Change or fail? Small business survival and digital marketing strategies during Covid-19 pandemic

Purpose - Covid-19 has brought a paradigm shift, many small businesses have gone bankrupt, and many others have not known how to take advantage of the digital world to survive and succeed. Seeking to investigate this case, particularly in Portugal and in the Fashion and Handicraft sector, we could see a pattern of digital strategies successfully used by real companies and would come closer to defining the future of digital marketing in the small business sector. Design/methodology/approach - The research employs an interpretative paradigmatic positioning, using the deductive method through qualitative analysis. The research object of this study are the answers of 23 small enterprises owners in Portugal, of the fashion and handicrafts sector, who were interviewed with the aim of analysing the digital marketing strategies currently in place related to providing access to the company, engaging the audience, personalising the offer, connecting with the audience and inviting consumers´ collaboration. Findings - The findings suggest that the identified set of digital strategies found in the literature can be employed by small enterprises, leading to better performance, both financially and socially. It analyzed ways of putting them into practice, their advantages, negative aspects and how they all connect to the consumer. The digital strategies most used by SME's are social media and the use of a website, and they are one of the most effective. The use of product configuration software and CRM (Customer Relationship Management) were proven to be the least used and therefore least effective by SMEs. Originality/value - As a recent topic, it doesn't have many studies on digital strategies when it comes to small enterprises. Intercepting what was found in the literature with the answers of these small company's owners creates a practical and real model of what happens with its use. The contributions of this study could help SME companies to improve their digital marketing strategies and brings another point of view in terms of academic contribution.Objetivo - Covid-19 trouxe uma mudança de paradigma, muitas pequenas empresas foram à falência e muitas outras não souberam tirar partido do mundo digital para sobreviver e ter sucesso. Procurando investigar este caso, particularmente em Portugal e no sector da Moda e Artesanato, pudemos ver um padrão de estratégias digitais utilizadas com sucesso por empresas reais e que se aproximariam da definição do futuro do marketing digital, no sector das pequenas empresas. Conceção/método/abordagem A investigação emprega um posicionamento paradigmático interpretativo, utilizando o método dedutivo através da análise qualitativa. O objeto de investigação deste estudo são as respostas de 23 pequenos empresários em Portugal, do sector da moda e do artesanato, que foram entrevistados com o objetivo de analisar as estratégias de marketing digital atualmente em vigor relacionadas com o acesso à empresa, o envolvimento do público, a personalização da oferta, a ligação com o público e o convite à colaboração dos consumidores. Conclusões - Os resultados sugerem que o conjunto identificado de estratégias digitais encontradas na literatura pode ser utilizado por pequenas empresas, levando a um melhor desempenho, tanto financeiro como social. Foram analisadas formas de as pôr em prática, as suas vantagens, aspetos negativos e a forma como todas elas se ligam ao consumidor. As estratégias digitais mais utilizadas pelas PME's são as Redes Sociais e a utilização de um Website, destacadas como as mais eficazes. A utilização de software de configuração de produtos e CRM provou ser a menos utilizada e, portanto, menos eficaz pelas PMEs. Originalidade/valor - Como tópico recente, não existem muitos estudos sobre estratégias digitais quando se trata de pequenas empresas. Intercetar o que foi encontrado na literatura com as respostas dos proprietários destas pequenas empresas cria um modelo prático e real do que acontece com a sua utilização. As contribuições deste estudo poderiam ajudar as PMEs a melhorar as suas estratégias de marketing digital e traz um outro ponto de vista em termos de contribuição académica

The Role of Social CRM in Social Information Systems: Findings from Four Case Studies

Social Information Systems (SIS) are larger systems of open and voluntary collaboration between involved parties and based on Social Media. Recent research about SIS describes characteristics, constituting elements and research streams. However, detailed analysis about the effects and system design of SIS are still limited. This paper investigates the concept of SIS from the perspective of Customer Relationship Management (CRM). It illustrates similarities and differences between SIS and Social CRM implementations by drawing on existing research and the examination of four cases studies. The findings show benefits and requirements for the adoption of SIS in the field of CRM. On one hand, SIS provide new means for CRM by fostering the creation and nurturing of relationships between business and the market. On the other hand, for realizing these opportunities companies need to further integrate Social Media, CRM and Social CRM from an inside-out and outside-in perspective

Governing and accelerating transformative entrepreneurship: exploring the potential for small business innovation on urban sustainability transitions

The alluring yet nebulous concept of transformative change is increasingly gaining traction in conversations about pathways to more sustainable futures. As such, new conceptual tools are needed to illuminate variety of actors, interests, and capacities at play in potentially radical experiments. This paper draws upon multi-level governance theory, sustainability transitions scholarship, and sustainability entrepreneurship literature, to interrogate the transformative potential of small and medium-sized enterprises (SMEs). We (1) identify characteristics of SMEs that might make them relatively more able to produce radical innovations, (2) explore dimensions of the broader socio-political context that influence the likelihood of this potential to be translated into action in urban spaces, and (3) discuss implications of these dynamics for transformative sustainability governance

Slingshot: unlocking our maritime-space potential using cross-sectoral innovation networks

This booklet is an extract of a technical note delivered to the European Space Agency under the remit of the CINMarS project, funded by the European Space Agency under contract number 4000113554

Governing and accelerating transformative entrepreneurship: exploring the potential for small business innovation on urban sustainability transitions

The alluring yet nebulous concept of transformative change is increasingly gaining traction in conversations about pathways to more sustainable futures. As such, new conceptual tools are needed to illuminate variety of actors, interests, and capacities at play in potentially radical experiments. This paper draws upon multi-level governance theory, sustainability transitions scholarship, and sustainability entrepreneurship literature, to interrogate the transformative potential of small and medium-sized enterprises (SMEs). We (1) identify characteristics of SMEs that might make them relatively more able to produce radical innovations, (2) explore dimensions of the broader socio-political context that influence the likelihood of this potential to be translated into action in urban spaces, and (3) discuss implications of these dynamics for transformative sustainability governance

How does the internet relate to the internationalisation of UK manufacturing SMES? - a network approach.

A number of researchers suggest that the development of Internet technologies, especially the World Wide Web, provides new opportunities for Small and Medium-sized Enterprises (SMEs), because the Internet has the ability to assist SMEs to extend their activities into customer base in international markets. Although there is extensive research focusing on business-to consumer marketing, no significant studies have looked at business-to-business marketing, especially the manufacturing SMEs sector. This thesis examines how the Internet relates to manufacturing SMEs and reviews how manufacturing SMEs internationalise. In particular, this thesis concerns how industrial networks/relationships impact on the use of the Internet for manufacturing SMEs and their international operations. This thesis reviews relevant areas of literature in industrial network perspectives, internationalisation, capabilities and the Internet. A conceptual framework derived from the literature review is also presented. The conceptual development provides a framework for the subsequent research strategies. The empirical data consists of ten in-depth case studies from different types of manufacturing SMEs and industries within the UK. A cross-case analysis was then carried out which leads to the finalised framework. One of the key contributions of this thesis is the development of the SCIM (SME Capability for the Internationalisation of Manufacturing) framework. The framework provides an overview of an industrial network in relation to the manufacturing SMEs' capability development, and factors such as the Internet and industrial environment that need to be considered for their international business decisions. The findings reveal key components that have direct impact upon manufacturing SMEs when engaging in network business activities. Moreover, the findings elaborate the influence of the Internet for manufacturing SMEs for their international business operations and internationalisation strategies. Finally, the implications for practice and directions for future research are highlighted

Realising social value within the design and delivery of Highway England infrastructure projects: final report

Executive Summary: This report presents the outcome of a study undertaken to open up the debate around social value (SV) and what it means for the Highways England (HE) and its supply chain (SC) companies with regard to scheme design and delivery of the strategic road network (SRN). The report did not evaluate current performance, but recommends the actions needed to deliver SV requirements on schemes via a structured framework

A Review of Critical Factors for Communicating With Customers on Social Networking Sites

This paper undertakes a systematic review to gain insight into existing studies on the application of Social Network Sites (SNS). Our systematic review of studies from 1995 to 2012 examines the background and trend of research in the area and provides critical factors that organizations should consider for effectively use social networking sites to communicate with their customers. We note a huge growth in the number of academic papers on the topic since 1998. Seventeen factors were identified as a result of review, which shaped two main themes: (i) A customercentric organizational culture, and (ii) SNS Know-How. The findings show that for a successful and effective use of SNSs, and in particular Facebook, a combination of good understanding of SNSs tools and capabilities as well as a constant and transparent relationship with customers are essential. The findings show that for a successful and effective use of SNSs, and in particular Facebook, a combination of good understanding of SNSs tools and capabilities as well as a constant and transparent relationship with customers are essential

Faculty Perceptions of Professional Growth After Course Design Collaboration With An Instructional Designer: A Phenomenological Study

This transcendental phenomenological study had the objective of examining the experience of faculty subject matter experts in higher education as they collaborated with instructional designers to develop online learning courses at a college in the northeast United States. The theory guiding this study was Bandura’s theory of self-efficacy. The central research question was: What are the SME reflections on their previous pedagogical and instructional skills, and what growth, if any, can be identified after the course design process? Additional questions examined the faculty\u27s perspective on their past and present pedagogical knowledge. The study took place at a four-year private college in the northeast. The sampling included 12 adjunct faculty members who have completed at least one online course design collaboration with an instructional designer. Data collection included one-on-one interviews, observations of course design documents, and faculty journal reflections. The researcher examined themes regarding the faculty perspective on what knowledge they acquired from the course design process and in what areas they determined professional growth. Five major themes emerged from the data analysis: (a) excited but cautious, (b) streamlined process, (c) relationship is critical, and (d) a new adventure. The examination encompassed the interpretation of the study\u27s findings, an exploration of its limitations, and the formulation of recommendations for future research

Digitalization based innovation - A Case Study Framework

Small- and medium-sized enterprises (SMEs) have been leading innovation processes, where the upsurge of digital technology has overpowering implications on competitive positioning, ̄rm's value chains and overall business model. Value creation facilitated by emerging digital technologies alters costs, as well as process performance. Due to ̄eld research and in-depth interviews with owners and managers of SMEs in North-East Italy area, we combine and analyze evidence of the contingent challenges companies face while trying to redesign their business model. Our results point out that being able to accumulate and put into action external ideas can be vital in supplementing internal knowledge base and therefore crucial in escaping technological lock-ins; thus, imposing efforts toward digital transformation offers favorable outcomes