Identifying the configurational conditions for marketing analytics use in UK SME
Subjectssmall- and medium-sized enterprises (SMEs)
Subject Categories::N500 Marketing
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AbstractWhile marketing analytics can be used to improve organizational decision-making and performance significantly, little research exists to examine how the configurations of multiple conditions affect marketing analytics use. This study draws on configuration theory to investigate marketing analytics use in small and medium-sized enterprises (SMEs). This research employs fuzzy set qualitative comparative analysis using data collected from a survey of 187 managers in UK SMEs. The key findings show that (1) configurations of multiple conditions provide alternative pathways to marketing analytics use; and (2) the configurations for small firms are different from those for medium-sized firms. The research results are based on several key configurational factors and a single key-informant method to collect subjective data from UK SME managers. The study helps SMEs to understand that marketing analytics use is influenced by the interaction of multiple conditions, that there are alternative pathways to marketing analytics use, and that SMEs should choose the configuration that fits best with their organizational contexts.
CitationCao G, Duan Y, Tian N (2021) 'Identifying the configurational conditions for marketing analytics use in UK SME', Management Decision, (), pp.-.
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