Improving Communication Strategies in a Small Hmong Women-Owned Business

MAOL 2022 Graduate Seese Hughes shares her research with Hmong women-owned businesses and how to create an effective communication strategy between the business and their clients.

The Action Research Project focused on assessing a small Hmong women owned business and creating a communication strategy to support its business needs. An effective communication strategy between business and clients is directly correlated to the success of small businesses. Cultural considerations, defining communication and understanding the impact communication has on clients, are factors that will be taken into consideration in creating an effective communication strategy for this chosen small Hmong women business. The owners’ personal experiences and their cultural identity as Hmong individuals serving Hmong clientele, is a premise for the foundation of the communication strategy that will be created. Prior to establishing a communication strategy, research will explore theories, best practices and its present efforts. A client questionnaire and an interview with owners will provide current data to determine business needs. Based on the information collected, and the research obtained, a communication strategy will be created and presented to owners to determine next steps to improve communication between their small business and their clients.

From the collected raw data, a Conventional Data Analysis was conducted. Direct quotes from clients and owners were extrapolated and assessed for commonalties to determine the codes of evidence. The codes of evidence were then reviewed to identify the themes. Themes capture the deficits this Action Research Project’s small Hmong women owned business, have, concerning communication strategy challenges. The three themes were:

• repercussion of ineffective communication,
• increase cultural awareness to enhance the client relationship,
• and Take advantage of the latest and free technology.

Overall, owners voiced their appreciation and were able to obtain insight into how their business could improve with the recommendations provided. With the usage and the advancement of utilizing social media platforms, the understanding of offering clients opportunities to share feedback and ask questions, and the cultural considerations that may be relevant to a business, this small Hmong women owned business have a foundation to continue building their communication strategy as their business grows. It is important to note that due to limited time and resources, there are some variables to consider that may have impacted the results of the Action Research Project.

Seese Hughes is a Learning and Development professional that has been consulting and providing her expertise in the financial and insurance industry for over 10 years. She specializes in design, development, and delivery of effective learning solutions, managing relationships, performance consulting, and data analytics. She received her Bachelor’s Degree in Business Administration and Economics from Augsburg University, and her Master’s Degree in Organizational Leadership from St. Catherine’s University. Seese lives in Dayton, Minnesota with her husband Dan of 20 years, and their children, Liam and Nalee. To see the full action research project, reach out to Seese at [email protected].

The St. Kate's MAOL Alumni Research Series showcases the work of MAOL graduates, sharing valuable leadership learning within our network of students, faculty, and alumni - and with the broader community. The Fall 2022 edition is managed and edited by?Keri Nadeau, MAOL student ('24) and Graduate Trainee Assistant. To contact Keri, email [email protected]