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Can I read “Old boys' club”: Barriers to digital marketing in small B2B firms on EtoBox?
“Old boys' club”: Barriers to digital marketing in small B2B firms by Justina Setkute; Sally Dibb is a Business, Management and Accounting article available to read on EtoBox.
What is “Old boys' club”: Barriers to digital marketing in small B2B firms about?
Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms' characteristics and ways of working mean that digital marketing as practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to this B2B SME context that both influence and act as barriers to digital marketing practice. The distinctive pattern of marketing practices arising from this combination of factors and the limited role of digital marketing within it, are revealed. These insights extend the debate about digital marketing's use by showing empirically that a "one size fits all" ways of thinking about digital marketing is not appropriate for B2B SMEs. The implications for researchers and practicing managers are considered.
Who reads “Old boys' club”: Barriers to digital marketing in small B2B firms?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Justina Setkute; Sally Dibb
- Publisher
- Elsevier BV
- Published
- 2022
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)