P1. Small business exposure to retailer loyalty card marketing intelligence will have a positive impact on their MO.
P2. Small business exposure to retailer loyalty card data will have a positive impact on incremental innovations.
P3. Enhanced MO through exposure to retailer loyalty card marketing intelligence will complement small business EO in developing market-focussed radical innovations.
P4. Small businesses enhanced MO post-exposure to retailer loyalty card marketing intelligence and with high levels of EO can achieve exceptional short-term and long-term performance.