Date of Conferral



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


Business Administration


Dina L. Samora


Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.