The paper addresses the increasing pressure small businesses face in dealing
with retailer loyalty card marketing intelligence. Generally, literature has yet to adequately address
marketing planning implications for firms. The informal/formal tension when considering small
businesses presents a particularly interesting area of conceptual development, integrating market
orientation literature and also recent developments which point to interaction between market and
entrepreneurship orientations. This paper therefore provides a basis for a new small business research
agenda in an area which is highly topical and important, with a synthesis of the extant literature in
developing a conceptualization and propositions. The conceptualization and propositions can facilitate
the development of new research and thinking in this potentially fruitful area of future enquiry