Jenkins WY | Author | SciTechnol | Journal of Tourism Research &

Jenkins WY Author

office@jenkinslumber.com

Subjects of specialization
Business Strategy, Qualitative and Quantitative, Quantitative Decision Making for Business Analysis Applied Research Methods, Innovation for Competitive Advantage

Affiliation
The School District of Philadelphia

Biography

Dr. Wanda Y. Jenkins currently works as Executive Director of New School Models, Innovation Network in The School District of Philadelphia. She completed Master of Education (M.Ed.)Field Of StudySpecial Education Doctor of Business Administration (D.B.A.)Field Of StudySpecialization: Organizational Leadership in Walden University. She completed Bachelor of Arts (B.A.)Field Of StudyMajor: Social Relations; Concentration: Criminal Justice Cheyney University of Pennsylvania and Cheyney University of Pennsylvania

Publications

Research Article Subscription

Marketing Strategies for Independent Restaurants in Philadelphia, USA

Author(s):

Baiomy AE and Jenkins WY

Although the restaurant industry is the second biggest employer in the United States, 67% of restaurant owners fail during the first 3 years of operation. This study aims to identify marketing strategies used by small independent restaurants in Philadelphia, PA, USA. Twelve semi-structured interviews were used from three restaurants for this study. NVivo 10 was used to analyze the data and generate themes. Two marketing strategy themes emerged: blogging and using the point of sale system; employee engagement and upselling. Implications for positive social change such as business development opportunities were created. Results from this study show small, independent restaurant owners must develop stakeholder strategies to support annual strategic initiatives ... view more»

DOI: 10.4172/2324-8807.1000185

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