“…SMEs, after collecting, filtering and processing, and sharing the market related data with the relevant people across the functional areas becomes able to devise marketing strategies, create value and satisfy needs of the customers (Gonzales, Vijande, &Casielles, 2002;Tajeddini, 2011). Prior research has highlighted thatinformation sharing leads a firm towards innovation (Lonial & Carter, 2015).Inter-functional coordination in the business culture can be managed bymany integration mechanisms including;face-to-face contacts, frequency of meetings, and sharedecisions (Tseng, Chang, & Chen, 2019).…”