Titlebook: Digital Transformation of SME Marketing Strategies; Innovating for the 4 Riccardo Rialti,Lamberto Zollo Book 2023 The Editor(s) (if applica

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ated overview of the current literature on Marketing for SME.SMEs represent more than 95% of businesses operating in global markets. These businesses are the fabric of any economic system both in developed and emerging countries, and are the main constituents of any global supply chain throughout th

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Bendik Bygstad,Egil ?vrelid,Robin Williamsteractions (i.e., touchpoints) with enterprises present in online environments. The crucial role played by data and business intelligence is analyzed to deep dive the way SMEs might strategically lever market opportunities in respect to new digital experiences of customers.

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https://doi.org/10.1007/978-3-030-92644-1d 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”.

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Case Studies: From Theory to Practice,d 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”.

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https://doi.org/10.1007/978-1-4842-8761-3of 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.

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