Marketing technology for adoption by small business

P. Alford, S.J. Page

Research output: Contribution to journalArticlepeer-review

32 Citations (Scopus)
39 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)655-669
Number of pages15
JournalService Industries Journal
Issue number11-12
Early online date7 Jul 2015
Publication statusPublished - 10 Sept 2015


  • small businesses
  • entrepreneurial marketing
  • digital marketing
  • market orientation
  • effectuation


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