Use of ICT as a critical marketing success factor in Turkish agri-food SMEs

Abstract

In the mid- to late 1980s, the rapid growth in computer networks and online services steered companies, including those in the agri-food sector, towards the use of information and communication technologies (ICT). Small and medium-sized enterprises (SMEs) now need to adapt to remain competitive in the rapidly changing business environment of the twenty-first century driven by the use of the Internet and Websites. The adoption of ICT as a communication and marketing platform provides considerable advantages to agri-food SMEs. This article examines the impact of the Internet and Websites on the marketing activities of Turkish agri-food SMEs and provides information about their use of ICT. The data result from a two-stage survey undertaken by the Turkish agri-food directorate (KOBI).