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

Kritika Devi (), Gurmeet Singh and Rafia Naz ()
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Kritika Devi: School of Management and Public Administration, Faculty of Business and Economics, The University of the South Pacific, Suva, Fiji
Rafia Naz: Business Department, James Cook University, Singapore

Journal of Information & Knowledge Management (JIKM), 2013, vol. 12, issue 01, 1-15

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.

Keywords: Marketing information system; small and medium enterprise in Fiji; benefits (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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DOI: 10.1142/S0219649213500093

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