Date of Conferral

2-1-2025

Degree

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

School

Business Administration

Advisor

Douglas Gilbert

Abstract

Small businesses are vital to national and local economies, yet many struggle to sustain operations in the long term. A significant concern for small business owners is the lack of effective promotion strategies, a key factor in business failure. Grounded in open system theory, the purpose of this multiple case study was to investigate the promotion strategies employed by small business owners to improve revenue and increase business viability. The participants were six small business owners from Sekondi-Takoradi in Ghana’s Western Region, who successfully utilized strategies to improve revenue and maintain their businesses. Data sources included semistructured interview data and business documentation. Through thematic analysis, five themes surfaced: (a) ensuring good customer relationship, (b) training personnel, (c) giving freebies/discounts, (d) exercising community engagement/corporate responsibility and (e) reducing operational costs. A key recommendation is for small business owners to ensure customer satisfaction for repeat business and word-of-mouth advertising. The implications for positive social change include the potential for small business owners to generate employment opportunities, boost local and national economies, and enhance productivity by implementing strategies; such as, fostering strong customer relationships, training personnel, offering discounts or freebies, engaging in community outreach, and reducing operational costs. By sustaining these practices, small businesses can ensure continued employment and contribute to reducing poverty rates.

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