Date of Conferral



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


Business Administration


Robert Miller


More than 90 of every 100 new businesses fail within 5 years. The need to explore ongoing strategies that provide low-cost alternatives can prove invaluable to cash-strapped new business owners. Exploration of relationships among a group of stakeholders essential to business success provided data in this case study. Those stakeholders include the owner, the customer service personnel and the consumer. Without the consumer, all other business activities would cease to be necessary. Five business owners and five employees from Redding, California participated in 2 separate focus group interviews. The conceptual framework for this case study was to explore the specific business problem, the lack of low-cost strategic resources, and initiatives to facilitate continued existence of new small businesses. The focus group interviews were conducted in 2 separate settings using notes and Audacity voice recordings. Through personal notes and the use of NVivo 11 data was disseminated and provided rich information on at least four themes. Major themes were customer retention, creating teamwork, building relationships, and communication to create business sustainability. Having communities in which businesses thrive allows for greater job opportunities and increased community revenue. The impact of empty storefronts in cities throughout America and the loss of community identity necessitate the need for the strategist to continue to attempt to provide resources and strategies to business owners everywhere. The social change impact occurs when SBOs who recognize their business provides structure to the community seek out ways to increase sustainability.