Date of Conferral



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


Business Administration


Lisa Cave


AbstractThe hair salon industry is one of the largest employers in the United States; however, only 80% of small business hair salon owners survive longer than five years. Small business salon owners who fail to implement effective marketing strategies are at a higher risk of failure. Grounded in Porter’s five forces model, the purpose of this qualitative multiple case study was to explore marketing strategies small business hair salon owners use to sustain their business beyond five years. The participants comprised five small business hair salon owners in Jacksonville, Florida, who effectively used marketing strategies to sustain their business beyond five years. Data were collected from semistructured interviews, company websites, and internal company documents. Yin’s five-step data analysis process was used to analyze the data. Three themes emerged: customer loyalty, word-of-mouth, and social media. A key recommendation for small hair salon owners is to develop customer loyalty, implement effective marketing strategies, and promote the business through social media and word of mouth marketing strategies to sustain profits and maintain a competitive advantage. The implications for positive social change include the potential for increasing employment opportunities and generating revenues and contributions to both state and local economies.