HOW THE DIGITAL MATURITY LEVEL IS SHAPING THE CONNECTED CONSUMER FUTURE?

Abstract

In the age of the connected consumer, the digital transformation process of the organization has become a major concern, but also the key to success for certain businesses. Therefore, a new approach in marketing and management is proposed. This paper aims to extend the theoretical Analytic Processes Maturity Model (APMM) by introducing the criteria and its contributions to the decision-making process within SMEs concerning the five levels of the digital maturity model. The study is designed in five sections: i) an introduction of literature review presents the major concerns about this topic; ii) the methodology is represented by Analytic Processes Maturity Model and Analytic Hierarchy Process used to arrange the criteria to shape the hierarchic structure; iii) the results showcase which of the criteria contributes the most to the digital transformation and which category of SMEs is the most prepared for a digital transformation; iv) the discussions and v) conclusions section reveals what are the challenges and the solutions for managers to achieve the digital transformation of the organization goal.