Skip to main content

Marketing technology for adoption by small business.

Alford, P. and Page, S.J., 2015. Marketing technology for adoption by small business. The Service Industries Journal, 35 (11-12), 655-669.

This is the latest version of this eprint.

Full text available as:

Alford.pdf - Published Version
Available under License Creative Commons Attribution.


Official URL:

DOI: 10.1080/02642069.2015.1062884


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
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

Available Versions of this Item


Downloads per month over past year

More statistics for this item...
Repository Staff Only -