ABSTRACT
The role of small and medium-sized enterprises (SMEs) as engines of economic growth is evident in their contribution to the global economy. Digitalisation of business and marketing in SMEs and its role in the businesses growth and influence on country-of-origin-image effect is finally examined considering future directions. Entrepreneurial companies engage in product-market innovation and take riskier ventures than larger and well-established firms; as such they are expected to be proactive innovators that take the lead. Digitalisation changes the marketplace by offering consumers and businesses greater interactive marketplace opportunities through a wide range of timely communication platforms such as social media, e-commerce, and chatbot that help building and strengthening business-customer relationship. Cyber security is a complicated and challenging market with cyber risks developing at high speed and interfering in politics, economies, security, and individuals’ lives. The European market in comparison is in an earlier stage of development, hence it is an attractive market to British and international cyber-security companies and SMEs.
