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Challenges of using marketing information system (MkIS) by SMEs in Fiji

Singh, Gurmeet and Naz, Rafia and Devi, Kritika (2013) Challenges of using marketing information system (MkIS) by SMEs in Fiji. International Journal of Entrepreneurship and Small Business, 19 (3). pp. 379-398. ISSN 1476-1297

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The intention of this paper is to scrutinise the factors impacting small and medium enterprises (SMEs) eBusiness adoption and the challenges faced pertaining to the usage of marketing information system (MkIS) in Fiji and subsequently stress the potential solutions for those challenges. Structured questionnaire was used to collect data from the SMEs from five major towns in Fiji. A sample of 96 SMEs was surveyed sequentially. The research findings reveal that, SMEs in Fiji face massive challenges in employing MkIS. This result also illustrates that the challenges faced by SMEs in Fiji positively influence the use of marketing information system and alternatively ascertain the potential solutions which the SMEs acquires in order to overcome those challenges. Findings have also revealed that the level of SME eBusiness adoption is not the same as ICT adoption in Fiji.

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: 18 Jul 2013 20:32
Last Modified: 06 Jul 2016 23:41

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