Date of Conferral

2022

Degree

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

School

Business Administration

Advisor

John W. Bryan

Abstract

Only 46% of small businesses in Uganda survive beyond 5 years, yet some small business owners lack entrepreneurial leadership strategies to innovate and sustain their businesses. The failure to sustain businesses can lead to employee loss of jobs and degrade individuals’ economic prosperity. Grounded in the strategic entrepreneurship model, the purpose of this qualitative multiple-case study was to explore entrepreneurial leadership strategies small business owners in the travel and tourism industry in Kampala, Uganda use to innovate and sustain their businesses for more than 5 years. The participants comprised 5 small business owners who successfully sustained their businesses beyond 5 years. Data were collected from semistructured interviews, company documents, and observation. Yin’s 5-step process was used to analyze the data. Five key themes emerged: strategic resource management, customer centricity, collaboration and partnership, online marketing, and owner-driven strategy. A key recommendation is that small business owners focus on the human touch that clients cannot experience from direct online services. The implications for positive social change include the potential for increased employment, improved standards of living within the local communities of small businesses, and, ultimately, economic prosperity

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