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As the business world is constantly evolving, companies must compete with each other in order to compete in their sector. As small and medium-sized companies are not only profit-oriented but more customer-oriented, their characteristics and the strategies they use are unique to them. In this paper, we will discover what strategies small and medium-sized companies actives in the business to business sector have at their disposal in terms of growth and strategic positioning in the market. Le monde des affaires étant en constante évolution, les entreprises doivent se faire concurrence pour être compétitives dans leur secteur. Comme les petites et moyennes entreprises ne sont pas seulement orientées vers le profit, mais aussi vers le client, leurs caractéristiques et les stratégies qu'elles utilisent leur sont propres. Dans cet article, nous allons découvrir les stratégies dont disposent les petites et moyennes entreprises actives dans le secteur du 'Business to Business' en termes de croissance et de positionnement stratégique sur le marché.

PME --- B2B --- Stratégie --- Positionnement --- Croissance --- International --- Sciences économiques & de gestion > Marketing

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• Reference Manager
• EndNote
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Nowadays, we live in an interconnected world. Through the Internet and new technologies, we all have access to an abundance of information everywhere and all the time. As a result, this has changed consumers behaviour. The way businesses interact with their customers has also changed dramatically. 

Startups, which often have budget, time or knowledge constraints, should take advantage of the Internet, social networks and all these new means of communication, which are often affordable. Therefore, this study tries to understand how they communicate with their customers and potential customers through digital ?

This research work is based on a literature review followed by an exploratory qualitative study. In this study, ten Belgian or Luxembourg startups revealed their way of communication, their reasons and motivations for using specific tools. Also, their barriers and their expectations for the future with regard to their communication were explained. We had the possibility to compare their answers, make links with the literature review, and try to understand their choices.

At the end of this research, startups we met revealed to us that they are aware of the need to be present on the Internet. They proved that they were establishing concrete actions in order to be active on the Internet. However, despite these efforts, most of them realize that they have things to improve and install in order to be even more efficient in terms of digital communication. As a result, with the complementarity of primary and secondary data, a non-exhaustive list of recommendations for these startups has been proposed to startup managers in order to take advantage of this digital communication.

startups, digital communication, digital marketing, customer communication, Internet --- Sciences économiques & de gestion > Marketing