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Marketing Intelligence Adoption in Small and Medium-Sized Enterprises: A Behavioural Reasoning Perspective

  • Kandarp Singh* Kandarp Singh Corresponding author Assistant Professor Bennett University, Greater Noida, India India Kandarp Singh ORCID Id
Received: October 24, 2025
Accepted: November 30, 2025
Published: December 02, 2025
Volume: 1 (2) | Page: 67-84

Abstract

Marketing intelligence (MI) allows firms to collect, interpret, and apply the knowledge about customers, competitors, market and business environment to make business decisions. Although there are many advantages of MI for small and medium sized enterprises (SMEs), the process of MI adoption is not always simple due to the presence of constraints which co-exist with possible benefits. In the current study, the reasoning behind the adoption of MI by SMEs is explored within the framework of Behavioural Reasoning Theory (BRT), specifically in terms of reasons for and against MI adoption. Qualitative approach to research was used, including semi-structured interviews with 43 respondents who work in SMEs within healthcare, retail, technology, hospitality and manufacturing industries. For data analysis, the methodology inspired by Gioia's approach was applied, which involved going from individual concepts to more general themes and dimensions. Competing reasons for and against the adoption of MI and corresponding resistance are revealed in the analysis, highlighting the significance of the study of how decision-makers in SMEs understand these reasons in the context of their organizations. The contribution of the study lies in the use of reasoning-based approach to the exploration of the issue of MI adoption and differentiation of factors which influence adoption and results which can follow the process of adoption.

Keywords: marketing intelligence; SMEs; technology adoption; Behavioural Reasoning Theory; qualitative research; Gioia methodology; reasons for adoption; reasons against adoption.

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