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

被引：24

作者：

Donnelly, Christina ^{[1
]}

Simmons, Geoff ^{[2
]}

Armstrong, Gillian ^{[3
]}

Fearne, Andrew ^{[4
]}

机构：

[1] Natl Univ Ireland Maynooth, Mkt, Maynooth, Kildare, Ireland

[2] Queens Univ Belfast, Queens Univ Management Sch, Mkt, Belfast BT9 5EE, Antrim, North Ireland

[3] Univ Ulster, Dept Accounting Finance & Econ, Ulster Business Sch, Coleraine BT52 1SA, Londonderry, North Ireland

[4] Univ Kent, Canterbury CT2 7NZ, Kent, England

来源：

INTERNATIONAL SMALL BUSINESS JOURNAL-RESEARCHING ENTREPRENEURSHIP | 2015年 / 33卷 / 04期

关键词：

big data; digital marketing; market orientation; marketing strategy; small business marketing; ENTREPRENEURIAL ORIENTATION; PERFORMANCE; MODEL; FIRMS; INNOVATION; CONSTRUCT; STRATEGY; DECISION; GROWTH; SMES;

D O I：

10.1177/0266242613502691

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：422 / 442

页数：21

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