How do Institutions Promote Digital Marketing in Small and Medium International Companies: Comparison between Costa Rica and France

Karen Victoria Herrera Carpio, Susan Arce, Manon Enjolras () and Mauricio Camargo ()
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Karen Victoria Herrera Carpio: TEC - Instituto Tecnologico de Costa Rica
Susan Arce: TEC - Instituto Tecnologico de Costa Rica
Manon Enjolras: ERPI - Equipe de Recherche sur les Processus Innovatifs - UL - Université de Lorraine
Mauricio Camargo: ERPI - Equipe de Recherche sur les Processus Innovatifs - UL - Université de Lorraine

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Abstract: The objective of this paper is to analyze institutional promotions to small and medium international enterprises on the subject of digital marketing. The authors conduct qualitative research with a descriptive scope, including 12 institutions in Costa Rica and France. The study is dedicated to working with SMEs involved in an internationalization process and offering them some type of training. for the collection of information, an in-depth interview with each participant was applied. It concludes that SMEs promote digital marketing through institutions, and that the way in which they carry it out varies between the two countries, Costa Rica being a more general and structured service, and France a more customized one.

Keywords: Training; coaching; digital marketing; SMEs; support institutions; internationalization (search for similar items in EconPapers)
Date: 2020-04-30
Note: View the original document on HAL open archive server: https://hal.science/hal-02564902v1
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Citations: View citations in EconPapers (1)

Published in Technology Innovation Management Review, 2020, 10 (4), pp.58-71. ⟨10.22215/timreview/1347⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02564902

DOI: 10.22215/timreview/1347

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