Digital loyalty card 'Big Data' and small business marketing: Formal versus informal or complementary?
Data(s) |
2015
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Resumo |
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. |
Identificador | |
Idioma(s) |
eng |
Direitos |
info:eu-repo/semantics/restrictedAccess |
Fonte |
Donnelly , C , Simmons , G , Armstrong , G & Fearne , A 2015 , ' Digital loyalty card 'Big Data' and small business marketing: Formal versus informal or complementary? ' International Small Business Journal , vol 33 , no. 4 , pp. 422-442 . DOI: 10.1177/0266242613502691 |
Tipo |
article |