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| Original language | English |
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| Pages (from-to) | 655-669 |
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| Number of pages | 15 |
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| Journal | Service Industries Journal |
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| Volume | 35 |
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| Issue | 11-12 |
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| Early online date | 7 Jul 2015 |
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| DOIs | |
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| Publication status | Published - 10 Sep 2015 |
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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.
Notes
© 2015 The Author(s). Published by Taylor & Francis. This is an
Open Access article distributed under the terms of the Creative
Commons Attribution License (http://creativecommons.
org/licenses/by/4.0/), which permits unrestricted use,
distribution, and reproduction in any medium, provided the
original work is properly cited.
Available online at: http://www.tandfonline.com/doi/full/10.1080/02642069.2015.1062884
ID: 11302118