DIGITAL TRANSFORMATION IN COMPANIES: A STUDY ON FOOD INDUSTRY’S SMEs

Abstract

Digital Transformation (DT) is a key word in the business field. Recognizing its importance, this elaborate is a journey into the theme of digitalization. It gives an overview about the phenomenon of digital transformation and it focuses on how technologies help the relationship between the company and its customers. The aim of the paper is to understand the level of digitalization of food industry’s small and medium enterprises. It is important to dive into this field as food is fundamental for Italian economy and almost all firms operating in the food industry are SMEs. Generally, smaller enterprises have certain characteristics that lead to some difficulties in high-impact projects such as digital transformation. Nevertheless, digitalization is a process that is required to survive in the market. The explosion of new digital technologies such as Internet of Things, Virtual Reality, Big Data, social media are calling for a big organizational change. But technology alone is just a little part of the process. Therefore, companies need to leverage several factors other than technology to succeed in the transformation. These important factors for DT are technologies, organizational culture, customers, business model, and organizational model. A focus of the thesis is on the relationship between the company and its customers as in the modern world, power is in the hands of the consumers. Today, the consumer is more connected and more informed and he is the driver of his own experience. Therefore, companies need to be present in all touchpoints in an effective way. In this, technologies represent an important tool. The first part of the thesis will be dedicated to the understanding of the food industry. Then, the most important aspects of digital transformation will be presented. After that, the thesis will focus on how companies relate with their customers through digital. Finally, the last part is dedicated to a field analysis both quantitative and qualitative. A sample of food industry’s SMEs operating in the Triveneto region has been selected. At the beginning, the digital presence of these enterprises has been assessed considering website, e-commerce and social media. Then, a survey has been submitted to these companies to better understand the level of digital transformation. Finally, some interviews were conducted with some selected enterprises and customers.