Original scientific paper
https://doi.org/10.1080/1331677X.2016.1164926
Digital channels diminish SME barriers: the case of the UK
Ivana Stankovska
Saso Josimovski
Christopher Edwards
Abstract
This article investigates the usage of digital channels by UK small- and
medium-sized enterprises (SMEs) and assesses the impact caused on
their strategic marketing position. The research is based on statistical
analysis of 66 surveyed SMEs in the context of the digital era. Despite
indications from the relevant literature about the reluctance of SMEs
to adopt advances in technological communication, the research
reported indicates a high level of usage of digital channels, especially
social media (SM). The web 2.0 technologies that facilitate the new
digital channels are standardised, interactive, ubiquitous and cheap.
These features change the way how companies communicate and
shift fundamental marketing and business concepts. Due to this shift,
the SMEs’ barriers for technology adoption, including lack of financial
resources, knowledge and skills, are diminishing. The latter, supported also by the research findings, increases the impact of SMEs bringing them closer to the large corporations in the global marketplace. The study is significant because it extends previous knowledge on technology adoption, with findings about the adoption of digital channels by SMEs, but more importantly, it opens up a novel insight into strategic literature for SMEs.
Keywords
communication technology (ICT ) adoption; small-and medium-sized enterprises (SMEs); social media (SM); web 2.0; marketing strategy; UK
Hrčak ID:
171721
URI
Publication date:
22.12.2016.
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