How do the managers of local businesses integrate the digital transition imperative into their strategy? Online publication date: Thu, 25-Jul-2024
by Déborah Lejuste; François Acquatella; Martine Hlady-Rispal
EuroMed J. of Management (EMJM), Vol. 6, No. 2, 2024
Abstract: While the deployment of modern digital tools, understood internally, could have an impact on organisation and production processes, the perception of growing complexity, combined with a lack of training, is preventing local businesses managers from implementing a real long-term digital strategy, to meet their customers' expectations as effectively as possible. A qualitative study analysed the attitudes and behaviours of local businesses managers, as well as their strategies, showing how societal changes are nevertheless pushing them towards digital maturity. Beyond a real awareness of the importance of integrating digital technology into their strategy, and the desire to make it converge with the ecological transition, DIY and a lack of time are holding back innovation and digital maturity, which suggests a long road ahead for local businesses managers, who are nonetheless the key to successful and profitable digital integration.
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