Abstract:
SMEs operate in a globally competitive and turbulent environment. This has led
to high closure rates for an important sector that employs many workers. MKIS
facilitates decision-making and responses for businesses. Utilizing MKIS can
provide critical marketing information on products, markets, and customers,
enabling SMEs to survive better. Previous MKIS studies have revealed benefits
in increased knowledge, business performance prediction, and better products
and services. This paper examines theories and models that determine the
utilization of an SME MKIS. In an exploratory design, the study uses desk
research methodology to review the literature on MKIS utilization by SMEs. The
overall study purpose is to examine the literature on SME MKIS utilization to
answer three research questions on existing theories and empirical studies on
MKIS, models and research design. Key findings are that the leading theories
identified are diffusion of innovation (DIT) and unified acceptance and use of
technology (UTUAT). Amodel data bank of three theoretical and three empirical
MKIS models is reviewed and presented. The role of MKIS in business, MKIS
types, its drivers, and features are discussed. Finally, the paper presents study
implications for the working proposition, research questions, and an analysis
model
