1 / 13

Research Presentation

Research Presentation . Internet Marketing in Small-Medium Size Businesses: Market Orientation, Creativity and Flexibility Monica L. Perry, School of Business Nov. 17, 2005. Agenda Motivation Research Questions Conceptualization Methodology & Descriptive Results Future Steps. =.

leiko
Download Presentation

Research Presentation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Research Presentation Internet Marketing in Small-Medium Size Businesses: Market Orientation, Creativity and Flexibility Monica L. Perry, School of Business Nov. 17, 2005 • Agenda • Motivation • Research Questions • Conceptualization • Methodology & Descriptive Results • Future Steps

  2. = Motivation • Increasing % of Marketing Budget  Internet Marketing • Majority of Marketing Research addresses Large Firm • Continued Importance of SMEs to global economic Growth • Unique/Distinctive Characteristics of SMEs (Gilmore, Carson & Grant 01) • Limited Resources (Constraints) • Limited Opportunity for Full Range of Conventional Marketing

  3. Research Questions What is the role of Internet Marketing in SMEs? Do systematic or informal processes for acquiring, disseminating customer and competitor information yield greater marketing performance for SMEs? What is the role of SME characteristics on Marketing Flexibility? Under what types of environmental conditions are market orientation and SME characteristics most critical?

  4. Marketing on Steroids Internet Marketing is like Traditional but…………….

  5. Marketing Intelligence Generation and Dissemination Market Intelligence as a potential superior resource Intelligence Generation + ++ Intelligence Dissemination + Primary Effects Formal versus Informal Processes Performance

  6. Role of Flexibility • Market Intelligence has potential for advantage • What is the process for using/acting on market intelligence • Market Intelligence as motivation for flexibility • Flexibility in Internet Marketing • Consideration of Multiple Alternatives/Options (Aaker & Mascerenhas 84) • Improve/Keep Strategic Fit (Mavando 00) • Reflect ability to Adjust Easily, Quickly Marketing Efforts, Low Switching Costs

  7. Role of SME Characteristics • SME characteristics affect Flexibility • Risk Tolerance (Aspect of Entrepreneurial Orientation) • Financial Results – Immediate • Financial Risk Taking • Willingness to Accept Marketing Programs (uncertain outcomes) • Creativity • Ability to Generate Multiple Alternatives • Ability to Generate Unconventional, Original Marketing Programs

  8. Comprehensive Model Intelligence Generation + Marketing Flexibility ++ Intelligence Dissemination + + + Creativity Risk Tolerance Under Certain versus Uncertain Conditions –Customer and Competitive Environment

  9. Descriptive Results • Response n = 67 (11%) • 1/3rd of respondents had no substantive Internet Marketing activities • 2% indicated they did not engage in “marketing”

  10. Descriptive Results • For those engaged in Internet Marketing • 30% used IM as Substitute for, 70% as supplement to Traditional Marketing • Average IM Performance 3.5 (poor) • Website costs ranged 5-50% of marketing budget • Creativity of IM, on average low (2.7)

  11. What Next? • Collect Additional Data • Follow-up with Non-respondents • Expand survey beyond California • Simplify, Purify Scales • Test Simplified Model • Follow-up Survey on Barriers to Internet Marketing in SMEs

  12. Questions………..

More Related