In 2020, the global health emergency situation accelerated companies’ digital transformation process. Digital channels became a fundamental aspect for managing relationships with their customers and stakeholders, so rethinking of structures and channel management requires more in-depth knowledge. This research analyses and explores the impact of digital channels in strategies of SMEs. The study is conducted on Italian medium-sized enterprises, also known as ‘micro-multinationals’ or ‘pocket multinationals’, considering the key industries that are part of the Made in Italy brand. The research investigates how marketing channels are transforming in Italian SMEs through impact of digital channels in terms of benefits and limits that influence direct and indirect marketing channels as well as how new technologies will impact the transformation of marketing channels in Italian SMEs. The grounded Delphi method is applied, combining aspects of the grounded theory with the Delphi method to explore current needs and future ones in perspective.

Cantu', C. L., Martinelli, E. M., Tunisini, A., Marketing channel transformation in Italian SMEs, <<INTERNATIONAL JOURNAL OF GLOBALISATION AND SMALL BUSINESS>>, 2022; Vol. 13 (2): 147-163. [doi:10.1504/IJGSB.2022.10048330] [https://hdl.handle.net/10807/220089]

Marketing channel transformation in Italian SMEs

Cantu', Chiara Luisa
Primo
;
Martinelli, Elisa Martina
Secondo
;
Tunisini, Annalisa
Ultimo
2022

Abstract

In 2020, the global health emergency situation accelerated companies’ digital transformation process. Digital channels became a fundamental aspect for managing relationships with their customers and stakeholders, so rethinking of structures and channel management requires more in-depth knowledge. This research analyses and explores the impact of digital channels in strategies of SMEs. The study is conducted on Italian medium-sized enterprises, also known as ‘micro-multinationals’ or ‘pocket multinationals’, considering the key industries that are part of the Made in Italy brand. The research investigates how marketing channels are transforming in Italian SMEs through impact of digital channels in terms of benefits and limits that influence direct and indirect marketing channels as well as how new technologies will impact the transformation of marketing channels in Italian SMEs. The grounded Delphi method is applied, combining aspects of the grounded theory with the Delphi method to explore current needs and future ones in perspective.
Inglese
Cantu', C. L., Martinelli, E. M., Tunisini, A., Marketing channel transformation in Italian SMEs, <<INTERNATIONAL JOURNAL OF GLOBALISATION AND SMALL BUSINESS>>, 2022; Vol. 13 (2): 147-163. [doi:10.1504/IJGSB.2022.10048330] [https://hdl.handle.net/10807/220089]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/220089
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