SMEs’ Digital Transformation from a Marketing Perspective

Riccardo Rialti () and Lamberto Zollo ()
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Riccardo Rialti: University of Milan
Lamberto Zollo: University of Milan

Chapter 2 in Digital Transformation of SME Marketing Strategies, 2023, pp 7-43 from Springer

Abstract: Abstract This chapter summarizes the evolution of digitalization processes in marketing over the last decades, focusing on how digital technologies and innovation impacted and transformed SMEs’ marketing strategies. By tracing a timeline of the digitalization and innovation milestones impacting SMEs, the authors focus on the Industry 4.0 phenomenon as a revolution for enterprises, stakeholders, and the surrounding socioeconomic environment. The main goal of the chapter is to stress how such innovative paradigms might represent a successful strategic lever for SMEs’ survival and sustainable competitive advantage—especially during crisis periods like the present one.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33646-1_2

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DOI: 10.1007/978-3-031-33646-1_2

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