Date of Conferral

2016

Degree

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

School

Management

Advisor

Richard Snyder

Abstract

The advent of digital cameras, including those in smartphones, has caused an upheaval in

the photo industry that led to the bankruptcy of Kodak and the closure of most

independent photo stores. The purpose of this multiple case study was to explore

marketing strategies that specialty photo retailers in the United States have used to grow

revenues after the shift to digital imaging technologies. The conceptual framework of this

study was Rogers's diffusion of innovations model specifying typical movement of

information through communications channels in a social system over time. Data sources

included semistructured interviews with 5 photo retailers, photos of facilities and pointof-

sales displays, website pages, and social media. Data were analyzed using inductive

coding of phrases and words from interviews, followed by identification of common

themes. Additional data gleaned from participants' displays, websites, and other

documents supported interpretations of themes through methodological triangulation.

Strategies that the 5 participating retailers used to grow revenues were manifest in 3

major themes: adoption of new technologies, market segmentation, and marketing

communications. Study participants described various strategies to acquire customers

including the use of technology (e.g., enterprise-level management systems), defining

market segments underserved by competitors, and customizing marketing

communications for specific targeted segments. A viable retail channel can produce

social change by providing sources of information on new products that can enhance

consumers' lives and create economic growth via new jobs.

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