The Impact of Emerging Technologies on Digital Transformation in Small and Medium Enterprises

Teuta Veseli-Kurtishi () and Blerta Abazi Chaushi ()
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Teuta Veseli-Kurtishi: South East European University, Macedonia
Blerta Abazi Chaushi: Faculty of Business and Economics, South East European University, North Macedonia

European Journal of Studies in Management and Business, 2024, vol. 31, 18-30

Abstract: In the rapidly developing digital transformation landscape, small and medium companies in North Macedonia face the challenges and opportunities created by new technologies. This study explores the multifaceted impact of these technologies on the digital transformation journey of SMEs in RNM. Using a qualitative research approach, data were collected through surveys from a diverse range of small and medium companies across different sectors. The results of the research show that companies in North Macedonia have considered the benefits of digital marketing and digital communication, and a modest statistical increase is observed in the relevant tools such as web communication, digital sales of products/services (e-commerce), sponsored advertising and other forms of digital marketing. However, in addition to the positive trend of digital transformation of companies, we are still at the beginning of adaptation. More and more small companies are expected to progress in the digitalization process. This study underscores the importance of continued support and investment in digital infrastructure and education to facilitate the ongoing digital transformation of SMEs in North Macedonia. By addressing the current challenges and harnessing the opportunities presented by emerging technologies, these companies can achieve sustainable growth and contribute to the broader digital economy in the region.

Keywords: Digital Transformation; Emerging Technologies; SMEs; Digital Marketing; E-commerce (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbrqaa::v:31:y:2024:p:18-30

DOI: 10.32038/mbrq.2024.31.02

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