SMEs’ Reengineering to Marketing in Supply Chain Sector by Focusing on Website Improvement

Kriemadis Thanos () and Despina S. Giakomidou
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Kriemadis Thanos: University of Peloponnese
Despina S. Giakomidou: University of Peloponnese

A chapter in Computational and Strategic Business Modelling, 2024, pp 371-377 from Springer

Abstract: Abstract SMEs’ sector has proven to be a key factor in world’s economic performance, since it represents the majority of modern businesses. SMEs in all market sectors are keen to apply efficient and sustainable strategies for improving the marketing outcomes of their organizations. A process of reengineering SMEs’ strategy to marketing could help these businesses to reorganize important aspects of their core procedures and enhance their performance. The authors focused on the reengineering process of marketing activities for improving SMEs’ digital marketing efficiency in supply chain sector. Collection of the appropriate data was performed for 3 months, regarding SMEs’ website technical characteristics and digital marketing efficiency variables. This chapter’s research consists of correlation and linear regression analysis, followed by simulation analysis based on Fuzzy Cognitive Mapping models, with inputs of the previous statistical methods. Study outputs show the benefits for SMEs in supply chain sectors from adopting marketing strategies for enhanced customer attraction and the need for more reengineering toward marketing processes.

Keywords: Reengineering; Marketing; Digital marketing; SMEs; Big Data; Fuzzy Cognitive Mapping (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-41371-1_31

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DOI: 10.1007/978-3-031-41371-1_31

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