Peer-Reviewed Journal Details
Mandatory Fields
Donnelly, C;Simmons, G;Armstrong, G;Fearne, A
2015
June
International Small Business Journal
Digital loyalty card "big data' and small business marketing: Formal versus informal or complementary?
Published
10 ()
Optional Fields
ENTREPRENEURIAL ORIENTATION OPPORTUNITY IDENTIFICATION MANUFACTURING FIRMS PERFORMANCE MODEL PROFITABILITY EXPLORATION INNOVATION CONSTRUCT STRATEGY
33
422
442
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.
LONDON
0266-2426
10.1177/0266242613502691
Grant Details