The global health emergency situation in 2020 has accelerated the process of companies’ digital transformation. Through this process firms discovered the relevance of the new digital channel in order to manage the relationship with their customers and stakeholders. In this context, the paper wants to analyze and discuss the impact of digital channel in SMEs’ strategies. In particular, the research is conducted on Italian mid-sized companies, also known as “micro-multinational” or “pocket-multinational”, considering the key industries of Made in Italy.
Cantu', C. L., Martinelli, E. M., Tunisini, A., Marketing Channels transformation in Italian SMEs, Paper, in Academy of Marketing Science Conference, (United States - Virtual, 03-03 June 2021), Academy of Marketing Science, United States 2021: 1-3 [http://hdl.handle.net/10807/191994]
Marketing Channels transformation in Italian SMEs
Cantu', Chiara Luisa;Martinelli, Elisa Martina;Tunisini, Annalisa
2021
Abstract
The global health emergency situation in 2020 has accelerated the process of companies’ digital transformation. Through this process firms discovered the relevance of the new digital channel in order to manage the relationship with their customers and stakeholders. In this context, the paper wants to analyze and discuss the impact of digital channel in SMEs’ strategies. In particular, the research is conducted on Italian mid-sized companies, also known as “micro-multinational” or “pocket-multinational”, considering the key industries of Made in Italy.
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