"Successful Strategies Used by Black Female Entrepreneurs to Establish " by Ruth Corfah

Date of Conferral

1-13-2025

Degree

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

School

Management

Advisor

Yvone Doll

Abstract

Black female entrepreneurs in the Gulf Coast region face systemic barriers and require successful strategies to establish a successful wellness and alternative medicine business post-COVID. Without addressing these challenges, many businesses may fail, resulting in lost economic opportunities and reduced access to culturally responsive wellness services for underserved Black communities. Grounded in the resource-based view theory, the purpose of this qualitative pragmatic inquiry project was to explore the successful strategies used by Black female entrepreneurs to establish a successful wellness and alternative medicine business post-COVID within the Gulf Coast region. The participants were six Black female entrepreneurs who used successful strategies to establish their wellness and alternative medicine business. Data were collected using semistructured interviews and a review of publicly available documents. Through reflexive thematic analysis, eight themes emerged: (a) adaptation and resilience to market changes post-covid, (b) community-centric and empowering business models, (c) cultural representation and intersectionality, (d) financial independence and community-supported growth, (e) personal healing as a business driver, (f) spiritual guidance and authenticity, (g) strategic use of digital tools and social media, and (h) knowledge acquisition and skill development. The themes highlight the cultural, strategic, and emotional aspects of entrepreneurship. The implications of positive social change include the potential to empower Black female entrepreneurs to establish sustainable businesses by utilizing strategies such as community-centric approaches and resilience which can drive economic growth and address community-specific wellness needs in Black communities.

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