Date of Conferral
Doctor of Business Administration (D.B.A.)
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.
Banasik, Robert Michael, "Marketing Strategies Used by Specialty Photo Retailers to Grow Revenues" (2016). Walden Dissertations and Doctoral Studies. 2468.