IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04728108.html
   My bibliography  Save this paper

Is it odd to leverage data analytics in SMEs? A study on marketing and innovation practices

Author

Listed:
  • Théo Justy

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier, Mémoires - Montpellier Management (MOMA) - UM - Université de Montpellier, UM - Université de Montpellier)

  • Estelle Pellegrin-Boucher

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier)

  • Julien Granata

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

  • Denis Lescop

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

Abstract

Digitalization and Big Data are major trends in today's worlds. These phenomena are transforming the approach by which individuals consume goods and services, and by which firms manage their operations. These transformations are particularly affecting small and medium-sized enterprises (SMEs), especially since the Covid-19 crisis. SMEs are turning to data analytics to support business management and strengthen resilience. Yet the literature fails to describe the practices by which SMEs leverage digital data and create business value. This gap hinders SMEs' ability to achieve successful data analytics adoption and perceive the benefits of their use. In this book chapter, we draw on an exploratory study to describe the practices of data analytics in SMEs in the agricultural and manufacturing sectors. We show how data analytics improve business, marketing and innovation operations. Finally, we discuss the implications of these practices for theory and practice.

Suggested Citation

  • Théo Justy & Estelle Pellegrin-Boucher & Julien Granata & Denis Lescop, 2024. "Is it odd to leverage data analytics in SMEs? A study on marketing and innovation practices," Post-Print hal-04728108, HAL.
    • Handle: RePEc:hal:journl:hal-04728108
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04728108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.