Digitisation for SMEs: The ‘spend & bend’ paradigm

Dr Venkatesh Shankar, Professor and Coleman Chair in Marketing and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University, discusses the importance and approaches to digitisation for SMEs in this interaction with Virat Bahri, Editor, India Business & Trade, particularly in the changed business environment post the onset of COVID-19.

While he admits that digital marketing is still in an evolutionary stage, Dr Shankar encourages SMEs to start with a basic online presence, experiment with various approaches to growth and improvise along the way. To view the India Business & Trade thought leadership platform, click tpci.in/indiabusinesstrade