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Italian Small Retailers’ Adaptation to Digital Transformation: A Stakeholder Marketing Approach

Author

Listed:
  • Cecilia Casalegno
  • Chiara Civera
  • Elena Candelo
  • Brigida Morelli

Abstract

Small retailers, who have traditionally relied on personal interactions, are now faced with embracing digital transformation while maintaining their unique value proposition. Previous studies have explored the impacts of multi-stakeholder marketing initiatives that enabled digital transformation among small retailers during the Covid-19 pandemic. However, a question remains unclear: within the context of the «new normal», how can small retailers leverage digital transformation to implement multi-stakeholder marketing, thereby enhancing their competitiveness and social sustainability? To address this gap, we will conduct a longitudinal analysis of an Italian and local project from 2020 to 2023. Using multi-stakeholder marketing as our framework, we will investigate the ongoing integration of digital transformation with analog benefits, examining the project’s impacts in post-crisis times.

Suggested Citation

  • Cecilia Casalegno & Chiara Civera & Elena Candelo & Brigida Morelli, 2025. "Italian Small Retailers’ Adaptation to Digital Transformation: A Stakeholder Marketing Approach," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 17-38.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/114364:y:2025:i:1:p:17-38
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