The Implementation of E-Marketing Communications in Micro-Companies : A Multiple-Case Study
Hietala, Timo; Salmi, Tommi (2012)
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012061512729
https://urn.fi/URN:NBN:fi:amk-2012061512729
Tiivistelmä
Hietala, Timo. Salmi, Tommi. 2012. The Implementation of E-marketing Communications in Micro-Companies. A multiple-case study. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 31. Appendices 2.
The main objective of this Thesis is to study the implementation of E-marketing communications in micro-companies operating in the Kemi-Tornio region. The study was conducted in order to gain knowledge about factors impacting the implementation.
Qualitative research method was used in this multiple-case study. Data was collected by conducting semi-structured interviews with the entrepreneurs of the six case companies and by literature review.
Findings of this Thesis reveal that implementation of E-marketing communications to market micro-companies in the Kemi-Tornio region is common, but the implementation is unplanned and narrow. Personal assumptions and attitudes of the entrepreneurs impact the implementation positively as well as negatively. Further research on the topic of beneficiality of E-marketing for micro-companies in the Kemi-Tornio region, could inspire the entrepreneurs to widen their use of E-marketing communications.
The main objective of this Thesis is to study the implementation of E-marketing communications in micro-companies operating in the Kemi-Tornio region. The study was conducted in order to gain knowledge about factors impacting the implementation.
Qualitative research method was used in this multiple-case study. Data was collected by conducting semi-structured interviews with the entrepreneurs of the six case companies and by literature review.
Findings of this Thesis reveal that implementation of E-marketing communications to market micro-companies in the Kemi-Tornio region is common, but the implementation is unplanned and narrow. Personal assumptions and attitudes of the entrepreneurs impact the implementation positively as well as negatively. Further research on the topic of beneficiality of E-marketing for micro-companies in the Kemi-Tornio region, could inspire the entrepreneurs to widen their use of E-marketing communications.