Mobile truck entrepreneurship: motivations and strategies of non-food mobile retail truck entrepreneurs in the United States
Abstract
This dissertation set out to explore the emerging phenomenon of modern mobile retail trucks opening for business across the United States starting in the early 2010s. Thirty-one participants were interviewed, and the data collected was used to glean a further understanding of who mobile retailers are and the key motivations drawing these individuals to alternative retail spaces on wheels. This study was conducted using qualitative methods and thirty-one participants participated in in-depth interviews. A grounded theory approach was used to inform data interpretation and allowed the themes to emerge directly from the data. The data sorted participants into four cohorts, just out of school (10), career shift (9), escapist (8), and retired hobbiest (4). Four primary motivations emerged among participants, need for flexibility, desire for autonomy, creativity, and social interaction. All of these motivations were representative across the four cohorts; however, each cohort emphasized the motivations in different combinations. All the participants had access to high-speed internet and relied on smartphones for many daily business activities. This study can offer contributions to both academia and the retail industry giving insight into this emerging retail venue. Study limitations include the short duration of the study and the small number of participants, which does not allow for the data to be generalized across all mobile retailers. This study offers a preliminary exploratory view of the phenomenon of modern mobile retail emerging across the United States.
Degree
Ph. D.