HOW THE DIGITAL MATURITY LEVEL IS SHAPING THE CONNECTED CONSUMER FUTURE?

Eliza Nichifor () and Brătucu Gabriel ()
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Eliza Nichifor: Transilvania University of Brașov
Brătucu Gabriel: Department of Marketing, Transilvania University of Brașov, Eroilor 29, Brașov, Romania

Journal of Smart Economic Growth, 2021, vol. 6, issue 2, 19-39

Abstract: In the age of the connected consumer, the digital transformation process of the organization has become a major concern, but also the key to success for certain businesses. Therefore, a new approach in marketing and management is proposed. This paper aims to extend the theoretical Analytic Processes Maturity Model (APMM) by introducing the criteria and its contributions to the decision-making process within SMEs concerning the five levels of the digital maturity model. The study is designed in five sections: i) an introduction of literature review presents the major concerns about this topic; ii) the methodology is represented by Analytic Processes Maturity Model and Analytic Hierarchy Process used to arrange the criteria to shape the hierarchic structure; iii) the results showcase which of the criteria contributes the most to the digital transformation and which category of SMEs is the most prepared for a digital transformation; iv) the discussions and v) conclusions section reveals what are the challenges and the solutions for managers to achieve the digital transformation of the organization goal.

Keywords: digital transformation; digital maturity; analytic processes maturity model; analytic hierarchy process (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:seg:012016:v:6:y:2021:i:2:p:19-39

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