Exploring Communication Strategies in SMEs: Preliminary results

Communication strategy is increasingly recognized as a critical factor for competitiveness and long-term success across companies of all sectors and sizes. In a rapidly evolving market with shifting consumer expectations, strategic alignment between communication practices and market demands is essential. This study presents preliminary results of an ongoing study on the communication activities of Small and Medium-sized Enterprises (SMEs). The literature highlights the need for a deeper understanding of how to manage ef ective communication, and calls for more empirical research, particularly on SMEs. Focusing on the Italian B2C manufacturing sector, the study proposes a questionnaire structure to explore the key components of communication strategy within SMEs. This paper discusses the gaps and challenges highlighted in the marketing literature on communication and presents preliminary results from the ongoing survey. It also of ers initial theoretical and practical implications for managing communication within a broader stakeholder ecosystem.