Observatory on Digital Marketing and Food

Project type
Finanziato
Funding entity
Volksbank
Starting date
1 ottobre 2020
Closing date
30 novembre 2020
Research team
Carlo Marcon, Chiara Gagetta, Chiara Grosso, Christine Mauracher, Elena Bellio, Francesca Checchinato, Ghita Bordieri, Isabella Procidano, Marisa Agostini, Michele Tamma, Vladi Finotto

Objectives of the project: the research project is part of the Observatory on digital technologies in the agri-food industry. It aims at:

  1. Measuring the diffusion of digital technologies among SMEs in the food industry, with a specific focus on the use of digital tools in marketing, communication and distribution strategies;
  2. Identifying the determinants of SMEs’ digital maturity in the North East of Italy;
  3. Identifying different digital maturity profiles and shedding light on their organization-level and decision-making determinants.

  1. The project comprises the following activities:

    1. A desk analysis of the digital presence of more than 500 firms in the most relevant food value chains;
    2. A survey on a sub-sample of 300 firms aimed at identifying the decision-making processes and the organizational factors influencing the adoption of digital technologies in marketing activities;
    3. In-depth case studies of firms exhibiting the highest digital maturity to develop useful and practically actionable benchmarks.