Date of Conferral



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


Business Administration


Roger Mayer


Small used car dealership ventures experience high business failures in the marketplace. Grounded in the resource-based view (RBV) theory, the purpose of this multiple case study was to explore strategies used car dealership owners and managers employ to remain profitable and sustain operations for longer than 5 years. In this study, 10 participants, including 5 owners and 5 managers from small used car dealerships in Colorado participated in face-to-face semistructured interviews. These participants have developed successful strategies to remain profitable for at least 5 years. Using methodological triangulation, field notes and documentary evidence supplemented the data collected through semistructured interviews. Through thematic analysis, 3 themes emerged from the research findings: customer care, aggressive marketing, and business knowledge. The findings showed the need for managers and owners of used car dealerships to employ strategies to compete in the marketplace and sustain growth. The positive social change resulting from this study includes the potential to increase small business successes, which could increase employment opportunities and the potential for job creation. The success of these small businesses could contribute positively to the economic empowerment of other related businesses and improve the economic wellbeing of communities through an increase in tax revenues and contributions to local nonprofit organizations.

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