Title: Challenges of using marketing information system (MkIS) by SMEs in Fiji

Authors: Gurmeet Singh; Rafia Naz; Kritika Devi

Addresses: School of Management and Public Administration, Faculty of Business and Economics, The University of the South Pacific, Private Bag, Laucala Bay Campus, Suva, Fiji ' School of Management and Public Administration, Faculty of Business and Economics, The University of the South Pacific, Private Bag, Laucala Bay Campus, Suva, Fiji ' School of Management and Public Administration, Faculty of Business and Economics, The University of the South Pacific, Private Bag, Laucala Bay Campus, Suva, Fiji

Abstract: The intention of this paper is to scrutinise the factors impacting small and medium enterprises (SMEs) eBusiness adoption and the challenges faced pertaining to the usage of marketing information system (MkIS) in Fiji and subsequently stress the potential solutions for those challenges. Structured questionnaire was used to collect data from the SMEs from five major towns in Fiji. A sample of 96 SMEs was surveyed sequentially. The research findings reveal that, SMEs in Fiji face massive challenges in employing MkIS. This result also illustrates that the challenges faced by SMEs in Fiji positively influence the use of marketing information system and alternatively ascertain the potential solutions which the SMEs acquires in order to overcome those challenges. Findings have also revealed that the level of SME eBusiness adoption is not the same as ICT adoption in Fiji.

Keywords: marketing information systems; MkIS; small and medium-sized enterprises; Fiji; challenges; e-business; electronic business.

DOI: 10.1504/IJESB.2013.055309

International Journal of Entrepreneurship and Small Business, 2013 Vol.19 No.3, pp.379 - 398

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 25 Jul 2013 *

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