What Attitude Changes Are Needed to Cause SMEs to Take a Strategic Approach to Information Security?

Spending on security in an SME usually has to compete with demands for hardware, infrastructure, and strategic applications. In this paper, the authors seek to explore the reasons why smaller SMEs in particular have consistently failed to see securing information as strategic year-on-year spending, and just regard as part of an overall tight IT budget. The authors scrutinise the typical SMEs reasoning for choosing to see non-spending on security as an acceptable strategic risk. They look particularly at possible reasons why SMEs tend not to take much notice of "scare stories" in the media based on research showing they are increasingly at risk, whilst larger businesses are taking greater precautions and become more difficult to penetrate. The results and their analysis provide useful pointers towards broader business environment changes that would cause SMEs to be more risk-averse and ethical in their approach to securing their own and their clients’ information.

Choosing the Right Promotional Tool in the Hotel Industry: The Case of the Chinese Consumer.

The rapid growth of the Chinese tourism has stimulated competition within tourism-related industries, such as the hospitality industry. The purpose of this study is to examine the Chinese consumer reaction to different promotional tools used by hotels in China and, thus, to provide a deeper understanding for marketers of how to use sales promotion effectively to generate appropriate consumer responses. An experimental survey was administered yielding a total sample of 319 Chinese customers, who were probed using different types of sales promotion tools. Data analysis indicates that bonus packs (e.g. a 3-night stay at a hotel for the price of 2) induced the highest consumer perceived value, brand switching, and purchase acceleration intention, whereas price discounts resulted in the highest intention to spend more. Although this study has its limitations given its reliance on a convenience sample, it offers insightful practical implications for hotel business owners in Asia regarding targeting the right customers with the right promotional tools, where it is proposed that bonus packs successfully attract new Chinese customers and price discounts support in generating more sales.