Embracing Digitalization

As the physical and digital worlds collide, digitalization continually impacts the ways established companies run their business. As a result, businesses, in this case those that are business-to-business (B2Bs), need to have a solid understanding of digital business processes in order to continually support the expansion of their clients in the digital world. Even though there is a wealth of research on digitalization available, there is still a need for additional study that takes into account the distinct scenarios of particular organization’s experiences as they work toward digitalization. Consequently, this study focused on the particular case of Yellow Malta, a company that specializes in digital marketing and the promotion of local SMEs. This study was related to the company's objectives and efforts as a B2B, specifically for employing digital services and technology to support the expansion of both their business and their clientele. Hence the following research question was formulated: How does Yellow Malta employ digitalization to optimize its business strategy? Qualitative research techniques were used to comprehend the how, what, and why of the specific circumstance of how Yellow Malta implements digitalization. In light of this, it was determined that qualitative research would be the best method for addressing the study question. The two distinct types of qualitative techniques used were in-depth qualitative interviews with Yellow Malta staff members and qualitative content analyses of their Facebook and Instagram pages. These methods were deemed the most effective for obtaining an all-encompassing understanding of Yellow Malta from the staff members themselves and the portrayal of their digital tactics from their Social Media accounts. The study gave the researcher insight into how Yellow Malta implemented digitalization and how it enhanced their corporate strategy. Although the study produced a number of insights, the key conclusions highlighted Yellow Malta's commitment to implementing digitalization both inside their own organization and those of their clients. However, since they are rather customer-orientated, Yellow Malta advances less rapidly toward digitalization and the benefits it brings about with it due to the locals' tendency to be behind the times. Yellow Malta has nonetheless shown a positive vision and a willingness to integrate digitalization, suggesting that they will be able to effectively continue their transformation journey toward digital maturity. Yellow Malta has been able to benefit from digitalization in a number of ways, including the opportunity to offer new products and services, improved internal productivity, and brand visibility, amongst others. By adopting digitalization, Yellow Malta has not only been able to enhance their operations but also simultaneously build a trustworthy online presence that appeals to the local market.