Marketing Channels transformation in Italian SMEs

Risultato della ricerca: Contributo in libroContributo 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 originaleEnglish
Titolo della pubblicazione ospiteAcademy of Marketing Science Conference
Pagine1-3
Numero di pagine3
Stato di pubblicazionePubblicato - 2021
EventoAcademy of Marketing Science Conference - United States - Virtual
Durata: 3 giu 20213 giu 2021

Convegno

ConvegnoAcademy of Marketing Science Conference
CittàUnited States - Virtual
Periodo3/6/213/6/21

Keywords

  • marketing channels
  • digitalization process
  • Made in Italy

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