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

Paper

Ross, Pauline, 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 ." Clift, Bob and Jahan, Nuha (ed.) 19th International Business Research Conference. Melbourne, Australia 19 - 21 Nov 2012 Melbourne, Australia. https://doi.org/10.2139/ssrn.2174337
Paper/Presentation Title

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

Presentation TypePaper
AuthorsRoss, Pauline (Author), McGowan, Carol G. (Author) and Styger, Lee E. J. (Author)
EditorsClift, Bob and Jahan, Nuha
Journal or Proceedings TitleProceedings of the 19th International Business Research Conference
Number of Pages17
Year2012
Place of PublicationMelbourne, Australia
ISBN9781922069139
Digital Object Identifier (DOI)https://doi.org/10.2139/ssrn.2174337
Web Address (URL) of Paperhttp://www.worldbizconference.com/
Conference/Event19th International Business Research Conference
Event Details
19th International Business Research Conference
Parent
International Business Research Conference (IBR)
Delivery
In person
Event Date
19 to end of 21 Nov 2012
Event Location
Melbourne, Australia
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.

Keywordsmanagement; small business; marketing data analysis; market intelligence; SME; micro businesses; Australia
ANZSRC Field of Research 2020350302. Business information management (incl. records, knowledge and intelligence)
350716. Small business organisation and management
350606. Marketing research methodology
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsCentre of Excellence in Engineered Fibre Composites
University of Wollongong
Institution of OriginUniversity of Southern Queensland
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