Types, Sources and Frequency of Use of Formalised Marketing Information as a Catalyst of SME Growth

This study aims to demonstrate that the use of marketing information by SMEs could be an important catalyst for SME growth. It tests the hypotheses that the type and source of information used in marketing decision-making, as well as its frequency of use affect business growth in SMEs. The purpose of this study is rooted in current marketing literature accepted view that SMEs' marketing decision-making is affected by their use of marketing intelligence. Hence, the SME's ability to acquire, analyse and utilise formalised marketing information is a critical tool for gaining competitive advantage and drive business growth. Data analysed with principal component analysis (PCA) and binary logistic regression, on a sample of 296 SMEs in the food and drink industry demonstrated that the use of marketing information play an important role in increasing SME growth probability. Statistically significant results were found on the type (p<.05), source (p<.02) and information use frequency (p<.02). Business size and the firm’s strategic approach were found to moderate some of the relationships.