dc.contributor.author | Alford, P. | |
dc.contributor.author | Page, S.J. | |
dc.date.accessioned | 2017-07-11T15:25:06Z | |
dc.date.available | 2017-07-11T15:25:06Z | |
dc.date.issued | 2015-09-10 | |
dc.identifier.citation | Alford , P & Page , S J 2015 , ' Marketing technology for adoption by small business ' , Service Industries Journal , vol. 35 , no. 11-12 , pp. 655-669 . https://doi.org/10.1080/02642069.2015.1062884 | |
dc.identifier.issn | 0264-2069 | |
dc.identifier.other | RIS: 193919 | |
dc.identifier.other | ORCID: /0000-0002-1756-4561/work/62750823 | |
dc.identifier.uri | http://hdl.handle.net/2299/18881 | |
dc.description | © 2015 The Author(s). Published by Taylor & Francis. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons. org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Available online at: http://www.tandfonline.com/doi/full/10.1080/02642069.2015.1062884 | |
dc.description.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. | en |
dc.format.extent | 15 | |
dc.format.extent | 896342 | |
dc.language.iso | eng | |
dc.relation.ispartof | Service Industries Journal | |
dc.subject | small businesses | |
dc.subject | entrepreneurial marketing | |
dc.subject | digital marketing | |
dc.subject | market orientation | |
dc.subject | effectuation | |
dc.title | Marketing technology for adoption by small business | en |
dc.contributor.institution | Hertfordshire Business School | |
dc.description.status | Peer reviewed | |
rioxxterms.versionofrecord | 10.1080/02642069.2015.1062884 | |
rioxxterms.type | Journal Article/Review | |
herts.preservation.rarelyaccessed | true | |