Impact of data analytics on SMEs marketing performance: an exploratory study in regional wine SMEs

Théo Justy (), Julien Granata (), Andreas Munzel, () and Denis Lescop ()
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Théo Justy: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Julien Granata: Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Andreas Munzel,: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse
Denis Lescop: Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Abstract: Big Data is a hot topic in today's literature. Businesses are collecting massive amounts of data about their customers. Today, businesses are aware that this data can be leveraged to benefit their performance. However, data analysis is not a technology reserved for large corporations. In fact, data analysis is of great interest to small and medium-sized businesses (SME's), especially in the wine industry. This study examines how data analysis can improve the marketing performance of SMEs in the wine industry. This paper presents the results of an exploratory study conducted with the VINSEO cluster with 15 professionals from wine-producing SMEs. The study analyzes the role of data in the management of wine-producing SMEs. The results present performance perspectives of data analysis in the marketing activities of wine SMEs. Finally, this study identifies a certain number of obstacles faced by wine SMEs when analyzing data.

Keywords: Big Data; Data analysis; SME; Wine industry; Marketing performance (search for similar items in EconPapers)
Date: 2021-11-25
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Published in Wine marketing research symposium, Nov 2021, Montpellier, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03609933

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