Fostering Entrepreneurial Talent with ‘SPEED’: Evidence from the University of Ulster

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Description/Abstract

Small and medium-sized enterprises (SMEs) are vital components of our economies. The type of marketing performed in SMEs exhibits striking resemblances to customer relationship management (CRM) theory. A study was undertaken to investigate the role of technology on the CRM activities (i.e. e-CRM) of SMEs on the island of Ireland. The purpose of this paper is, not to report the findings, but to report the methodological process undertaken. This study employed a mixed methods research design comprising quantitative and qualitative methods; hence this paper contributes to the discipline of mixed methods research. Practically, the paper provides a blueprint for future mixed methods researchers. Regarding the actual research problem, the research design facilitated significant theoretical and practical contributions to SME marketing