How Can Managers Transform SME Marketing Strategies in a 4.0 Fashion?

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

Chapter 6 in Digital Transformation of SME Marketing Strategies, 2023, pp 161-189 from Springer

Abstract: Abstract Building on the previous empirical findings and data, the authors in this last chapter provide managerial and practical implications to SMEs’ marketers coping with digital transformation and new technologies adoption. The resulting marketing strategies and main challenges are discussed from a critical perspective. The main outcome is a new practical strategic tool that has been conceptualized to allow SMEs orchestrate digital transformation processes in a holistic and omni-comprehensive way.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33646-1_6

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DOI: 10.1007/978-3-031-33646-1_6

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