The small business is challenged on a daily basis to compete in an ever demanding and ever
expanding marketplace. As a result of new technologies such as market intelligence
databases, small business owner-managers are playing catch–up with larger and more
resource based firms in maintaining current insight into the market. Larger firms have
typically been better positioned to afford and analyse the latest market intelligence data for
internal marketing purposes. This study provides insight into three action research case
studies through a participatory action research, investigating the ways in which traditionally
informal small business owner-managers addressed marketing challenges through the
utilisation of free access of formalised retailer loyalty card data for the first time in their
daily business marketing activities
