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Impact of data analytics on SMEs marketing performance: an exploratory study in regional wine SMEs

Author

Listed:
  • Théo Justy

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Julien Granata

    (Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Andreas Munzel,

    (TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

  • Denis Lescop

    (Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

Abstract

Big Data is a hot topic in today's literature. Businesses are collecting massive amounts of data about their customers. Today, businesses are aware that this data can be leveraged to benefit their performance. However, data analysis is not a technology reserved for large corporations. In fact, data analysis is of great interest to small and medium-sized businesses (SME's), especially in the wine industry. This study examines how data analysis can improve the marketing performance of SMEs in the wine industry. This paper presents the results of an exploratory study conducted with the VINSEO cluster with 15 professionals from wine-producing SMEs. The study analyzes the role of data in the management of wine-producing SMEs. The results present performance perspectives of data analysis in the marketing activities of wine SMEs. Finally, this study identifies a certain number of obstacles faced by wine SMEs when analyzing data.

Suggested Citation

  • Théo Justy & Julien Granata & Andreas Munzel, & Denis Lescop, 2021. "Impact of data analytics on SMEs marketing performance: an exploratory study in regional wine SMEs," Post-Print hal-03609933, HAL.
    • Handle: RePEc:hal:journl:hal-03609933
    as

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