Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing Capabilities—A Systematic Review

Abstract

This study investigates the intersection of digital transformation, business resilience, and marketing capabilities, focusing on small businesses and startups. The digital revolution has significantly transformed business operations, supply chain management, and overall organizational performance. Conducted following PRISMA guidelines, this systematic literature review used the Scopus database, refining an initial 247 documents to 51 relevant studies. Key trends include the vital role of digital transformation in enhancing resilience, the use of emerging technologies for sustainable supply chains, and the importance of digital skills and knowledge management. Research highlights the implications of digital marketing and e-commerce adoption for SMEs, revealing the need for firms to develop dynamic capabilities to thrive in turbulent environments. However, gaps remain, such as understanding the long-term impacts of digital transformation, the interactions between digital maturity, innovation, and sustainability, and the necessity for comparative studies across industries and regions. Additionally, investigating how marketing capabilities contribute to resilience is essential, enabling small businesses and startups to withstand and recover from disruptions. Addressing these trends and gaps will enhance our understanding of digital transformation’s multifaceted implications for SMEs and startups, helping them leverage marketing capabilities to navigate challenges and seize opportunities in the digital era.