Vibram: How Digital Marketing Enabled the Digital Transformation

Andreina Mandelli, Chiara Piancatelli and Alessandro Arbore

Micro & Macro Marketing, 2022, issue 1, 117-134

Abstract: The goal of this paper is to explore the link between digital marketing and digital transformation. Through the analysis of the Vibram case study, an Italian company born as a small B2B manufacturing firm, now become an international B2C brand, the authors will discuss how it is possible to redefine business models and to innovate processes by leveraging the digital paradigm and the new digital marketing perspectives and practices. Due to the continuous and unpredictable technological and market transformations, today’s competitive advantage from a market perspective is sustainable if it derives from a systematic ability to innovate, redefine and regenerate resources and skills in response to changing environmental conditions. The article will deal with how this new scenario has at its core new abilities to invent business and redesign experiences and market relations thanks to the application of new digital marketing logics. If on the one hand, the combination of «future imagination + technology» can guarantee the necessary speed and strategic adaptability, on the other hand, customer orientation guides the direction and economic anchoring of the innovative effort.

Keywords: Digital marketing; digital transformation; social media marketing; social media analytics; omnichannel (search for similar items in EconPapers)
Date: 2022
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