Internet Marketing for Fashion Jewelry - Agnes S Montague Kartoniert (TB)

Small business owners who fail to apply effective Internet marketing strategies could negatively affect customers' purchasing decisions and business profitability and sustainability. The purpose of this multiple case study was to explore effective Internet marketing strategies online fashion jewelry business owners used to maintain or increase profit levels. Competitive advantage theory was the conceptual framework for the study.Data were collected via semistructured interviews with 3 online fashion jewelry business owners located in the northeastern region of the United States who were in th e same business for more than 5 years and generated at least $100 000 in annual revenue