Date of Conferral



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


Business Administration


Corie Anderson


In the United States, 46% of retail businesses fail to increase revenue due to ineffective marketing strategies. Retail business leaders who do not implement successful and viable strategies are at a high risk of failure. Grounded in Alderson and Cox’s marketing theory and Bastos and Levy’s marketing-driven branding functional standards, the purpose of this qualitative multiple case study was to explore strategies department store marketing managers use to improve brand marketing. The participants were 5 department store marketing managers in the Northeastern region of a metropolitan area in Virginia who improved the brand image of their retail stores. Data were collected using semistructured, face-to-face interviews, and reviews of company documents and websites. Data were analyzed using thematic analysis with 4 themes emerging: market research, customer retention, branding, and marketing knowledge. A key recommendation includes improving marketing knowledge and empowering marketing managers to sustain long-term business operations. The implications for positive social change include the potential to improve the longevity of business leaders’ operations to develop a positive economic activity and employment opportunities to enhance local low-income community standards of living.