Identifying Effective Promotion Strategies for Small Retail Business in the State of Nevada: A Dissertation Submitted in Partial Fulfilment of the Req

Small businesses are the backbone of any economy. Although big transnationalfirms are associated with economies of scale, efficiencies, prestige and goodpayscales, it is the small firms that are the largest employers in terms of numbers, andare known for their flexibility and responsiveness in meeting consumer demands.This research focuses on seeking out promotional strategies that can help smallbusinesses in Nevada which is a hub for small businesses in America. In order to findsuitable strategies that can enable small businesses to compete in an industry that hascome 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 thatsmall firms can use in competing in the retail industry, an industry that has come to bedominated by the big players. An in-depth study, of multiple cases that are focusedon the state of Nevada has yielded that small businesses face many issues thatare in-house that need to be resolved before the businesses embark on a journey tomarket themselves better