A Comparison of Theory and Practice in Market Intelligence Gathering for Australian Micro-Businesses and SMEs

Proceedings of 19th International Business Research Conference 2012

17 Pages Posted: 19 Apr 2013

See all articles by Pauline Ross

Pauline Ross

University of Southern Queensland

Carol McGowan

University of Wollongong - Sydney Business School

Lee Styger

University of Wollongong - Sydney Business School

Date Written: October 18, 2012

Abstract

Recent government sponsored research has demonstrated that there is a gap between the theory and practice of market intelligence gathering within the Australian micro, small and medium businesses (SMEs). Typically, there is a significant amount of information in literature about “what needs to be done”, however, there is little insight in terms of how market intelligence gathering should occur.

This paper provides a novel insight and a comparison between the theory and practices of market intelligence gathering of micro-business and SMEs in Australia and demonstrates an anomoly in so far as typically the literature does not match what actually occurs in practice. A model for market intelligence gathering for micro-businesses and SMEs is also discussed.

Keywords: market intelligence, micro business, SME, data, Australian business

JEL Classification: M39

Suggested Citation

Ross, Pauline and McGowan, Carol and Styger, Lee, A Comparison of Theory and Practice in Market Intelligence Gathering for Australian Micro-Businesses and SMEs (October 18, 2012). Proceedings of 19th International Business Research Conference 2012. Available at SSRN: https://ssrn.com/abstract=2253691 or http://dx.doi.org/10.2139/ssrn.2253691

Pauline Ross (Contact Author)

University of Southern Queensland ( email )

P.O.Box 238 Darling Heights
Toowoomba, Queensland 4350
Australia

Carol McGowan

University of Wollongong - Sydney Business School ( email )

Level 8
Gateway Building, Circular Quay
Sydney, New South Wales 2000
Australia

Lee Styger

University of Wollongong - Sydney Business School ( email )

Level 8
Gateway Building, Circular Quay
Sydney, New South Wales 2000
Australia

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