The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Adoption of Online Marketing for Service SMEs with Multi-Criteria Decision-Making Approach
Abstract
This chapter attempts to fill in the gap of evaluating the viability of adopting online marketing for small and medium enterprises (SMEs) in service industries. As SMEs are generally characterized by shortage of resources, the use of online marketing strategies is apparently difficult. However, the current landscape of competition among SMEs in a global market economy prompts the necessity of adopting online marketing. With these, the decision-making process of SMEs in this area becomes complex and the decisions must integrate complex and interrelating criteria and constructs in order to provide a more holistic solution. Thus, this work adopts a multi-criteria decision-making (MCDM) method particularly the analytic network process (ANP) in order to evaluate the practicability of using online marketing for service SMEs. It becomes highly relevant as it provides significant insights to decision-makers in SMEs regarding the use of online marketing strategy. The contribution of this chapter lies in the application of MCDM in evaluating viability of online marketing in service SMEs.
Related Content
|
Ramsés Cabrera-Gala, Sandra Lopes Miranda.
© 2026.
34 pages.
|
|
Catarina Fernandes, Eduardo Milhões Pinheiro.
© 2026.
42 pages.
|
|
Mohammadsadegh Omidvar, Iza Gigauri.
© 2026.
38 pages.
|
|
Olena Chupyr, Gulzira Yestekova, Milen Mitkov, Olha Hetman, Teodora Dimitrova.
© 2026.
30 pages.
|
|
Iryna Sedikova, Ihor Savenko, Iryna Honcharova, Denys Sedikov, Daria Shalahinova, Hanna Palvashova.
© 2026.
30 pages.
|
|
Sónia Calado, Cláudia Miranda Veloso.
© 2026.
38 pages.
|
|
Olena Sushchenko, Alina Danileviča, Georgi Rusenov, Oleksandra Olshanska.
© 2026.
32 pages.
|
|
|