SME's MARKETING DURING DIGITAL TRANSFORMATION. SMALL AND MEDIUM-SIZED ENTERPRISES MARKETING DURING DIGITAL TRANSFORMATION

      Аннотация: The proliferation of information and communication technologies is forging ahead today at an unprecedented speed, opening new experiences and prospects for humanity, and triggering momentous changes in terms of networking, the business world, industrial development, and living standards. These advances provide fertile ground for small and medium-sized enterprises to enhance their business models and labor practices, innovate and increase their overall productivity through innovation and ultimately promote and adopt the transformative leaps for their long-term flourishment. A large number of SMEs consider that digitalization is only for the big multinational companies, or it is a “thing of the future”. Forecasts report that more than half of today's businesses would disappear in the next few decades if they do not make sense of how to transform their activity and integrate digitization and digitalization into all areas of their business. This research paper will attempt to refute the belief that digital transformation is only for multinationals.

Ключевые слова: SME's, Digital transformation, marketing, digital economy, Inovation