Marketing technology for adoption by small business

Authors: Alford, P. and Page, S.J.

http://eprints.bournemouth.ac.uk/23040/

http://www.tandfonline.com/doi/full/10.1080/02642069.2015.1062884#preview

Journal: The Service Industries Journal

Publisher: Taylor & Francis

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.

This data was imported from Scopus:

Authors: Alford, P. and Page, S.J.

http://eprints.bournemouth.ac.uk/23040/

Journal: Service Industries Journal

Volume: 35

Issue: 11-12

Pages: 655-669

eISSN: 1743-9507

ISSN: 0264-2069

DOI: 10.1080/02642069.2015.1062884

© 2015 Taylor & Francis. 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.

This data was imported from Scopus:

Authors: Alford, P. and John Page, S.

http://eprints.bournemouth.ac.uk/23040/

Journal: Service Industries Journal

Publisher: Routledge

eISSN: 1743-9507

ISSN: 0264-2069

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.

This source preferred by Philip Alford

This data was imported from Web of Science (Lite):

Authors: Alford, P. and Page, S.J.

http://eprints.bournemouth.ac.uk/23040/

Journal: SERVICE INDUSTRIES JOURNAL

Volume: 35

Issue: 11-12

Pages: 655-669

eISSN: 1743-9507

ISSN: 0264-2069

DOI: 10.1080/02642069.2015.1062884

The data on this page was last updated at 04:48 on January 19, 2018.