HOW THE DIGITAL MATURITY LEVEL IS SHAPING THE CONNECTED CONSUMER FUTURE?
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.
Copyright (c) 2021 Eliza Nichifor, Gabriel Brătucu
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