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.
Original language | English |
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Pages (from-to) | 422-442 |
Number of pages | 21 |
Journal | International Small Business Journal |
Volume | 33 |
Issue number | 4 |
Early online date | 01 Oct 2013 |
DOIs | |
Publication status | Published - 2015 |