Date of Conferral

12-17-2024

Degree

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

School

Business Administration

Advisor

Meridith Wentz

Abstract

Leaders of small- and medium-sized enterprises (SMEs) play a critical role in driving the global economy; however, online start-ups often face high failure rates within their first year. Some start-up leaders fail to implement effective promotional strategies, hindering their ability to succeed in a competitive market. Grounded in the Baldrige performance excellence framework, the purpose of this qualitative single case study was to explore effective strategies business leaders use to grow membership in an online start-up business. The participants were two senior leaders in the Toronto region’s start-up sector. Data were collected using semistructured interviews as well as a review of internal organizational documentation and professional and academic literature to address the business problem. Through methodological triangulation, three themes were identified: (a) strategic planning, (b) consumer management, and (c) performance measurement and analysis. A key recommendation is for start-up leaders to use design thinking to enhance the user experience and leverage digital marketing to drive engagement. The implications for positive social change include the potential to equip leaders of SMEs with strategies to successfully launch online businesses, thus contributing to global economic stability and supporting the financial strength of local communities.

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