Date of Conferral



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


Business Administration


Robert Banasik


Failure to increase revenues negatively impacts the sustainability and viability of businesses on a long-term basis. Some organizational leaders of the United States Sun Belt National Hockey League (NHL) teams do not possess the skills or experiences to take advantage of the opportunities developed from successful business applications to increase revenues. Grounded in Porter's 5 forces model and Porter's competitive strategy theory, the purpose of this qualitative multiple case study was to explore strategies used by organizational leaders of Sun Belt hockey teams to increase revenues. The participants comprised 5 organizational leaders from NHL teams located in Sun Belt locations of the United States who effectively used strategies to increase revenues. Data were collected from semistructured interviews, publicly available NHL information, and Sun Belt team websites. Yin's 5-step data analysis was used to analyze the data with 5 themes emerging: customer acquisition and retention, market segmentation, promotion, unique value proposition, and product differentiation. A key recommendation is for Sun Belt organizational leaders not to rely on the traditional hockey fan to sustain or grow revenue but focus on women, families, and fans' ethnicity. The implications for positive social change include Sun Belt leaders' potential to increase meaningful employment to enhance the quality of life for local members of the community.