Date of Conferral
12-17-2024
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Annie Brown
Abstract
Skincare companies are facing significant challenges in remaining competitive due to a lack of brand loyalty. To stay competitive, skincare brand leaders must adopt innovative strategies to increase product awareness and foster brand loyalty. Grounded in Michael Porter's Theory of Management, this qualitative multiple case study was to explore the strategies skincare brand leaders use to strengthen brand loyalty and sustain a competitive advantage. The study involved five skincare brand leaders in New York City who implemented these strategies. Data were collected from semistructured interviews, social media, and websites. Thematic analysis was used to analyze the data. Three themes emerged: (a) increasing community experiences, (b) partnerships with brands and banks, and (c) applying for grants for funding. A key recommendation is for skincare brand leaders to build customer loyalty programs to increase their customer base and differentiate themselves in a competitive market. The implications for positive social change include potential job creation, innovation, and support for the economic development of local communities through youth entrepreneurship programs.
Recommended Citation
Hicks-Kearse, Tracey, "Skincare Brands Strategies to Maintain a Competitive Advantage" (2024). Walden Dissertations and Doctoral Studies. 16850.
https://scholarworks.waldenu.edu/dissertations/16850
