How Institutions Promote Digital Marketing in Small and Medium International Companies: a Comparison Between Costa Rica and France

The objective of this paper is to analyze institutional promotions to small and medium international enterprises on the subject of digital marketing. The authors conduct qualitative research with a descriptive scope, including 12 institutions in Costa Rica and France. The study is dedicated to worki...

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Bibliographic Details
Published in:Technology innovation management review 2020-04, Vol.10 (4), p.58-71
Main Authors: Karen V. H. Carpio, Susan Arce, Manon Enjolras, Mauricio Camargo
Format: Article
Language:English
Subjects:
coaching
digital marketing
internationalization
smes
support institutions
training
Online Access:Get full text
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Summary:The objective of this paper is to analyze institutional promotions to small and medium international enterprises on the subject of digital marketing. The authors conduct qualitative research with a descriptive scope, including 12 institutions in Costa Rica and France. The study is dedicated to working with SMEs involved in an internationalization process and offering them some type of training. for the collection of information, an in-depth interview with each participant was applied. It concludes that SMEs promote digital marketing through institutions, and that the way in which they carry it out varies between the two countries, Costa Rica being a more general and structured service, and France a more customized one.
ISSN:1927-0321
1927-0321
DOI:10.22215/timreview/1347