This master thesis investigates the use of digital technologies by exporters in the marketing, sales and logistics fields and their impacts on the company’s export performances. It also analyses the factors possibly affecting the choice of adopting these innovative technologies. Today, manufacturing companies are struggling to find innovative solutions that fit with their exporting activities to foster their competitiveness. Previous studies have focused on export, which nowadays is a relevant phenomenon in the world economy, and on Cross-Border E-Commerce (CBEC), that is becoming a popular internationalization model. However, little attention has been given to the innovative solutions (e.g. Inventory and order management, Supply chain visibility, Packaging solutions, Social media marketing, Email marketing, SEO) available to companies and to their adoption in an internationalization context. Moreover, few studies provide contributions over their impacts on the companies’ export performances. To cope with these research gaps, we leverage on a theoretical framework, developed starting from the findings of the previous literature, which illustrates the three main areas of investigation: level of adoption of innovative technologies, effect on performances, and the impact of contextual variables on the adoption of the abovementioned technologies. Empirical evidence based on an online survey conducted on a sample of 198 Italian exporters is used to test hypotheses on the relations between the variables included in the research framework. Ordinal, Binomial and Poisson regression analyses are the most widely used to this aim. This study provides guidelines for companies dealing with innovation in the export strategy and it advances the current research on innovative technologies with reference to impacts on export performances.
Questa tesi indaga l’uso di tecnologie digitali da parte di aziende esportatrici nei processi di marketing, vendita e logistica e i loro impatti sulle performance di esportazione. Inoltre essa analizza i fattori che possono influenzare la scelta di adottare queste tecnologie innovative, assumendo in questo modo una prospettiva pratica. Al giorno d’oggi, le aziende manifatturiere hanno difficoltà a trovare soluzioni innovative che si adattino alle loro attività di esportazione con l’obiettivo di favorire la loro competitività. Studi precedenti si sono focalizzati sull’export, che oggi rappresenta un fenomeno rilevante per l’economia mondiale, e sul Cross-Border E-Commerce (CBEC), che sta diventando un modello diffuso di internazionalizzazione. Tuttavia, nella letteratura sull’export e sull’export digitale, è stata prestata poca attenzione a queste soluzioni innovative a disposizione delle aziende e alla loro adozione (per esempio, Inventory and order management, Supply chain visibility, Packaging solutions, Social media marketing, Email marketing, SEO). Inoltre, pochi studi forniscono contributi sugli impatti che le tecnologie hanno sulle prestazioni di export delle aziende. Per colmare questi gap di ricerca, faremo leva su un modello teorico, sviluppato a partire dai risultati della letteratura, che illustra le tre principali aree di ricerca: il livello di adozione di tecnologie innovative, i miglioramenti delle performance e l’impatto delle variabili di contesto sull’adozione delle sopracitate tecnologie. Prove empiriche basate su un questionario online condotto su un campione di 198 aziende esportatrici italiane sono utilizzate per testare le diciotto ipotesi sulle relazioni tra le variabili incluse nel modello di ricerca. Le analisi di regressione maggiormente utilizzate a questo scopo sono Ordinale, Binomiale e Poisson. Questo studio fornisce le linee guida per le aziende che vogliono innovare la loro strategia di export e si inserisce nell’attuale ricerca sulle tecnologie innovative fornendo un contributo originale circa i loro impatti sulle prestazioni di export.
Investigating the role of technology adoption in international logistics, marketing and sales : what are the effects on export performance ?
Simone, Andrea Cristina;TONELLI, CAROLINA
2019/2020
Abstract
This master thesis investigates the use of digital technologies by exporters in the marketing, sales and logistics fields and their impacts on the company’s export performances. It also analyses the factors possibly affecting the choice of adopting these innovative technologies. Today, manufacturing companies are struggling to find innovative solutions that fit with their exporting activities to foster their competitiveness. Previous studies have focused on export, which nowadays is a relevant phenomenon in the world economy, and on Cross-Border E-Commerce (CBEC), that is becoming a popular internationalization model. However, little attention has been given to the innovative solutions (e.g. Inventory and order management, Supply chain visibility, Packaging solutions, Social media marketing, Email marketing, SEO) available to companies and to their adoption in an internationalization context. Moreover, few studies provide contributions over their impacts on the companies’ export performances. To cope with these research gaps, we leverage on a theoretical framework, developed starting from the findings of the previous literature, which illustrates the three main areas of investigation: level of adoption of innovative technologies, effect on performances, and the impact of contextual variables on the adoption of the abovementioned technologies. Empirical evidence based on an online survey conducted on a sample of 198 Italian exporters is used to test hypotheses on the relations between the variables included in the research framework. Ordinal, Binomial and Poisson regression analyses are the most widely used to this aim. This study provides guidelines for companies dealing with innovation in the export strategy and it advances the current research on innovative technologies with reference to impacts on export performances.| File | Dimensione | Formato | |
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Descrizione: MASTER THESIS SIMONE-TONELLI
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https://hdl.handle.net/10589/164538