Abstract
This article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case-based research approach analysed this relationship in small firms given access to Tesco Clubcard data. The findings reveal a new-found structure and precision in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, small firm owners were encouraged to include employees in marketing planning.
| Original language | English |
|---|---|
| Pages (from-to) | 422-442 |
| Number of pages | 21 |
| Journal | International Small Business Journal-Researching Entrepreneurship |
| Volume | 33 |
| Issue number | 4 |
| Early online date | 1 Oct 2013 |
| DOIs | |
| Publication status | Published - Jun 2015 |
Keywords
- big data
- digital marketing
- market orientation
- marketing strategy
- small business marketing
Profiles
-
Andrew Fearne
- Norwich Business School - Professor of Value Chain Management
- Norwich Institute for Healthy Aging - Member
- Innovation, Technology and Operations Management - Member
Person: Research Group Member, Research Centre Member, Academic, Teaching & Research