Developing competencies in the entrepreneurial small firm for use of the Internet in the management of customer relationships

Pauric McGowan · Lynsey Allen · Colette Dougan · Sheena Nixon

71 citations0/0 files storedJournal of European Industrial Training

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SMEs Development and Digital Marketing Entrepreneurship Studies and Influences Competency Development and Evaluation

Abstract

This article explores the competencies needed by the entrepreneurial small firm (ESF) owner/manager for the effective use of the Internet in managing customer relationships. The research reviews a theoretical model of appropriate competencies and presents the findings of an empirical research programme designed to establish the value of this model. The article goes on to propose a strategy for developing competencies in the use of the Internet.

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References

2008Qualitative Data Analysis 1982The Competent Manager: A Model for Effective Performance 1992Do Norms Matter in Marketing Relationships?1996The value concept and relationship marketing 1999Exploiting the virtual value chain 1991Personal and extended networks are central to the entrepreneurial process 1996Frontiers of Electronic Commerce 1997Value‐driven relational marketing: From products to resources and competencies

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