Reenergising Marketing Capabilities Towards Technology Adoption/Adaptation: A Case Study of Small Hospitality Firms in Changing Market Dynamics

Daniel Hsiang Hsu; Aodheen McCartan; Barry Quinn

Reenergising Marketing Capabilities Towards Technology Adoption/Adaptation: A Case Study of Small Hospitality Firms in Changing Market Dynamics

Daniel Hsiang Hsu
, Aodheen McCartan
, Barry Quinn

Research output: Contribution to conference › Paper › peer-review

Abstract

Utilising the lens of dynamic capabilities, this paper adopts a case study approach to help understand how small firms are leveraging marketing capabilities with the use of digital technologies as a resource within the context of the changing market dynamics of the food service and hospitality industry impacted by the COVID-19 pandemic. The preliminary findings have revealed that while the need for building an online presence was not previously alien to small firms, the pandemic has made these cases reassess the true value of digital technologies in business. Their ability to reconfigure the resource base by leveraging digital technologies can be considered to be a form of dynamic capability in small firms.

Original language	English
Publication status	Accepted/In press - 5 Apr 2022
Event	ISBE Early Career Researcher/Academic Spring Symposium - University of Nottingham, Nottingham, United Kingdom Duration: 28 Apr 2022 → 28 Apr 2022 https://isbe.org.uk/isbe_ecr_spring_symp_2022/

Other

Other	ISBE Early Career Researcher/Academic Spring Symposium
Country/Territory	United Kingdom
City	Nottingham
Period	28/04/22 → 28/04/22
Internet address	https://isbe.org.uk/isbe_ecr_spring_symp_2022/

Keywords

Marketing capabilities
resource-based view
digital technology
dynamic capabilities
small hospitality firms

Small firm dynamic capabilities and digital marketing development within the hospitality context
Hsu, D. H. (Author), Durkin, M. (Supervisor), McCartan, A. (Supervisor) & Quinn, B. (Supervisor), Sept 2025
Student thesis: Doctoral Thesis

Cite this

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title = "Reenergising Marketing Capabilities Towards Technology Adoption/Adaptation: A Case Study of Small Hospitality Firms in Changing Market Dynamics",

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keywords = "Marketing capabilities, resource-based view, digital technology, dynamic capabilities, small hospitality firms",

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Reenergising Marketing Capabilities Towards Technology Adoption/Adaptation: A Case Study of Small Hospitality Firms in Changing Market Dynamics. / Hsu, Daniel Hsiang; McCartan, Aodheen ; Quinn, Barry.
2022. Paper presented at ISBE Early Career Researcher/Academic Spring Symposium, Nottingham, United Kingdom.

Research output: Contribution to conference › Paper › peer-review

TY - CONF

T1 - Reenergising Marketing Capabilities Towards Technology Adoption/Adaptation: A Case Study of Small Hospitality Firms in Changing Market Dynamics

AU - Hsu, Daniel Hsiang

AU - McCartan, Aodheen

AU - Quinn, Barry

PY - 2022/4/5

Y1 - 2022/4/5

N2 - Utilising the lens of dynamic capabilities, this paper adopts a case study approach to help understand how small firms are leveraging marketing capabilities with the use of digital technologies as a resource within the context of the changing market dynamics of the food service and hospitality industry impacted by the COVID-19 pandemic. The preliminary findings have revealed that while the need for building an online presence was not previously alien to small firms, the pandemic has made these cases reassess the true value of digital technologies in business. Their ability to reconfigure the resource base by leveraging digital technologies can be considered to be a form of dynamic capability in small firms.

AB - Utilising the lens of dynamic capabilities, this paper adopts a case study approach to help understand how small firms are leveraging marketing capabilities with the use of digital technologies as a resource within the context of the changing market dynamics of the food service and hospitality industry impacted by the COVID-19 pandemic. The preliminary findings have revealed that while the need for building an online presence was not previously alien to small firms, the pandemic has made these cases reassess the true value of digital technologies in business. Their ability to reconfigure the resource base by leveraging digital technologies can be considered to be a form of dynamic capability in small firms.

KW - Marketing capabilities

KW - resource-based view

KW - digital technology

KW - dynamic capabilities

KW - small hospitality firms

M3 - Paper

T2 - ISBE Early Career Researcher/Academic Spring Symposium

Y2 - 28 April 2022 through 28 April 2022

ER -

Reenergising Marketing Capabilities Towards Technology Adoption/Adaptation: A Case Study of Small Hospitality Firms in Changing Market Dynamics

Abstract

Other

Keywords

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Student theses

Small firm dynamic capabilities and digital marketing development within the hospitality context

Cite this