Alford, P. and Page, S.J., 2015. Marketing technology for adoption by small business. The Service Industries Journal, 35 (11-12), pp. 655-669.
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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.
|Uncontrolled Keywords:||small businesses ; entrepreneurial marketing ; digital marketing ; effectuation ; market orientation|
|Group:||Faculty of Management|
|Deposited By:||Unnamed user with email symplectic@symplectic|
|Deposited On:||05 Jan 2016 12:00|
|Last Modified:||02 Aug 2016 11:53|
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Marketing technology for adoption by small business. (deposited 08 Jul 2015 13:47)
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