Title:
Strategies Some African American Small Business Owners Use to Sustain Their Business Beyond 5 Years

Authors:
Tameka Hall, Dr. Kim A. Critchlow, USA

Abstract:

Ineffective sustainability strategies pose significant risks to small business stability by weakening daily operations, limiting long-term growth, and increasing financial vulnerability. Small business owners who fail to implement effective sustainability practices may find their businesses facing instability as a result. Grounded in human capital theory, the purpose of this qualitative pragmatic inquiry research project was to identify and explore the strategies African American small business owners use to sustain their businesses beyond five years. The participants were 10 business owners who successfully sustained their businesses for more than five years. Data were collected through semistructured interviews and secondary data from publicly available sources. Using thematic analysis, five major themes were identified: (a) human capital development, (b) strategic managerial competence, (c) relationship capital, (d) continuous learning, innovation, and (e) entrepreneurial persistence. A key recommendation is for small business owners to cultivate strong relationship networks to expand customer loyalty, adopt continuous learning and innovative practices to enhance market adaptability, and demonstrate persistent entrepreneurial effort to strengthen resilience and support long-term sustainability. The implications for positive social change include the potential for African American small business owners to strengthen economic stability within their communities, maintain sustainable business operations, and reduce the prevalence of early-stage business closures by applying strategies that promote longevity, adaptability, and community engagement.

DOI: https://doi.org/10.51505/IJEBMR.2026.11015