Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Rocky Dwyer


Some small retail business owners lack strategies to select the appropriate technology to achieve sustainable competitive advantages, which is why some small businesses fail. Grounded in the resource-based theory, the purpose of this qualitative multiple case study was to explore the strategies small retail business owners use to choose the appropriate technology to achieve sustainable competitive advantages. The participants comprised seven small retail business owners in the U.S. state of New Jersey who successfully implemented strategies to select the appropriate technology for their organization’s success. Data were collected through semistructured interviews and observations of the business owners’ technological footprints. Data were analyzed using thematic analysis. Three themes emerged: (a) customer relationship management, (b) marketing, and (c) process improvement. A key recommendation is for small retail business owners to use social media platforms such as Instagram and Facebook as tools for customer relationship management and development. The implications for positive social change include the potential to contribute strategies and knowledge that retailers can use to facilitate communication and consumer transactions. Implementation of these strategies could allow retailers to be more efficient and competitive, boost local economies, and improve customer satisfaction.

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