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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Karen Victoria Herrera Carpio & Susan Arce & Manon Enjolras & Mauricio Camargo, 2020. "How do Institutions Promote Digital Marketing in Small and Medium International Companies: Comparison between Costa Rica and France," Post-Print hal-02564902, HAL.
    • Handle: RePEc:hal:journl:hal-02564902
    DOI: 10.22215/timreview/1347
    Note: View the original document on HAL open archive server: https://hal.science/hal-02564902v1
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    Cited by:

    1. Ebrahim Forghani & Reza Sheikh & Seyed Mohammad Hassan Hosseini & Shib Sankar Sana, 2022. "The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(2), pages 625-640, April.

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