https://orcid.org/0000-0002-0642-538X
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ABSTRACT
Introduction: The United States economy depends on small businesses, yet 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to maintain their organization through the initial 5 years of operation.
Methods: The population included 5 physical therapy business owners in northeastern Florida. The conceptual framework for this study was the brand equity model, and data were collected through semistructured interviews, online company marketing materials, and archival company documents. Yin’s 5-step analysis guided the data analysis process. Member checking, transcript review, and triangulation were used to validate the study data.
Results: The participants validated marketing strategies consistent with Aaker’s [18] brand equity model and review of the literature. The findings showed that small business owners used brand awareness, relationship marketing, perceived quality, online marketing, and WOM marketing.
Conclusion: The results of this study align with the evidence in the current literature. Owners who use marketing strategies to sustain their business are more likely to be successful. Small business owners who utilize word-of-mouth, brand awareness, perceived quality, and relationship marketing with their customers can ultimately sustain their businesses.
Disclosure statement
No potential conflict of interest was reported by the author.
Additional information
Notes on contributors
Matthew Lane Daugherty
Matthew Lane Daugherty is an Occupational and Physical Therapist residing in St. Augustine, FL. He is a fellow of the American Academy of Manual Physical Therapists, and an orthopaedic certified specialist. He maintains clinical practice, an active scholarly agenda including national conference presentations and is a full-time educator.