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Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms: Some Evidence From a Small Sportswear Retailer in Italy
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Author(s): Maria Giovanna Tongiani (Department of Economy and Management, University of Pisa, Italy)and Giacomo Ceragioli (University of Pisa, Italy)
Copyright: 2021
Pages: 20
Source title:
Handbook of Research on Multidisciplinary Approaches to Entrepreneurship, Innovation, and ICTs
Source Author(s)/Editor(s): Luísa Cagica Carvalho (Instituto Politécnico de Setúbal, Portugal & CEFAGE, Universidade de Évora, Portugal), Leonilde Reis (Instituto Politécnico de Setúbal, Portugal), Alcina Prata (Instituto Polytechnic of Setúbal, Portugal)and Raquel Pereira (Instituto Polytechnic of Setúbal, Portugal)
DOI: 10.4018/978-1-7998-4099-2.ch004
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Abstract
The rapid development of information communication technology (ITC) has opened up potential new marketing channels, and the enterprises must keep abreast of the evolution of the context and start operating with a multichannel approach, that is, with the interaction of various different marketing channels. It is in this perspective that the work examines a small Italian sportswear retailer operating locally. Said retailer has achieved a very significant market position in its sector of expertise thanks to the use of the social networks. For this purpose, information will be acquired from questionnaires filled out by consumers in the aim of highlighting the marketing instruments and activities that give rise to adequate customer satisfaction. The analysis of the results will make it possible to identify the capabilities which, via appropriate integration of the tools made available by the internet, suggest the best practices for small businesses.
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