Date of Conferral

1-1-2021

Degree

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

School

Business Administration

Advisor

Gregory Washington

Abstract

Only 50% of micro and small enterprises (MSEs) survive beyond the first 5 years. As a result, it is important rural MSE managers have successful strategies to sustain their business. Grounded in general systems theory, the purpose of this qualitative multiple case study was to explore successful strategies rural MSE managers use to sustain operations successfully beyond 5 years. Participants included five rural MSE managers in the southeastern United States who integrated sustainability strategies to avoid premature business failure. Data were collected from semistructured interviews and organizational documents, such as company reports, event flyers, image files, and social media platforms. Data were analyzed using Yin’s 5-step analysis process. Three themes emerged: developing marketing strategies, investing in the business and the community, and initiating the planning and implementation of the business plan. Data were analyzed by transcription, coding, categorizing, and member checking. A key recommendation is that rural MSE managers develop marketing strategies that facilitate connections between internal and external systems and maintain profitability. The implications for positive social change include the potential for lower unemployment rates, improved living standards, and local economic stability.

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