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    Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?


    Donnelly, Christina and Simmons, Geoff and Armstrong, Gillian and Fearne, Andrew (2015) Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary? International Small Business Journal, 33 (4). pp. 422-442. ISSN 0266-2426

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    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.

    Item Type: Article
    Keywords: big data; digital marketing; market orientation; marketing strategy; small business marketing;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11227
    Identification Number: https://doi.org/10.1177/0266242613502691
    Depositing User: Dr. Christina Donnelly
    Date Deposited: 14 Oct 2019 13:31
    Journal or Publication Title: International Small Business Journal
    Publisher: Sage
    Refereed: Yes
    URI:

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