This document is a dissertation submitted by Jeetendra Narayan Dash to Columbia Southern University in partial fulfillment of the requirements for a Doctorate of Business Administration degree. The dissertation examines the potential impact of the Affordable Care Act on retail employees in the Southern United States migrating from employer-sponsored health insurance to the ACA marketplace. Dash conducted a survey of 203 front-line retail executives in the Southern US to determine if and to what degree migration would occur. The survey found that age, ethnicity, and annual household income were somewhat likely to influence an employee's decision to migrate, but no variables were a significant factor in modeling the relationship. Most employees still valued employer-based coverage and lacked a clear understanding of the A