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Marketing Information System (MkIS): Benefits for Small and Medium Enterprises in Fiji

Devi, Kritika and Singh, Gurmeet and Naz, Rafia (2013) Marketing Information System (MkIS): Benefits for Small and Medium Enterprises in Fiji. Journal of Information and Knowledge Management, 12 (01). pp. 1350009-1. ISSN 0219-6492

[img] PDF (Electronic version of an article published as Journal of Information and Knowledge Management, Volume 12, Issue 01, 2013, 15 pages] [DOI:10.1142/S0219649213500093] © [copyright World Scientific Publishing Company] [http://www.worldscientific.com/doi/abs/]) - Accepted Version
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    Abstract

    The purpose of this paper is to highlight the benefits of using Marketing Information System (MkIS) for Small and Medium Enterprises (SMEs) in Fiji. The paper comprises of quantitative data, which is comprehensively analysed statistically. Structured questionnaire was used to collect data from the SMEs from five major towns in Fiji forming a sample of 96 SMEs. This research has found that, SMEs in Fiji are quite aware of the resulting benefits of MkIS, though the usage rate is low. This has resulted in changes for SMEs' business in terms of growth (sales and profits), from the time when SMEs started using MkIS or any form of technologies. The importance of MkIS in making extreme decision is also tested and analysed.

    Item Type: Journal Article
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
    Depositing User: Gurmeet Singh
    Date Deposited: 01 May 2013 11:18
    Last Modified: 15 Jun 2016 14:48
    URI: http://repository.usp.ac.fj/id/eprint/5668
    UNSPECIFIED

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