Purpose The purpose of this paper is to explore the opportunities and challenges facing
firms in this new digital era concerning their international marketing strategy and examine …

In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance
Indicators (KPIs) can and should play an important role in marketing strategy formulation. It …

There is an urgent need in the field of international entrepreneurship to elucidate how SMEs
can pursue new opportunities in a digital international business environment. The purpose …

The digital global value chains (DGVCs) embody the two major characteristics of the current
era: globalization and digitalization. The DGVCs has a major impact on global economic …

The article empirically explores the role of e-business digital technologies in explaining the
export propensity of Italian SMEs and focuses on the adoption and implementation of e …

Purpose Differences in digital adoption between firms call for a clearer conceptualization of
digital marketing capabilities (DMCs). The purpose of this paper is twofold:(1) to offer a …

In order to face the challenges of internationalization and to cope more efficiently with the
uncertainty of foreign expansion, firms are called to analyze an increasing amount of real …

Résumé Digitalization is playing an increasingly important role in the growth of firms and is
leading to structural and strategic transformations. The use of digital technologies presents …

Despite the growing trend among small and medium enterprises (SMEs) of utilizing the
Internet for internationalization, academic research in this area remains sparse. This paper …

Purpose The social media have enabled companies to reach out to global markets and
provided them with the opportunity to customize their strategies and offerings in an …