Degree Type

Creative Component

Semester of Graduation

Fall 2020

Department

Apparel, Events and Hospitality Management

First Major Professor

Dr. Linda Niehm

Degree(s)

Master of Science (MS)

Major(s)

Apparel Merchandising and Design

Abstract

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.

Copyright Owner

Rajagopal, Malvika

File Format

PDF

Embargo Period (admin only)

12-4-2020

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