth of online retailing threatens brick-and-mortar retail revenues. Brick-and-mortar retail leaders who fail to increase revenues risk insolvency. Grounded in the theory of change, the purpose of this qualitative multiple case study was to explore effective strategies electronics and computer brick-and-mortar retail leaders use to increase revenue in response to competition from online retailers. The participants comprised 6 electronics and computer brick-and-mortar electronics retail store leaders in San Diego, California, who effectively used strategies to increase revenues. Data were collected from semistructured interviews, company information, financial data, and web site documentation. Inductive thematic analysis was used to analyze the data with 4 themes emerging: returning customers and trust, locality-based marketing, smart devices to shop around by customers, and maintaining stock and customization. A key recommendation is for brick-and-mortar retail leaders to develop website content that drives customer engagement and adopt an influencer strategy to build the brand and increase sales. The implications for positive social change include the potential for brick-and-mortar retail leaders to encourage customer trust, create new jobs, reduce unemployment, and develop new services and strategies to aid local community residents.
Recommended Citation
Watson, Thomas, "Electronics and Computer Sales: Brick-and-Mortar Retail Strategies to Increase Revenue" (2020). Walden Dissertations and Doctoral Studies. 10192.
https://scholarworks.waldenu.edu/dissertations/10192
