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Donnelly, Christina, Simmons, Geoff, 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: | 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 |
| Related URLs: | |
| URI: | https://mural.maynoothuniversity.ie/id/eprint/11227 |
| 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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