Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Robert Banasik
Abstract
Organizations with low marketing programs adaptation to changing market requirements suffer low firm performance. Retail business leaders who fail to implement marketing programs adaptation can experience decreases in profitability. Grounded in the 7S model, the purpose of this qualitative multiple case study was to explore marketing strategies that retail business leaders use to adapt their organizations to changes in the business environment. The participants comprised four business leaders of retail apparel organizations in southern Italy who developed and implemented successful marketing strategies to adapt their organization to changes in the business environment. Data were collected from semistructured interviews and company documents relevant to marketing program adaptation strategies. The thematic analysis included a five-step process to analyze the data. Four themes emerged: consumer behavior marketing strategies, innovative marketing strategies, marketing research strategies, and customer acquisition marketing strategies. A key recommendation for retail business leaders is to target their customers through an omnichannel approach that includes traditional and online social media channels. The implications for positive social change include the potential to create new job opportunities for individuals in the local communities who want to work in the retail business.
Recommended Citation
Hammoud, Sara, "Marketing Strategies to Adapt Organizations to Changes in the Business Environment" (2022). Walden Dissertations and Doctoral Studies. 13402.
https://scholarworks.waldenu.edu/dissertations/13402
