Title:
IMPACT OF DIGITAL TRANSFORMATION IN MEASURING BUSINESS PERFORMANCE OF SMALL & MEDIUM SCALE BUSINESSES IN SRI LANKA

Authors:
Nilshan Perera, Sri Lanka

Abstract:

One of the most fundamental social and economic occurrences of our time is digital transformation, which has an impact on business operations. The purpose of this paper is to investigate how digital transformation affects marketing activities in small and medium-sized enterprises (SMEs) in Sri Lanka, as well as to investigate overall changes triggered by digital technology in the marketing concept, its instruments, and activities in SMEs. The primary research question focuses on the current evolution of marketing activities performed by organizations. Analyses and considerations are based on logical inference, examination of empirical study results, a critical literature review, and market observations by the author. Analyses have shown that digital technologies are widely used in marketing in the enterprises studied, despite the fact that these technologies are often classified as traditional tools. IT technologies and digital tools also have an impact on marketing, assisting in the development of customer relationships and increasing the value of each organization.