...Simone Didonet; Geoff Simmons; Guillermo Díaz‐Villavicencio; Mark Palmer Purpose While literature has examined market orientation, it is limited with respect to small businesses. More specifically, previous research has not considered empirically the relationship between small business market...

... retailer loyalty card marketing intelligence and small business market orientation. Design/methodology/approach A conceptual model is developed which diagrammatically interprets how retailer loyalty card marketing intelligence can relate to small business market orientation. Propositions provide...