Title: Marketing channel transformation in Italian SMEs

Authors: Chiara Cantù; Elisa Martina Martinelli; Annalisa Tunisini

Addresses: Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy ' Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy ' Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy

Abstract: In 2020, the global health emergency situation accelerated companies' digital transformation process. Digital channels became a fundamental aspect for managing relationships with their customers and stakeholders, so rethinking of structures and channel management requires more in-depth knowledge. This research analyses and explores the impact of digital channels in strategies of SMEs. The study is conducted on Italian medium-sized enterprises, also known as 'micro-multinationals' or 'pocket multinationals', considering the key industries that are part of the Made in Italy brand. The research investigates how marketing channels are transforming in Italian SMEs through impact of digital channels in terms of benefits and limits that influence direct and indirect marketing channels as well as how new technologies will impact the transformation of marketing channels in Italian SMEs. The grounded Delphi method is applied, combining aspects of the grounded theory with the Delphi method to explore current needs and future ones in perspective.

Keywords: marketing channel; transformation; digital; SMEs; Made in Italy; GDM.

DOI: 10.1504/IJGSB.2022.127219

International Journal of Globalisation and Small Business, 2022 Vol.13 No.2, pp.147 - 163

Received: 28 Oct 2021
Accepted: 01 Apr 2022
Published online: 29 Nov 2022 *

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