| Autor: |
Meyer, Mona A., Peter, Marc K. |
| Zdroj: |
International Journal of Technology Marketing; 2024, Vol. 18 Issue: 1 p91-112, 22p |
| Abstrakt: |
The research objective is to understand how Swiss small and medium-sized enterprises (SMEs) in the information and communications technology (ICT) sector define their marketing strategies to benefit from digitalisation, to what extent digital transformation creates customer value, and how organisations can overcome the complexity of digitalisation. Following a literature review, managers from 14 SMEs were interviewed. Research showed that micro enterprises in Swiss ICT regard marketing strategies in the context of digital transformation, but have limited focus on the customer; small enterprises focus on external factors to adapt their marketing strategies; and medium-sized enterprises tend to describe the importance of implementing digital marketing in order to attract new customers. The results from this research include a marketing strategy canvas for evolving marketing strategies in ICT. While research outcomes are not necessarily generalisable to other industries, they show that targeting customer segments digitally and thus optimising usability and processes for them are essential for Swiss SMEs in ICT. |
| Databáze: |
Supplemental Index |
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