Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms

The rapid development of information communication technology (ITC) has opened up potential new marketing channels, and the enterprises must keep abreast of the evolution of the context and start operating with a multichannel approach, that is, with the interaction of various different marketing channels. It is in this perspective that the work examines a small Italian sportswear retailer operating locally. Said retailer has achieved a very significant market position in its sector of expertise thanks to the use of the social networks. For this purpose, information will be acquired from questionnaires filled out by consumers in the aim of highlighting the marketing instruments and activities that give rise to adequate customer satisfaction. The analysis of the results will make it possible to identify the capabilities which, via appropriate integration of the tools made available by the internet, suggest the best practices for small businesses.