Case Studies: From Theory to Practice

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

Chapter 5 in Digital Transformation of SME Marketing Strategies, 2023, pp 133-159 from Springer

Abstract: Abstract This chapter presents the methodology used by the authors to empirically test the research questions and theoretical models presented in the previous chapters. Specifically, five emblematic SMEs operating in different industries—such as fashion, food and wine, fintech, and home furniture—are assessed through a qualitative approach, namely in-depth case study and interview coding analysis. The main findings and insights are illustrated and discussed by conceptualizing a new framework called “The common path toward digitalization”.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33646-1_5

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DOI: 10.1007/978-3-031-33646-1_5

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