Multichannel Integration for Small and Medium Retailers

Channel marketing literature has underlined the importance and the advantages of developing a multichannel integration between virtual and physical marketing channels, but researchers have concentrated their works on retail chains and large infrastructures. This chapter studies the multichannel integration strategies for small and medium retailers, formulating a multichannel integration codification scheme and explaining the barriers and related solutions under these strategic decisions.

Understanding the Factors Affecting the Adoption of E-Marketing by Small Business Enterprises

The chapter builds on the current body of knowledge in the field of E-Marketing through a survey and organised systematic examination of the published work related to the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT) and E-Marketing adoption by Small Business Enterprises. Furthermore, the chapter illustrates that although many E-Marketing adoption factors are driven from the literature of E-Marketing, as well as the technology adoption theories like TAM and IDT, only some of these factors are found to significantly affect the adoption of E-Marketing by Small Business Enterprises. This review and the results of the fieldwork research conducted by the authors will enable entrepreneurs, policy makers, students and practitioners to build a greater understanding of E-Marketing adoption in a small business context. Moreover, the chapter will help researchers and scholars in the field of E-Marketing to have a clearer view towards suitable future research studies in the field of E-Marketing that in turn will contribute to the related accumulated knowledge in the field.

Electronic Customer Relationship Management and SME Marketing Practice

Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 2003) coupled with the reality that most Information Systems and Technology models and tools have been developed from the perspective of the large firm (Maguire et al., 2007; Poon & Swatman, 1999). Despite such constraints, it is posited that by exploring the components of e-CRM in the unique context of SME business and marketing practice that a natural synergy exists between e-CRM and SME marketing in the creation of value propositions. Specifically this is addressed through the two contributing constructs of SME marketing; namely entrepreneurial marketing and network marketing (Carson & Gilmore, 2000).

ICT Opportunities Unlimited

Previous studies suggest that the majority of global startups have no choice but to operate across borders from day one (e.g., Oviatt and McDougall, 1994) to pursue their opportunities. Yet, few studies have explored how the opportunities for such firms come into existence and drive the emergence of global startups. In this chapter, we describe the process by which such opportunities originate, starting with a universal and fluid idea and moving into an opportunity that is at first moldable but that becomes increasingly coagulated. In addition, we describe how global startups make use of ICT to embed into a global network during this process.

Small Business Sales Growth and Internationalization Links to Web Site Functions in the United Kingdom

The potential of the Internet to both geographically expand customer bases and provide a source of growth has led to a rapid embracement of the Internet by a majority of small businesses in the United Kingdom. However, many studies suggest that much of this adoption takes the form of simple websites representing little more than an electronic brochure. Although theories and models have been proposed suggesting adoption and development of e-commerce takes a staged process, with firms moving to more complex e-commerce processes after first mastering simpler forms of website, studies have found mixed evidence with regard to this. This chapter investigates the level of Small and Medium Enterprise (SME) website adoption and functionality and how this relates to growth aspirations, specifically the geographical expansion of customer bases. One potential explanation for this slow uptake of true e-commerce is a lack of employees with basic and advanced IT skills. The possibility that IT skills shortages could explain the gap between the Internet’s potential and the extent of involvement by a vast majority of UK SMEs is explored. Discussion within the chapter is complemented with analysis of data from a large survey of SMEs.

E-Business among Ethnic Minority Businesses

A small but growing body of evidence (SBS, 2004; Beckinsale & Ram, 2006) has indicated that Ethnic Minority Businesses (EMBs) have not adopted Information Communication Technology (ICT) at comparable rates to their non-EMB counterparts predominantly Small and Medium Sized Enterprises (SMEs). With EMBs accounting for almost 10% of businesses in the UK the economic impact as ICT adoption continues to further develop across mainstream markets could be highly significant. Existing UK ICT policies have also failed to engage with EMBs until the NW ICT Adoption Pilot in 2004. The current, limited body of research is fragmented, provides limited understanding and coherence on reasons of low ICT adoption and lacks exemplars upon which policy considerations may be made. Firstly, the chapter will examine and review the existing body of literature. Secondly, EMB cases that have developed ICT to a degree where they are engaging in eBusiness activity are analysed and discussed. The findings provide a number of options and guidance for EMB owners. Finally, the recommendations point to the need for improved ICT awareness, better business support provision nationally and the importance of generation and education as key drivers.

The Effectiveness of Internet Portals on the E-Commerce Activities of Rural SME Business Owners

This chapter explores the uses and effectiveness of private and public/charity managed and funded internet portals on rural SMEs e-commerce activities in Scotland. Specifically, the study investigated whether there were differences in how rural SMEs used and perceived the effectiveness of each type of internet portal. Hypotheses were drawn from qualitative results carried out by Deakins et al. (2003) and Galloway et al. (2008, November). Ninety-six rural SMEs spread across the two types of rural internet portals were interviewed via telephone to gain their perceptions. Cross-tabulations using chi square testing discovered that in the main there were no perceived differences between the uses and effectiveness of private and public/charity funded internet portals on rural SMEs e-commerce activities. However, testing did discover that rural SME users of public/charity funded internet portals were more likely to be charged a fee for membership. The main preoccupation of rural SMEs was representation on an internet portal to help facilitate their e-commerce activities, not how it was owned or operated.

Internet Marketing and SMEs

Small and medium enterprises (SMEs) have been adopting the internet at a feverish pace. Recent studies have shown that up to 85% of SMEs in industrialized countries have web sites, yet less than half are utilizing these web sites to securely transact with their customers. Consumer media consumption is moving away from traditional media, like newspapers, to the internet. These revelations coupled with the growth of tools and techniques available to support online marketing, make it a perfect time for SMEs to market their web sites and ultimately succeed online. In this chapter we will present and support the hypothesis that SMEs should stop investing in their web site’s design and functionality and start investing in efforts to market their web sites online, no matter how lousy their web site may be in comparison to today’s standards. With the support of two case studies, illustrating the successful utilization of internet marketing by two very different SMEs, we will relate how a SME can effectively market their web site online. We will also discuss the tools and techniques available to help an SME successfully begin a journey of internet marketing.

E-Commerce and Small and Medium-Sized Enterprises in S.E.Wales

One region where e-commerce will have a particular impact for small and medium-sized enterprises (SMEs) over the next few years is South East Wales (SEW). In response to this a survey was undertaken by the Welsh Enterprise Institute (WEI) in collaboration with the Open University Business School and Rennes ESC in Brittany to assess the e-commerce activity of firms within the SEW area. The survey was conducted using a database of 3,000 members provided by the Cardiff Chamber of Commerce, Trade and Industry and a survey form was sent to the sample as a postal questionnaire. Results from the survey demonstrated that nearly all firms used some form of Information Communication Technologies (ICT). The results also highlighted that a significant proportion of the sample (77%) were currently using a Web site to increase trade or improve opportunities for e-commerce. Furthermore, it was observed that firms in the personal services, distribution and transport industries were less likely to utilise a Web site than firms in the manufacturing, business services and hospitality industries. Despite the large proportion of firms that had a Web site, only 11% of businesses reported that their site enabled customers to order and pay for products online although 42% of respondents considered e-commerce to be important for their business’ future. This chapter therefore argues that these results clearly underpin the necessity for an e-commerce policy in SEW for the future competitiveness of the area. There are real opportunities to develop and diversify the SEW economy through e-commerce.

E-Commerce Trading Patterns within the SME Sector

This study profiles an empirical study of E-Commerce trading patterns of SMEs in Wales. Academic debate continues to espouse the importance of the SME community in engendering economic prosperity and enhanced economic development although the sector also remains categorised by high failure rates. The strategic adoption of information technology offers the opportunity for increased competitiveness and enhanced profitability. Evidence suggests, however, that SMEs, particularly the smaller SME classifications, are not effectively exploiting E-business, with limited recorded examples of successful adoption. Within this study, E-Commerce trading practices are therefore contrasted against traditional non E-Commerce trading activity and conclusions are drawn on the behaviour adopted by SME Owner/Managers. The conclusions will inform Owner/Managers, policy makers, practitioners, researchers and educators involved in E-Commerce deployment in the SME sector.