Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
“Old Boys' Club”: Barriers To Digital Marketing In Small B2b Firms, Justina Setkute, Sally Dibb Prof
“Old Boys' Club”: Barriers To Digital Marketing In Small B2b Firms, Justina Setkute, Sally Dibb Prof
Articles
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 …