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

Donnelly, Christina, Simmons, Geoff, Armstrong, Gillian and Fearne, Andrew (2013) Digital loyalty card 'big data' and small business marketing: Formal versus informal or complementary? International Small Business Journal . [Journal article]

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URL: http://isb.sagepub.com/content/early/2013/09/29/0266242613502691

DOI: 10.1177/0266242613502691

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:Journal article
Faculties and Schools:Ulster Business School > Department of Accounting, Finance and Economics
Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:27848
Deposited By: Mrs Karen Welshman
Deposited On:12 Nov 2013 09:56
Last Modified:12 Nov 2013 09:56

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