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Made in Italy:
Eccellenze in Digitale
A training programme for Italian SMEs to improve digital literacy and competitiveness
Author: Francesco Zitelli
Supervisor: Prof. Dr. Dino Schwaferts
52 Chambers of Commerce involved
Source: EccellenzeInDigitale.it
“Eccellenze in Digitale” consists of:
Frontal lectures to entrepreneurs
One-to-one Meetings
Long problem-solving sessions
What is this research about?
“Personalized tutoring plan can improve digital maturity
of Italian SMEs”
Thesis Statement:
The aim is to improve the productivity of SMEs
The focus is on the ICT adoption among SMEs
BCG – e-Intensity Index 2013
Source: Boston Consulting Group
Offline SME Online SME Online and Active SME
Source: BCG SMEs questionnaire; BCG elaboration
Turnover is correlated to Digital Maturity
Offline SME
During last 3 years (2009-2011):
Online SME Online and Active SME
Source: BCG SMEs questionnaire; BCG elaboration
- 4.5 % - 2.4 % + 1.2 %
We want to “connect” Italian SMEs to the Internet
3. increased entrepreneur's awareness of
digital potential
4. adoption of digitalsolutions and
strategies
5. increasedcompany's digital
maturity
6. improvedperformance of
SMEs
7. improvedcluster
competitiveness
8. increased
labourdemand
2. demand for digitization of
SMEs
Theory
Framework
“Personalized tutoring plan can improve digital maturity
of Italian SMEs”
Thesis Statement:
Research Questions
Impact on digital maturity of SMEs?
Most adopted solutions among SMEs?
Strengths and weaknesses of the programme?
How to distinguish Offline, Online and Online-and-Active
SMEs ?
Survey each company across 21 indicators and establish categorization criteria
Example of Data Collection
5 basic
indicators
12 intermediate
indicators
4 advancedindicators
Categorization criteria
IF {
[ (“updated website”=1) OR (“updated social networks”=1) OR (“updated blog”=1) ]
AND [ (“ecommerce” + “AdWords” + “export” + “marketing”) > 0 ]
}
THEN Company IS “online-and-active”,
ELSE IF [ (“website” = 0) AND (“blog” = 0) AND (“social network” = 0) ]
THEN Company IS “offline”,
ELSE Company is “online”
Example of Data Collection
… offline
… online
… online-and-active
…
…
32Returned final reports
521119Reviewed SMEs
711
16 18 20 2123 24 26 28 29 30 31 32
35 36 38 39 39 39 40 40 41 42 4345 46
48 50
5661
65
0
10
20
30
40
50
60
70P
iace
nza
Fe
rmo
Ta
ran
to
An
con
a
Ca
mp
ob
ass
o
Sa
lern
o
Fe
rra
ra
Bie
lla
Ve
ne
zia
Ch
ieti
Ra
gu
sa
Cro
ton
e
Ro
vig
o
Le
cco
Sa
vo
na
Co
sen
za
Cu
ne
o
Re
gg
io E
milia
Fro
sin
on
e
Vit
erb
o
Pe
rug
ia
Po
ten
za
Asc
oli P
ice
no
So
nd
rio
Te
rni
Pa
do
va
Pe
saro
Fir
en
ze
Ve
ron
a
Ge
no
va
Ave
llin
o
Lu
cca
Involvement score: Number of Involved Companies per Province
32
35
46
48
50
52
79
250
529
0 100 200 300 400 500 600
Altro
Turistico
Servizi
Industria
Vitivinicolo
Commercio
Mobile
Artigianato
Agroalimentare
Count by Sector
Programme impact on digital maturity of SMEs?
Exante (Sep 2014) vs expost (Feb 15)
Sep 14
22 1 1 1 1 1Feb 15Suppose “Firm 22” improved all indicators:
For sure, it will jump from “Online” to “Online-and-active”.
184
798
13750
627
442
OFFLINE ONLINE INATTIVA ONLINE ATTIVA
exante expost
General results
Markov Chain of General Results
Impact score: explanation
Sep 14
22 1 1 1 1 1Feb 15Suppose “Firm 22” improved all indicators:
For sure, it will jump from “Online” to “Online-and-active”.
Therefore, it counts as a +1 in the Impact Score.
1 3 4 4 5 6 7 7 7 8 9 9 10 10 11 11 12 13 14 15 15 16 16 16 16 17 18
2225 26
30
39
Ve
ne
zia
Pia
cen
za
Cu
ne
o
Bie
lla
Ve
ron
a
Le
cco
Vit
erb
o
Fe
rmo
Cro
ton
e
Asc
oli P
ice
no
Ca
mp
ob
ass
o
Ch
ieti
Fir
en
ze
Te
rni
An
con
a
Ra
gu
sa
Fro
sin
on
e
Sa
lern
o
Pa
do
va
Re
gg
io E
milia
So
nd
rio
Pe
rug
ia
Ta
ran
to
Co
sen
za
Sa
von
a
Ave
llin
o
Fe
rra
ra
Ro
vig
o
Lu
cca
Pe
saro
Po
ten
za
Ge
no
va
Impact score: how many companies moved upward?
1
54396
101314
7
26
1719
12
21
16
20
29
23
2
22
11 9
24
30
1518
8
32
28
31
2725
0
5
10
15
20
25
30
35
40
45
0 10 20 30 40 50 60 70
Imp
act
sco
re
Involvement score
Involved companies vs. Impacted companies
y = 0.75x
Best Performance Frontier
0,0
4
0,1
0
0,1
1
0,1
7
0,1
8
0,1
9
0,2
0
0,2
1
0,2
3
0,2
3
0,2
8
0,3
1
0,3
1
0,3
2
0,3
6
0,3
8
0,3
8
0,3
8
0,4
0
0,4
3
0,4
4
0,4
5
0,4
6 0,5
7
0,6
1
0,6
2
0,6
4 0,7
0
0,7
1
0,7
5
0,7
8
Ve
ne
zia
(1
)
Ve
ron
a (
5)
Cu
ne
o (
4)
Bie
lla
(3
)
Vit
erb
o (
9)
Le
cco
(6
)
Asc
oli P
ice
no
(1
0)
Fir
en
ze (
13
)
Te
rni (1
4)
Cro
ton
e (
7)
Ave
llin
o (
26
)
Fro
sin
on
e (1
7)
Pa
do
va (
19
)
Ch
ieti
(1
2)
So
nd
rio
(2
1)
Ra
gu
sa (
16
)
Re
gg
io E
milia
(2
0)
Lu
cca
(2
9)
Pe
rug
ia (
23
)
Pia
cen
za (
2)
Co
sen
za (
22
)
Ca
mp
ob
ass
o (
11
)
Sa
von
a (
24
)
Pe
saro
(3
0)
An
con
a (
15
)
Sa
lern
o (
18
)
Fe
rmo
(8
)
Ge
no
va (
32
)
Ro
vig
o (
28
)
Po
ten
za (
31
)
Fe
rra
ra (
27
)
Relative Performance(conversion rate %)
Impact on digital maturity of SMEs?
Most adopted solutions among SMEs?
0,9
7
0,7
6
0,2
9
0,0
7
0,0
4
0,4
2
0,2
9
0,4
8
0,2
3
0,6
2
0,5
7
0,1
5
0,1
3
0,0
6
0,0
7
0,1
2
0,2
7
0,1
2
0,0
3
0,0
5
0,0
6
0,9
8
0,8
6
0,6
0
0,1
2
0,0
9
0,5
1
0,5
3 0,6
2
0,7
8 0,8
5
0,7
9
0,2
7
0,5
7
0,1
1
0,1
5 0,2
3
0,6
6
0,1
9
0,0
6
0,2
7
0,1
4
Ex-post vs. ex-ante comparison:
adoption rate for single indicator
exante expost
0,0
1
0,0
3
0,0
5
0,0
6
0,0
6
0,0
7
0,0
8
0,0
9
0,0
9
0,1
0
0,1
2
0,1
2
0,1
4
0,2
1
0,2
2
0,2
4
0,2
4
0,3
1
0,3
9 0,4
5
0,5
5
Intervention adoption ranking
(adoption rate differentials)
+ 55 %Google My Business
Updated SocialUpdated Site
+ 39 %+ 31 %
Strengths and weaknesses of the programme?
18
16
12
1
0
5
10
15
20
yes no unemployed (blank)
“Is your job position an opportunity
related to Eccellenze in Digitale?”
Job Placement Results
4
1
4
6
16
10
4
2
0
2
4
6
8
10
12
14
16
18
3 4 5 6 7 8 9 10
“How satisfying was the programme?”
(scores from 1 to 10)
Improved Customer Relationship Management
To improve distribution of instructions,
templates and deadlines
To streamline data collection and aggregation at
central level
Future DevelopmentsDistretti sul
Web
Eccellenze in
Digitale 1
Eccellenze in
Digitale 2
Crescere in
Digitale
Year 2013/14 2014/15 2015/16 2016
Length (months) 6 6 9 3
Interns 20 105 150 3000
Monthly Salary
(€)
1000 1000 1000 500
Total cost of
salaries
(€ thousands)
120 630 1350 4500
Source: Unioncamere
Made in Italy:
Eccellenze in Digitale
A training programme for Italian SMEs to improve digital literacy and competitiveness
Author: Francesco Zitelli
Supervisor: Prof. Dr. Dino Schwaferts
