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

Preview

Download (176kB) | Preview

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:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

Repository Staff Only(login required)

Item control page

Downloads

Origin of downloads