Donnelly, Christina and Simmons, Geoff and Armstrong, Gillian and Fearne, Andrew (2012) The Role of Action Research in the Study of Small Business Marketing and Retailer Loyalty Card Data. In: Irish Academy of Management Conference 2012, September 5-7 2012, National University of Ireland Maynooth. (Unpublished)

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Abstract

The small business is challenged on a daily basis to compete in an ever demanding and ever expanding marketplace. As a result of new technologies such as market intelligence databases, small business owner-managers are playing catch–up with larger and more resource based firms in maintaining current insight into the market. Larger firms have typically been better positioned to afford and analyse the latest market intelligence data for internal marketing purposes. This study provides insight into three action research case studies through a participatory action research, investigating the ways in which traditionally informal small business owner-managers addressed marketing challenges through the utilisation of free access of formalised retailer loyalty card data for the first time in their daily business marketing activities.

Item Type:	Conference or Workshop Item (Paper)
Keywords:	Participatory Action Research; Small Business; Marketing; Retailer Loyalty Card Data;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	4091
Depositing User:	Dr. Christina Donnelly
Date Deposited:	23 Jan 2013 16:11
Refereed:	No
URI:
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

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