Dr. Charles O. Usigbe 
Identifying Effective Promotion Strategies for Small Retail Business in the State of Nevada 
A Dissertation Submitted in Partial Fulfilment of the Requirements for the Degree of Doctor of Philosophy in Business Administration

Small businesses are the backbone of any economy. Although big transnational
firms are associated with economies of scale, efficiencies, prestige and good
payscales, it is the small firms that are the largest employers in terms of numbers, and
are known for their flexibility and responsiveness in meeting consumer demands.
This research focuses on seeking out promotional strategies that can help small
businesses in Nevada which is a hub for small businesses in America. In order to find
suitable strategies that can enable small businesses to compete in an industry that has
come to be dominated by big firms, a multiple case study method has been used.
The multiple case study method has helped to determine useful strategies that
small firms can use in competing in the retail industry, an industry that has come to be
dominated by the big players. An in-depth study, of multiple cases that are focused
on the state of Nevada has yielded that small businesses face many issues that
are in-house that need to be resolved before the businesses embark on a journey to
market themselves better