 Marketing channel transformation in Italian SMEsChiara Cantù, Elisa Martina Martinelli and Annalisa Tunisini International Journal of Globalisation and Small Business, 2022, vol. 13, issue 2, 147-163 Abstract: In 2020, the global health emergency situation accelerated companies' digital transformation process. Digital channels became a fundamental aspect for managing relationships with their customers and stakeholders, so rethinking of structures and channel management requires more in-depth knowledge. This research analyses and explores the impact of digital channels in strategies of SMEs. The study is conducted on Italian medium-sized enterprises, also known as 'micro-multinationals' or 'pocket multinationals', considering the key industries that are part of the Made in Italy brand. The research investigates how marketing channels are transforming in Italian SMEs through impact of digital channels in terms of benefits and limits that influence direct and indirect marketing channels as well as how new technologies will impact the transformation of marketing channels in Italian SMEs. The grounded Delphi method is applied, combining aspects of the grounded theory with the Delphi method to explore current needs and future ones in perspective. Keywords: marketing channel; transformation; digital; SMEs; Made in Italy; GDM. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijgsbu:v:13:y:2022:i:2:p:147-163 Access Statistics for this article More articles in International Journal of Globalisation and Small Business from Inderscience Enterprises Ltd |
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