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Case Studies: From Theory to Practice

In: Digital Transformation of SME Marketing Strategies

Author

Listed:
  • Riccardo Rialti

    (University of Milan)

  • Lamberto Zollo

    (University of Milan)

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”.

Suggested Citation

  • Riccardo Rialti & Lamberto Zollo, 2023. "Case Studies: From Theory to Practice," Springer Books, in: Digital Transformation of SME Marketing Strategies, chapter 5, pages 133-159, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33646-1_5
    DOI: 10.1007/978-3-031-33646-1_5
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