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Digital channels diminish SME barriers: the case of the UK

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  • Ivana Stankovska
  • Saso Josimovski
  • Christopher Edwards

Abstract

This article investigates the usage of digital channels by UK small- and medium-sized enterprises (SMEs) and assesses the impact caused on their strategic marketing position. The research is based on statistical analysis of 66 surveyed SMEs in the context of the digital era. Despite indications from the relevant literature about the reluctance of SMEs to adopt advances in technological communication, the research reported indicates a high level of usage of digital channels, especially social media (SM). The web 2.0 technologies that facilitate the new digital channels are standardised, interactive, ubiquitous and cheap. These features change the way how companies communicate and shift fundamental marketing and business concepts. Due to this shift, the SMEs’ barriers for technology adoption, including lack of financial resources, knowledge and skills, are diminishing. The latter, supported also by the research findings, increases the impact of SMEs bringing them closer to the large corporations in the global marketplace. The study is significant because it extends previous knowledge on technology adoption, with findings about the adoption of digital channels by SMEs, but more importantly, it opens up a novel insight into strategic literature for SMEs.

Suggested Citation

  • Ivana Stankovska & Saso Josimovski & Christopher Edwards, 2016. "Digital channels diminish SME barriers: the case of the UK," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 29(1), pages 217-232, January.
    • Handle: RePEc:taf:reroxx:v:29:y:2016:i:1:p:217-232
    DOI: 10.1080/1331677X.2016.1164926
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    Cited by:

    1. Kao, Ling-Jing & Chiu, Chih-Chou & Lin, Hung-Tse & Hung, Yun-Wei & Lu, Cheng-Chin, 2024. "Unveiling the dimensions of digital transformation: A comprehensive taxonomy and assessment model for business," Journal of Business Research, Elsevier, vol. 176(C).
    2. Ibraheem Saleh Mokbel AlKoliby & Haim Hilman Abdullah & Norazah Mohd Suki, 2024. "Linking Knowledge Application, Digital Marketing, and Manufacturing SMEs’ Sustainable Performance: The Mediating Role of Innovation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 6151-6177, June.

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