Assessing the Changing Retailer Consumer Relationship: The Case of SMEs

A Reid, A Gilmore, L Donnell, K Hutchinson

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Purpose: The purpose of this paper is to extend strategic thinking in the area of Entrepreneurial Marketing (EM) to reflect the contextual issues of SME retailing. The aim of the research is to identify how a customer Relationship Marketing (RM) strategy can enable SME owner managers to become more entrepreneurial in their marketing activities. Design/methodology: The paper adopts a single case approach using semi-structured interviews, questionnaires, observation and company documentation as the main data collection tools. These data collection techniques took place over a 6 month period as a result of the author’s employment within the company. Findings: The findings of the paper are structured around three key themes relating to three main strategic issues namely, lack of strategic focus on the customer, no customer data management strategy, and a conflict between operational efficiency and customer intimacy. Originality/value: The paper provides empirical knowledge of customer RM intervention within the SME retail sector. It is believed by adopting a RM strategy it will aid business owners in taking account of changing trends and in managing profitable relationships with customers to support entrepreneurial marketing activities.
LanguageEnglish
Title of host publicationUnknown Host Publication
PublisherAmerican Marketing Association
Number of pages24
Publication statusAccepted/In press - 6 Apr 2013
EventAMA Global Research Symposium on Marketing and Entrepreneurship - Boston, USA
Duration: 6 Apr 2013 → …

Conference

ConferenceAMA Global Research Symposium on Marketing and Entrepreneurship
Period6/04/13 → …

Fingerprint

Small and medium-sized enterprises
Retailers
Entrepreneurial marketing
Marketing activities
Marketing strategy
Customer relationship marketing
Data collection
Owner-managers
Intimacy
Strategic thinking
Retail sector
Operational efficiency
Retailing
Design methodology
Strategic issues
Data management
Management strategy
Structured interview
Owners
Questionnaire

Keywords

  • Customer Relationship Management
  • Entrepreneurial Marketing
  • SMEs
  • Retail
  • Case study

Cite this

Reid, A., Gilmore, A., Donnell, L., & Hutchinson, K. (Accepted/In press). Assessing the Changing Retailer Consumer Relationship: The Case of SMEs. In Unknown Host Publication American Marketing Association.
Reid, A ; Gilmore, A ; Donnell, L ; Hutchinson, K. / Assessing the Changing Retailer Consumer Relationship: The Case of SMEs. Unknown Host Publication. American Marketing Association, 2013.
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Reid, A, Gilmore, A, Donnell, L & Hutchinson, K 2013, Assessing the Changing Retailer Consumer Relationship: The Case of SMEs. in Unknown Host Publication. American Marketing Association, AMA Global Research Symposium on Marketing and Entrepreneurship, 6/04/13.

Assessing the Changing Retailer Consumer Relationship: The Case of SMEs. / Reid, A; Gilmore, A; Donnell, L; Hutchinson, K.

Unknown Host Publication. American Marketing Association, 2013.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - Assessing the Changing Retailer Consumer Relationship: The Case of SMEs

AU - Reid, A

AU - Gilmore, A

AU - Donnell, L

AU - Hutchinson, K

PY - 2013/4/6

Y1 - 2013/4/6

N2 - Purpose: The purpose of this paper is to extend strategic thinking in the area of Entrepreneurial Marketing (EM) to reflect the contextual issues of SME retailing. The aim of the research is to identify how a customer Relationship Marketing (RM) strategy can enable SME owner managers to become more entrepreneurial in their marketing activities. Design/methodology: The paper adopts a single case approach using semi-structured interviews, questionnaires, observation and company documentation as the main data collection tools. These data collection techniques took place over a 6 month period as a result of the author’s employment within the company. Findings: The findings of the paper are structured around three key themes relating to three main strategic issues namely, lack of strategic focus on the customer, no customer data management strategy, and a conflict between operational efficiency and customer intimacy. Originality/value: The paper provides empirical knowledge of customer RM intervention within the SME retail sector. It is believed by adopting a RM strategy it will aid business owners in taking account of changing trends and in managing profitable relationships with customers to support entrepreneurial marketing activities.

AB - Purpose: The purpose of this paper is to extend strategic thinking in the area of Entrepreneurial Marketing (EM) to reflect the contextual issues of SME retailing. The aim of the research is to identify how a customer Relationship Marketing (RM) strategy can enable SME owner managers to become more entrepreneurial in their marketing activities. Design/methodology: The paper adopts a single case approach using semi-structured interviews, questionnaires, observation and company documentation as the main data collection tools. These data collection techniques took place over a 6 month period as a result of the author’s employment within the company. Findings: The findings of the paper are structured around three key themes relating to three main strategic issues namely, lack of strategic focus on the customer, no customer data management strategy, and a conflict between operational efficiency and customer intimacy. Originality/value: The paper provides empirical knowledge of customer RM intervention within the SME retail sector. It is believed by adopting a RM strategy it will aid business owners in taking account of changing trends and in managing profitable relationships with customers to support entrepreneurial marketing activities.

KW - Customer Relationship Management

KW - Entrepreneurial Marketing

KW - SMEs

KW - Retail

KW - Case study

M3 - Conference contribution

BT - Unknown Host Publication

PB - American Marketing Association

ER -

Reid A, Gilmore A, Donnell L, Hutchinson K. Assessing the Changing Retailer Consumer Relationship: The Case of SMEs. In Unknown Host Publication. American Marketing Association. 2013