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SMEs’ Digital Transformation from a Marketing Perspective

In: Digital Transformation of SME Marketing Strategies

Author

Listed:
  • Riccardo Rialti

    (University of Milan)

  • Lamberto Zollo

    (University of Milan)

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.

Suggested Citation

  • Riccardo Rialti & Lamberto Zollo, 2023. "SMEs’ Digital Transformation from a Marketing Perspective," Springer Books, in: Digital Transformation of SME Marketing Strategies, chapter 2, pages 7-43, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33646-1_2
    DOI: 10.1007/978-3-031-33646-1_2
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