Autori
Casalegno, Cecilia
Candelo, Elena
Civera, Chiara
Morelli, Brigida

Titolo
Italian Small Retailers’ Adaptation to Digital Transformation: A Stakeholder Marketing Approach
Periodico
Micro & macro marketing
Anno: 2025 - Volume: 100 - Fascicolo: 1 - Pagina iniziale: 17 - Pagina finale: 38

Small retailers, who have traditionally relied on personal interactions, are now faced with embracing digital transformation while maintaining their unique value proposition. Previous studies have explored the impacts of multi-stakeholder marketing initiatives that enabled digital transformation among small retailers during the Covid-19 pandemic. However, a question remains unclear: within the context of the «new normal», how can small retailers leverage digital transformation to implement multi-stakeholder marketing, thereby enhancing their competitiveness and social sustainability? To address this gap, we will conduct a longitudinal analysis of an Italian and local project from 2020 to 2023. Using multi-stakeholder marketing as our framework, we will investigate the ongoing integration of digital transformation with analog benefits, examining the project’s impacts in post-crisis times.



SICI: 1121-4228(2025)100:1<17:ISRATD>2.0.ZU;2-L
Testo completo: https://www.rivisteweb.it/download/article/10.1431/114364
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/114364

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