Trasformazione dei canali di Marketing nelle PMI italiane del Made in Italy

[Autom. eng. transl.] In 2020, the global health emergency has accelerated the digital transformation process of companies. Through this process, companies have discovered the importance of the digital channel to manage the relationship with their customers and stakeholders. In this context, the research aims to analyze and explore the impact of the digital channel in the strategies of small and medium-sized enterprises (SMEs). In particular, the research is conducted on Italian medium-sized enterprises, also known as “micro-multinationals” or “pocket multinationals”, considering the key industries of Made in Italy. The study aims to investigate how marketing channels are transforming in Italian SMEs through the impact of digital in terms of benefits and limits that influence direct and indirect marketing channels and how new technologies will impact the transformation of marketing channels. in Italian SMEs. To this end, the Grounded Delphi Method (GDM) is applied, which integrates aspects of the Grounded Theory with the Delphi method to explore current needs and behaviors and future ones in perspective. The analysis is in a preliminary phase and represents the first step of a project divided into several phases