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Marketing technology for adoption by small business

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  • Philip Alford
  • Stephen John Page

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.

Suggested Citation

  • Philip Alford & Stephen John Page, 2015. "Marketing technology for adoption by small business," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 655-669, August.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:11-12:p:655-669
    DOI: 10.1080/02642069.2015.1062884
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    Citations

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    Cited by:

    1. Shee Mun Yong, 2023. "4th Industry Revolution Digital Marketing Adoption Challenges in SMEs and its Effect on Customer Responsiveness," Information Management and Business Review, AMH International, vol. 15(2), pages 152-172.
    2. Reza Parsa & Omid Yaghmaei & Morteza Ansarimehr & Mohammad-Hosein Hoseini-Rivandi & Parisa Najafiolasli, 2018. "Designing and Marketing Features of International Airlines Websites: A Comparative Study," Business Management and Strategy, Macrothink Institute, vol. 9(1), pages 136-151, December.
    3. Daniela Dobreva Pastarmadzhieva & Mina Nikolaeva Angelova & Stefan Atanasov Raychev & Blaga Petrova Madzhurova & Kiril Valkov Desev, 2022. "Ensuring Sustainability during a Crisis Using an Innovative Flexible Methodology," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    4. Buvár Ágnes & Gáti Mirkó, 2023. "Digital marketing adoption of microenterprises in a technology acceptance approach," Management & Marketing, Sciendo, vol. 18(2), pages 127-144, June.
    5. Page, Stephen J. & Hartwell, Heather & Johns, Nick & Fyall, Alan & Ladkin, Adele & Hemingway, Ann, 2017. "Case study: Wellness, tourism and small business development in a UK coastal resort: Public engagement in practice," Tourism Management, Elsevier, vol. 60(C), pages 466-477.
    6. Ludovica Moi & Francesca Cabiddu, 2021. "Leading digital transformation through an Agile Marketing Capability: the case of Spotahome," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1145-1177, December.
    7. Zhao, Yang & Noori, Mehdi & Tatari, Omer, 2016. "Vehicle to Grid regulation services of electric delivery trucks: Economic and environmental benefit analysis," Applied Energy, Elsevier, vol. 170(C), pages 161-175.
    8. Selamat, Moch Akbar & Windasari, Nila Armelia, 2021. "Chatbot for SMEs: Integrating customer and business owner perspectives," Technology in Society, Elsevier, vol. 66(C).
    9. María-Jesús Gallego-Arrufat & Norma Torres-Hernández & Inmaculada García-Martínez & Soledad Domene-Martos, 2023. "An Educational Framework in Digital Rights and Responsibilities for Young Entrepreneurs," SAGE Open, , vol. 13(4), pages 21582440231, November.
    10. Su, Jingqin & Zhang, Yajie & Wu, Xianyun, 2023. "How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    11. Evita Vitsentzatou & Giannis T. Tsoulfas & Athanassios N. Mihiotis, 2022. "The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach," Sustainability, MDPI, vol. 14(22), pages 1-30, November.
    12. Sikandar Ali Qalati & Wenyuan Li & Naveed Ahmed & Manzoor Ali Mirani & Asadullah Khan, 2020. "Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption," Sustainability, MDPI, vol. 13(1), pages 1-24, December.
    13. Dwivedi, Abhishek & Pawsey, Nicholas, 2023. "Examining the drivers of marketing innovation in SMEs," Journal of Business Research, Elsevier, vol. 155(PB).

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