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Small Business Use of Internet Marketing: Findings from Case Studies Maya Demishkevich Walden University

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Small Business Use of Internet Marketing: Findings from Case Studies Maya Demishkevich Walden University Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2015 Small Business Use of Internet Marketing: Findings from Case Studies Maya Demishkevich Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Advertising and Promotion Management Commons, Databases and Information Systems Commons, and the Marketing Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Maya Demishkevich has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Howard Schechter, Committee Chairperson, Doctor of Business Administration Faculty Dr. Edward Paluch, Committee Member, Doctor of Business Administration Faculty Dr. John House, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2015 Abstract Small Business Use of Internet Marketing: Findings from Case Studies by Maya Demishkevich MBA, Rochester Institute of Technology, 2006 BS, State University of New York at Geneseo, 2004 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University July 2015 Abstract Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business owners, direct observations of the firms’ online marketing processes and technology, and evaluation of companies’ use of different Internet marketing channels. The data analysis strategy drew on resource-based view theory propositions, examinations of conflicting explanations discovered during the literature review, and cross-case synthesis. The 5 emergent themes encompassed unstructured planning, limited Internet marketing knowledge and expertise, use of Internet marketing channels and tools, lack of systematic approach to the management of Internet marketing, and inadequate measurement of Internet marketing efforts. By engaging in Internet marketing strategy planning, acquiring specialized Internet marketing knowledge, measuring marketing performance, and extending their Internal marketing resources through outsourcing, small business owners may develop and implement successful online marketing strategies. These findings may influence positive social change by contributing to more effective and efficient marketing practices in small firms that can lead to better financial performance, higher survival rates, and a healthier economic system. Small Business Use of Internet Marketing: Findings from Case Studies by Maya Demishkevich MBA, Rochester Institute of Technology, 2006 BS, State University of New York at Geneseo, 2004 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University July 2015 Table of Contents List of Tables ...................................................................................................................... iv Section 1: Foundation of the Study ..................................................................................... 1 Background of the Problem ........................................................................................... 1 Problem Statement ......................................................................................................... 2 Purpose Statement ......................................................................................................... 2 Nature of the Study ........................................................................................................ 3 Research Question ......................................................................................................... 4 Interview Questions ................................................................................................. 4 Conceptual Framework ................................................................................................. 5 Definition of Terms ....................................................................................................... 6 Assumptions, Limitations, and Delimitations ............................................................... 8 Assumptions ............................................................................................................ 8 Limitations ............................................................................................................... 9 Delimitations ........................................................................................................... 9 Significance of the Study ............................................................................................. 10 Contribution to Business Practice ......................................................................... 10 Implications for Social Change ............................................................................. 11 A Review of the Professional and Academic Literature ............................................. 11 Importance and Characteristics of Small Businesses ............................................ 13 Marketing in Small Firms ...................................................................................... 15 Internet Marketing ................................................................................................. 18 i Potential Benefits of Internet Marketing Adoption to Small Businesses .............. 19 Drivers of Internet Marketing Adoption ................................................................ 23 Internet Marketing Adoption by Small Businesses ............................................... 26 Resource-Based View of the Firm ........................................................................ 29 Rival Theories of the Conceptual Framework ....................................................... 32 Transition and Summary ............................................................................................. 37 Section 2: The Project ....................................................................................................... 39 Purpose Statement ....................................................................................................... 39 Role of the Researcher ................................................................................................. 39 Participants .................................................................................................................. 41 Research Method and Design ...................................................................................... 43 Method ................................................................................................................... 43 Research Design .................................................................................................... 44 Population and Sampling ............................................................................................. 46 Ethical Research .......................................................................................................... 47 Data Collection ............................................................................................................ 49 Instruments ............................................................................................................ 49 Data Collection Technique .................................................................................... 51 Data Organization Techniques .............................................................................. 53 Data Analysis Technique ............................................................................................. 54 Reliability and Validity ............................................................................................... 57 Reliability .............................................................................................................. 57 ii Validity .................................................................................................................. 58 Transition and Summary ............................................................................................. 59 Section 3: Application to Professional Practice and Implications for Change .................. 60 Overview of the Study ................................................................................................. 60 Presentation of the Findings .......................................................................................
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