Title: A theoretical essay on marketing digitalisation in SMEs

Authors: Marina Proença; Ana Maria Machado Toaldo

Addresses: Department of Business Administration (Marketing Strategy), Universidade Federal do Paraná (UFPR)/Federal University of Paraná, Curitiba, Brazil ' Department of Business Administration (Marketing Strategy), Universidade Federal do Paraná (UFPR)/Federal University of Paraná, Curitiba, Brazil

Abstract: Based on the marketing systems theory, our theoretical essay is an attempt to broaden the understanding of the digitalisation in small and medium-sized companies in the field of strategic marketing, that is, considering the creation, communication and delivery of long-term value. Despite significant advancements in digital transformation in recent years, SMEs are still failing to realise their full potential as they often utilise digitalisation in a tactical manner, lacking connections to the overall strategy of the company. To address this gap, we have developed theoretical propositions and a framework based on existing literature, to provide insights into how the use of new technologies can provide competitive advantages to these companies. We conclude by encouraging empirical testing and the practical application of the ideas presented in this work.

Keywords: marketing; digitalisation; theoretical essay; small and medium enterprises.

DOI: 10.1504/IJTMKT.2025.145382

International Journal of Technology Marketing, 2025 Vol.19 No.2, pp.131 - 151

Received: 16 Nov 2023
Accepted: 03 Apr 2024
Published online: 31 Mar 2025 *

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