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ToolsAlford, P. and Page, S.J., 2015. Marketing technology for adoption by small business. The Service Industries Journal, 35 (11-12), 655-669.
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Official URL: http://www.tandfonline.com/doi/full/10.1080/026420...
DOI: 10.1080/02642069.2015.1062884
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.
| Item Type: | Article |
|---|---|
| ISSN: | 0264-2069 |
| Uncontrolled Keywords: | small businesses ; entrepreneurial marketing ; digital marketing ; effectuation ; market orientation |
| Group: | Bournemouth University Business School |
| ID Code: | 23040 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 05 Jan 2016 12:00 |
| Last Modified: | 14 Mar 2022 13:54 |
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Marketing technology for adoption by small business. (deposited 08 Jul 2015 13:47)
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