Abstract:

The rise of AI presents both opportunities and challenges for SMEs, particularly those employing entrepreneurial marketing (EM) strategies. In the context of global challenges like Brexit and Covid-19, understanding how SMEs in regions like Newport, Wales are leveraging AI becomes imperative. Our study delves into this phenomenon, drawing upon the emergent AI landscape and its implications for marketing in SMEs. While AI promises enhanced marketing effectiveness, SMEs face hurdles like limited resources and skill gaps. Through an inductive approach and the Zaltman Metaphor Elicitation Technique (ZMET), we aim to uncover insights from 18 SME owners in Newport using AI. Pilot interviews with three participants will precede the main study, leveraging ZMET's ability to capture rich data even with small samples. Thematic analysis will illuminate the emergent constructs, guiding future quantitative validation. This research underscores the urgency of addressing SMEs' AI challenges, fostering collaboration among academia, policymakers, and businesses. Such initiatives can drive economic growth and benefit both businesses and consumers.

Please choose your submission type: Developmental Paper

Primary Track: Marketing and Retail

Keywords: Marketing communications;Marketing strategy

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Dr. Ahmed Abdullah