The statement that increasing technology has made it easier for small firms to survive in a competitive market is largely true, although the extent to which it applies is debatable. Technology has significantly altered the competitive landscape, creating opportunities for small firms to level the playing field.
Firstly, e-commerce allows small firms to reach a global market, bypassing geographical limitations and competing with larger retailers. An online presence can significantly increase sales and brand awareness.
Secondly, affordable software and tools (e.g., accounting software, CRM systems, marketing automation) enable small firms to manage operations more efficiently and effectively, mirroring the capabilities of larger businesses.
Thirdly, social media marketing provides a cost-effective way for small firms to build brand awareness, engage with customers, and generate leads, often competing with larger firms' expensive advertising campaigns.
Fourthly, cloud computing offers access to powerful computing resources and data storage without significant upfront investment, enabling small firms to compete with larger organisations in areas like data analysis and IT infrastructure.
However, the benefits of technology are not universally accessible. Small firms may lack the expertise or resources to effectively implement and utilise new technologies. The digital divide can also be a barrier, particularly in areas with limited internet access. Furthermore, technology is constantly evolving, requiring ongoing investment and adaptation. Therefore, while technology has undoubtedly enhanced the survival prospects of many small firms, it is not a guaranteed solution and its effectiveness depends on factors such as access, skills, and adaptability.