Sara Fraccastoro

AI in International Marketing and Sales: The topic covers how small and miedium-sized firms (and often entrepreneurial ventures) navigate the complexities of cross-border markets and learn to use Artifical Intelligence and embed its tools into daily international marketing strategies, planning, and activities, as well as to improve B2B customers’ journey and experience.

Internationalization and Strategic Moves of Platform Firms: In this area, I focus on platform firms, their characteristics, and how, together with entrepreneurial capaibilities, they contribute to firms’ growth and international scaling. Spot is also on Born Digitals.

Social Media use for Intrnationalization and Sales: In this area, the spot is on Social Media Platforms and how they help firms to achieve international market reach, improve sales management, and increase sales performance.

Sustainability and Internationalization: In this resaerch area, I merge two very timely topics to see what goals lead small firms in adopting internationalization and Sustainability in their prctices and what implications these drivers have on firmsgrowth. I also embed elements of gamification in this area of research.

International Branding and Co-branding of firms.