New Technologies and SMEs’ Business Model: ‘Marketization 4.0’

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

Chapter 3 in Digital Transformation of SME Marketing Strategies, 2023, pp 45-79 from Springer

Abstract: Abstract The chapter focuses on the main drivers and enablers of SMEs’ digitalization from a marketing perspective. How modern digital technologies and online environments opportunities might be understood, implemented, and diffused within enterprises? To answer this question, the authors explore the way SMEs’ business model is impacted by these revolutionary tools and techniques of business management. The main objective is to stress how the three main building blocks of enterprises’ business model related to marketing—namely, customer segments, customer relationship, and channels—might create more economic value, thanks to these digital innovations. Because a paradigmatic shift is happening due to digital transformation of marketing strategies, the way SMEs’ business model is managed must be consistently redesigned.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33646-1_3

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DOI: 10.1007/978-3-031-33646-1_3

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