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Marketing technology for adoption by small business

Marketing technology for adoption by small business
Marketing technology for adoption by small business
The adoption of technology for marketing is essential for the survival of small businesses and yet little is understood about owner-manager practice in this area. This paper aims to address that gap through a qualitative study of 24 owner-managed small businesses operating in the visitor economy. It found that there was a strong appetite for the adoption of technology for marketing and a clear recognition of its opportunities particularly related to how it could create a stronger market orientation and more agile marketing, adhering to the principles of effectual reasoning. However, the ability to take advantage of these opportunities was constrained by a lack of knowledge and in particular an inability to measure the return on investment. While the wider implications of the study are limited by the niche sample, a planning model for the adoption of technology for marketing is presented which can be tested through future research.
small business, entrepreneurial marketing, digital marketing, effectuation, Market orientation
0264-2069
655-669
Alford, Philip
dec8a144-be84-4a3f-937d-030d0d895abd
Page, Stephen
5a3ef74e-6927-4a8b-84cf-8f806a4a631d
Alford, Philip
dec8a144-be84-4a3f-937d-030d0d895abd
Page, Stephen
5a3ef74e-6927-4a8b-84cf-8f806a4a631d

Alford, Philip and Page, Stephen (2015) Marketing technology for adoption by small business. The Service Industries Journal, 35 (11/12), 655-669. (doi:10.1080/02642069.2015.1062884).

Record type: Article

Abstract

The adoption of technology for marketing is essential for the survival of small businesses and yet little is understood about owner-manager practice in this area. This paper aims to address that gap through a qualitative study of 24 owner-managed small businesses operating in the visitor economy. It found that there was a strong appetite for the adoption of technology for marketing and a clear recognition of its opportunities particularly related to how it could create a stronger market orientation and more agile marketing, adhering to the principles of effectual reasoning. However, the ability to take advantage of these opportunities was constrained by a lack of knowledge and in particular an inability to measure the return on investment. While the wider implications of the study are limited by the niche sample, a planning model for the adoption of technology for marketing is presented which can be tested through future research.

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More information

Accepted/In Press date: 20 May 2015
e-pub ahead of print date: 7 July 2015
Published date: 2015
Keywords: small business, entrepreneurial marketing, digital marketing, effectuation, Market orientation

Identifiers

Local EPrints ID: 426682
URI: https://eprints.soton.ac.uk/id/eprint/426682
ISSN: 0264-2069
PURE UUID: fd4fe2b5-1fc7-429e-a130-6d1e1bd0b890

Catalogue record

Date deposited: 10 Dec 2018 17:31
Last modified: 10 Dec 2018 17:31

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