Marketing technology for adoption by small business
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 |
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Uncontrolled Keywords | small businesses; entrepreneurial marketing; digital marketing; market orientation; effectuation |
Date Deposited | 26 Jul 2024 18:10 |
Last Modified | 26 Jul 2024 18:10 |
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