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Marketing Intelligence in SMEs: Implications for the Industry and Policy makers

Cacciolatti, Luca, Fearne, Andrew (2013) Marketing Intelligence in SMEs: Implications for the Industry and Policy makers. Marketing Intelligence and Planning, 31 (1). pp. 4-26. ISSN 0263-4503. (doi:10.1108/02634501311292894) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1108/02634501311292894

Abstract

Purpose - This paper seeks to demonstrate empirically the relationship between firm characteristics and information use within a small and medium sized enterprises (SME) context, proposing that firm characteristics are a catalyst of information use. With marketing information it is intended all data usable within for a marketing purpose. Design/methodology/approach - First, firm characteristics and their impact on information use amongst SMEs were identified in the literature. After that, a quantitative study was performed analysing the data through multivariate data analysis techniques, specifically principal component analysis (PCA), canonical correlation analysis and regression. The results of the analysis are discussed and the paper ends with the conclusions, implications for practitioners and policy makers, limitations of the study and indications for future research. Findings - The results of this study show the importance of the association between firm characteristics and information use amongst SMEs, demonstrating that strategic approach, firm size and resources allocation are catalysts of information use. Originality/value - Different firm characteristics have an impact on information use. Understanding better what firm characteristics are potential catalysts of information use may empower practitioners’ with better marketing intelligence and policy makers with a measure to assess potential risk when subsidising small businesses.

Item Type: Article
DOI/Identification number: 10.1108/02634501311292894
Uncontrolled keywords: Canonical correlation, Food and drink SMEs, Information, Market orientation, Marketing intelligence, Multivariate statistics, Public funding, Regional development, Scotland, Small to medium-sized enterprises, SME marketing
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 14 Jan 2013 11:11 UTC
Last Modified: 29 May 2019 09:56 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32962 (The current URI for this page, for reference purposes)
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