When Digitalization Meets Omnichannel in International Markets: A Case Study from the Agri-Food Industry

Vincenza, Ciasullo, Maria and Montero, Raffaella and Mercuri, Francesco and Mugova, Shame (2022) When Digitalization Meets Omnichannel in International Markets: A Case Study from the Agri-Food Industry. Administrative Sciences, 12 (2). p. 68. ISSN 2076-3387

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Digitalization is prompting small and medium-sized enterprises to structural and strategic transformations, also providing new opportunities to expand and succeed in foreign markets. However, relatively few studies have investigated emergent digital technologies in international business management. Contextually, there is still a dearth of research on the multi-faceted impacts of digitalization on omnichannel strategy characterizing most of the global business environment today. This paper, therefore, aims to examine the impact of digitalization on omnichannel choices adopted by internationalized SMEs. A qualitative approach, based on a single case study methodology, is adopted. An Italian agri-food SME is chosen as this industry is considered a key and distinctive pillar of Made in Italy in the international markets. Findings reveal the potential of digital technologies’ applications in an omnichannel environment, blurring the boundaries between channels, through a synergetic integration of them. This evidence contributes to the existing literature on technology management and omnichannel strategies in the international context by rereading these phenomena through a smart ecosystem lens. In addition, this study provides practical insights on how multiple channels adopted by Made in Italy SMEs can be integrated, managed, and operated synergistically on international markets to sustain a digitalized value creation.

Item Type: Article
Identification Number: https://doi.org/10.3390/admsci12020068
1 June 2022Accepted
8 June 2022Published Online
Uncontrolled Keywords: digitalization, omnichannel, internationalization, Made in Italy SMEs, agri-food
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions: Faculty of Business, Law and Social Sciences > College of Accountancy, Finance and Economics > Centre for Accountancy Finance and Economics
Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User: Shame Mugova
Date Deposited: 05 Jan 2024 15:17
Last Modified: 20 Jun 2024 12:05
URI: https://www.open-access.bcu.ac.uk/id/eprint/15075

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