Italian Small Retailers’ Adaptation to Digital Transformation: A Stakeholder Marketing Approach

Cecilia Casalegno, Chiara Civera, Elena Candelo and Brigida Morelli

Micro & Macro Marketing, 2025, issue 1, 17-38

Abstract: Small retailers, who have traditionally relied on personal interactions, are now faced with embracing digital transformation while maintaining their unique value proposition. Previous studies have explored the impacts of multi-stakeholder marketing initiatives that enabled digital transformation among small retailers during the Covid-19 pandemic. However, a question remains unclear: within the context of the «new normal», how can small retailers leverage digital transformation to implement multi-stakeholder marketing, thereby enhancing their competitiveness and social sustainability? To address this gap, we will conduct a longitudinal analysis of an Italian and local project from 2020 to 2023. Using multi-stakeholder marketing as our framework, we will investigate the ongoing integration of digital transformation with analog benefits, examining the project’s impacts in post-crisis times.

Keywords: Digital transformation; longitudinal case study; small retailers; customers; multi-stakeholder marketing; ecosystems (search for similar items in EconPapers)
Date: 2025
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