Overview of the Research Focus
The current marketplace continues to require agility as the governmental policy continues to adjust to the economic environment during the coronavirus pandemic (Knabke & Olbrich, 2018; Moi & Cabiddu, 2021). An uptick in consumer buying online forced businesses to innovate in business strategy and marketing (Dąbrowska et al., 2021). Part of this strategy required the use of agile digital platforms to create an online presence and capability (Dyduch et al., 2021; Moi & Cabiddu, 2021). While this may have been an existing strategy for more prominent, well-established companies, small to medium-sized enterprise (SME) managers may not have realized the need for an online marketing strategy (Black & Glaser-Segura, 2020).
Considering the increase in online consumerism, if SMEs desire to remain competitive and sustain through the pandemic, relying solely on previous customer buying habits may prove less advantageous as a marketing strategy (Dąbrowska et al., 2021; Dyduch et al., 2021; Raymond Dionysus, 2020). Combining the resources of multiple existing internal resources within an organization to create dynamic capabilities could challenge business strategies like Wernerfelt’s Resource-Based View (RBV) theory (He et al., 2018; Knabke & Olbrich, 2018; Marcos Paixão Garcez & Sbragia, 2013). Moreover, RBV strategies may need to evolve to consider the synchronization of collaborative resources within an industrial environment, which may create a more competitive advantage during and after the coronavirus pandemic (Black & Glaser-Segura, 2020).
The transition of brick-and-mortar SMEs to what has been coined “click-and-mortar” online strategies usher in a rapid digital transformation that requires SMEs to utilize AI, social media, and existing data platforms to remain flexible during the coronavirus pandemic (Shahzad et al., 2020). Successful SMEs based on dynamic capabilities must now decide if their internal resources are enough for the current economic and industrial environment (Raymond Dionysus, 2020). SMEs must consider revamping business strategies that incorporate internal use of AI and digital capabilities or the use of existing resources that provide the capability through collaboration (Bergamaschi et al., 2021; Dyduch et al., 2021). This paper discusses the challenges SMEs face utilizing business models that use traditional RBV theory in a digital marketplace environment.
I think there is a disconnect between these two statements you have here and the problem statement along with the subsequent RQs and hypotheses.
Okay, SMEs must incorporate some sort of digital resource to be successful>>>>But there are challenges, shouldn't the problem statement focuses on uncovering the what the challenges are and how to overcome the challenges?
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