Businesses have been exposed to various challenges during the global pandemic, and their response to this disruption has impacted their resilience as well as their chances to overcome this crisis. Small and medium-sized enterprises (SMEs) are changing their business models in order to adapt to this changing environment. Service-based industries have been hit particularly hard. This research investigates how SMEs operating in service industries have been coping with the disruptions caused by the COVID-19 pandemic. This research aims to gain insights into which transformation drivers they have focused on and which technologies they have selected as a means to respond to the disruption. These insights regarding SMEs are then explored according to their influence on the redefinition of sustainable business models in SMEs. The review data was analyzed via a customized research framework that contains three dimensions and 30 subconcepts. The results show the distribution of drivers and technologies across service sectors. They are organized into a Business Model Canvas and could be considered useful for academia and practitioners. The highly unpredictable environment allows for only a few feasible strategic approaches regarding an SME’s decision on to follow incumbents, to become a challenger, or to reinvent themselves based on their own transformation drivers and readiness to apply digital technologies.

Purpose – The aim of this paper is to demonstrate the application of A/B testing for measuring the effectiveness of online sales in order to determine which changes to a website’s user interface have the greatest effect on the improvement of key perf...

Information about the paper titled "LESSONS LEARNED FROM WORK-BASED LEARNING AND INTENSIVE COURSES IN HIGHER EDUCATION" at IATED Digital Library

Many companies integrate sustainable business practices into their marketing strategies, enhancing supply chain management, product development, and decision-making. The growing use of social media has facilitated green advertising, enabling knowledge exchange and awareness. This study examines the impact of social media on sustainable marketing, focusing on consumer behavior, brand engagement, and green consumption. It aims to determine how digital technologies, social media actors, and interactions support sustainable marketing within companies. A literature review of Scopus and Web of Science databases identifies key trends and empirical findings in the researched field. Results highlight that social media promotes eco-friendly products, raises environmental awareness, and fosters engagement through influencer marketing. Findings suggest that sustainable brand positioning via social media enhances consumer trust and loyalty, while digital marketing interactions significantly influence green purchasing decisions. Additionally, the accessibility and interactivity of social media content shape consumer attitudes toward sustainable brands. Study limitations include the exclusive use of two databases and a restricted publication timeframe. Practical implications suggest that companies should strategically leverage social media to educate and engage consumers in sustainability. This research contributes to sustainable marketing by illustrating how digital technologies drive environmental, social, and economic responsibility while fostering consumer participation.

This paper explores the role of educational content marketing, within a digital marketing strategy, applied by software and application development companies for their business-to-business communication. Qualitative research for collecting primary data was conducted through in-depth interviews on a non-probability sample of experts. Considering the complexity of the products and business models of the companies from the sample, the purpose of the research was to determine how those companies establish a business relationship, how they use educational content marketing and what is its role in communication with other companies. The results indicate that the role of educational content marketing, for the companies in the sample, is crucial in expanding the market, creating new business opportunities, as well as in the sales process, especially in operations of high financial value.