Izvorni znanstveni članak
DIGITAL TRANSFORMATION OF MARKETING IN SMALL AND MEDIUM-SIZED ENTERPRISES - REVIEW OF EXISTING RESEARC
Igor Pihir
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Snježana Križanić
orcid.org/0000-0002-0834-1710
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Ana Kutnjak
orcid.org/0000-0003-1713-3582
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
Digital transformation is a challenge and opportunity for companies that must be ready for change. In modern times, small and medium sized enterprises (SMEs) are expected to adapt to the market using modern infrastructure through which they offer their services and goods. For this reason, digital transformation has become an inevitable step that companies need to take in order to achieve better efficiency and ensure market competitiveness. A digital marketing transformation of one company helps its recognizability and better communication with consumers. This article deals with the review of digital literacy in the field of marketing of small and medium enterprises. The results of research on World Wide Bases (WOS and Scopus) and the search of publicly available sources through Google's search engine are listed as a set of guidelines or trends in which this area is focused on marketing small and medium businesses. In order for companies to react on changes, it is necessary to first determine their current market position, the current digital position, the readiness of employees to digital transformation, digitization strategies, concrete digitization measures and the effectiveness of the measures taken.
Ključne riječi
small enterprise; medium enterprise; digital transformation; marketing communication; competitiveness
Hrčak ID:
234538
URI
Datum izdavanja:
1.3.2019.
Posjeta: 2.477 *