Date of Conferral

2020

Degree

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

School

Information Systems and Technology

Advisor

Robert Banasik,

Abstract

Disruptive changes in technology have shifted the competitive landscape in the retail travel industry and have led to high failure rates of traditional brick-and-mortar travel agencies. Retail business leaders have estimated the loss of market share to new market entrants at approximately 40% in 5 years. Responding to disruptive changes in technology may increase market share and survival rates of incumbent firms. Grounded in Christensen’s theory of disruptive innovation, the purpose of this qualitative multiple case study was to explore the strategies used by retail business managers to address disruptive changes in technology. Participants were 6 owners of travel agencies located in Nairobi, Kenya, who had owned their travel agencies for more than 5 years. Data were collected through semistructured interviews and review of company documents and archival records. Data were analyzed using Yin’s 5-step data analysis approach. Five themes emerged: business opportunities, competitive strategies, changes in technology, dynamic capabilities, and the business model. A key recommendation is to encourage retail business leaders to optimize their dynamic capabilities through collaborations with experienced partners for developing technology, products, and processes. Implications for positive social change include the potential to encourage retail business leaders to focus on sustainable business practices, thereby contributing to increased longevity and sustainability of retail travel businesses, which may lead to increased meaningful employment for unemployed individuals to enhance their quality of life.

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