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Book part
Publication date: 24 February 2022

Ayodeji E. Oke, Seyi S. Stephen and Clinton O. Aigbavboa

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Value Management Implementation in Construction
Type: Book
ISBN: 978-1-80262-407-6

Open Access
Article
Publication date: 3 April 2023

Emanuela Conti, Furio Camillo and Tonino Pencarelli

The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in…

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Abstract

Purpose

The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.

Design/methodology/approach

A research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.

Findings

The analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.

Research limitations/implications

The small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.

Practical implications

The study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.

Originality/value

By focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.

Details

The TQM Journal, vol. 35 no. 9
Type: Research Article
ISSN: 1754-2731

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