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dc.contributor.authorAlford, P.
dc.contributor.authorPage, S.J.
dc.date.accessioned2017-07-11T15:25:06Z
dc.date.available2017-07-11T15:25:06Z
dc.date.issued2015-09-10
dc.identifier.citationAlford , 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.issn0264-2069
dc.identifier.otherRIS: 193919
dc.identifier.otherORCID: /0000-0002-1756-4561/work/62750823
dc.identifier.urihttp://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.abstractThe 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.extent15
dc.format.extent896342
dc.language.isoeng
dc.relation.ispartofService Industries Journal
dc.subjectsmall businesses
dc.subjectentrepreneurial marketing
dc.subjectdigital marketing
dc.subjectmarket orientation
dc.subjecteffectuation
dc.titleMarketing technology for adoption by small businessen
dc.contributor.institutionHertfordshire Business School
dc.description.statusPeer reviewed
rioxxterms.versionofrecord10.1080/02642069.2015.1062884
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue


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