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Challenges of using marketing information system (MkIS) by SMEs in Fiji

Author

Listed:
  • Gurmeet Singh
  • Rafia Naz
  • Kritika Devi

Abstract

The intention of this paper is to scrutinise the factors impacting small and medium enterprises (SMEs) eBusiness adoption and the challenges faced pertaining to the usage of marketing information system (MkIS) in Fiji and subsequently stress the potential solutions for those challenges. Structured questionnaire was used to collect data from the SMEs from five major towns in Fiji. A sample of 96 SMEs was surveyed sequentially. The research findings reveal that, SMEs in Fiji face massive challenges in employing MkIS. This result also illustrates that the challenges faced by SMEs in Fiji positively influence the use of marketing information system and alternatively ascertain the potential solutions which the SMEs acquires in order to overcome those challenges. Findings have also revealed that the level of SME eBusiness adoption is not the same as ICT adoption in Fiji.

Suggested Citation

  • Gurmeet Singh & Rafia Naz & Kritika Devi, 2013. "Challenges of using marketing information system (MkIS) by SMEs in Fiji," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 19(3), pages 379-398.
    • Handle: RePEc:ids:ijesbu:v:19:y:2013:i:3:p:379-398
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