A comparison of theory and practice in market intelligence gathering for Australian micro-businesses and SMEs

Ross, Pauline and McGowan, Carol G. and Styger, Lee E. J. (2012) A comparison of theory and practice in market intelligence gathering for Australian micro-businesses and SMEs. In: 19th International Business Research Conference, 19-21 Nov 2012, Melbourne, Australia .

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Abstract

Recent government sponsored research has demonstrated that there is a gap between the theory and practice of market intelligence gathering within the Australian micro, small and medium businesses (SMEs). Typically, there is a significant amount of information in literature about 'what needs to be done', however, there is little insight in terms of how market intelligence gathering should occur. This paper provides a novel insight and a comparison between the theory and practices of market intelligence gathering of micro-business and SMEs in Australia and demonstrates an anomoly in so far as typically the literature does not match what actually occurs in practice. A model for market intelligence gathering for micro-businesses and SMEs is also discussed.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited with blanket permission of publisher.
Faculty / Department / School: Historic - Faculty of Engineering and Surveying - No Department
Date Deposited: 22 Apr 2013 06:16
Last Modified: 18 Sep 2014 03:20
Uncontrolled Keywords: management; small business; marketing data analysis; market intelligence; SME; micro businesses; Australia
Fields of Research : 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150301 Business Information Management (incl. Records, Knowledge and Information Management, and Intelligence)
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150314 Small Business Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.2139/ssrn.2174337
URI: http://eprints.usq.edu.au/id/eprint/22986

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