Digital loyalty card 'Big Data' and small business marketing: Formal versus informal or complementary?

Christina Donnelly, Geoff Simmons, Gillian Armstrong, Andrew Fearne

Research output: Contribution to journalArticle

19 Citations (Scopus)

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 languageEnglish
Pages (from-to)422-442
Number of pages21
JournalInternational Small Business Journal
Volume33
Issue number4
Early online date01 Oct 2013
DOIs
Publication statusPublished - 2015

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