SMEs represent more than 95% of businesses operating in global markets. These businesses are the fabric of any economic system both in developed and emerging countries, and are the main constituents of any global supply chain throughout the world. However, research on new 4.0 marketing strategies for this kind of businesses has been largely neglected. Extant literature mostly neglects, or fails to articulate the importance of emerging technology such as Big Data, Artificial Intelligence and VR/AR for SMEs. Building on that, this book reviews existing literature on innovation and new technology in marketing for SMEs, what they could do and should avoid. Then, presenting multiple case study from SMEs operating in diverse industries (fashion and design, food and wine, financial services), it develops a practical strategic framework that could be used by SMEs wishing to effectively innovate their marketing strategies in our contemporary digital era. It will be an essential resource for students and researchers of marketing, innovation and industry 4.0.

Not all markets are alike: the European entrepreneur requires knowledge on how to avoid pitfalls before believing and focusing on opportunity. European Venture Toolbox features the leadership toolkit future decision makers, innovators, and entrepreneurs need to build a venture in Europe. Many European entrepreneurs are prone to the rhetoric of company building based on fast-growing start-up survivors, abundance of circulating capital, and sub-optimal business models monetizing late. They fall into the trap of thinking a mildly successful company can survive in the European ecosystem even if it does not thrive. This toolbox provides a framework to assess risk and return of choices, iteratively implement business, and avoid being blinded by incorrect principles not grounded in financial reality. European Venture Toolbox: The path for SMEs to grasp and defend opportunities is a compelling book for all small-to-medium enterprises. Written by a theoretician and a practitioner, it captures Europe-specific perspectives, examples, and case studies to provide an alternative insight. The Entrepreneurial Behaviour series is focused on expanding the scope of Entrepreneurial Behaviour theory and analysis and enriching practice by encouraging multi-cultural and multi-disciplinary approaches.