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 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 04:49 on July 15, 2018.