Date of Conferral

2021

Degree

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

School

Management

Advisor

Cheryl Lentz

Abstract

A thriving small business sector is vital to Caribbean countries’ economies; however, nearly 60% of small businesses fail within the first 10 years, partially because of poor marketing. Caribbean small businesses with ineffective digital marketing strategies may fail to attract the buyers necessary to sustain their organization. Grounded in the competitive advantage theory, the purpose of this study was to explore the digital marketing strategies that Caribbean small business owners use to sustain their organizations beyond 10 years. Using the case study research design, the participants consisted of 7 small business owners who operate in a Caribbean Community and Common Market (CARICOM) country and successfully used digital marketing strategies to help their organization surpass 10 years of operation. Data were collected using semistructured interviews and review of business documents and artifacts and analyzed using thematic analysis. Five themes emerged from the data: metrics, social media, differentiation, websites, and digital technology. A key recommendation is for small business owners to keep abreast of emerging digital technology like artificial intelligence, the Internet of Things, blockchain, and big data. The subsequent positive social change resulting from successful small businesses might increase employment opportunities in local communities.

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