Opportunities and threats of digital marketing in start-ups: managerial evidence from a systematic literature review
Author(s)
Date Issued
2021
Type
conferenceObject
Abstract
The digital transformation driven by Industry 4.0 and its enabling technologies has brought profound changes in firm’s processes. In particular, the advent of the pandemic has led firms to take a closer look at new technologies and digitalization, which is increasingly linked to business survival. In this domain, the adoption of digital marketing strategies has become a fundamental approach for all firms. Especially start-ups need a robust and concrete digital marketing strategy to launch and grown their young business. However, digital marketing related challenges often entail a number of difficulties for these enterprises, such as the lack of both resources and expertise. In this context, this paper aims at investigating digital marketing adoption in start-ups in order to understand the main aspects investigated in the managerial literature and the opportunities and threats of its application already emerged. A systematic literature review has been carried out to investigate the subject matter. The paper will conclude with managerial and theoretical implications, limitations and some future research avenues to further investigate the adoption of digital marketing in start-ups.
Conference(s)
Trasformazione digitale dei mercati: il Marketing nella creazione di valore per le imprese e la società