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Entrepreneurial marketing in SMEs: the key capabilities of e‐CRM

Entrepreneurial marketing in SMEs: the key capabilities of e‐CRM Purpose – Entrepreneurial marketing in small and medium‐sized enterprises (SMEs) is very different to marketing prescribed theoretically for large organisations. The purpose of this paper is to present research evidence on the impact of internet‐based technologies (IBTs) on the customer relationship management (CRM) activities (i.e. e‐CRM) of SMEs in Ireland. Design/methodology/approach – A mixed methods approach incorporating an online questionnaire, qualitative in‐depth interviews and projective techniques was adopted. Factor analysis was carried out on 286 respondents, which led to communication with customers and the management of customer information being distilled as key areas within e‐CRM in SMEs. Findings – To varying extents, SMEs are adopting relatively simple IBTs to improve customer communication and information management capabilities and to create competitive advantage through e‐CRM. SMEs find the communication aspect of e‐CRM easier, but struggle to integrate customer information into their decision making. In all, e‐CRM tends to be ad hoc rather than strategic in SMEs. Practical implications – SMEs must use technologies to compete with larger organisations in today's global marketplace. These technologies may be relatively simple, but the focus must always be on how they can impact on the relationship with the customer making it more efficient without losing effectiveness. Originality/value – This study, by reporting how SMEs innovate in marketing, sheds light on an important theoretical and practical area. Theoretically, the paper breaks down e‐CRM into key capabilities that may apply to larger organisations as well. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Entrepreneurial marketing in SMEs: the key capabilities of e‐CRM

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715201211246760
Publisher site
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Abstract

Purpose – Entrepreneurial marketing in small and medium‐sized enterprises (SMEs) is very different to marketing prescribed theoretically for large organisations. The purpose of this paper is to present research evidence on the impact of internet‐based technologies (IBTs) on the customer relationship management (CRM) activities (i.e. e‐CRM) of SMEs in Ireland. Design/methodology/approach – A mixed methods approach incorporating an online questionnaire, qualitative in‐depth interviews and projective techniques was adopted. Factor analysis was carried out on 286 respondents, which led to communication with customers and the management of customer information being distilled as key areas within e‐CRM in SMEs. Findings – To varying extents, SMEs are adopting relatively simple IBTs to improve customer communication and information management capabilities and to create competitive advantage through e‐CRM. SMEs find the communication aspect of e‐CRM easier, but struggle to integrate customer information into their decision making. In all, e‐CRM tends to be ad hoc rather than strategic in SMEs. Practical implications – SMEs must use technologies to compete with larger organisations in today's global marketplace. These technologies may be relatively simple, but the focus must always be on how they can impact on the relationship with the customer making it more efficient without losing effectiveness. Originality/value – This study, by reporting how SMEs innovate in marketing, sheds light on an important theoretical and practical area. Theoretically, the paper breaks down e‐CRM into key capabilities that may apply to larger organisations as well.

Journal

Journal of Research in Marketing and Entrepreneurship – Emerald Publishing

Published: Jul 6, 2012

Keywords: Marketing; SME; e‐CRM; Internet; Small to medium‐sized enterprises; United Kingdom

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