Semester of Graduation
Apparel, Events and Hospitality Management
First Major Professor
Dr. Linda Niehm
Master of Science (MS)
Apparel Merchandising and Design
This creative component focuses on effective social media platforms and marketing practices utilized by small Iowa retail businesses. A resource-based view (RBV) view is used to explain the resources and processes necessary for small retailers to transition to a multi-channel model of e-commerce and a brick and mortar store. The paper also explores retail competitiveness during the COVID-19 pandemic. The paper provides a brief overview of the retail industry, an analysis of small retailer competitive advantages, a description of the hypothetical small retail firm, a SWOT analysis, and a digital marketing plan for a hypothetical small retailer.
Embargo Period (admin only)
Rajagopal, Malvika, "Social media marketing and the new normal for small retail businesses" (2020). Creative Components. 674.