Digital loyalty card "big data' and small business marketing: Formal versus informal or complementary?

Donnelly, Christina, Simmons, Geoff, Armstrong, Gillian and Fearne, Andrew (2015) Digital loyalty card "big data' and small business marketing: Formal versus informal or complementary? International Small Business Journal, 33 (4). pp. 422-442. ISSN 0266-2426

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Abstract

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.

Item Type: Article
Additional Information: Accepted in 2013
Uncontrolled Keywords: big data,digital marketing,market orientation,marketing strategy,small business marketing
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 19 Dec 2015 07:13
Last Modified: 27 Jul 2020 23:46
URI: https://ueaeprints.uea.ac.uk/id/eprint/55773
DOI: 10.1177/0266242613502691

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