Marketing Channels transformation in Italian SMEs

Chiara Luisa Cantu'; Elisa Martina Martinelli; Annalisa Tunisini

Marketing Channels transformation in Italian SMEs

Chiara Luisa Cantu', Elisa Martina Martinelli, Annalisa Tunisini

Risultato della ricerca: Contributo in libro › Contributo a convegno

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.

Lingua originale	English
Titolo della pubblicazione ospite	Academy of Marketing Science Conference
Pagine	1-3
Numero di pagine	3
Stato di pubblicazione	Pubblicato - 2021
Evento	Academy of Marketing Science Conference - United States - Virtual Durata: 3 giu 2021 → 3 giu 2021

Convegno

Convegno	Academy of Marketing Science Conference
Città	United States - Virtual
Periodo	3/6/21 → 3/6/21

Keywords

Made in Italy
digitalization process
marketing channels

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@inproceedings{a238648b655449ec86110f995f9a6c9c,

title = "Marketing Channels transformation in Italian SMEs",

abstract = "The global health emergency situation in 2020 has accelerated the process of companies{\textquoteright} 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{\textquoteright} 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.",

keywords = "Made in Italy, digitalization process, marketing channels, Made in Italy, digitalization process, marketing channels",

author = "Cantu', {Chiara Luisa} and Martinelli, {Elisa Martina} and Annalisa Tunisini",

year = "2021",

language = "English",

pages = "1--3",

booktitle = "Academy of Marketing Science Conference",

note = "Academy of Marketing Science Conference ; Conference date: 03-06-2021 Through 03-06-2021",

}

TY - GEN

T1 - Marketing Channels transformation in Italian SMEs

AU - Cantu', Chiara Luisa

AU - Martinelli, Elisa Martina

AU - Tunisini, Annalisa

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - Made in Italy

KW - digitalization process

KW - marketing channels

KW - Made in Italy

KW - digitalization process

KW - marketing channels

UR - http://hdl.handle.net/10807/191994

M3 - Conference contribution

SP - 1

EP - 3

BT - Academy of Marketing Science Conference

T2 - Academy of Marketing Science Conference

Y2 - 3 June 2021 through 3 June 2021

ER -

Marketing Channels transformation in Italian SMEs

Abstract

Convegno

Keywords

Altri file e collegamenti

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